Quantified Marketing Group is the nation’s largest full-service strategic marketing and public relations firm focused exclusively on the restaurant industry. To find out how we can help your restaurant, click here or call (407) 936-1010.
IN THIS ISSUE...
Letter from the CEO
Press parties and press trips: a key ingredient to restaurant success
New Clients
Ask the Experts NEW!
|
|
As January comes to a close, we are proud to reflect on all that has happened already this year, and we look forward to the busy months to come. Within these few weeks, we have successfully developed a creative platform for a large chain of specialty coffeehouses in the New York metropolitan area, have been retained by a large convention and visitors' bureau to assist with national public relations efforts and have laid the groundwork for a variety of launch programs, including the Mel's Gourmet Diner concept and a new Sonoma Wine Group product.
This issue of our monthly newsletter includes an article that details the importance of restaurant press parties and press trips. Keep an eye out for our next issue, which will feature a follow-up article that guides you through the actual steps associated with planning your own restaurant press party.
It is also important to us to hear from you; starting with this newsletter, you will have the opportunity to ask us any questions related to the restaurant industry, restaurant public relations and marketing and restaurant concept development and design, and we'll take care of the legwork to provide you with the answers you're looking for.
Best wishes for a happy and successful 2006!
Sincerely,
Aaron Allen
Founder/CEO
Quantified Marketing Group
|
|
First-hand experience with your restaurant is the most ideal way to get journalists to write favorable stories about you, which is why press trips and press parties can be extremely effective publicity tools.
 Press parties are geared toward local and regional media, inviting reporters from local and regional newspapers, magazines, television and radio stations to your new restaurant and educating them about your concept.
Existing restaurants may use press parties as an opportunity to promote new entrées, wine selections and drinks or to reacquaint the media with their menu and ambiance.
For example, a press party at Miami Beach's newest cutting-edge restaurant, afterglo, resulted in significant local, regional and national coverage in print and broadcast media outlets for the “beauty cuisine” restaurant.
Two full-length features appeared in the Miami Herald just days after the press party and reviews in the Miami New Times, Miami Sun Post and South Florida Sun-Sentinel followed.
Deco Drive featured the restaurant on its entertainment program, and Lincoln Road Magazine, City & Shore Magazine and Haute Living ran full-length features and several photos.
Freelancers who attended the press party wrote features on the upscale dining establishment for national publications including Elite Traveler and Lucky.
The press party landed media hits for afterglo in VIP Guide Miami, AOL Digital City Miami, Elite Traveler and Gayot.com.
One event was able to generate almost a dozen media hits for the new restaurant that had virtually no name recognition beforehand.
Press trips – which are also called "fam" or familiarization trips - are more comprehensive than press parties.
The idea of a press trip is to invite travel, lifestyle and food journalists from around the country to write about the area or city where you are located. Most travel features are centered on a destination and include an ideal place to stay and eat.
Press trips generally fall into two categories: organized group trips and individual trips. Organized trips typically consist of anywhere from two to 10 people. The itinerary will include visits to area attractions, a stay at a host hotel and meals at your restaurant.
Targeted media can include, but is not limited to: newspapers, magazines, newsletters, books, television, and radio. Journalists may be on staff, but it's also beneficial to invite freelance journalists who have strong records of getting articles published, because they will often pursue assignments for multiple media outlets.
When Grupo Anderson's hosted a fam trip for three of its flagship restaurant concepts – Senor Frogs, Glazz and Carlos 'n Charlie's, the result was media coverage in travel publications throughout the World, including the New York Daily News, Ocean Drive Mexico, Northern Ohio Live, OverTime Magazine and daily newspapers in Brazil and Venezuela.
Press parties are an ideal opportunity for a restaurant to put their best foot forward by promoting the positive aspects of their dining establishment to media members. The costs associated with hosting a press party will be minimal compared with the media exposure it will generate. In the end, media members should leave your press party with two things: a story about your restaurant and a lasting impression.
This article has discussed why your establishment should host a press party. Stay tuned for our next issue, and we'll tell you how to host one.
Ask the Experts a Question
|
|
 |
|
Kurent Coffee & Tea
Capri Coffee Corporation, Inc., recently hired Quantified Marketing Group to develop the concept, brand, and creative platform for a 200-unit specialty coffee chain that will be entering the Manhattan market. The result was Kurent Coffee & Tea, a sophisticated concept that focuses on the purity and quality of its products. QMG will subsequently be handling all creative and design elements associated with the introduction of the new brand in 2006. |
 |
|
Island Time Grill
Quantified Marketing Group recently launched a public relations campaign for Island Time Grill, Sarasota’s newest seafood restaurant that offers fresh cuisine and relaxed elegance in an atmosphere reminiscent of an island manor house. Quantified Marketing Group will help the new dining establishment plan a grand opening event and currently coordinates media relations efforts to garner exposure for the restaurant in local and regional magazines, community and regional newspapers, and local and regional television and radio programs. |
 |
|
Sarasota Convention and Visitors Bureau
Quantified Marketing Group was recently retained by the Sarasota Convention & Visitors Bureau to help with the planning, implementation and promotion of the first annual “Spirit of Sarasota” restaurant week, an event to highlight the many award-winning restaurants and chefs in the area. As part of this campaign, QMG will develop a comprehensive communications plan, including FAM trips, press parties and chef demonstrations throughout the week, targeting local, regional and national print and broadcast travel and hospitality media. |
|
|
 Do you have a question about restaurant public relations, marketing, design, or concept development? Well, here’s your chance to pick the experts' brains. Click here to submit a question, and if selected, it will be featured in a future Quantified Marketing Group newsletter.
Submit a Question
|
| |
For more information please visit us at www.quantifiedmarketing.com. To forward this newsletter to a friend, click here.
|
| |
|
