What advertising is most effective for a grill bar. Advertising media in cafes, restaurants and bars
So, you have a great restaurant - with fine dining, loyal and satisfied customers, and great employees - but you're hungry for more. You see the potential of your establishment far beyond your originally projected goals. Marketing your establishment is the first step towards achieving this goal. Thanks to technology and the eternally important social sphere, marketing activities are not necessarily expensive and do not require a huge amount of time.
We have developed 15 simple ways to promote a bar or restaurant in 30 minutes or less.
Make reposts (retweets), respond to people's posts about your restaurant on Twitter/vk.com/instargam
Using social media management tools such as www.babkee.ru makes it easy to track conversations about your bar or restaurant across networks. Engaging in the conversation about your bar or restaurant on social media is a quick and effective marketing tactic. For reference: the abbreviation RT means repost (retweet, retweet).
Responding to negative reviews online
You should never ignore positive reviews, but you shouldn't ignore negative reviews on social media platforms either. Interact with customers who complain about something by responding to their complaints with suggestions for ways to solve problems.
Monitor your reputation
It's no secret that the modern consumer in 80% of cases bases his choice on the feedback of people who have visited a cafe or restaurant. And where to look for "other people's impressions"? In the Internet! Think about the reputation of your cafe in advance, work professionally, and https://100review.ru/otzyvy.html will take care of positive reviews. This service is an ideal reputational solution if you work in Russia and the CIS countries.
Post a photo of a special dish or drink online
Engage your visual fans by posting photos of the menu or specialty drinks on Facebook, Twitter or Instagram. A photo can not only contribute to a heated discussion, but also cause an appetite!
Hand out business cards or free samples at popular locations
According to the Young Business Council, people still enjoy face-to-face communication. By allocating half an hour to participate in a social event, you can quickly, economically and effectively promote your bar or restaurant.
Launching offers on the Foursquare network
Foursquare offers are very easy to use. Use step-by-step instructions to launch your own offer online, quickly and with minimal effort. Let your customers know about the promotion by sharing links on Facebook and Twitter.
Offer the first 25 customers who click "Like" under your Facebook post a snack on the house
Create a Facebook status that offers free snacks or a gift certificate to the first 25 customers who click "Like" or comment on your status. This way you will attract your customers and their friends will see your offer in their social media feeds. This strategy will create a ripple effect in customer acquisition.
Offer a “secret” menu item that is only available to people who mention you on Twitter and Facebook
Awaken the internal spies in your customers like Safe House does and offer a special menu item that is only available to those who know the secret code. When customers mention these special words (code) on Facebook or Twitter, offer them special foods and drinks that are not available to the general public. It will also help encourage your customers to follow you more actively on social media.
Take a poll on Facebook
It only takes a few seconds to create a Facebook survey. Ask your customers a question and act on their opinion. Questions like “What seasonal dishes would you like to see on the menu?” provide feedback and help keep your fans engaged on Facebook. What could be better than making changes based on the feedback received and the wishes of customers?
Share positive media feedback on social media
This seems like a natural process, however, many bars and restaurants do not enjoy positive press about them. If you are mentioned in the news, share the news with your fans.
Emphasize the prestige of employees
Take a few minutes to tag the Employee of the Month and share a short story about that employee's accomplishments with everyone in your establishment. Spreading positive news about your employees will not only increase the "morale" of the rest of the team, but also the level of your institution.
Create a blog post
Get in touch with local bloggers and invite them to a special evening at your restaurant. Offer them a free appetizer or dessert and ask them if they'd mind mentioning your establishment in their next blog post. Building good relationships with local bloggers will surely help you in the long run. Maybe in a year you will hold an event that coincides with the theme of the blogger and then he / she will write about you in his blog. It's free advertising!
Install Google Alerts
Google Alerts is an easy and free way to get regular updates and alerts about what interests you. To be an effective leader, you must be aware of all the news and events that interest you and your business.
Make sure your online restaurant information is correct
About 97% of customers search for local businesses online. Make sure your business is registered with Yahoo and Google, the two most popular search engines. Google offers a service called Local Business Center, while Yahoo offers a similar service called Yahoo! local.
Go beyond selling - cover current events, share videos and photos
You have to be something more than just another money-hungry business. Find a way to engage more actively with your customers. People love photos and videos of events that evoke emotion. Humanize your establishment and close the gap between you and your customers.
Hold a Conquer the Time!
"Conquer the time!" is a popular and widely used theme among many bars and restaurants. Running a competition like this is a great way to increase sales as well as create a positive atmosphere in your establishment. Rate one of the drinks at 50 cents starting at 8 pm and increase the price by 25 cents every hour until midnight. Competitive customers will enjoy such an offer.
The current generation is drowning in traditional approaches to promotion and advertising. Every day we are bombarded with countless messages on various information platforms. How can you approach this situation and use non-traditional, creative and cost-effective measures to promote your business? We hope this article has helped you think of new ideas.
What marketing strategies do you use in your business?
According to statistics, in Moscow alone, 10 catering establishments open and close per day.
The competition among restaurants is very strong, and restaurateurs have to go out of their way to succeed.
In this article, we will look at ideas and marketing strategies for you that can help you improve your business and!
Photos of your dishes
Visual content is in high demand these days, and having amazing photos on your website and various social media platforms is essential.
With the help of Instagram or Foursquare, you can help new potential guests find your wonderful place by regularly posting new photos of dishes.
Create a chip in your institution
For example, the Goodman steakhouse restaurant chain has a chamber for dry and combined aging of marbled meat.
This complex technology is unique for Russia and is presented only in the chain's steakhouses.
Work on your local market, your product, your geographic history
Develop your interesting original cuisine. People love to consume the food of the region they are in.
All over the world, people eat their local cuisine. And only in Russia, we eat pizza, rolls, burgers, pasta and everything that is not connected with us.
For example, it is much easier to find a sushi bar on the shores of Lake Baikal than a restaurant with fish from the largest natural reservoir of fresh water on planet Earth. Now people are beginning to understand that they need to eat their own, regional food.
Create dishes based on traditional recipes, modify them, for example, using modern technologies or additional ingredients.
Lunch specials
Steakhouse chain Goodman boosted its revenue by introducing special offers for lunches during the daytime.
combo sets
Offer your gourmets combo deals at a special price, for example: Steak + garnish + drink for 990 rubles.
Positive emotions
For restaurant guests, positive emotions that remain after visiting the establishment are very important.
You can arrange the interior of the establishment in an unforgettable way, for example, invite guests to sculpt plasticine figurines, and then display the best ones on the shelves of the establishment. You can create a photo gallery with photos of visitors.
Work with social networks
At first, try to independently conduct work in social networks, adhering to certain standards and rules. By entrusting this work to an SMM agency, you run the risk of spending your budget by attracting interested audience.
The main advice is to dialogue with your audience as transparently and sincerely as possible. You can turn your restaurant, cafe, bar into a popular place if you approach the issue with a soul, and be sincere and open with the audience.
If you can build your communication on social networks correctly, 2% of subscribers can become real visitors to your establishment.
Working with Applications
Promoting a restaurant on online restaurant apps like Four Square and TripAdvisor should definitely be considered as part of your marketing plan. Online app partnerships encourage diners to check your restaurant for promotions and special offers for the evening or holiday.
Upload good photos of your restaurant, sure to be full of happy guests. Indicate opening hours, location on the map, menus and dishes available for order, price range, Wi-Fi, places outside, parking availability, etc.
If you receive negative feedback, always respond in a polite, professional manner. Handling negative feedback is very important.
If you publicly respond to a negative review, thank the feedback, apologize for the incident, and promise to improve in the future.
You can also contact the individual for more information about any negative incidents. Some business owners offer to send gift certificates and vouchers for a second chance. This works for the most part, and a customer who has had a negative experience at your establishment is often flattered, changing his anger to mercy, knowing that the owner of the restaurant appreciates his opinion and makes every effort to improve.
People come to people
Try to create a pleasant friendly atmosphere in your establishment. Select positive and friendly staff, and create a friendly working internal atmosphere.
Gastronomic events
If the level of your institution allows, feel free to organize trendy gastronomic festivals and sessions. Invite famous show business personalities to the party,
Geo-targeted PPC ads in Google Ads
Help local users learn about your establishment, your "hot" offers, promotions for Saturday night. Targeted Google Ads will help you get the most out of your online marketing efforts by investing primarily in geo-targeted advertising.
Geo-targeted ads help you save money by ensuring that only your target audience for an establishment in a specific city or radius sees your ads (avoiding unwanted clicks that can cost you a large ad budget).
A varied menu, cozy interior and friendly staff are the basis of any good restaurant. However, no one will know about your institution if you do not declare yourself. What should be the text for advertising a restaurant? What photos to use to attract guests? Let's take a look at this material.
How to write text for a restaurant advertisement: examples
One of the most effective ways to promote is to promote a cafe or restaurant on social networks. How to advertise yourself? For example, if you have updated the menu, be sure to tell your guests about it.
How to write an invitation to a restaurant? Do not write standard phrases about a unique recipe and unsurpassed service in the text of an advertisement. It is also not worth writing a detailed description of each item of the new menu. Indicate 2-3 new dishes, tell us about promotions. Be sure to include a link to the menu so that the user can view it immediately. Address the guest as in personal correspondence. Restaurant ad text example:
We've updated our menu, check it out! It's cold outside, but the restaurant "Elegia" is cozy, warm and tasty! The updated menu includes creamy porcini mushroom soup, goat cheese pasta and delicate blackberry cheesecake. We are waiting for you daily from 10.00 to 22.00 at the address: Zhukovsky street, 34. The new menu is already on the website: elegy.rf / winter menu /
What text will work for a New Year's advertisement for restaurants
Are you planning to hold New Year's corporate parties in a restaurant? Do you invite guests to celebrate the New Year in your establishment? The text of a New Year's advertisement for a restaurant should be informative. Keep in mind that customers will be looking for your offer among hundreds of others.
- State your offer clearly. Specify the cost of service per person. Briefly describe the holiday program.
- Place a link to the site, as well as a phone number or e-mail for prompt communication with the administrator. So that the guest can immediately book a table or rent a hall.
How to write text for a restaurant advertisement on the radio
What should be the text for advertising a restaurant on the radio? Simple and memorable. The commercial lasts 20-35 seconds, during which 4-5 sentences are spoken. During this time, a potential visitor to the cafe should understand what is the advantage of your establishment.
- Clear and short sentences
- Facts (your benefits)
- Numbers (discounts, promotions, prices)
- Information on how to find a restaurant or where to book a table: address, phone
Be sure to give the address of the cafe and the method of communication. If the phone is simple (333-43-43), it is better to indicate the number. If the numbers are hard to remember, say the website address.
Restaurant "Elegia" invites you to have a pleasant evening. For you: Italian, French and Russian cuisine, live music and show program. As well as free food delivery in Moscow. Zhukovsky, 34. Phone: 555-85-85.
Rules for writing text for advertising a restaurant
Conciseness and informational content are your main assistants in restaurant promotion. The main thing is not to make the text too dry. Add your "trick", whether it's a healthy diet, food supplies from Europe, an original wine list or an unusual way of serving dishes.
Use our tips to write delicious text for a restaurant food ad. Tell guests about promotions and current offers, be interesting and you will succeed!
Give examples of high-quality ATL and BTL advertising in the HoReCa segment.
ATL and BTL are different tools for forming and conveying the message of the company to the target audience. A well-written and delivered message helps you stand out from your competitors. The one who can do it better than others wins the market.
Examples of high-quality BTL will seem familiar to many. After all, each of us is familiar with leaflets, flyers, non-standard POS materials, with which it is enough to come to a cafe and get a discount, a bonus (two drinks for the price of one), etc. However, their usual ubiquity does not affect the positive effect in any way from use. In recent years, BTL's actual offer has become "coupon mania" copied from the West. But BTL is not limited to just distributing flyers or distributing coupons, although this tool also requires a well-built strategy. So, loyalty programs, collection and analysis of customer bases, the “mystery shopper” research program are very often implemented by a chain of cafes / restaurants on their own, but this is also BTL.
Under what conditions is this or that type of advertising inappropriate? What is more costly?
Let's say you are the owner of a small cafe near a busy avenue, where, according to the laws of Moscow traffic, there is a huge traffic jam every day. People are tired, nervous, and they would gladly agree to rest. But how do they know that your establishment is just around the corner? You can organize competent navigation, set signs, etc., or you can send a pretty girl with a cart of free soft drinks to the drivers in a traffic jam, and write on the cups: “Waiting for you around the corner. A bottle of lemonade as a gift. And the effect will be much stronger.
Is product placement effective?
Yes, but only if done correctly. Only in recent years have samples of elegant product placement begun to appear in our country, while in the West this tool has been effectively used for a very long time. For their television people, for example, it is common for directors to separately work out and build the plot of a television series for manufacturers of small household appliances, as a result of which the characters periodically use it throughout all the series of the film, while the series becomes popular. This is aerobatics.
How can staff support and promote their establishment?
Together with Whirlpool, we organized a cooking show with the participation of professional chefs. The successful experience of these large-scale campaigns (they took place in several cities of Russia at once) shows that such interactive programs become an effective tool for increasing loyalty.
How to attract new customers and keep existing ones?
The task of BTL in our case is the most successful inclusion of our own tools in ATL in order to obtain the most positive effect. The structure of the strategy is very important - from the general to the specific, from the idea stage and project development to its implementation.
Works to attract a client:
The use of a "locomotive" product. Let's analyze this common technique using the example of a steak, the average cost of which in Moscow is about a thousand rubles. But since any restaurateur understands that the visitor will order not only him, but also a drink, a side dish, an appetizer, it becomes possible to sell the “main” dish at cost;
- competent navigation, implying directed traffic near your establishment. This can be done, for example, using BTL tools - distributing leaflets to the mailboxes of nearby residential buildings, distributing flyers to passing potential customers.
Works to retain the client:
The level of service of the institution. To evaluate it, we suggest using the mystery shopper BTL tool. Many people ignore it due to the lack of an immediate effect, but if you work out the customer service system in the institution for at least 2-3 months, the result will not be long in coming;
- opportunity to get a discount;
- a compliment from the institution (a treat from the chef, a sign of attention);
- loyalty programs, belonging to a closed club - everything that allows you to create a sense of status in the visitor. It can be a card that gives you the opportunity to receive an individual approach and additional bonuses;
- the possibility of obtaining a comprehensive service for the family (animators, master classes);
- collecting a client database and identifying their preferences;
- innovative marketing tools. You can install bluetooth sensors in your establishment that will read the number of visitors and help determine their socio-demographic parameters. After collecting and analyzing data, you can congratulate a person on his birthday, give him a nice bonus in an unobtrusive way, or give him a discount.
Of course, all of the above will bear fruit only if the food is of high quality and the level of service is appropriate.
What is the best way to prepare for the opening of a new non-network project, especially if the budget is small?
It will be optimal to concentrate on two medium-cost areas of promotion: BTL and social media.
When launching a new project, it is important to ensure maximum client traffic. If the audience of the future institution uses social networks, then I would start the project by developing an SMM promotion strategy. A visitor came to your cafe, used the check-in function, told his friends and received a free drink. Here you can also use contests, quizzes and lotteries with gifts - everything that causes a stir and at the same time will be the least expensive for you.
BTL is also an inexpensive tool. And in this case, I would recommend using leafleting, and not necessarily limited to distributing flyers: the promoter can offer a passerby some item that can be used, stored, and this will serve as a reminder of your cafe or restaurant.
Very often, drivers abandon cars and leave a simple note on the glass. And if you could offer them a high-quality business card with an interesting design and use a QR code on it, then it would become a non-trivial tool for promoting the establishment and would be useful for your potential customers.
How to evaluate the effect of ATL and BTL advertising?
First of all, use mathematics and analysis. As an example, let's consider a preliminary forecast of the effectiveness of BTL-leafleting in the HoReCa segment.
What's new in advertising over the past few years?
PDAs, smartphones, tablet computers allow restaurant owners to obtain the most accurate data on the audience of visitors and statistics: how many people visited the restaurant this month, what gender and age groups, etc.
What are your own examples of effective advertising?
Special promotional events with the involvement of professional sommeliers, chefs and bartenders are becoming especially popular among our clients. Of the examples of successful use of traditional BTL tools, the experience of the largest restaurant project in the south-west of Moscow, Seasons, seems to me the most interesting.
Using properly organized leafleting, we increased traffic in the restaurant by 30%, brand awareness of this institution increased by an average of 15%. At the same time, the promotions were held exclusively on the territory of the shopping center where the restaurant is located. We selected girls with model looks, developed an interesting format for a promo form, and organized a sampling campaign in the halls of the shopping center, during which we treated visitors to pastries and desserts from the Seasons restaurant. Every week, these promotions were replaced by leafleting with the use of flyers and leaflets with an invitation to spend time profitably and tasty in one of the most stylish establishments in Moscow - the Seasons restaurant.
Cafes are usually associated with affordable prices and simple, understandable menu items. In the cafe you can eat lunch, drink a cup of tea at a business meeting or have a good time with friends. If you are thinking about cafe advertising, then the main leitmotif of cafe promotion should be the availability of the establishment for the majority of potential visitors. In this case, it is pointless to use expensive promotion channels, since they simply will not pay off the money spent.
Point decoration (including during the opening)
Facade
showcase
When decorating a window, there is a huge scope for creativity. You can leave it in its original form, where the cafe hall and the people in it will be visible from the street. You can also use showcases as a kind of counter, putting, for example, baskets of pastries and dishes with confectionery. In addition, you can design showcases in accordance with the season or upcoming holidays.
Outdoor advertising
Billboards
Billboards are quite a popular tool that can help to tell the story of your establishment. It is better to place billboards within walking distance (within 10 minutes) from your establishment. They should be stylish, bright and clearly express what you would like to say to potential visitors. Advertising can be fashionable and be a beautiful photograph of a cafe with a slogan and address. Also on the billboard you can display information about promotions or special offers.
Stretch marks
It is better to hang streamers over the road in front of a traffic light. Thus, the driver and passengers will have time to read what is written on the advertising medium. Also, the stretching can be placed on the opposite side of the street, thereby covering a larger number of potential visitors.
pillars
Pavement signs are usually installed in front of the entrance to the cafe or a little further on the sidewalk. The pillar should contain the name of the establishment, opening hours and information that can motivate a person to go to your cafe. For example, a lunch menu at a special price or a promotional offer.
Internal advertising
Price tags and pointers
Price tags and pointers are used to direct the guest's attention to the most relevant and attractive offers from your establishment. Pointers can be placed as in a showcase with products, for example, with confectionery. Also, signs can be in the form of hanging signs. It is important that they are made in accordance with the style of the cafe. Moreover, price tags and signs can become not only an effective advertising tool, but also an element of decor.
Table tents
Table awnings are a rectangular plexiglass structure. It is compact enough to fit in a small area - on a table or counter. Table tents usually contain a menu and various advertisements.
Internet advertising
Website
The simpler the cafe website, the better. No need to overload your potential guests with unnecessary information. It is better to fill several sections with relevant and understandable information. The site must have a menu, phone number and address of the institution with a map, the possibility of online booking a table, a slider with promotional offers. Also, please note that the usability of the site is no less important factor than the design.
If you decide to create a website on your own, be sure to read our articles:
Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time to select the necessary resources to create it and get profit from the site as quickly as possible.
Groups in social networks
Pages on social networks should duplicate information from the cafe website. Also, it is here that you can easily communicate with your guests and answer all their questions. The key characteristics of such communication should be courtesy and quick response to requests from group members or subscribers.
Sending emails
Email marketing can be another effective advertising tool. Today there are many services that allow you to send mailings for free. The newsletter is appropriate when you have already formed a database of contacts from your guests, figured out their preferences and formed an offer that could interest them. You need to do the newsletter regularly, but not too often.
Printable advertisement
business cards
Business cards are one of the most budgetary advertising channels for your establishment. If you manage to negotiate with the owners of other nearby establishments (for example, barbershops, beauty salons), then it is better to place business cards near the cash register. In this case, the visitor will have time to get acquainted with your offer and hear a positive recommendation to visit the cafe.
Loyalty cards are another effective mechanism to attract visitors to your establishment. A progressive discount system can be not only a smart way to thank loyal visitors, but also ensure that your cafe is regularly filled. Discount cards are better to make numbered. Please note that in order to receive a card, you need to not only make a purchase for a certain amount, but also fill out a short questionnaire. This will be useful to you for further work with the guest database.
Ineffective Cafe Advertising
Advertising on TV and radio
Even if you own a cafe chain, advertising on TV and radio is a dubious undertaking. When using other promotion channels at the same time, it will be difficult to calculate how many visitors you actually acquired by placing on television or radio.
contextual advertising
This promotion channel is also ineffective for owners of small establishments. There are quite a lot of similar offers from your direct competitors, so it is better to bet on tools that allow you to establish the closest personal contact with your audience.