Hello and welcome to this week 30 minutes
restaurant marketing, this week I will go through how to Create Great Restaurant Ads.
Restaurant advertisement is a great way to persuade your target market to visit your
restaurant. This week’s video, helps you with the five major steps that you need to follow
when you planning to create a restaurant ad: goals, evaluate, budget, channels, and ROI.
So let’s start by your restaurant advertisement goals. Or in other words the reason why you
want to create the ad. In this step you should answer:
Why do you think you need an ad? Is it to increase your restaurant reputation as the
best pizzas in town? To promote your new lobster deal? Ask your customers to visit your new
website and get a lobster discount? After defining your goals, you need to evaluate
if advertisement is the most cost effective way to achieve them, or there is another way
like an internal poster that would get the same results with a lower investment.
So in this step you need to think if: Does a direct mail campaign achieve better
results? Does an email marketing campaign would work? If you have a good database the cost to create
it can be very low. Can you share your message inside your restaurant?
With existing clients? Stickers on the window? Flyers inside the bill folder? etc…
Is it a big thing that you want to announce? What about a press release? If the journalists
love your campaign story, they will create free ads for you.
Is there any local event happening that you could join and promote your stuff?
If you have decided to go ahead and create a restaurant ad, the next thing you need to
think is your budget. To decide on your budget you need to consider
3 things: The first is, how much cash you have at your
disposal? The second is, did you made similar advertisements
in the past? What were the results? How much did you spend?
And the last is, does your competitors use restaurant ads to promote their stuff? Do
you think they are getting good results? What are their methods? If you believe something
is working for them, don’t take me wrong but you should somehow create something similar
but better? And don’t feel bad about it, it is just how
the business works. Example, when Samsung launched a bigger phone with success, Apple
followed it. After taking these 3 things into consideration,
you need to decide how much you will spend on this campaign and move to the next step.
That is to select the best ad channel for your case. You shouldn’t forget that you don’t need to
spend all your marketing budget in one platform but you could do a mix. When you deciding
this you should think of: Which channels your competitors use and why?
What are the newspapers and magazines your target market read? What about, where they
hang out online? Does your potential customers search for your
kind of restaurant online? If yes, google and yahoo adwords are another possibility.
What about radio? Does your target market listen to it regularly?
After this decision you are ready to start designing your ad and launch your campaign.
But you haven’t finished your job, you still need to analyze your return on investment.
This part is extremely important and the key to the business, because if after analyzing
that the ad brought you an extra $5,000 on profit and had the cost of $1,000 dollars,
should you do it again? How to measure the results depends on the
channel you used. Online advertisement channels provide detailed analytics for each campaign.
If you have chosen an offline method it will be difficult to measure it extremely accurately
but you can use techniques like: a dedicated telephone number to receive reservations,
ask new customers how they find you, use discount coupons in print advertisement, etc…
Thank you for watching, hope it helps, and if you want me to keep creating restaurant
marketing videos please support by liking, commenting, and sharing below. Thanks and