01_project_suite-lounge

__**Group 5**__

(306661) Tweshe Samir (308454) Hae Rin Chang (307413) Jeff Lo (307526) Sophia Ip (307496) Leo Kuo (308337) Tiffany Lau (308084) Kana Tsuruda (308054) Audrey Lam


 * __Restaurant Details__ **

Name: Suite Lounge Address: Pilatusstrasse 1 - 6003 Luzern - Switzerland Phone: (+41) 41-210 21 31 Website: [] Contact persons: Ms. Hülia and Mr. Erdal Setzer

Contact and Interview:Jeff & Samir Current Web Marketing Approach: Kana & Hae Rin Marketing Package: Audrey & Sophia Competitors Analysis: Tiffany Prezi: Leo Summary Suggestion (Word Document): Kana
 * Role and Responsibility**

__5 April 2011__

** Action Plan (Draft) **
 * 1) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Analyze Suite Lounge Website
 * 2) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">We realized Suite Lounge website has some point missed out:
 * 3) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Languages selections, since Suite Lounge is located in a hotel, other languages selection is easier for different customers to get information
 * 4) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">In the website, it does not provide any actual picture / video of Suite Lounge
 * 5) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Suite Lounge does not have any Facebook fans page (beside location page), Twitter, any social media website
 * 6) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Have some media report about Suite Lounge's previous events, but it does not update much
 * 7) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Pros / Cons (+/-)
 * 8) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Suggestions
 * 9) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Suggest Suite Lounge set up more language selections
 * 10) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">In the website, replace more actual pictures of Suite Lounge, it can provide tangible images for potential customers
 * 11) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Set up Facebook fans page, and Youtube account, it can update Suite Lounge's news
 * 12) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Contact media press for promote Suite Lounge (Usgang.ch, 20mins etc...)
 * 13) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Discussions
 * 14) <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Conclusion

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Expected date of visit: 13 April 2011

<span style="font-family: Arial,Helvetica,sans-serif;">__ 11 April 2011: __

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">The group had tried to contact Mr Setzer to confirm the date for visiting but unfortunately he was not there. So, our contact number was given to the other gentleman and hope he would inform Mr Setzer. Hopefully he will call us back soon. Otherwise we will try to call him again later in the evening.

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Suggestions for marketing package: Apps? Tripadvisor? Switzerland restaurant suggestion website? use of metatags keywords? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">Research on: target market? main competitors?

<span style="font-family: Arial,Helvetica,sans-serif;">__19 April 2011__

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 10pt;">The Suite Lounge and Bar is a bar which provides wellness experience to guests. It is in a very convenient location which is just next to Luzern Bahnhof and on the rooftop just above the McDonald's that maintains a stable flow of people around the area. Guests could enjoy the beautiful view of Luzern with the streets, lake and mountain scences, and could also experience tempting foods, fancy drinks and elegant soft music. This comfortable ambience provides guests a light and stress free environment to relax and have a nice chat with groups of friends. The aim of the bar is to create a philosophy of making guests feel like home.

<span style="font-family: Arial,Helvetica,sans-serif;">In this project, the group would like to discuss the web marketing tools that the Suite Lounge and Bar to further promote itself. The group plans to arrange an interview section with Mr Setzer about the Lounge's target market and the current marketing tools. The feedback would be analyzed within the group to see what the group could help further improve on the current tools, and develop more innovative web tools to broaden the market. Also, competitors of Suite Lounge and Bar would be also analyzed in terms of their web marketing, in order to see the comparison between the web tools in regards to achieve a better marketing result. Hence, sample web tools would be displayed with a full report with findings and a prezi presentation with main ideas would be made.

__<span style="font-family: Arial,Helvetica,sans-serif;">21 April 2011 __ <span style="font-family: Arial,Helvetica,sans-serif;">Research on current Web Marketing Approach

<span style="background-color: #ffffff; color: #000000; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">Suite LOUNGE&BAR <span style="background-color: white; color: black; font-family: 'Times New Roman',serif; margin: 0cm 0cm 0pt; text-indent: -6pt;"> <span style="background-color: white; color: black; font-family: 'Times New Roman',serif; margin: 0cm 0cm 0pt; text-indent: -6pt;"> <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">They have their own website, but it is only available in German language. <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">Its current Metatags are followings; <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">Meta Title: Lounge&Bar suite <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">Meta Description: <span class="HTML_VAL">"Hoch über den Dächern von Luzern gibt es einen Ort wo sie relaxen, chillen, geniessen und staunen können." /> <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">Meta Keywords: <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">meta name="keywords" content="suite, cigar, event, lounge, bar, sushi, design, fashion, apero, terrasse, cocktails, ausgang, luzern, teo jakob, b&amp;o, kaiten, piano, hotel, monopol, live music, seeaussicht, champagner, brunch, KKL, camel, patoro, perrier jouet, bombay sapphire" />

<span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">It is very important for a restaurant nowadays that the text in the site is relevant to the most important keywords. Those keywords are the words or text fragments which your target audience might enter into the site to find the restaurant. <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">The group thinks that suite Lounge&Bar actually have done a very good job for creating Meta Keywords. However, the website is only available in German including its Meta Description. Therefore, although it comes always on the top of the lists at any SEO (including foreign SEO, such as Yahoo Japan, Google Canada) with many key words, it is not reachable to potential guests who cannot read German. <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">The positive part is that they have put music on their own website which allows people to feel more of its ambience. They are approaching to two different senses; eyes and ears. However, there is no real picture available on the website.

<span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">YOUTUBE <span style="background-color: white; color: black; font-family: 'Times New Roman',serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">media type="youtube" key="7gBJKW-SyGE" height="279" width="455" <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">They have a short movie on Youtube page (2min.15sec.), under 'Travel and Event' category with following Tags: schweiz, zentralschweiz, luzern, city, und, umgebung, bars, cafes, lounges, Bar, Lounge, Event, Apero, Cocktails. The title is 'Lounge&Bar Suite, Luzern'. The mailing address, their phone number, and some descriptions about the property are written on the page. This is also on the following American website: [|www.cityguide.com] <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">It is the very nice movie to show people how the property is, but again, it is only available in German. Thinking about its location of the property, English language is definitely needed.

<span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">FACEBOOK <span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">They have only Facebook page ([|http://www.facebook.com/home.php#!/group.php?gid=51418857390]) among various social medias and it is providing basic informaiton such as name, location, wesite link, business hours. They updated the promotional event such as Suchi a Discretion or Hollywood Silvester Party and announced who music DJ is on that day written by German. And they have 12 photos that the inside of restaurant and the nightscape of Luzern that guests can see from Lounge and Bar Suite.

<span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">However most of the information is written by German in Facebook and business hours is different between Facebook and offical website. It makes people who plan to visit there first confused. Also the last update of wall is 20th March and there is no recent event after 5th April so it is easy to find that they do not updated much. It seems that nobody is taking care of Facebook account. The staff is necessary to upload new event, promotion and photos in order to get attention form people continually.

<span style="background-color: white; color: black; font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt; text-indent: -6pt;">There is no Twitter account.

<span style="font-family: Arial,Helvetica,sans-serif;"> Here is the analysis extracted form Alexa.com searching on the website "suite-lounge.ch" for the most useful top 10 keywords. <span style="background-color: transparent; font-family: Arial,Helvetica,sans-serif; font-size: 13px; line-height: 1.25; margin: 0px 0px 0.75em; outline-width: 0px; padding: 0px; vertical-align: baseline;">The top queries driving traffic to suite-lounge.ch from search engines. Updated monthly.
 * ~ Query ||~ Percent of Search Traffic ||


 * > <span style="font-family: Arial,Helvetica,sans-serif;">1 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">suite lounge luzern ||> <span style="font-family: Arial,Helvetica,sans-serif;">18.33% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">2 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">suite bar lounge ||> <span style="font-family: Arial,Helvetica,sans-serif;">15.51% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">3 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">lounge bar ||> <span style="font-family: Arial,Helvetica,sans-serif;">14.40% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">4 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">luzern lounge ||> <span style="font-family: Arial,Helvetica,sans-serif;">10.44% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">5 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">bar lounge luzzern ||> <span style="font-family: Arial,Helvetica,sans-serif;">8.90% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">6 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">lounge luzern rummachen ||> <span style="font-family: Arial,Helvetica,sans-serif;">8.90% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">7 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">suite suite home ||> <span style="font-family: Arial,Helvetica,sans-serif;">8.79% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">8 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">ananas honig avocado lakrize ||> <span style="font-family: Arial,Helvetica,sans-serif;">2.40% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">9 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">suite luzern wireless ||> <span style="font-family: Arial,Helvetica,sans-serif;">2.32% ||
 * > <span style="font-family: Arial,Helvetica,sans-serif;">10 || <span class="searchLink" style="background-color: transparent; color: #003399; cursor: pointer; font-family: Arial,Helvetica,sans-serif; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;"><span style="background-color: transparent; font-size: 12px; margin: 0px; outline-width: 0px; padding: 0px; vertical-align: baseline;">suite schweiz luzern ||> <span style="font-family: Arial,Helvetica,sans-serif;">2.19% ||

__**23 April 2011**__ The group has done some research on other bars and lounges in Luzern which could be the possible competitors of Suite Lounge.

__Possible Competitors__ 1. Pethhouse Roof Top Bar Hotel Astoria, Pilatusstrasse 29, 6002 Luzern http://www.astoria-luzern.ch/deutsch/08_bars/html/penthouse.htm

2. Shine Bar Lounge Cafe Sempacherstrasse 16, 6003 Luzern http://www.shine-bar.ch/detector/flashdetector.html 3. Havanna Cafe and Bar Habsburgerstrasse 16, 6003 Luzern http://www.havannaluzern.ch/index.html 4. Blue Bar Lounge Hotel Schiller, Pilatusstrasse 15, 6002 Lucerne http://www.the-hotel.ch/englishch/08_bars/html/blue.htm The comparison would be mainly focus on the web tools that the competitors are currently using. A table is used to summarize as follow. (to be edited)

<span style="font-family: Arial,Helvetica,sans-serif;">**Blog:** No <span style="font-family: Arial,Helvetica,sans-serif;">**YouTube:** No <span style="font-family: Arial,Helvetica,sans-serif;">**App:** No <span style="font-family: Arial,Helvetica,sans-serif;">**Flickr:** No || <span style="color: black; font-family: Arial,Helvetica,sans-serif;">**App:** Yes <span style="color: black; font-family: Arial,Helvetica,sans-serif;">**Twitter:** No <span style="font-family: Arial,Helvetica,sans-serif;">**Blog:** No <span style="font-family: Arial,Helvetica,sans-serif;">**Flickr:** No <span style="font-family: Arial,Helvetica,sans-serif;">**YouTube:** No || <span style="font-family: Arial,Helvetica,sans-serif;">**Blog:** No <span style="font-family: Arial,Helvetica,sans-serif;">**Flickr:** No <span style="font-family: Arial,Helvetica,sans-serif;">**YouTube:** No <span style="font-family: Arial,Helvetica,sans-serif;">**App:** No || <span style="color: black; font-family: Arial,Helvetica,sans-serif;">**Twitter:** No <span style="font-family: Arial,Helvetica,sans-serif;">**Blog:** No <span style="font-family: Arial,Helvetica,sans-serif;">**Flickr:** No <span style="font-family: Arial,Helvetica,sans-serif;">**YouTube:** No <span style="font-family: Arial,Helvetica,sans-serif;">**App:** No ||
 * <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Competitors ** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Official Website** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Website Language(s)** || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Website Information ** || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Website Visual ** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Metatag Keywords** || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Other Web Marketing Tools ** ||
 * <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Pethhouse Roof Top Bar ** || <span style="color: black; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">Under hotel chain website, no separate official website for Pethhouse || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">German, English || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Very simple: ** only has the contact and opening hours, no menu || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">only 4 photos shown || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** 24 keywords ** : hotel luzern, business hotels luzern, culture,fine dining in restaurants in luzern, special offers switzerland, city hotel, last minute hotels, budget hotels, kultur luzern, restaurant latino, thai garden restaurant luzern, penthouse, la cucina, last minute hotels, kongresse, meetings, events, kongresshotel, seminare, seminarhotel, herzog, meuron,herzog de meuron, designhotel  || <span style="font-family: Arial,Helvetica,sans-serif;">** Facebook: ** No **Twitter:** No
 * <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Shine Bar Lounge Café** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">Yes || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">German || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Quite detail: ** includes contact, menus, discounts, gallery and events || <span style="color: black; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">With a lot of photos showing decoration and guests || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">None || <span style="font-family: Arial,Helvetica,sans-serif;">** Facebook: ** With Group Page (89 members) and all the Events Pages@Shine
 * <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Havanna Café and Bar** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">Yes || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">German, English || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Very detail: ** includes contact, philosophy, bar, lounge and restaurant information with menu, gallery and events || <span style="color: black; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">Showing photos with flash, create grand and high-end features || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">None || <span style="font-family: Arial,Helvetica,sans-serif;">** Facebook: ** No **Twitter:** No
 * <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Blue Bar Lounge** || <span style="color: black; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">Under hotel chain website, no separate official website for Blue Bar || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">German, English || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Very simple: ** only has the contact and opening hours, no menu || o<span style="color: #000000; font-family: Arial,Helvetica,sans-serif;">nly 4 photos shown  || <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** 24 keywords: ** hotel luzern, business hotels luzern, culture,fine dining in restaurants in luzern, special offers switzerland, city hotel, last minute hotels, budget hotels, kultur luzern, restaurant latino, thai garden restaurant luzern, penthouse, la cucina, last minute hotels, kongresse, meetings, events, kongresshotel, seminare, seminarhotel, herzog, meuron,herzog de meuron, designhotel  || <span style="font-family: Arial,Helvetica,sans-serif;">** Facebook: ** Yes, but with no content inside

From the above table, it shows that all four competitors have their own strengths and weaknesses in their web marketing. Pethhouse Roof Top Bar and Blue Bar Lounge are under the Astoria Hotel Chain, and they do not have their own separate websites. Therefore, they have only a very brief and simple one-page website to show the basic information and some photos. However, as they are under a hotel website, the website has both German and English, and with a lot of keywords used in metatags. However, both Shine Bar and Havanna Cafe do not have any metatags, but they did very well in their own websites, with a lot of visuals and detail information. The Shine Bar even has its own Facebook group page, and this shows the Shine Bar takes this advantages fully among its competitors. <span style="color: black; font-family: Arial,Helvetica,sans-serif;">2 thai garden luzern 13.65% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">3 thai garden 11.38% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">4 astoria 6.20% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">5 mekong luzern 3.14% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">6 astoria lucerne hotel 2.87% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">7 hotel astoria luzern 2.31% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">8 restaurant astoria luzern 1.59% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">9 lucerne festival 2011 1.56% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">10 hotel astoria -wien 1.54% || <span style="color: black; font-family: Arial,Helvetica,sans-serif;">1 shine 36.78% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">2 shine luzern 13.95% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">3 luzern shine 13.90% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">4 coffee shop luzern 12.17% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">5 luzernern spez cafe 11.85% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">6 luzern lounge 2.76% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">7 luzern cafe 2.73% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">8 lounge bar 1.84% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">9 luzern bar 1.82% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">10 cafe shinebar 1.19% || <span style="color: black; font-family: Arial,Helvetica,sans-serif;">1 havanna 46.73% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">2 havana club luzern 23.53% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">3 havanna club luzern 23.53% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">4 havanna cafee 2.91% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">5 ü30 party havanna luzern 2.56% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">6 havvanna 0.67% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">7 havann 0.05% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">8 havanaclab.ch 0.02% || <span style="color: black; font-family: Arial,Helvetica,sans-serif;">1 hotel astoria 17.30% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">2 thai garden luzern 13.65% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">3 thai garden 11.38% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">4 astoria 6.20% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">5 mekong luzern 3.14% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">6 astoria lucerne hotel 2.87% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">7 hotel astoria luzern 2.31% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">8 restaurant astoria luzern 1.59% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">9 lucerne festival 2011 1.56% <span style="color: black; font-family: Arial,Helvetica,sans-serif;">10 hotel astoria -wien 1.54% || Another table is done to summarized the top query search for the four competitors and the data is extracted from Alexa.com. The results show that Pethhouse and Blue Bar themselves do not contribute much to the query search. People are usually searching for the Astoria Hotel Chain, but not the bars, and the percentages of the search result are much lesser compare to the others. Havanna Cafe and Bar has the greatest search result, with "havanna" (46.73%), "havana club luzern" (23.53%) and "havanna club luzern" (23.53%). Although "havanna" is a common general word to be searched, but the search with "luzern" is quite significant. However, this also shows people are searching Havanna Cafe and Bar in purpose, which means they know the bar before they search. Shine Bar has comparatively done a better job, because the result shows even people searching for general words such as "coffee shop luzern", "luzern lounge", "luzern cafe" and etc, they could still search Shine Bar without using its own name.
 * <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Top Query Search Traffic (Alexa.com) ** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Pethhouse Roof Top Bar** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Shine Bar Lounge Café** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Havanna Café and Bar** || <span style="color: #000000; display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">**Blue Bar Lounge** ||
 * <span style="display: block; font-family: Arial,Helvetica,sans-serif; text-align: center;">** Top Query Search Traffic (Alexa.com) ** || <span style="color: black; font-family: Arial,Helvetica,sans-serif;">1 hotel astoria 17.30%

A research is also done from using the Google search engine http://www.google.ch, with the keywords "luzern bar". The result shows that Suite Lounge is not in the top 5 listed under Google. The competitors Shine Bar Lounge Cafe and Penthhouse bar are managed to place themselves in the 5th and 6th place in the first page with the indications of Google Map. When the page is scrolled down, Suite Lounge appeared in the third last on the first page, under its competitor Havanna Cafe. However, if another keyword is replaced, for example, "luzern lounge", the result would be totally different. Suite Lounge manages itself to be the first result in Google, following with its competitor Shine Bar. These results show that even Suite Lounge use metatag keywords, better combination of words are needed. For example, having the keywords "bar", "lounge", "luzern" and together with "bar luzern"and "lounge luzern", that would give more specific results when people are searching a bar or lounge in Luzern but not in general everywhere. Shine Bar is the only competitor who manages to appear in the top results in Google with both keywords, because from the name of the site already included all possible categorized keywords like "bar", "lounge" and "cafe". That means the name of the site works sometimes better than using metatag keywords.

To conclude with the two tables above, bars inside hotel chain did not do much job in their web marketing, but depends on the hotels themselves. Havanna Cafe and Bar is doing a moderate job with the best website but perform normally in the query search. The Shine Bar Lounge Cafe does the best in web marketing tool, the website is comparatively good despite on the language part, and it performs well in the query search and also use Facebook to promote their bars and events. Compare the results with Suite Lounge, they did a fairly good job in the web marketing. They are able to use metatags as searching keywords, and they create a Facebook and a YouTube movie. Although the tools are still very limited, their performance has outranged the other 4 competitors. If further improvements are to be made in current marketing tools and create more new sources of web marketing, they could attract more customers and make a unique selling point in their name.

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">__23 April 2011 undated__

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Questions for interviews

<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q1. Who is the main target market you are targeting? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q2. What types of customers mostly visits here? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q3. Why are you setting such age limited? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q4. What is your current marketing strategy? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q5. What is your current web-marketing approach? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q6. Since when are you starting to use Web-marketing? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q7. Does it well going on? What benefits did you obtain for your business? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q8. How much do you spent on web-marketing per month? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q9. How often do you undated your web-marketing approach? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q10. Which web-marketing is the most successful one in your business? Example? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q11. Any successful event that you were only using Web-marketing to approach customers before? <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Q12. Have you considered extending your current web-marketing?

__25 April 2011__

**__<span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">Marketing Package __**

It is said that a picture is worth a thousand words, but a video is worth for a million. An advertisement which contains words and a picture or a graphic may be attractive. But an advertisement with video would be truly interesting and informative as people love video. Therefore, an online video is a great way to stand out and let it could be searched by the universal search engines. YouTube is a video-sharing website which allows users to upload, share and view videos. Unregistered users can watch videos and registered users can upload unlimited number of videos. Before the launch of YouTube, many people wanted to post videos online. Then with the simple interface of YouTube, it enables anyone to post a video as long as they have internet connection. In the case of Suite Lounge & Bar, when the words ‘Suite Lounge Luzern’ are searched on YouTube, two videos are found but they are the same video with different users uploaded on YouTube. The video is actually a program from CityGuide which should be a program introducing different restaurants or shops. The interviewer speaks German and he introduces the environment, the service and the food and beverage there. Although the video is nice, it shows how beautiful the environment is, how professional is the service providers and how delicious is the food and beverage. However, its language is in German which is quite confusing to the tourist as it is located next to the main train station so it is expected that part of its target should be tourists. So, it is suggested that it would be better if there is an English version of this video. Moreover, as these video only shows the general features of Suite Lounge, so it is suggested that it would be more effective if Suite Lounge & Bar could make a video which shows their features, as well as special events or previous promotion so as to attract new customers. In order to have a successful web-marketing through YouTube, there are few suggestions for Suite Lounge & Bar. Firstly, it is important to optimize the account. As the first step is to create an account, so the account name is important in this case as it simply tells the brand to the viewers. If the brand name is there as account name, then it almost ensures that users will find it when they perform a search on this name. Secondly, it is needed to optimize the video content. The video name is named by default. So, it is necessary to rename the video, although it does not help people to find it, it give more description and keyword title. Then, when deciding the title of the video, it should be a title which helps the search engines to search it. Also, a description gives the reasons to the viewers why they have to continue watching it and a successful description drives people back to the official website. Moreover, tags are important as it indicates what are the related vides a company has so it should always be relevant. Furthermore, only upload a video is not enough but getting people to watch the video is important. As the ranking algorithm of YouTube is dependent on the community factors such as number of views, comments and rating, so in order to get these benefits, it is necessary to become part the YouTube community. Look for people who are local or who are interested to the company or look for people in the same industries by checking the profiles of the folks who show up on YouTube helps to find some potential customers as well. In the case of Suite Lounge & Bar, the account name could be ‘suiteloungeluzern’. If it uploads video, the video name could be ‘suite-lounge of Luzern, Switzerland’. The title could be ‘convenient location, good atmosphere, suite-lounge of Luzern, Switzerland’. The description could be ‘it is a bar and lounge with a relaxing atmosphere which offers great variety of drinks, wine, alcohol and delicious sushi. It is located next to the main train station of Luzern and there are always special promotions and events’. This video can then share to the Facebook Page so that Facebook users can view or link to the video. Of course, it is always better to make the video funny or contains interesting information as it is a popular trend conducive to success. To measure the success of the video or to utilize the usage of YouTube, there is an ‘Insight’ button on every uploaded video. This information should not be overlooked as it gives information about demographics, community and the sources about how they come across the video. So, by using this, company could find out more information about the people who are interested in viewing the video and it is a way to know and reach the users. In the case of Suite Lounge & Bar, by reviewing the insight of the video, they could know about the group of people who are interested in their video, if this is not their target group, then they could think review on their marketing strategy or positioning of the product or service. Therefore, YouTube is an important web tool to promote and market a business.
 * <span style="font-family: Arial,Helvetica,sans-serif; margin: 0cm 0cm 0pt;">1. YOUTUBE **

Animoto is a software application that produces videos from the selected photos, video clips and music. It analyzes the photos, video clip and music, and then uses them to generate a video. Text can also be added in order to describe and emphasize the specific images. With a few clicks on settings, nice and interesting video is made. Then embed Animoto can be shared on the other social media website such as Facebook, YouTube and Myspace with a single line of code. It is said that every Animoto video is completely unique as no two videos are ever the same. Animoto offers free version, but it limits the length of video to only 30 seconds. There is another plan which is called Animoto Pro and it is licensed for commercial use. Although clients have to pay for Animoto Pro, it costs only $39 per month. Then, the video will be of full-length, downloadable, unbranded, linking to the other websites, enjoy exclusive video styles and have priority support. Full-length means the video can be made up to 10 mintues. Downloadable means it can be burned to DVD or upload to any hosting site. Unbranded means there will not be the logo of Animoto appearing on the video so it looks professional. It can also enjoy the more professional and exclusive video styles and in case it needs any support, the Pro users can get help faster. Although it sounds that the Animoto Pro has more usage and it seems to be better to a business. In the case of Suite Lounge & Bar, it is believed that it should be enough if they only join the free version. It is because for a local bar in Luzern, a 30-second video should be enough to promote its image if the video is attractive and informative. Sometimes, a 10-minute video is worse than a short video if it is boring and without any main points. Since the free version can also make unlimited number of videos, so it is suggested that Suite Lounge & Bar can make the video time by time, for example, an introductive video which tells about the features of the bar, the address and the menu. Then, when there is an event or any special festival, they can also make a video which introduces about the theme of event or the special arrangement of the bar. These videos then can be posted on Facebook Page and YouTube so that the news can be spread out to the current and potential customers. Since the Free version of Animoto, Facebook Page and YouTube are also free, so these web marketing tools should be economical and workable. In order to show the usage of Animoto, a video was made to Suite Lounge & Bar by using Animoto: media type="custom" key="9246048"
 * 2. Animoto**

Basically, Facebook is a top social networking website. It is used to connect people with those who are around them or in other parts of the world. They might be families, friends, colleagues or people who are of the same interest. It allows users to share and receive information in a diversified ways. But why is it matter to a business? In fact Facebook can act as a social media and an inbound marketing as they are the important assets for a business to be found by and engaged with the potential buyers on the internet. It is because nowadays, when people need to find some information about a product, they would not try to find it from the advertisement of television, or they would not call to the company or sending email to them. But they would try to ask friends, Google it or find out the answer from the social network. So, marketers have the opportunity to use Facebook as to expand their online footprint and engage more customers directly. Therefore, the goals for most businesses which are using Facebook are to get found by people who are searching for a particular products or services, to connect and engage with current and potential customers, create a community around the business and to promote other resources which are related to the business such as blogs, articles or videos. Facebook page also allows company to market itself or its product or service as it allows company to share their photos with explanations, promotion, videos, discounts, events and links. When a Facebook user ‘likes’ the page, it will automatically share this news on his ‘wall’, which allows his friends to see and know about the company. So, if a customer who had been to Suite Lounge & Bar ‘like’ the page of it, when this news appears on his wall, his friends who had also been to there might ‘like’ it as well then this will also appear on ‘his’ wall. Then, maybe some of his friends who had not been to Suite-Lounge Luzern read about this, they might feel interested about this bar and so they can find out more information thought the office Facebook Page of Suite Lounge & Bar. When they read about the page, if they find out the news about the upcoming promotion or events at Suite Lounge & Bar, they may feel interested or if they have any queries, they can ask questions on the ‘wall’ and Suite Lounge & Bar can answer their questions directly. Then they may find a day to go there and have a drink with friends. This example shows how an official Facebook account and a Facebook Page can connect with current and potential customers, as well as how it can act as a marketing tool. In order to promote the Facebook Page, use the discussion board or YouTube video box to create an engaging page which link to the Facebook. Then, be sure the email subscribers and blog readers know how to become a fan on the page. Also, be sure that the page can be searchable which means it can be searched by the search engines. Measuring and analyzing the result of effort are the key part of marketing activities. To measure how success and influence a Facebook Page is, there are a few methods. Firstly, total number of fans can be counted. Secondly, by checking out the Insights of the page, valuable metrics such as page views, wall post and photo views can be shown. It is a built-in analytics of Facebook. Finally, by using Facebook Grade, profile or page can be graded for free in order to see the overall marketing effectiveness. Although Suite Lounge & Bar has a Facebook Page, when the words ‘Suite Lounge & Bar’ are typed on the search bar of Facebook, it would be linked to page which shows the location, the map, the address and the telephone number of the bar and it allows Facebook users to ‘check-in’ there, it is not a official page and it does not contains further information. That means, Suite Lounge & Bar has a official Facebook Page, but it could not be found commonly on the search bar. But why is it like this? It might be because of the setting of privacy. However, when the group was researching on Suite Lounge & Bar on Bing, the Facebook Page was found. It could be seen that its Page is well-organize and kept updating. Also, the Facebook Page is all in German, so it is suggested that they can also have an English Page so that they can attract more international customers. Photos are not shown much on the Page, so it is suggested that they can upload more photos or videos, such as the past events or menu or drinks. It is believed that having a successful Facebook Page helps a lot in promoting the bar as Facebook is a very popular web social media which news can be spread all around the world.
 * 3. Facebook**

Nowadays, more than millions of people are using iPhone and there are more than 350,000 apps available. These apps are of different categories such as apps for work, for travel, for cooking, for music, for students, for money, for fun, etc. But not only iPhone users can use apps, but other mobile company such as HTC is also providing the Android apps. Many companies are also using apps to promote themselves and provide further information about the company, products or the related information. In the case of Suite Lounge & Bar, it is suggested that they can also make an app. Its app can include the menu of the restaurant, location, direction, contact number, website and etc. But if an app only contains this information, it is not interesting and could not attract people to download it. So, it is suggested that it can give more information which is related to Luzern, or the food and beverage. For example, things to do in Luzern or citied near Luzern, the recipe of long drinks, recipe of sushi, ways of shaking cocktails, festival of Switzerland and etc. These provide more useful information and so can attract people to download this app. Although making an app takes time as it is need to plan, to create and to maintain, it is believed that this kind of marketing is suitable for Suite Lounge & Bar as its target is young people who are much relied on apps.
 * 4. Apps**

Magazine website such as Usgang.com, 20 minuten- Miss Friday, tillate.com have a selection to report the nightlife of the city, in the previous event, Suite Lounge & Bar has some pictures posted on it but it was quite long time ago. So it is recommended that Suite Lounge & Bar could update some new pictures on it, for example, there is an event called aperitivo in Suite Lounge & Bar every Wednesday, it is an idea for meeting new friends and gather there, so if they upload these photos, it may attract new customers.
 * 5. Magazine Website**



Sine Luzern is a sightseeing place and Suite Lounge & Bar is located at the same building of a hotel, It is very good point for travelers to know, so upload some information to some travel guide website can help Suite Lounge & Bar to gain more awareness internationally.
 * 6. Travel Guide Website**



On Myswitzerland.com, although there is already an account of Suite Lounge & Bar, it is hard to search it as the name is wrong. Furthermore there is no picture of the it, while the other competitors have pictures and descriptions, so it is recommended that Suite Lounge & Bar should update this website.



On Reverbnation website, there is also an account of Suite Lounge & Bar but it seems they did not upload any information or event news. This website actually allows the staff from Suite Lounge & Bar to control the information, edit anytime as long as they sign in this website.



Since Suite Lounge & Bar is also providing Japanese cuisine, so it is suggested that they can promote themselves in some Switzerland restaurants guide website which may give advantage in getting potential customers.
 * 7. Switzerland Restaurants Suggestion Websites**

It is seen that Suite Lounge & Bar has uploaded a video on Kendincos which is translated into English. So, it is suggest that Suite Lounge & Bar can also put this kind of video on their website, or Facebook so that non-German speaking customers will be attracted.





After setup an account in Twitter, they should do the following sets to maintain this social media website. Recently, Google started indexing tweets, it includes the brand name as well as the title of profile. It is believed that indexing tweets is a good marketing strategy for Suite Lounge & Bar as it can be used as a Google keywords tool and shortlist the important keywords related to the product, such as Suite Lounge & Bar Luzern, sushi bar, nice view lounge, etc. There is a function in Twitter called 'following', develop a 'following' strategy helps the user the connect with target audience. Furthermore, hashtags '#' can be used to search for target audience as it is a community-driven convention that add additional context and metadata to the tweets. This can be searched using this tool: http://wefollow.com http:twitterholic.com is a tool for follow influencers in a particular location. This tool lists all the influencers on Twitter, based on the number of followers and location. It is just needed to enter the relevant keywords about the product, such as lounge, bar, sushi, nice view, then using the 'near this place' option in Twitter's advanced search to identify tweeple who are interested in the product. By using this tool, Suite Lounge & Bar can look for more potential customer. Also, as Twitter is a real-time medium, companies use Twitter is able to get the feedback directly from customers, This tool is believed to be very fast and of low cost.
 * 8. Twitter**

On Suite Lounge & Bar official website, there is actually no language choice, it only displays in German. As Switzerland has 3 different official languages so, it should have more choices. Also Suite Lounge & Bar is located beside the main train station, as well as the same building of a hotel, so other languages selection is easier for different customers to get information. Moreover, Luzern is an sightseeing place, there are international visitors coming to Luzern, so if they can provide a choice of English, then it would attract more potential customers.
 * 9. Official website**

<span style="font-family: Arial,Helvetica,sans-serif;">There was a phone interview with Mr. Erdal Setzer and the conversation were as follow: 1. __What is the Suite-Lounges target market?__ The Suite-Lounge does not specifically target but attracts people who enjoy going out and generally fall into the age category 25 and above.
 * 28 April 2011**

2. __What is the Lounges marketing strategy in relation to web2?__ The Lounge markets through social networks such as Facebook, uusgang.ch, other online party networks and through local distribution channels like Insider.ch

3. __Since when has the Lounge been using web2 for marketing purposes?__ The Suite-Lounge was opened 3 years ago and since then we have been using web2 to promote and to market the lounge online.

4. __Does this strategy work well for the lounge and has it brought any advantages with it?__ Yes the strategy works very well for the Lounge and it enables us to reach a very large range of guests or potential guests.

5. __What are the monthly costs for web2 marketing?__ The Lounges costs are at a minimal because all the work is done by our members of staff and not outsourced.

6. __How often does the Lounge change its web2 marketing strategy?__ The lounge sticks to one strategy due to the positive results we have experienced so we see no need to change our strategy.

7. __Has there ever been a very successful event where the Lounge only used web2 to market?__ Yes there has. It was when Mark Sway (Swiss musician) came to the lounge and had a little gig! It was very successful and the Lounge was full.

8. __Has the Lounge ever thought about expanding their web2 marketing strategy?__ Yes the Lounge is currently expanding, we are starting to use an interface called My Table. This is our first expansion so far.

media type="custom" key="9247528"