Monday we're going to look at how the Billy Goat Tavern, a Chicago institution, keeps its name -- and its brand, i.e. its corporate image -- before the public. And how it illustrates the principles in John Vivian's discussion of public relations in "Media of Mass Communication." Let's start with his definition on page 290 in the 9th edition that PR "is a management tool for leaders in business, government and other instititutions to establish beneficial relationships with other institutions and groups."BTW, we use the language oddly in PR. A "public" is any group that has a relationship to your organization. So you can have lots of different "publics." [One of them is the public at large, which is what we usually mean by the word "public." But there are smaller publics, especially in a world of niche marketing.] It sounds awkward at first, but you'll get used to thinking about different publics.
Last week we saw how U.S. Sen.-elect Mark Kirk and unsuccessful candidate Alexi Giannoulis got some free publicity from a meeting -- really a photo op -- at the Billy Goat. Today we'll look at how tavern owner Sam Sianis promotes the business and maintains beneficial relationships with other institutions and groups.
First place to go for background, as always [at least in my classes], is Wikipedia [while you're there, notice how quickly the Kirk-Giannoulis meeting got into the Wikipedia profile, and click on the photo. You'll notice it is published under a Creative Commons Attribution-Share Alike 3.0 Unported license. This means that it can be reused if the photo is credited to the creator of the content and his copyright is acknowledged. It's in its formative stages, but Creative Commons is an interesting attempt by content creators on the Internet to work within the confines of copyright law.
Back to the Billy Goat ...
Go to the tavern's website at http://www.billygoattavern.com/home.html and see how it promotes the business. There's also a history page at http://www.billygoattavern.com/history.html that will be of particular interest, no doubt, to Cubs fans. As you read, identify the various publics represented.
For Wednesday: Evaluate the website in light of Vivian's discussion of the differences and similarities of public relations and advertising. What is integrated marketing communications, and how does IMC fit into the picture here? Is the Goat following an IMC policy when it ventures into areas like politics and baseball?
11 comments:
Billy Goat Tavern promotes itself with things that are famous and attract people for example comparing to the cubs curse and SNL it helps catch the eye of a customer.
The Bill Goat Tavern is a major integrated marketing communications venue. The Billy Goat curse makes the tavern famous and attracks fans. It helps with Cubs publicity for the Cubs and the Billy Goat Tavern. They did it on purpose to attract costumers.
Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. The Billy Goat Tavern uses the IMC model by promoting the tavern within the media coverage, bringing out the goat every couple years, and attracting Cubs fans and keeping them around!
The Billy Goat Tavern probably works to attract different publics including those of Cubs fans, SNL fans, Chicago history fans, and even republicans. When Billy Goat said no republicans allowed durring the Republican Convention in 1944, he recieved a lot of business from republicans demanding service. This probably also got the attention of democrats.
You can’t talk about the lovable losers (the cubs) without mentioning the Billy Goat Tavern and the curse. I can’t think of a Tavern that has acquired more free publicity then that of the Billy Goat. Even as the years have passed the curse of the billy goat is always talked about amongst fans and even the game announcers.
The billy goat tavern has become known because of the billy goat curse,It is well known and seen from this, and everyone knows about it!! this is what really keeps the business in the scene
The Billy Goat Tavern promotes its business by appealing to customers with the billy goat curse. Using the integrated market helps them attract new customers as well.
The Billy Goat Tavern is heard about by many. Cubs fans and SNL makes it especially popular.
Businesses like the Billy Goat Tavern, find ways to attract people to their place. The curse of the Billy Goat attracts its customers and it adds publicity for the Cubs because their "cursed". Just like the Billy Goat Tavern, businesses do whatever it takes to arract the public.
The Billy Goat Tavern promotes its business by appealing to all the surrounding people, including Cubs fans, SNL fans, Chicago tourists and even the republican crowd. The Billy Goat "curse" has also made the tavern a popular and well know place.
The Billy Goat Tavern is a very popular place to go to in Chicago, Illinois. Many Cubs fans go there, along with SNL fans, and tourists from all over. Some travel across the country to go to this place. It attracts crowds very well and is always busy.
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