Marketing Your Restaurant Brand to Success
Social media, email marketing, and PPC: the list of marketing options available so you can successfully engage your restaurant with your customers and create a nationally recognised brand is endless; but where do you start with your marketing campaign, and how do you measure your return on investment?
Well first of all, you need to know about marketing strategy and marketing tactics. The tactics are the physical tasks of your marketing, and are completed on a regular basis to help you successfully execute your strategy, which is the overall vision you hold to reach your marketing objectives.
So how are these ingredients used to create a successful marketing campaign?
You have to start with a clearly defined goal which tells you what you want to get out of your marketing. To be successful, this should ideally follow the S.M.A.R.T. acronym (Specific, Measurable, Actionable, Realistic and Timely). This gives you a structured approach to what you’re trying to achieve and helps to make strategy success much easier to define.
The strategy answers the question of how you achieve your goal and is the basis of your campaign and dictates what tactics should be used. Depending on your goal it can also be beneficial to have multiple strategies to accomplish it.
Next is a list of actions you need to execute your strategy and which should take into consideration technological and other marketing trends. A tactic is usually dependent on having a clear goal and strategy behind it. A common mistake is when restaurants use social media as a marketing strategy, when in reality it is a tactic that should be used as part of a strategy to accomplish a bigger goal.
Online engagement tactics include reaching out to prospective customers on Facebook and Twitter by running ads on those platforms, content marketing (such as blogging), and adding an email signup on your website.
Once your goal, strategy, and tactics are mapped out, it’s useful to run a SWOT analysis both before getting started and throughout the progress of your marketing campaign.
So for a restaurant, a SWOT analysis can look like this:
Strengths - Great quality food with local ingredients at inexpensive prices
Weaknesses - Inexperienced staff
Opportunities – The latest restaurant technology
Threats - Competition from restaurants similar in style
Identifying the Strengths, Weaknesses, Opportunities and Threats of and to your business optimise your overview of what could potentially aid you in your marketing efforts or if there are obstacles you need to overcome beforehand.
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