The Bottle Neck Campaign

Background Information:
 New wine bar
 Specialize in fine wine from the United States and Europe
 Located off the river in downtown Augusta (816 Cotton Ln, Augusta, GA 30901)
 Provides wine vaults
 Has been open for six months
 Has good lunch business

The Issue:
 It is the only specialized wine bar in the city
 Wine is not a hot commodity like it is in neighboring cities such as Atlanta
 Wine drinkers order wine at regular bars
 Needs better dinner and late evening business

Research:
 Clientele includes young and middle-aged adults between the ages of 25-50
 Individuals of the middle to upper class
 Audience groups may need to be segmented
 All ethnic groups
 Strong military clientele
 Calls for a reactive campaign

Competition:
 Frog Hallow
 Craft and Vine
 Cork and Flame
 Edgars Grille
 Augustino’s Italian Eatery and Prime Steaks
 Oliviana Bar Italiano and Pizzeria
 Abel Brown Southern Kitchen and Oyster Bar

Objectives:
 To stimulate an increase of attendance for dinner hours
 Output: Campaign will consist of advertising, event planning, and concerts
 Impact: The impact should be behavioral because we want this campaign to open the eyes
to the public on why the Bottle Neck is so unique, thus increasing flow of business

The Program:
 Theme: “The Bottle Neck is unique because we offer a wide range of domestic and
foreign wine, wine vaults, and life entertainment to ameliorate customers dining
experiences.”
 Provided an $11,000 budget
  Have a wine tasting event with free tapas and live jazz bands to allow the public to taste
the variety of wine the establishment has to offer while listening to jazz music to heighten
their dining experience
o By giving out free wine and tapas, patrons will feel more inclined to reciprocate
the gesture by buying something in return
 Advertising:
 -Run a radio ad for 1 week on a local jazz station ($1000)
 -Create a Facebook event and pay 2 influencers to share the event 2x a week a month
prior to the event ($200)
 -Create flyers to post at local businesses, send them through mail and email which
includes cost of printing flyers and stamps to mail them off ($200)
 Encourage social media users to sign up for email updates in exchange for discounts
 Wine Tasting Event: Expect a max of 200 patrons
 Catering cost: $15 per customer which includes food and drinks($15x200=$3,000)
 3 live jazz bands: $1,500 total
 Also run a special on bottles of wines (Get a bottle for 25% off)
 -$5,100 leftover to pay Public Relations firm

Evaluation:
 Know an average of how many customers the business has prior to the event
 Count the amount of people in attendance to the event
 Then compare the flow of traffic for lunch and dinner time hours after the event
 Consider what wines and food patrons liked the most
o Then run specials on them in the future
 Encourage patrons to complete surveys for customers to fill out prior to leaving the event
o Provide both open and close ended questions
 Ask how patron’s experiences were
o If they were good, then encourage them to leave reviews