If you don’t have a lot of cash to blow, you can’t do marketing. At
least, that’s what a lot of people used to think. In reality,
strategic market efforts with a modest budget may pay bigger dividends
than reflexively dumping money in a we’ve-always-done-it-this-way
advertising venture.
For years, public relations-oriented marketing techniques have proven to be an effective way to gain valuable exposure for a restaurant. And beyond just creating awareness (which advertising also does, though for a lot more money), public relations can establish credibility for your brand because it’s news, not advertising.
One go-to public relations strategy is to capitalize on sponsorship opportunities. Annual events, such as charity galas, are always great ways to generate media coverage. And when exposure is generated through positive philanthropic and service activities, people will regard your brand more favorably. Press releases centered on such events are essential.
Samplings are another great opportunity to keep the public “in the know” about your restaurant. This allows consumers to sample several menu items. By sampling the various dishes your restaurant has to offer, they will obtain a better understanding of your menu. The more they try, the more likely they are to find something they really enjoy and, by extension, more likely to tell others about their experience.
Word-of-mouth marketing is the most valuable type of “advertising” you could possibly gain. Positive personal referrals are the driving force behind most consumers’ initial visits to restaurants.
Networking is also an integral (and low-cost) piece of the marketing puzzle. Focus on making contacts whenever possible and generate a “buzz” for your restaurant through the people you meet.
Customer retention is vital and, as it happens, is an area where smaller restaurants have a slight advantage over bigger ones. Making a personal connection to customers is one of the best ways to create loyalty and retain customers. Look for ways to make guests feel wanted and welcomed, and they’ll reward you with their continued patronage.
Simple things like saying ‘hello’ or having a manager make the rounds and check on guests are great ways to establish a connection with customers when they’re in the restaurant. But what about a connection that extends beyond their visit? Enter e-mail marketing. Create a program that rewards your customers with coupons, birthday specials, etc. when they sign up to receive your e-mails. This will make them more conscious of your brand between visits and the ‘insider deals’ will make them feel valued as a customer. All of this adds up to a greater likelihood of long-term business.
From creating a cost-effective e-mail program to generating buzz through casual conversations, marketing your restaurant doesn’t have to involve launching an expensive ad campaign. You can gain beneficial PR, not by having vast resources, but by simply being resourceful.
References:
Fey, Lynn. Aug. 2002. “Marketing ideas on a shoestring budget: marketing efforts don’t have to break the bank. These six ideas will keep your name out there and customers coming through the door – business corner.” 4 Sep. 2007.
Public Relations Society of America. 11 Sep. 2007.
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