VLMS, Inc.

1
Group 5 VLMS, Inc. Pete Van Buskirk Christi
Louis Stefan Meisel Rich Sarsfield
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The Issue
Abiding by its founders motto, Legendary food,
legendary service, through legendary people
Binghamtons Texas Roadhouse has prospered.
Lines at dinnertime are regular, however 4 - 6pm
are their weakest hours. How can the Roadhouse
increase sales during those hours as well?
3
Objectives

• Secondary Demand Stimulation
• Market Penetration Strategy
• 16 increase in sales

Fall 2004 and Spring 2005 SUNY semesters
4
Budgeting
Pipe Dream

• Black and white ROP

5
Budgeting
Fox 40

• 60 second ad

6
Budgeting
Star 105.7

• 45 second ad between 5am 8pm

7
Budgeting
Total Media Expenditure 274,250
VLMS Pay for Results Fees 45,714
Production Costs 57,500
Total IBP Costs 377,464
Available Income

• Annual Sales 2.8 million
• 16 increase 457,142

In excess 79,678
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Strategy
Target Customer Analysis

• Undergraduate (18-22 years old)
• Graduate (22-25 years old)

Promotion

• Coupons and discounts
• Happy hour from 4-6
• Photo Contest

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Strategy
Photo

• Happy hour pictures
• Winners in next commercial

Message

• Whats New?... If you miss this, youd be
  nuts!

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Creative Ideas

• Crazy the Nut
• Television
• Print
• Radio

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Evaluation
A success

• Positive stir of enthusiasm
• Best media placement value
• Stayed under break even income
• Address more than target market
• Future considerations

12
Thank you and any questions?