CONTEXT
Śródmieście Pub is a bar located in Pasaż Tertila in Tarnów, offering street food and cocktails. The place was launched in 2016 and over the years has gained a reputation as one of the most popular places for casual get-togethers with good drinks and food.
So far, the brand has had thriving social media, a website and online ordering.
GOALS
The owners asked us to conduct audience research and create a new social media communication strategy based on it. Although the restaurant is celebrating its successes, after 7 years since opening, it was time to check the communication and any changes in the target group and its preferences.
SCOPE OF WORK
Audience research, including: quantitative survey, in-depth interviews, desk research, analysis of previous activities.
Verification of previous social media activities.
Preparation of a research report with conclusions and recommendations.
Development of a research-based marketing strategy.
RESEARCH
The main research objectives for the Śródmieście pub in Tarnów were:
- checking the recognition and awareness of the Śródmieście brand in Tarnów,
- understanding who the people using the Śródmieście pub offer are and what their expectations and needs are,
- initial validation of the newly proposed menu.
Due to the above assumptions, the researchers decided to conduct quantitative and qualitative research.
The quantitative research conducted included:
- an online survey conducted among residents of Tarnów and the surrounding area who visit local restaurants and pubs;
- analysis of statistics from Google Analytics, Meta Business Suite, Google Search Console and Google Business Cards;
- analysis of sales data from the POS ordering system.
The tools used to conduct qualitative research were:
- in-depth interviews (IDI) with residents of Tarnów and the surrounding area,
- in-depth interviews (IDI) with employees (hall and bar staff) of the Śródmieście pub.
To deepen the research, desk research was conducted on data from 5 available sources:
- Google Analytics,
- Google Search Console,
- Google business card,
- Meta Business Suite,
- sales system of the Śródmieście pub.
The goal was to further analyze customer needs and their characteristics. Desk research was to provide answers to the hypotheses:
- Śródmieście’s target audience is people (both women and men) from Generation Z and Millennials from Tarnów and the surrounding area;
- the new menu is positively rated by pub visitors.
SELECTED CONCLUSIONS FROM THE RESEARCH FOR ŚRÓDMIEŚCIE PUB
Based on the conducted online survey, in-depth interviews (IDI) and analysis of data from various digital sources, general conclusions were formulated.
- Pub Śródmieście is a place recognizable on the city's gastronomic map by the residents of Tarnów and the surrounding area.
- Both surveys and in-depth interviews showed that this is a place associated with good food and drinks and street food. It is worth noting that both surveys and interviews also showed that the Śródmieście pub functions in the minds of residents of Tarnów and the surrounding area as a place for good fun with friends. Connotations of "a house party with good old friends in a relaxed atmosphere" often appeared. This means that the place does not attract guests during the day, because it is not associated with a place where you can come to sit for coffee and dessert or on a date.
- The restaurant's menu was rated positively. It was noted that in addition to items for meat lovers, there are also vegetarian and vegan dishes, so everyone will find something for themselves. This makes it a place where large groups of friends like to come, because everyone will find something on the menu that will satisfy them.
- As research has shown, the most important criteria for evaluating and positively perceiving a restaurant are: quality of food and beverages, quality of service, price, waiting time and cleanliness.
SELECTED RECOMMENDATIONS FROM RESEARCH CONCLUSIONS
Based on the research conclusions, we present our recommendations for marketing the Śródmieście pub.
- Preparation and implementation of a communication strategy that would present the Śródmieście pub as a place where everyone feels comfortable and at ease – a place for everyone, at any time of day.
- 6. Due to the arrival of tourists and visitors, it is worth adding information about the location of the premises to the communication.
- It is also worth testing communication aimed at additional groups of recipients, e.g. tourists, parents with children who would like to take them for a family dinner.
- We recommend communicating details of the processes taking place in the pub to guests.
COMMUNICATION STRATEGY
TARGET GROUPS RESULTING FROM RESEARCH
As a result of the conducted research, target groups and personas were created that are interested in using the catering services of Śródmieście. These are:
- residents of Tarnów,
- group for organized events (birthdays, stag, hen, baby shower),
- people who want to go out and meet friends (larger groups). Both people aged 18-30 and 35+,
- people who would like to sit in the city during the day and eat something good (lunches, coffee and something for coffee, family dinner, but better than McDonald's), e.g. students, pupils,
- tourists.
Having a lot of accurate research data, creating a marketing strategy was smooth and pleasant :) Of the six target groups mentioned earlier, We created 4 well-targeted personas.
BRAND ARCHETYPE ŚRÓDMIEŚCIE PUB
The archetypes that were developed for the Pół na Pół are A prankster with a touch of the ordinary man.
90% Joker: this archetype fits into the areas related to belonging and joy. Śródmieście Pub does it mainly through humor, ease, good fun. The brand is also funny, sometimes even bawdy.
10% The common man: Everyone can come to Śródmieście Pub and feel at ease. The pub's customers have their own group of friends to which they belong and with whom they visit Śródmieście.
STORYTELLING AND VISUAL STYLE
Here are some of the communication elements we have established in tone of voice and which influence storytelling:
- Simply fun and casual, because we want our recipients to feel at ease, comfortable and good in "our company".
- Casual – we talk like good friends, because that's what we want for you
to be. - Enthusiastic – because we know that customers look to us for a promise of relaxation and fun. We want to charge our customers with good energy and positive emotions that reign in our pub.
That's why in storytelling we use phrases such as:
- RIP weekend,
- build memories,
- these suggestions are today's MUST HAVE,
- FRIENDS, heartening churros,
- Drive away towards the weekend,
- only our own, only our friends,
- make yourselves comfortable with your whole team in our boxes,
- cheaper food at your fingertips,
- catch fleeting moments with us,
- and this is called…,
- loosely,
- Wednesday will pass, the week will die.
The colours in the graphics that we have developed are associated with a retro atmosphere, but they are also harmonious, soothing, and fit the atmosphere of the city centre. The respondents said that it is comfortable and safe there, like a house party with friends. Additionally, the retro style is supposed to be associated with sentiment – with good moments from school, shared moments with friends. At the same time, the colours yellow and orange are still energetic, referring to the temperament of the band and the venue.
EFFECTS OF COOPERATION
- Research report, 65 pages long, containing analysis, conclusions and recommendations.
- A 47-page communication strategy including: brand values, competition analysis, context map, personas, consumer journey map, and brand archetype.
- Creativity matrix containing a list of specific activities and posts that will help implement research results and strategy assumptions.
- Certainty – the owners and employees of Śródmieście Pub know what, how and to whom to communicate. And this is priceless knowledge :)
CONTACT WITH KOMUKONCEPT:
Let's talk about what requires the fastest action in your company
We provide:
- we will only send you an offer once we understand your business
- modular offer
- experience in B2B marketing
- close contact with top managers
- consulting approach
- knowledge of marketing and technology.
Aleksandra Dzwierzyńska
Head of Social
ola@komukoncept.pl
Michal Opydo
Managing Director
michal@komukoncept.pl