PAID MEDIA
Paid media can offer support to the various tactics already mentioned. In addition, utilizing paid online advertising can provide a much-needed boost to Ruth’ s Chris’ awareness efforts among the target audience. At present, Ruth’ s Chris has very low brand awareness among the target- very few of our interviewees identified Ruth’ s Chris as a restaurant that they would like to frequent often. Many had been to Ruth’ s Chris in years past, yet the experience was very unmemorable and therefore they had trouble recalling specific experiences while dining there.
The first step in tackling awareness for their goal of a younger audience involves placing online advertising, especially in display and mobile, on websites / apps that our target uses. We suggest utilizing both video and display in order to generate awareness and brand recall, which will supplement future advertising efforts.
The next step is reaching our audience on platforms that they often use to encourage actual brand engagement, especially on Facebook. We should use sponsored ads to encourage our target to dig deeper into the Ruth’ s Chris brand after they have been exposed to our brand awareness efforts. Pushing our target towards articles on the Ruth’ s Chris website will give us an opportunity to retarget them with ads that point them towards coming back to the website.
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