Strategic restaurant marketing makes the difference!
“Independent restaurant owners cannot depend on old-school broadcasting or non-targeted restaurant marketing tactics. The days of rinky-dink marketing are over,” ~ Misty Young, From Rags To Restaurants: The Secret Recipe
Restaurant marketing is math and human psychology, plain and simple. You’ve got to get your emotions out of the way and realize whatever you do must support your goal of restaurant success: putting guests in seats, providing a completely fantastic experience, getting them to opt in to your list, then inviting and welcoming them back over and over.
Law #5 marketing: the business must use multimedia tools to communicate on a timely basis with guests and associates in relevant, meaningful ways.
Your restaurant marketing effort cannot be stagnant, old school or single channel, those days are gone. You’ve got to broaden your reach to be relevant and meaningful. There are three types of media: owned, earned and paid. You decide how to use all of it. Very simply, you must have social media in your toolkit; it isn’t going away. In fact, it’s growing rapidly.
We use a a 70/25/5 restaurant marketing approach:
70% of our restaurant marketing effort is channeled through owned media, 25% earned and 5% paid.
We use direct response restaurant marketing, birthday cards and anniversary award certificates, holiday promotions, seasonal offers, a monthly newsletter and more. For social media, we do the biggies: Facebook, Twitter, Google+, YouTube, Instagram, Flickr, Foursquare, and, of course we monitor reviews.
Much of our restaurant marketing is on auto pilot, thanks to Royalty Rewards, CLICK HERE TO GET A FREE $5,000 90-DAY RESTAURANT MARKETING JUMPSTART!
25% is earned, in other words, we look for opportunities to be in the media. Our feature on the New York Times’ You’re the Boss Blog written by America’s SmallBizLady, Melinda Emerson is a great example. We responded to an anonymous query seeking small businesses using social media and it just happened to get us in the New York Times! I can teach you how to find those opportunities too!
Don’t forget: Restaurant marketing is math!