Advertising & Promotion Book

Here is the link to my team's advertising and promotion book : The Roadrunner's

https://drive.google.com/file/d/1AChqm6_NHeO4FQpq3QHUjnZm_QNeTG0d/view

Today my team has successfully turned in our complex project. We have officially completed our first in-depth industry analysis, focusing on a specific part of the industry. In our case, we focused on the restaurant industry, researching more into Texas Roadhouse. This class opposed the point made when others say "Business students are not creative."

The main purpose of this project was to analyze the inputs and strategies that go behind each marketing firm. Our class was given Texas Roadhouse as our main client. Our team was to play the role of an advertising company and help our client by offering a solution to their current methods and organizational structure; we named ourselves "The Roadrunners."

Texas Roadhouse was a well-known casual dining restaurant, but it was our company's job to analyze their target market and understand their consumer reviews and feedback. We began with conducting background research on the history and origin of the restaurant. It was amazing to see how one person's initiative to take a risk and start a restaurant can lead to a profitable international chain restaurant. Although Texas Roadhouse has been successful, it was our team's job to look into ways we could attract a larger number of individuals and new customers .

The Roadrunners crafted a survey regarding customer likes, dislikes, and attitudes when it comes to eating at Texas Roadhouse. We observed the responses from 52 individuals and noticed that the suggestions stated that current customers did like the food and atmosphere, but would prefer more healthier options and shorter lines . At first, our team decided to expand the locations and increase waitstaff to deal with the long lines, but it was not until professional research Becky Chumley suggested that long lines indicate restaurant success. Our team learned that lines show that customers are willing to wait because they know their wait will be worth it, but we wanted to make some changes to cope with Texas Roadhouse's target customers.

Living in a college town, the target market is not just the original blue collar and young professional families, but the 18-24 year old college students as well.This generation is always on-the-go, loves convenience, appreciates sales promotion techniques, and is big about living a healthy lifestyle. With these results, our team came up with 2 big ideas: have Texas Roadhouse incorporate and promote their lower calorie, gluten free, dietary options as well as offering wait-line enhancers to entertain and keep their guest satisfied while waiting. Our ideas included displaying menus on the walls, so as guest are waiting, they can view their options and pre-decide what they want to eat. Roadhouse can also offer campus coupons, free desserts and appetizers for long waits on busy nights, and tvs displayed, so sports fans do not miss out on their games.

Taking this class made us learn that business individuals truly are creative not only by creating and designing a research book, but by coming up with unique solutions to address shortcomings and creative ideas that can increase industry competition. This course changed my mindset about entrepreneurship, marketing, and consulting. It is very important for individuals to have an entrepreneurial mindset as this can help companies come up with game-changing solutions. I learned that marketers have to analyze their target audience and perspectives in detail in order to meet the needs and result in satisfactory consumers. Lastly, i've learned that just because an industry may hire consultants to help with development, this does not mean that consultants can actually instill the change. Consultants have to be very reasonable in offering suggestions, especially when it comes to international and franchise businesses because one small change can cost millions and effect all locations throughout the world.

I truly enjoyed taking on the role of an advertising team who offered suggestions, chose media classes to promote changes, and discovered deficiencies in companies that we could offer effective solutions to.