Communication channels

Hello guys! We are coming to the end in developing the strategy of entering into Russian market. We already have distinguished our target groups and defined the positioning. Basing on this information, now we need to focus on communication tools of our promoting.

First, we are not going to use TV for reaching our audience. The average Hooters’ visitor does not spend a lot of time watching TV, although is considered to watch sport programs, the Olympic Games translations or football championships. However, prime-time advertising on these communication channels is too expensive during these events, so we decided to focus on other communication tools.

Obviously, we are going to use internet resources extensively as long as our customers are mainly young, with an open mindset and active internet users.

• First, we are going to use contextual advertising in social networks and search systems as well as teaser advertising. 

• Then we think it is necessary to make a fancy and appealing, maybe even provocative viral video, which can be shared and promoted by internet users.

• Also, we find it necessary to develop Hooters Russia website, bright and attractive with lots of nice pictures and videos. We are going to provide there all important information about our restaurant – menu, different events, special offers etc. During these thematic parties and events we are going to make a lot of pictures of our customers participating in competitions or just enjoying the evening, so that they can find them online later.

• And speaking about different event, we are going to organize weekly parties and competitions, for example, Mister Hooters, Miss Bikini etc.  Such events can attract even more customers and also serve as a communication tool.

One more important and effective communication tool is advertising in popular men’s journals: Men’s Health, Maxim, GQ. Target audience of these mass media is exactly the people we want to see as our customers. However, we want not only to print advertising blocks there, but in partnership with these magazines, also to write articles and reportages about Hooters and American culture.

Finally, in order to attract active men, we think it is crucially important that our advertising posters are presented in main airports and probably ski resorts. Also, we want to participate and maybe become sponsors of some sport events like beach volleyball championships or music festivals. 

Group	Communication channels
Have a business-lunch (12.00-14.00)	Posters in airports, articles and advertizing in men’s journals
Have a meal (anytime)	Internet advertising
Celebrate occasion (party)	Internet advertising, advertizing in men’s journals
Have a glass of beer with friends on hard day’s night	Internet advertising, music festivals
Watch sports event	Sport events sponsorship
Participate in thematic event/party	Thematic parties, website with visitors’ photos