Question

During COVID many business sectors suffered from a loss of trade due to lock-

downs and the inability of customers to move freely. Whilst the reasons for this
were justified by the extremity of the pandemic, many businesses are still trying
to recover from the impact of that time.
This includes restaurants, which are now also being impacted by high inflation.
Customers are feeling poorer and being more careful about what they spend their
money on.
One such restaurant is called PROOF LOUNGE.
Your task is to create a DIRECT MARKETING campaign that can help them gain
new customers even though the trading conditions are difficult.
Preferred priorities:
 In-house dining
 Take out – curbside collection/pick up
Do not include delivery services as these add cost and cut into profits for the
business.
Goal: To entice 100 new customers for use the restaurant over the period of a
month by having them use the promotional code you will include on your DIRECT
MAIL materials.
(This enables you to track how many people respond to the DIRECT MAIL
Campaign)
TASKS:
Select a realistic primary target market to focus your campaign on. Create a
primary target market persona/profile, and a short paragraph that explains
why this target market is the best for PROOF LONGUE. (No more than 60
words)

Answer 1

The primary target market for PROOF LOUNGE's direct marketing campaign should be young professionals aged 25-35 who enjoy dining out and have disposable income. They can create a direct mail campaign that highlights their unique offerings and use a promotional code to attract new customers. They can also promote their takeout services for customers who prefer dining at home.

Step-by-step explanation:

The primary target market for the PROOF LOUNGE restaurant's direct marketing campaign should be young professionals aged 25-35 years old who enjoy dining out and have disposable income. This target market is ideal for PROOF LOUNGE because they are more likely to value the experience of in-house dining and are willing to spend money on quality food and ambiance.

To attract this target market, PROOF LOUNGE should create a direct mail campaign that highlights their unique offerings, such as a diverse menu with innovative dishes, a stylish and comfortable ambiance, and exceptional customer service. The promotional code included in the direct mail materials can incentivize new customers to visit the restaurant and experience what PROOF LOUNGE has to offer.

In addition to in-house dining, PROOF LOUNGE can also promote their takeout services with curbside collection or pick up. This allows customers to enjoy their favorite dishes from PROOF LOUNGE in the comfort of their own homes. By emphasizing the convenience and safety of take out, PROOF LOUNGE can attract customers who may be more cautious about dining out during the pandemic.