Try this in Your Restaurant Marketing Plan11 Sep 2019, by Kamron in Sales, Restaurant Marketing, restaurant advertising, restaurant marketing plan
When it comes to creating a restaurant marketing plan, nothing is more important than attracting more people and spending less money. Right?
Watch this video, or continue reading below, to learn how to reach people when they are ready to buy no matter what kind of ads you're running.
If you want to attract more customers and reduce your marketing spend, this is the video for you. We're going to talk about reach and frequency, the customer buying cycle and how less is more no matter what kind of ads you're running.
First, let's talk about two customers. Sally purchases on Thursdays for the family. Bob buys the day after payday. If you run an ad on a Friday, days Bob's payday and after Sally's primary purchasing day, your ad is going to run out of steam before either of them sees it. It won't influence them. And unlike Domino's, Pepsi and all the other major brands, you can't afford to be on TV, in the radio and every value-pack coupon mailer so that you're top of mind for every customer at any time. So how do you make it work for your restaurant?
Most ad reps are going to encourage you to target a HUGE regional area around your restaurant. This is very expensive - one whole area for one shot. You're only going to influence 20 to 30 percent of your the potential customers in that area when the ad goes out because a lot of your customers are not in their buying cycle. And this can also affect service if you're delivering. Because then you're delivering all over the place in this huge region where you sent out the ad, making it hard to be efficient and keep to reasonable order times.
As part of your restaurant marketing plan, the solution is to carve out quadrants in your trade area. Send your mailer or target your ads to one quadrant once per week for a month. That way you're going to reach everyone in that quadrant in or near their buying cycle. Your deliveries will be focused in one region and your service will be better. After one month, move to quadrant two and repeat the ad cycle. You'll have the money for it because of the restaurant sales and restaurant traffic you drove in from quadrant one. And so on.
You can do this same thing for social media ads. Instead of a big geographical area around your restaurant, divide the region into quadrants and target people in each of those quadrants the same way you are doing a regional mailer.
- Reach fewer customers more often.
- That gets you in front of more customers at or around their buying cycle.
- You're spending less and driving more traffic.
- Plus, if you're offering delivery, you're improving your delivery times and results, which will impress your customers.
If you would like to learn more about increasing restaurant sales, driving traffic, maximizing a marketing budget or anything else related to restaurant marketing, visit my YouTube channel.