The goal of this sales piece was to land the highly coveted meeting with the decision maker at the Las Vegas MGM to pitch Seattle-based Cowgirls Saloon as an ideal tenant on the Las Vegas main strip.
With this goal in mind, the opening headline on page 1 was written to assumptively announce “Cowgirls ARE coming to Las Vegas.”
Page 2. Overview
Objective/request clearly stated to MGM Hotel target audience: “WANTED: Las Vegas Local for Cowgirls’ Brand of Fun.”
Benefits of partnering are briefly listed in a creative Cowgirls’ “brand of fun” way.
On page 3, this headline overviews how Cowgirls’ innovative marketing ROPES ‘EM IN to bring in the crowds and entice them to spend their money.
A lot of traffic at Cowgirls Saloon adds up to bigger profits for MGM Hotels if MGM chooses to lease their high-valued main strip space to Cowgirls.
Page 4. The “Fire up the fun” headline on this page summarizes what Cowgirls is all about. Fire hot, saucy, sassy, sexy fun. Cowgirl’s “fun formula” differentiates them from their competitors.
Page 5 headline: “Meet the Cowgirls” and here’s a little intro about them. Gotta dedicate an entire page about the Cowgirls since this is the inspiration behind Cowgirl’s Saloon’s name.
Page 6 on “Meet our Customers.” Gotta have a headline and page about Cowgirl’s target audience. It’s who the Cowgirls cater to. And it’s who spends money, and would pay profits and Cowgirls’ rent for Las Vegas MGM space.
Page 7. How exactly do the customers at Cowgirls have fun?
They “saddle up to the bar” and them some.
Page 8. “Regulators” headline says it all.
The Cowgirls-branded “regulator” name for their security staff keeps customers in line outside and inside.
Page 9. Now that you’ve met the Cowgirls and the customers, it’s important to meet the partners who founded and run Cowgirls’ Saloon. This sales piece, not only sells the Cowgirls’ “fun formula” and promotional recipe for success, but it sells the business savvy of the partners.
Page 10, 11 and 12. Just straightforward talk. (You can download the full kit PDF below.)
The kick-off meeting for the “brochure” project started with Cowgirls’ three partners, my partner and a blank piece of paper with my pen in hand. After an extensive Discovery session, simply put, our instructions were to…
1) Create a creative brochure that integrated the funky look and feel of the restaurant decor.
2) Visit the saloon at midnight when it was busiest.
3) Communicate sass and sex appeal in the piece.
4) Make it persuasively sell the target audience (Success!)
A hand-tied iron-branded rawhide leather cover and back to hold the pages became THE literal winning solution, not just with our client, but the Las Vegas MGM Hotel target audience. The writing and design was done in the comfort of our office. The rawhide prep and iron branding took place on the cement floor of a cold garage… (Kudos to my former partner, Alex Howard with coming up with the hand-made leather kit idea.)
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