by Nicola Barrett
One Hundred Thousand Welcomes
That is the atmosphere that we are trying to sell. Our positioning statement is “only we can provide a spot where your friends become your family.” Lily’s is an authentic, family-run, community-centric Irish pub in Babylon, NY. What’s interesting about Lily Flanagan’s, though, is what it turns into on the weekends; it becomes a hot spot for young adults looking to party, which might be a surprise, considering the family crowd that it brings in on the rest of the weekdays. Our goal with working with Lily Flanagan’s is to promote a positive image on social media, an image that those young adults want to interact with. Of course we want to drive more crowds during the week, but we want to drive more paying crowds on the weekends. We want Lily Flanagan’s to be the place to end a night out. A place where partiers know they can end up at and get home safe from.
For the past few weeks, my group (Amanda G, Ally M, and Heather S) and I have been collecting data on our target audience. We had a slight problem with University Reporter, as it wouldn’t give us information based on geography. Since our business is strictly local, we needed specifics. So, we turned to CubeYou.com. From there, we zeroed in on 18 to 34 year olds from the Long Island, New York, and Northern New Jersey area. We chose to combine the demographics of 18-24 and 25-34, because it’s the older end of those demographics that’s going to be spen
ding the most money, but it’s the younger end that’s going to get the older end to actually go to the bar (since they already tend to go to Lily’s in the first place). In that range of 18-34, there is a universe of about 3 million people. Here are some of their demographics:
40.32% are from the ages of 18-24
59.68% are from the ages of 25-34
52.46% are male
47.54% are female
The majority of them are white
And the majority of them are single
We chose to market towards house hold incomes of 75,000 to 149,999 since, according to citydata.com, the average income for Babylon is 113,000.
As for psychographics:
Our target can be classified as more “Party Goer” than others: 2.09 times more than the average population, to be exact. This means that our target likes to engage in nightlife and daytime social events. They spend a lot of time in bars, pubs, and clubs. This piece of information confirmed our decision to market to this age range.
When we looked at VAL segmentation, it was clear that our target was made up of experiencers and strivers. Since that average household income for Babylon is relatively high, our experiencers, with their higher resources, are able to seek that variety and excitement that they crave. They are young, enthusiastic, and impulsive. We are almost trying to be their protectors here…we want them to go out and experience some crazy stuff, but our campaign will make it clear that they have that safe haven and that safe bar to return to. But because they seek variety and excitement, that’s a challenge for Lily’s to satisfy that within one establishment. Our strivers have slightly lower resources, but are trendy and fun-loving. They are concerned with the opinions of others and enjoy showing off to their peers all of the fun stuff that they’re doing and buying. These are the part of our target that we want to flock to Lily’s because that’s what everyone else is doing. We need to set up some really exciting ways for them to interact with Lily’s on social media, so that they’ll show off those interactions to their friends.
Through more research with Cube You, we started looking into the best ways to reach our target. The question we tried to answer was what type of media are they using. We found that the majority are focused on digital apps and online platforms. That wasn’t a shock to us. According to date from Resonate, our target uses social media frequently and responds to online advertisements better than any other form. The social media apps that they are using the most are Instagram and Snapchat.
We listened to that data and decided to do two strategies on digital social media – one on Instagram and one on Snapchat.
Using the Golden Ratio, 30% of the posts on Instagram and Snapchat will be owned by Lily’s. On Instagram, this means we’ll be posting pictures and videos of nightlife, happy hour, and sponsored events. These will be pictures of actual Lily’s customers, since their Instagram right now seems to be simply stock photos of strangers in clubs. Additionally, we were considering a customer of the month, spotlighting a real customer on why he or she comes to Lily’s. On Snapchat, Lily’s will do nightly stories as well as behind-the-scenes videos of Lily’s employees. We are hoping that this will allow customers to get to know the people at Lily’s even further than just someone taking their order.
60% of the posts will be curated content, will be Lily’s interacting with their community. On Instagram, we will post about community events to foster that welcoming spirit that Lily’s is all about. Additionally, there will be posts on which sporting events will be playing at Lily’s that night, as well as the “song of the week” that will play on repeat that weekend. On Snapchat, Lily’s official account will repost customer Snapchats to create click-throughs of patrons looking for their feature.
10% of the posts will be promotional. On both platforms, Lily’s will post specials, promo codes and screenshot challenges for in-house redemption of a free drink.
The Snapchat will take advantage of real time marketing and is a fantastic way to interact with the target market, as a whopping 93.5% of 18-24 year olds use the platform.
The goal of using Instagram is to promote Lily Flanagan’s as a fun and approachable establishment. It means a lot to a customer when a business they follow and are a patron of takes the time to scroll through social media and actually respond. It gives the feeling that there are real people behind the screens and behind the counters.
For our third strategy, we decided to take a little bit of a risk. We want to do an outdoor ad. There is no research to say that our target is affected by outdoor ads, but we think we are dealing with a special case here. According to the Babylonian in our group, Ally, a big part of the “going out” culture on Long Island is the train. The LIRR services over 300,000 customers on the weekdays. According to Ally, people use the train to get to Lily’s… and they’re drinkin’ the whole way there! LIRR culture is pregaming on the train, and they’re getting off at their stop with empty cans and bottles. We want to brand some recycling bins on these platforms with Lily Flanagan’s, so that when our young potential patrons are hopping off in Babylon Village, trying to figure out which Irish pub they’ll stop in on, Lily’s is first in their mind.