Focus advertising

Focus is a well-known Paris based advertisement agency. Focus had

made effective campaigns in the past, but its reputation suffered when two
major clients preferred services of rival agencies.
In order to reinforce its public image, Focus is competing against major
agencies for advertisement campaigns. A chain of eight London restaurants
specializing in Russian cuisine chose Focus to prepare one of those
campaigns.
The chain of restaurants offers affordable food, however they find it
difficult to attract new customers, which has a negative influence on the
amount of sales. Therefore, a creative campaign is required to improve
sales.
In order to attract new customers, a campaign should consider the
following aspects:
– Targeted advertising.
Campaign should be orientated towards the main potential customer
base, which is Russian immigrants and tourists, people interested in
Russian culture or people who work or live nearby. For the first two, the
campaign should advertise the experience they will receive from visiting
the restaurants and for the latter two – reasonable pricing and other
features.
– Staff and atmosphere.
The company should promote friendly staff and atmosphere of
establishments in order to attract loyal customers, who will visit the
chain regularly.
– Sales and master classes.
To attract customers, it may be effective to introduce sales for certain
periods and days. To attract loyal customers, a bonus system should be
advertised. Holding cooking master classes can also increase public
interest, which would positively affect sales volume.