Stave Wine Bar and Market Creative Brief Assignment A ssignment Marketing 233 Kari McMullen May 5, 2017
By: Christina Vitale Jose Avitia Jessica Montenegro Jessica Dickens
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Introduction to Stave Wine Bar and Market The company that we chose to be our client is Stave Wine Bar. Stave sells wines by the
glass (in the form of wine tasting) and bottle, craft beer, be er, charcuteries, appetizers, wine flights, and cheese. The previous space where Stave Wine Bar is located was occupied by Washburn Flowers. Greg Rose from California (who ran a wine bar for 10 years there) was a former wine broker and also ran a tasting room. Greg Rose has family here in the Twin Cities and chose the uptown location because he “liked the direction the town was going with businesses. It has nothing but success written all over it.” The remodel from Washburn Flowers Flowers to Stave Wine Bar had a $81,000 budget. Stave currently advertises on Facebook. The company is familiar to a few people from Yelp and word of mouth. The Creative Brief Background/Situation Analysis/Overview: What is the background of the client? Stave is a wine company nestled in the heart of Bloomington/Normal but is not widely
known amongst the community. Stave advertises with social media but does not attract enough attention in doing so. What are their strengths/weaknesses?
Stave has a few strengths and weaknesses. wea knesses. One strength is that Stave is hip, trendy, up-todate. A lot of consumers like drinking wine in an environment that has a new, vintage interior, which Stave Wine Bar and Market has. Another strength is the wide variety of wine that Stave offers. Many wine connoisseurs prefer to have many wine options to choose from when taste testing. Many Facebook reviews for Stave have mentioned the wonderful laid back environment Stave has with a palatable selection of wines, craft beer, seasonal drinks, cheeses, and an d cold cut meats that pair well with any selection of beverages. Lastly, there Stave offers a very reasonable
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price for it’s high quality wines, beer, charcuterie, cheeses, and appetizers (or nibbles, as Stave calls it). There is a price variation depending on the level of quality qua lity for the wine a guest chooses, this price variation allows Stave to attract a wide variety of customers depending on their spending interests. Stave also has its weaknesses. The business is located in Uptown Normal, which is very populated by college students. Not all students are over the age of twenty-one, which lowers the amount of customers that can checkout the store. Stave is also reasonably new, which means not many people around the Bloomington-Normal are familiar with the new business. With the location of Stave being in Uptown Normal, there is not many spots for parking, which is a huge annoyance for many customers, especially those who want to visit during popular times like weeknights and weekends. Another possible weakness is the hours ho urs of operation; some people are interested in wine tasting but at later than the closing time of nine at night. Where is there an opportunity for improvement? The opportunity for improvement is by making this company more existent to the
Bloomington/Normal population. Not many people are familiar with the name “Stave Market”. The opportunity for this would be to personally invite people into the store with some sort of advertising adv ertising and maybe promotions, which can also lead to word of mouth advertisement based on the reactions of the consumers who received these promos. What is the big picture?
The big picture of this creative brief is to make “Stave Wine Bar and Market” well-known company in the Bloomington-Normal area. We want Stave to be just as popular for the drinking population as DP Dough or La Bamba. What is going on in the market? The wine market industry is doing great. It’s the 26th consecutive year for wine growth in
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the US and there is a 5% increase in wine sales. Meaning Stave shouldn’t have trouble with wine sales (Thach 2017). Anything happening on the client side that the creative team should know about? Stave is having trouble with effectively advertising their company, Stave mainly uses
Facebook but that doesn’t allow for enough reach to the entire target audience, as some people do not use social media. Any opportunities or problems in the market? There’s not very many opportunities in the market, wine has been a pretty stable seller over
the years. It’s not easy to change chang e classic flavors. One opportunity would be to develop more low calorie wines for consumers who watch their diets. There’s the skinny girl wine brand but I think more brands should be developing healthier wines. Target Market: Describe and justify the target audience for the campaign. Not everyone likes wine and craft beer, meaning this target audience isn’t necessarily aimed
at everyone. Stave’s menu is fairly small and restricted to only wine, beer, and appetizers that compliment these two drinks. If someone wanted a greasy cheeseburger and beer, be er, that person will most likely not chose to go to Stave for drinks and food. This is more of a relaxed and classy, date night kind of atmosphere that serves small plates. What are the demographics, psychographics, and geographic and lifestyle information? Our market segmentation includes: a behavioristic segment of individuals who enjoy
casually drinking or tasting wine, a geographic segment that includes the Bloomington-Normal population, a demographic segment including individuals who are twenty-one and older, middle or upper class, and mainly females, and psychographic segment individuals who enjoy a social lifestyle that includes drinking wine or beer (Williams pg. 174, 175, 178). Verbally paint a picture of the audience The good thing about wine is that you will find a connoisseur conn oisseur anywhere in a metropolitan
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area, especially in a college town with a mostly suburban student population. The college town population could also be a downfall as well, though. Students a.) usually cannot afford expensive nights out and b.) often do not know how to handle their alcohol, and this spot isn’t designed for a rambunctious night out like other bars/restaurants that area located uptown. Although these college kids are included in the target market, it seems to be that a lot of middle-aged “townies” enjoy this spot and it seems to be that tha t it is a popular spot with a lot of good reviews online. Most people compliment on the variety of wine and snack food to choose from, the impeccable service, and the convenience of location. A lot of customers claim that the staff is very knowledgeable of the wine they sell, which helps the consumers who aren’t exactly connoisseurs. All-in-all, the feedback for this place has been very positive. Specify the exact target market for your campaign. The target market for our campaign is for individuals twenty-one and older, more so
directed towards females as wine tends to attract the female demographic more. Who will your creative pieces be speaking to? Our creative pieces will be speaking to mature adults that want to reminisce and catch-up
with their old friends while indulging on a glass of wine. Objective: What is the objective of your IMC campaign? Our objective for this campaign is to spread awareness. awa reness. At the moment our client is having
trouble with brand recognition. Many local shops in the same area are well known and are hot spots for individuals who are twenty-one and older. One way we could increase brand recognition is by increasing our clients advertising, which in return it will expose the brand to positive word of mouth. We want our campaign to provide Stave an opportunity to bring new patrons looking to get away from the college bar scene around Bloomington Normal looking to get away and relax with a glass of wine.
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Which course objective from the textbook is most appropriate for this campaign? Chapter 18: Relationship building: building : Direct Marketing, Personal selling, and Sales Promotion and Chapter 1: Advertising and IMC Today: Relationship Marketing. Organizing
relationships with stakeholders and add to communications. The company needs to establish itself to the community and develop dev elop that relationship with not only regular clients but stakeholders looking to invest more in the company. Justify why you chose this objective. With the community being out of the loop about this business, Relationship marketing
(Williams pg. 10) would be a great way to start off brand awareness in the community c ommunity to get those who start going to have great g reat reviews about the store and suggest it to others. Relationship marketing provides great value to a mutual bond between business to business, bu siness, business to customer, etc. Stave has been in Uptown Normal for a while that it’s product list has been be en developed. Their main focus is to keep bringing customers in to enjoy the product and keep them coming back. This objective allows for re-establishment of lost sales, new customers, and loyalty. Take-a-way: What is the single most important thought you want a member of the target market to take away from this campaign? What is the single most persuasive or most compelling statement we can make to achieve the objective? We want our target market to take away the idea that drinking a glass of wine with friends
while catching up is a classic tradition that many have used for years. This proves that wine is a staple product in many people’s lives. Wine is a leisurely activity that we want to promote self-care that people need in their adult lives. Our most compelling statement would be the quote we are using for our ad picture of 2 wine glasses toasting “here’s to the nights we won’t remember with the people we’ll never forget.” How will this single important thought help to achieve your objective? This quote just shows that drinking a glass of wine with friends is a moment you’ll share \with
friends that you’ll never forget. We believe this quote quo te will attract customers to come in for the
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experience, not just only the product, to leave a lasting impression on their mindset with their friendships and loved ones. How is this single important though relevant to your target audience? It’s relevant to our target audience because many women from the ages 21+ 2 1+ either drink
wine to get drunk (nights they won’t remember) or a more mature female crowd that drinks wine with friends to catch up. We want wan t to emphasize the importance of friendships among women and men. Regardless, it’s easy to bond with others over wine wine in the presence of good company. Mood/Tone: State and justify the mood/tone of the campaign: Stave is located in an area that is surrounded by cornfields and small towns outside ou tside of the
Bloomington area. There are a lot of people who don’t like a big city feel and then there are others who have moved from the big city and miss that vibe. In order o rder to attract business, this campaign must be able to attract both city and small town personalities. If the ad is being hip and trendy, we will attract an urban, younger crowd and if we can do that in a more relaxed, classy way, we will attract the older crowd. The older crowd who live in the Bloomington-Normal area provide Stave with the opportunity to build a loyal relationship with this customers, which will ensure constant business. The creative Strategy & Execution Method to Achieve Message Strategy You have already selected an objective for the creative strategy (in the creative brief section). Briefly restate this objective. Our creative briefs are meant to remind wine consumers co nsumers that leisurely drinking wine and
beer and wine tasting with some friends is a long-lived tradition and a staple in many people’s lives. Select one Method to achieve this objective. What are the strategic implications for this method? One method we are going to use to achieve this objective is by targeting the consumers rational and emotional appeals (Williams pg. 310). Our campaign will convince our target
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audience that Stave is the place to go for their leisure activities, whether it be for their social needs or self-actualization needs for entertainment. Justify your choice of method by using strategic implications from the text. Make sure that your choice of method matches well with your target audience and the overall intended tone of the campaign. Explain.
Using the method of marketing towards customers’ appeals (Williams pg. 310) is the best way to reach our audience. The tone (Williams pg. 317) of our campaign will express the importance of catching up with friends, which can be done using a relaxed and persuasive marketing voice. Our ads should suggest that Stave is the place to go when meeting friends over a casual drink. The message strategy (Williams pg. 310) will include verbal components that speak about the importance of chatting with friends, nonverbal components like the visual of two wine glasses “cheering”, and technical components like scheduled social media ads. Execution What are your thoughts regarding each of the four creative pieces? We believe the four creative pieces would help this campaign tremendously along the way,
hitting the different types of marketing that each IMC campaign could bring awareness in the different forms. Our team also believes that each in their own way can be uniquely worked to touch on the different markets. The creative pieces we have created are designed to catch our desired target market.
Print & Billboard Billboard Format: Format: headline, headline, subhead, subhead, body copy, copy, layout, layout, and design principles. principles. Television/Video Format: demonstration, problem & solution, music & song, spokesperson, dialogue, or narrative Social Media Format: copywriting approaches for digital/interactive. For our print ad we decided to go with a provocative headline because we feel that we need
to catch our readers’ attention. The problem with Stave wine bar and market is that not many people know about them. By catching our target market’s attention with the headline (Williams pg. 357)
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“Friends don’t drink to forget, they drink to remember”, we hope next time they’re making plans with a group of friends they think of Stave Wine Bar and Market. The subhead is the “come sample 8 different wines for only $10”. The body copy (Williams pg. 354) is “good wine and a good friend… the perfect combination”, it continues to promote drinking wine at Stave with a friend. Conclusion:
Our concern with our client is that we won’t be able to effectively market our product. We live in a college town and not everyone is twenty-one or older. It may also be difficult for college students to purchase and taste expensive wines. We will be marketing Stave to consumers beyond the college population and more than just the female demographic. We have divided the work of this project equally, each answering a fair amount of questions. When a problem arose or is one of us had any questions or concerns regarding the project, we all were willing to help each other. We mainly communicated via group texting on our iPhones. We also communicated over Google Drive, where we were all able to simultaneously edit the project assignments and chat if need be.
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Works Cited Arens, William F. Contemporary Advertising . Boston (Mass.): McGraw-Hill, 2017. Print.
Liz Thach. "The Future Is Bright for US Wine in 2017: Statistics from 2016 Paint Rosy Picture." The Future Is Bright for US Wine in 2017: Statis tics from 2016 Paint Rosy Pic ture. Word Press, 31 Jan. 2017.
Web. 04 May 2017. < https://lizthachmw.com/2017/01/31/the-future-is-bright-for-us-wine-in-2017statistics-from-2016-paint-rosy-picture/>. statistics-from-2016-paint-rosy-picture/ >.
Print ad : https://www.postermywall.com/index.php/poster/view/165eb69d57104ff9c69cddd7509a77ba
Bulletin Ad: https://www.postermywall https://www .postermywall.com/index.php/pos .com/index.php/posterbuilder/load/f terbuilder/load/ff72fc89b3a534a2db06ea9a5287 f72fc89b3a534a2db06ea9a52872fce 2fce
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Advertising material: A 30 second Radio commercial advertisement Product: Wine Bar Company’s name: Stave Wine Bar Tagline: The trendiest place in town Target Audience: Primary audience are adults 21 and over. Men and women who enjoy wine, a hip but quiet scene, and a more urban feel. Great for people on dates, business meetings, or lunch meetings. Ad’s Focus: We bought the 4-6pm ad time for people just getting off work or getting out of class. This is also a perfect time for pre-dinner glasses of wine. Special Promotions: Happy hour from 2-4pm, Thursday-Sunday. Punch cards are also available. Drink 9 classes of wine, get the 10th for free! Selling Proposition: For our wine connoisseurs, we know our stuff! We have a very knowledgeable kn owledgeable staff. You tell us what you’re wanting, and we will find the best wine to fit your taste buds. Additional Information: Hours: ! Monday-Thursday 1pm-9pm " Friday & Saturday 1pm-10pm " Sunday’s Closed " Two ads will air during the 4-6pm time slot so we will play 2 different versions of ads ! playing off of each other. However, each ad should stand on its own in case the listener only hears one. Local restaurant with one uptown location ! Located 111th W. North Street, uptown Normal, IL. ! ! No meals, just appetizers and cheese trays Wine samples are available ! Wine tasting is available ! Parties are more than welcome; we will set you up with an event coordinator c oordinator ! Wine club with a monthly fee of $25 dollars and two bottles of wine per month ! Market to buy bottles and cheeses !
Script: Radio host: Are you looking for a trendy, hip spot to indulge in fine wine with your girlfriends, your significant other, or business partner? Stave is the place to be! Conveniently located at 111th W. North St. in Uptown Normal. We offer a wine for every palette along with a variety of assorted meats and cheeses.
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Stave is an affordable wine bar that will leave you wanting to come back, and as a loyal customer, we will make sure to take care of you! Buy 9 glasses and get the 10th free...or, become a member of our monthly wine club! For details, reservations or to reach our market, call (309) 319-2139. 319-2139 . Stave; where our wine drinkers come to drink the best wine in town!
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