Scotty’s Brewhouse, Blogs, and Beer

http://www.scottysbrewhouse.com/brewhouse-xtras/brewhouse-blog/

Scotty’s Brewhouse has become a favorite location for students of Ball State University. Scotty’s was first opened in 1996 in Muncie, Indiana. Since then Scotty’s has continued to grow with 10 restaurants in Indiana. The owner of Scotty’s, Scott Wise is a big believer in social media, so what does that mean for Scotty’s Brewhouse blog?

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The Brewhouse Blog has a very simple layout with just a white background and simple font. Bruce McClain, the director of digital media, writes most of the blogs. Other blogs are taken from other articles people have written. They share other blog posts that connect to their restaurant, but not the posts that are written specifically for the Brewhouse Blog. Scotty’s Brewhouse is prominent on Twitter and Facebook in that they have 27,000 and 2,000 followers and likes respectively. Readers can easily like the blog post connecting them to Facebook, but I could not find the same articles on Facebook even after I liked it. With Scotty’s being so big into Twitter and Facebook they could take more advantage of the blog.

When thinking about Scotty’s Brewhouse, I would compare them to Buffalo Wild Wings.  (https://meganhamik.files.wordpress.com/2013/01/135marketingplan.pdf) After reading about their target audience I came to the conclusion of Scotty’s target audience. They would be from the surrounding communities, families, college students, males and females 20-35, middle class, who love sports and beer.

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Scotty’s Blog mainly talks about the restaurant itself, what it is doing, and how it is growing. With the target audience in mind I would add more articles to the blog about sports that are going on and other exciting information that the target audience would want to read. The blog is great place to learn about the company, but not a blog a customer would regularly want to visit. The fact that the blog has a steady focus is something that should not change. The blog use to be updated around four times a month and now is just one or two times a month. With the content that is in the post I feel like this is a good amount each month but Scotty’s could benefit from the more frequent posts since their target audience is typically very mobile and connected. If their goal is to reach more of their target audience, I think they should post once a week.

White Lodging Social Media

White Lodging started in 1985 and has been significantly growing since. They started only having one hotel and now they will be managing 186 hotels at the end of 2015. When looking at Twitter, Facebook, and LinkedIn White Lodging is very active on their platforms.

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They were easy to find though Google search, but the easiest way was from the company website. It caught my eye that all the pictures on the three social media outlets were the same. It was the same naming and visuals as the company puts on the website and other promotions. It made me as a researcher confident that I had found the right company’s profiles. When it came to Google+ is was just as easy to search as the others from Google, but was not on the company website. Google+ did not have the same picture, did not seem active with only 3 followers, and had no recent post. I do not feel this is a downfall for White Lodging because not many people talk about Google+ these days and they did not connect it to the company website.

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When it comes to the hotel industry it is hard to find a certain target audience. White Lodging is in 21 different states and has different ranges of hotels. According to Hospitality Marketing Management by Robert D. Reid and David C. Bojanic it all depends on the different locations and various customers. Since White Lodging is such a widespread brand the target audience will most likely change from location to location. It is important to know if the customer is traveling for business or pleasure. White Lodging does state that they do not market to people under the age of 18. Based on the fact that they are targeting people older than 18, their best social profile would be Facebook. White Lodging Facebook page keeps followers up-to-date on travel trend, hotel operations, company happenings, and more.
Reid, R., & Bojanic, D. (n.d.). Introduction to Market Segmentation. In Hospitality Marketing Management (5th ed.).