Read this business profile, then answer the questions below.
Drunken Pelican Water Sports Rental is a small business located in a small city on the Florida Gulf Coast, where there are many silver-sand beaches and emerald-green waters along the 150 miles of seashore. The business has a storefront at a strip mall right next to the large public beach, renting out small water sports equipment such as paddle boards, kayaks, surfboards, and snorkeling gear. In addition, the shop also sells essential items beachgoers need, from flip-flops to beach towels to sunscreen.
Drunken Pelican has been in business for only three years. By talking to customers, the owner of the shop, Todd, got to know that most of them are from nearby inland towns. A small portion of the customers are from other parts of the country. While Drunken Pelican gets some crowds coming during the off-season, most of its profit is generated from late May to early September, when the water is warm enough to swim in.
Todd named the store Drunken Pelican in order to give it a fun personality, mainly targeting younger visitors to the beach. The store sign has a cartoonish pelican in orange and blue attire, reinforcing its fun character.
Tourism in town has been good since the shop opened. Todd saw a steady increase in sales in the past three years. Last month, the mayor announced a strategic plan, which includes more effort to attract visitors in the next five years. Todd sees it as a great opportunity for his business to grow. At the same time, Todd feels the pressure of competition from similar stores nearby.
Todd has been looking at local newspapers and television for advertising possibilities in the past few years. However, with a limited budget, he has advertised only with a free local monthly newspaper targeting visitors and local residents. Last week, Todd saw a local attorney’s banner ad while watching a YouTube video, and thought that is was a good way to advertise the business online. In addition, he heard from a friend about Google AdWords and search engine optimization. Todd has decided that it is time to take advantage of online advertising and take his business to a new level.
Questions: Answer in a Word document, and then upload the file.
1.List the advantages of online advertising versus the monthly newspaper that Todd has used. Is it suitable for Drunken Pelican to advertise through the Internet? If so, list two reasons. If not, explain why. (1-2 paragraphs).
2.Among the types of online advertising, Todd wants to advertise with Google AdWords first. Is this a good decision for his business? Explain. (1-2 paragraphs).
3.Write six to ten keywords for the business. Remember, a “keyword” is actually a group of words (e.g., “beach supply” is considered one “keyword”). Think about the word combination that is most relevant to Drunken Pelican’s business. Explain your choices (list of keywords, plus 1-2 paragraphs).
4.Todd also decides to put up some display advertising online (e.g., banner, skyscraper, and rich media). What messages should these ads deliver? Would you change the messages based on the type of ad? Why or why not. What kind of visuals is ideal for those ads? List three potential headlines to go with your visuals. (2-3 paragraphs).
5.In what type of websites or social media should Todd place his display ads? What kinds of additional media should Todd consider using to support his digital ads? Why? (2 paragraphs).