Target Advertising
Many independent restaurateurs do not advertise as consistently as
they should with a marketing plan and suitable budget in place.
Unlike the chains that set aside a reasonable percentage of their
annual net profits to adequately produce a strategic advertising plan,
smaller operations tend to advertise impulsively and only as extra
funds are available. The problem with this 'seat-of-the-pants'
marketing approach leaves owners unable to pinpoint specific results
with the general feeling that advertising is a waste of money.
The following tips may be helpful in formulating an effective plan:
1. Identify your customers. Look around your restaurant at peak meal
periods and develop a typical customer profile by average age, income,
profession/trade, and where they are located. There are often two
categories of patrons that must be reached if you are in a major city
or near an airport corridor: locals and transient guests (visitors
from other cities). Based on this assessment, secure information
regarding special dining promotions and supplements, rates and
production costs from your area's base of advertising providers and be
sure to review who the audience will reach and match up cost vs. value
to various vehicles. Parallel your market with the readership or
viewing/listening audience -- including the often-neglected
periodicals that reach business or pleasure travelers.
2. Frequency. A one-time ad, unless it is targeted to a specific
promotion or grand opening with significant reach to your prospective
audience, is usually a waste of money. While owners wait for their
big return, the prospects who did see the ad the first time cannot
find it again when they are ready to plan that special luncheon or
evening out on the town. By advertising regularly, you will be
visible in your market even if it means running a smaller ad more
frequently than a larger one infrequently. To determine the
appropriate ad size or message buy, you'll want to keep your
message short and to the point and avoid being overly clever. You
simply want to attract the reader to your message sans inundating them
with too much information so they will call now and book a
reservation.
3. Production. Whether it is print, radio, television or Internet
development, this task is best left to professionals. We may feel
that we know better how to market our operation effectively, but an ad
agency or graphic designer will do a much better job. Homemade
scratch food is wonderful; homemade advertisements are not. As a
final test, lay your print ad in position on a page in the specific
publication next to your competitors or review the demo and evaluate
it objectively. Would you want to call your restaurant?
4. Avoid ego buys. Yes, you are an avid golfer who is participating
in the local golf challenge. But are your customers? While there may
be a handful of customers who are interested in a vertical market
where your associates, friends and family will see your ad, is it
worth it? Not if it sacrifices your run in the weekend dining guide
in the main newspaper where you have planned a bimonthly insertion to
one million readers promoting seasonal specials.
5. Be creative. One exceptionally creative GM and Chef experienced
Tuesday business slumps (following Monday closed) during the dinner
hour. So they hired their finest waiters and discussed renting tux's
and contacting the local florist to buy dozens of long-stemmed roses.
The restaurant decided to tag all roses with a simple message:
"Ladies Night Every Tuesday -- All Drinks 5 to 7 PM Free" and passed
out roses to dozens of ladies all over the city at lunch time and the
waiters had a wonderful time. Needless to say, the restaurant by week
two was packed with guys and dolls. Of course, all the ladies who
received the roses on their lunch break went back to the offices and
told everyone. They added a jazz trio and Tuesday soon became one of
their busiest nights.
Cost of the program:
600 Roses: $300.00 (Retail: .50 to .55 cents Summer to Mid
November; .60 to .65 Mid November to May)
Tags: $60.00 (Black ink on colored stock, punched and cut at Quick
Printer)
Assembly: Office staff
Tux Rental: Negotiated no charge in exchange for "Compliments of" ad
on reverse side of tag for Tux Rental Provider.
Waiters: $120.00 (Six @ $20. ea.)
TOTAL: $420.00
Good things always happen to those who wait. Especially if they plan
effectively.
Maren L. Hickton is the principal of MAREN INCORPORATED, a hospitality
consulting company based in Pittsburgh, PA. Maren can be contacted by
e-mail at info@mareninc.com.