Restaurant Advertising comes in two kinds: one kind says “I’m here.” New York is filled with restaurants with a sign above your door, the ad in the New York newspaper, a custom printed bag for your “to go” orders, and the coupon promising a discount. It could be a well designed menu or a “car wrap” on a delivery vehicle that customers see on the streets of Manhattan.
But there’s another kind of advertising for restaurants: it’s the advertising that talks about “why”: why you do it your way, why your food is so good, and why people should visit (or order from) you.
The difference is that one is “I’m here.” The second is “why you should be here.” There’s a big difference.
Which Restaurant Advertising is for you?
Before any marketing or advertising can be successful you must understand your “target market.” A target market is a particular group of consumers who you’re trying to sell to, and who are most likely to buy from you. Although your restaurant could service “almost anyone,” your marketing investment will result in the best profits if you focus on the customers who are most likely to be interested in your restaurant.
Different restaurants attract different types of customers: McDonalds’s traditional marketing targeted children, teens, and young urban families. Today, the hamburger giant tries to broaden their appeal with healthier and fresher menu options. Pubs and Micro Breweries are favored by the below-55 age group. Menu concept, price, atmosphere and your location will determine much of your clientele
How can you create more successful restaurant advertising?
Your customers are “hungry” (literally) for a good restaurant. They want to know if it’s worth visiting your restaurant. So give them the information they crave in the way that they want to get it.
An increasing portion of the US population is active on social media (up to 69%). Social media is great getting discovered: register with local sites (Google Plus, Yelp, Allmenus, Bing Places, CitySquares, Citysearch, etc.) so that customers can find you. The go further by creating a Facebook page for the restaurant, filled with photos, short posts, and inviting your customers to “Like” it. Building a following on Facebook, Instagram, and other sites use the power of social media to spread the word about your business.
But research shows that social media use is very age dependent. For older demographics social media use is less popular. 64% of 50-64 year olds use it, and for those 65+, only 34% are active. If you target these demographics, you’ll have to use other marketing tools to attract customers.
Research also shows that for customers 50+ the telephone (land line or mobile) is still the most popular form of communication. How are your customers greeting on the phone?
Are phone calls answered quickly? Are your staff trained in the best way to greet and help telephone callers? Research shows that 69% of your phone calls will be placed on hold: do callers hear anything on hold, or could they believe that they’ve been cut off?
What do callers hear on hold? Nothing? A radio (that might just be advertising a competing restaurant down the street!) or your favorite playlist? Or do you offer them marketing messages on hold that talk about your restaurant (and take-out or catering), what makes you special, and why they should visit you?
Restaurant Advertising and the Recipe for Success
Congratulations on being a restaurant owner…it can be the toughest job you’ll ever love. Your success depends on running a great restaurant, and attracting and keeping great customers. Using the right restaurant advertising, geared to your restaurant concept and your customers, is the recipe for success. Want more ideas? Call or email us for a free Discovery Session: In New York call 212-355-6980. In Connecticut call 203-655-3920. Nationwide call 800-862-8896.