Local Store Marketing – Restaurant Marketing Tactics
Restaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners. Unfortunately, many advertising sales people don�t want you to know what�s really working. They want you to think that the television spots your competitor is running with them will be the answer to all of yours sales-building challenges. Not so. This brief report seeks to outline some of the restaurant marketing techniques and principles that are working in successful restaurants around the country.
Let�s get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants:
What are the keys to great restaurant marketing?
There are several components of successful restaurant marketing. This isn�t an all inclusive list, but some top strategic restaurant marketing issues include:
Restaurant Marketing: Branding
There has been lots of hype over the last few years about branding. We�re all being told we need to do more branding and a better job branding, but no one has really stopped to explain what a brand is and how you build it. A brand is a promise. It�s what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. Brand-building is closing the gap between what you promise and what you deliver. A strong brand is one that has alignment between the promise and execution. It�s not something that happens when you advertise, and it�s not that people recognize your logo or recall your advertising.
Restaurant Marketing: Positioning
Positioning is an underleveraged restaurant marketing component. Positioning is the place you hold in the customers or prospects mind relative to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.). The USP is the one thing that only you can claim. It�s a point of differentiation that the competition either cannot or does not claim. An example is Burger King versus McDonald�s. If Burger King can convince you that a flame-broiled burger tastes better than a fried burger, they�ve won the war because McDonald�s will never go into all 14,000 stores and rip out fryers to install char-grilling pits.
Restaurant Marketing: Due Diligence
Restaurant marketing doesn�t happen in a vacuum. Effective restaurant marketing must be built on a foundation of fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and outside forces that will impact your business. It�s a lot to worry about, but restaurant marketing has to factor these consi
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