Persuasion Theory: Banger's Campaign

Meet the Banger's Babes!

Creative Research & Insights

Creative Client Service & Creative Research & Insights

CONTENTS
01 Client Information
02 Target Audience
03 Chosen Theory
04 Application
01

ABOUT
BANGER'S
Banger's is a sausage house & beer
garden located on Rainey Street in the
heart of Austin, Texas.

Banger's is famous for its wide

selection of craft-made sausage,
beers, dog-friendly environment, and
quirky personality.
01

ADVERTISING
NEEDS
Foundational Work:
Define a target audience
Identify competitors
Create cohesive messaging direction

Advertising Work:
Increase brand awareness and visits
amongst out-of-town guests
Increase brand loyalty and visits amongst
local Austinites
Increase social media engagement with
food-related posts
02

DEFINING
BANGER'S
TARGET
AUDIENCE
TARGET AUDIENCE 01
THE DAY WALKERS
Details:
Local Austinites
Generally Caucasian men
25-50 years old
Work downtown
Careers in public administration or professional, scientific
& technical services

Carl is a 35-year-old finance officer at a local tech start-up

in Austin. After work, he likes to head to a nearby bar to
crack a cold one with the boys. He seeks out locations that
have good food to satisfy his dinner-time hunger and a
laid-back environment where he can unwind. If duty calls,
host an impromptu working session. The more the night
goes on, the more beers end up in hand.
TARGET AUDIENCE 02
THE WEEKENDERS
Details:
Local Austinites
Young millennials - young families
21-50 years old
Typically Caucasian
Occupations vary

Lacie is a 30-year-old stay-at-home mom with a 2-year-

old daughter. She loves seeing her friends on the weekend,
relishing in the chance to socialize and take a break from
child & household duties. Lacie also loves to bring her dog
Marley along so she doesn't have to worry about him being
home alone. She appreciates a lively and welcoming
atmosphere that allows her to cut loose and have some
fun while ensuring her two picky guests are comfortable.
TARGET AUDIENCE 03
THE OUT-OF-TOWNERS
Details:
Coming to Austin for tourism or business
20-40 years old
College students - seasoned adults
Occupations vary from students to individuals working in
public administration or professional, scientific &
technical services

JoAnne is a 23-year-old data science intern. Her sorority

sisters decided they wanted to come to Austin for summer
break. She's in charge of planning the trip for all 12 of them,
meaning there are a lot of opinions and decisions to be
made. Not being from Austin, she has a lot of research to
do. Balancing everyone's dietary restrictions and the perfect
environment for some fun or just some chit-chat is her
biggest challenge.
03

CHOSEN
THEORY
The basis of our advertising strategy
for Banger’s advertising needs stems
from theories and elements
surrounding source characteristics.

These characteristics can strengthen a

source’s ability to influence audience
attitudes. Source characteristics
include authority, credibility and social
attractiveness.
Source
Characteristics
Social Attractiveness
Credibility
Trustworthiness
Expertise
Goodwill
 Definitions
Social Attractiveness Social attractiveness: a source characteristic that is defined as individuals
who are likable, similar to message recipients, and physically appealing.
Credibility
Credibility: the attitude an audience member holds towards a source at a
given time. This characteristic can be further broken down into three
underlying characteristics: trustworthiness, expertise, and goodwill.
Trustworthiness
Trustworthiness: the communicator’s perceived honesty, character and safety.

Expertise Expertise: the knowledge or ability of the communicator. It is the belief that
the source has skills or a type of know-how.
Goodwill Goodwill: the perception of being a caring entity.
04

APPLICATION
The overall goal of the advertising
strategy is to connect with audience
members and establish Banger's as
local expert in the realm of beer,
sausage and good times.
04

STAFF PROFILES
The local expertise of Banger’s staff will be all the more valuable as
tourism increases with the distribution of the COVID-19 vaccine. To
capitalize on this, we suggest creating employee highlights that
focus on who these individuals are and some of their favorites things.

These highlights can be done in the form of social media graphics or

videos that can be shared across various digital channels.

Expertise, Trustworthiness &

Social Attractiveness
04

STAFF
PROFILES
Target: all groups

Expertise: knowledge of menu and

experience
Trustworthiness: showcasing
personality
Social Attractiveness: featuring fun
facts
04

BANGER'S GUIDE
TO RAINEY STREET
Target: Out-Of-Towners

Expertise: familiar with the best of Rainey Street

Trustworthiness: a supporter of local businesses
Designed to usher customers in the right direction,
Banger's Guide to Rainey Steet will provide an easy to
follow graphic to Austin's hot spots for newcomers - while
of course, leading them to end their night off with a "Bang."

Trustworthiness & Expertise

04
BEST BEERS AND BRATS
The “Best Beers and Brats” event will be hosted at
Banger’s and feature their sausage alongside a range of
local beers. This is an opportunity for the brand to also
showcase new innovative menu items for a test-run with
their targets. Guests are invited to attend and sample
the different drinks before taking to social media to vote
on their favorite flavors. Winning items will have a
featured place on the menu.

Target: all groups

Trustworthiness: dedication to showcasing the best

and supporting local businesses
Expertise: knowledge of local beers and beer
descriptions

Trustworthiness & Expertise

04

BEST BEERS
AND BRATS
04
INSTAGRAM REELS:
BEHIND THE SCENES
Taking a glimpse at the “behind the scenes” of Banger’s
can help new and old customers appreciate the hard work
that goes into making sausage, beers, and everything in
between. They can highlight some of their unique menu
items to spread awareness on their variety of products.
This boosts their credibility and expertise with their cooking
skills, as well as their trustworthiness by showcasing their
staff at work.

Trustworthiness, Expertise &

Social Attractiveness
04
INSTAGRAM REELS:
BEHIND THE SCENES
Target: all groups

Expertise: knowledge of beer varieties and craft-sausage

making
Trustworthiness: dedication to the art of high quality and
craft foods
Social attractiveness: creating personable connections
between staff members at work and their patrons at play

Trustworthiness, Expertise &

Social Attractiveness
04

SPONSORSHIP
Sponsorship includes “Dogs for Dogs,” where
Banger’s employees grill hot dogs or
sausages for charity. Banger’s can partner
with a local shelter for this sponsorship, and
everyone who wants to can bring their dogs.
The sponsorship will feature a “Sausage of
The Day/Week” and contribute a small
portion of sales from the sausage to a
cause.

Goodwill
04

SPONSORSHIP

Target: The Day Walkers & The Weekenders

Goodwill: partnering with a local shelter and

donating funds, as well as giving the
community an opportunity to gather will
emphasize Banger's ties and support for the
local community

Goodwill