Effective cafe advertising. How to promote a restaurant

How do 6 words and 1 photo increase cafe attendance by 3 times?

Have you ever taken the subway to work in the morning?

The authors of this advertisement were faced with the task of attracting a flow of people leaving the metro in the morning and hurrying to work to the cafe-coffee shop. To understand the complexity of the task, ride the escalator down in the morning, towards the stream. Look at the faces of the people going up. They are gloomy, sleepy, angry. It is quite difficult to attract the attention of a person in such an emotional state. Look what came out of it:

How to make text for cafe ads stronger?

We need to look at the world through the eyes of the consumer and see "the very chip." To do this, we walked past the cafe many times at the speed of the flow of people, and calculated that a person would have no more than 3 seconds to study the advertisement. And this means he will have time to read no more than 6 words. From this we proceeded further.

We also noticed that in this particular place you need to hang a poster so that the slogan is just above the heads of people in the stream. So it will be visible from afar and it will attract attention. Brevity and visibility are the secrets of strong poster copy.

5 secret tricks in the design of advertising.

Behind the apparent simplicity of the poster lies a deep and thoughtful strategy that ultimately brings results. Here's how it's done:

Powerful slogan

Short, easily recognizable and not repulsive.

strong verb

The verb in the imperative mood has great power. This is a direct guide to action.

creative photo

The easily recognizable smiley symbol creates a positive attitude. The photo shows a “native” glass from a cafe, not a photo from the Internet. This increases confidence.

Discounts don't work

Discounts are offered all around. As a result, they stop responding. The formula is now FREE.

unconscious desire

The arrow makes you want to turn around and points to the entrance.

The result exceeded expectations

The result of the 2-week action was an increase in cafe attendance in the morning by 3 times. During the campaign, a new cafe record was set for the number of punched checks per hour. And the VKontakte group has replenished with more than a hundred new active subscribers (this is an excellent result for a local offline business).

Want another example of effective advertising?

For example, how to sell lentil soup so that every 2 out of 3 people buy it. Or about how GOD himself advertised our croissants. Another example of how we used swear words and what was the effect of it. You can receive these and other examples of advertising with a description of all the tricks that were used directly to the mail.

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 certain city or radius sees your ads (avoiding unwanted clicks that can cost you a large advertising budget).

If you want to open a cafe in Moscow, then you are a brave and determined person. Why? Because the competition in the catering sector of the capital is colossal. Finding a venue, hiring the best chef and creating an incredible menu is only part of the journey.

A real gladiatorial battle is the promotion of a cafe. Don't know how to promote a cafe? In this article, we have collected the latest effective ways. Stay with us, read and take notes.

Promotion of a cafe: the main rule is word of mouth

More than 50% of visitors learn about the new cafe from friends and colleagues. About 18-20% read about the institution on the Internet. That is, the most effective way to promote a business is word of mouth. Thinking about how to make people talk about you and advise friends? Ideas for the promotion of a cafe in this case are virtually inexhaustible.

What interesting chips for cafes are used most often? First of all, everything related to the menu:

• Unusual composition of dishes. Unusual should equal "delicious".
• Original appearance. If the taste of the dish is appreciated only by the guest who ordered it, the appearance will surprise everyone. A photo of a carriage-shaped pumpkin with bone-carved pork ribs baked in it will quickly spread on social networks.
• Large portions. It still pleasantly surprises guests. Get your first customers on edge with the amount of servings. This will be remembered for a long time and told to friends.
• Prices. Dumping always works.

The service and design of the premises can also be an occasion for conversation:

• Unusual staff uniform
• designer tableware
• Author's door handles

Take a look from a new angle at everything that the visitor has long been familiar and familiar with. Promotion of a cafe from scratch in this case will be swift. But know the measure! When creating an unusual offer, be guided by the tastes of the audience. All of the above is designed to surprise guests. Nice to be surprised.

Promotion of a cafe or restaurant should begin even before the establishment itself opens. Start an advertising campaign a couple of weeks before X-Day. Announce the opening of the first cafe of its kind. Intrigue and throw cryptic hints. The audience should tremble in anticipation.

The main source of information about catering establishments is the Internet. New establishments often open in Moscow. How to ensure effective promotion of cafes on the Internet?

Simple rules on how to promote a cafe online:

• Create a site. The rules of a good site are a simple interface, mouth-watering photos, menus, prices, and up-to-date information about ongoing promotions and events. Entrust the creation and promotion of the site to professionals.
• Cafe promotion on social networks and Instagram. Entrepreneurs consider this method of promotion effective. In social networks, hold simple contests: a discount for reposting, coffee for all subscribers, and so on.
• Reviews. If there is a well-known blogger that suits your target audience, arrange a review.
• City reference systems. Promotion of cafes and restaurants through reference systems is another effective method. Often visitors simply look for an institution that is nearby. Be sure to post information in 2Gis, Yandex and Google maps, Local Hero and other large resources.
• Subject sites and forums. Now the forums are losing their relevance. But resources dedicated to reviews of the restaurant business are gaining momentum. The most famous and visited is Foursquare. Collaborate actively.

The main methods of cafe promotion on the Internet are discounts and gifts for subscribers and free invitations to events. Photos rule the internet. Make detailed photo reports of all events on social networks and on the website. Visitors will search for themselves and post photos. Also post attractive photos of your cafe dishes.

Chips for a cafe: what attracts guests

The atmosphere of the cafe and the interior is certainly important. But in order for everyone to know about them, it is necessary to lure guests to you. The most effective way is discounts, promotions and gifts. What promotion can you come up with for a cafe? There are a lot of options. See what competitors are offering. Come up with an unusual offer. That is, one that has not yet become pleasing to the guests.

The main thing is the benefit for visitors. First of all, they focus on price. For example, two drinks for the price of one, discounts on large orders, special menu of the day, business lunches. Constantly update discount promotions so that guests do not become bored with them. Another reason is that you want your customers to try as many items on the menu as possible. Promotions will change, and guests will order their favorite food, regardless of the discount.

Other cafe promotion ideas are gifts from the chef and club cards. The point is to show how important the guest is to you, to distinguish him from all.

On social networks, you can conduct a survey to find out what promotions visitors want to see. So you will know which offer will definitely be a success, and the guests will feel omnipotent.

If you don’t know how to quickly promote a cafe, lower prices and ask social media subscribers what they would like to see in your establishment.

How else can you promote a cafe: cooperation

There is safety in numbers. In order for as many people as possible to know about your cafe, cooperate with other businesses. A simple example. If you have opened a cafe designed for moviegoers, on a mutual basis, agree with film clubs to hold film screenings on your territory. Offer discounts or free coffee to all club members.

The more partners you have, the easier it is to promote the cafe. The logic is simple: the guests came because they promised a discount. In the cafe, they met the same inveterate moviegoers, saw huge portions of unusual food and door handles in the form of a movie projector. They were delighted, posted photos on Instagram. These photos were seen by friends and friends of friends.

Cooperation with themed clubs is very beneficial if you do not know how to promote a small cafe. People with common interests will gather in a small square. Your task is to maintain a friendly atmosphere. The atmosphere of a cozy club is suitable if you do not know how to promote a cafe in an impassable place. Create a unique offer, surprise guests and promise gifts. Then you will be found even on platform 9¾.

How to promote a cafe: a course for a young fighter

We have listed universal ways of promotion. Remember that all your efforts should ultimately be aimed at launching word of mouth. The rest is nuance.

• Thinking how to unwind cafe in a small town? It's very simple. Analyze competitors, draw up a portrait of your guest and make a loud statement about yourself before opening. Since there are fewer competitors in smaller cities, you will be recognized very quickly. And then proceed according to the algorithm described above.
• All of the above rules apply to how to promote fast food cafe. In this case, the main thing is the correct location of the business. Locate the business either on a busy street or in a busy mall. Before opening, place an offer in the windows: discounts on the opening day and an unprecedented menu. There should also be links to the site and groups in social networks.
• If five years ago, entrepreneurs puzzled over how to promote cafe without alcohol, now it can become that very unique feature. The main thing is to correctly apply this advantage. It can be a cafe for the whole family or for adherents of a healthy lifestyle. According to the audience, come up with a menu and promotions. Remember that your task is to sell a unique format.

Do you want to develop a working business, and not create an interior from scratch and make a menu? There is a solution. Pay attention to ready-made cafe business. This is a business that is already working and familiar to visitors. You will work with a real audience, which will simplify the promotion of the cafe.

Create something new, surprise your guests and develop all the time. We wish success to your cafe!

To ensure that there is no end to visitors in a cafe or restaurant, it is necessary to create a special pleasant atmosphere, offer a good menu, make this place unique by offering something that competitors do not have. When opening a cafe, you need to immediately decide on its purpose. For example, a cafe that will be visited by couples with children or companies who want to drink and relax in a youth company, a pub or a cafe with national cuisine. The audience should be clearly defined, selected according to the similarity of interests and desires. If you want to combine the appointments of a cafe, you need to make sure that visitors of different categories do not overlap.

Cafe outdoor advertising

When choosing outdoor advertising objects for a cafe, you need to pay attention to the location of the establishment. If the cafe is located in a crowded area of ​​the city, on one of the main streets or close to popular places, then outdoor advertising can only consist of signs, stickers on glass windows, and bright canopies over the windows. If the cafe is located in the distance, then you will have to install billboards, light boxes, and city formats, which will serve as a kind of guide. They need to be positioned in such a way that they stand along the route, along the roads, sidewalks leading to your establishment. In addition, you can place advertisements on public transport, both outside and inside buses, trolleybuses, fixed-route taxis. You can make attractive stickers on the sidewalks with arrows indicating the way.

At the entrance to the cafe, be sure to put up pillars, hang flags, streamers that will invite passers-by. On the pillars, try to indicate the prices for the most popular dishes so that potential customers can navigate, correlate the cost of visiting a cafe with their budget. On such remote boards, you can announce discounts, show photos of new dishes.

It looks very interesting advertising with humor. For example, one of the cafes had a sign on it that said: “Beer is free, waitresses without clothes.” It is clear that this is a joke, but visitors came to such proposals, appreciating the sense of humor of the establishment's management.

Ways to separate different groups of visitors

This separation is very important, because if a noisy company that drinks beer and behaves not too decently comes to a cafe, then most likely you will lose customers who have come for a relaxing holiday with their families.

• Open several halls with separate entrances;
• Decorate the rooms according to the theme;
• Provide different visiting hours - daytime for families with children and evening for youth companies;
• Equip banquet halls for weddings, celebrations.

Creating separate zones in a cafe or restaurant

To attract more visitors, you can create separate zones. They are separated by partitions, screens, thin walls. In this case, at the same time, you can receive different categories of visitors who will not interfere with each other. For example, adult visitors who come to discuss business projects or relax after a hard day's work will be annoyed by the screams of children.

A good way to separate is the location of zones on different floors of the establishment. On the ground floor, you can organize a small playground, with a set of toys, balls, crayons and pencils for drawing. Here you can attract a nanny who will monitor the children and keep them busy while the parents order meals and relax.

The second floor can be equipped for adults. If you intend to sell beer and liquor, you can hang a TV on the wall with broadcasts of football and other sports matches. Usually visitors gather at the TV in companies, get sick and drink beer. Watch a video that shows a rather interesting way to attract customers in a cafe:

You can introduce similar "compliments" in your establishments. Try announcing discounts during broadcasts, but be prepared for the fact that in this case your establishment will have an inappropriate audience, accustomed to behaving too relaxed. In this case, care must be taken to ensure that more decent clients do not intersect with this category.

Printing and souvenir products

For a successful advertising campaign for a cafe, you can issue a batch of leaflets, flyers, which can be distributed near the establishment, delivered to offices of organizations located nearby. Business lunches with set meals can become the main and stable income if you correctly compose the menu, provide a good selection of inexpensive and tasty dishes. Souvenir products can be distributed by the head of such organizations, handed over during festive city events.

Internal advertising of catering facilities

Inside the institution, you can put logos on chairs, tables, napkin holders, ashtrays, menu books. Napkins and tablecloths with embroidered logos look very attractive, which, moreover, increase the status of the enterprise. You can decorate the walls, the lobby, work on the overall interior of the room. It must match the name, style and purpose of the cafe. For example, in a cafe with Japanese cuisine, you can decorate the walls with paintings with cherry blossoms, with hieroglyphs, etc.; You can buy a hookah, put aromatic candles, dress waiters in national costumes, turn on the appropriate music.

What should be an advertisement for a cafe

Make sure that outdoor and indoor advertising comply with the following rules. Advertising must be:

• Bright and positive. Looking at any object of advertising, a person should feel a surge of joy. It can be photos of mouth-watering dishes, funny pictures, text messages served with humor and promising a good, enjoyable vacation.
• Well crafted by the designer. Color combinations, the choice of background and font, the size and size of letters are important here. It should be remembered that outdoor advertising is noticed on the go, and then if it stands out from a number of its own kind, if there is some difference in it;
• Well located. Even a well-made advertisement can be overlooked if it is in the wrong place, too obscured by trees, blending into the background of nearby buildings;
• Laconic and thoughtful. You should not put large text on billboards - no one will have time to read it on the go anyway. Look for bright solutions for your ideas, offer discounts or an entertainment program, author's dishes or special national cuisine. Develop your unique offers and let your future customers know about them.

Banquet service

It often happens that employees of neighboring organizations come to the cafe only during the lunch break. In the evenings and on weekends, the cafe is empty or filled very poorly. Organize a banquet service, spreading the word that there will be good discounts for large orders. So you can arrange birthdays, children's parties, corporate parties, weddings and parties. If guests are still not coming, you can invite them to come with their own liquor. This will benefit both customers, who can save on booze, and you, because you will need to shell out a rather large amount for a liquor license.

Additionally, you can attract musicians, artists, animators who will provide the proper level of entertainment.

Happy hours

In many catering establishments, it is possible to come at a certain time and get the same dishes at a lower price, or dine inexpensively. To do this, a special menu is created, which contains cheaper, affordable dishes for everyone. Often this rule applies during lunch time. During this period, the cafe operates as a dining room, but there is no end to visitors. This method is a kind of advertising, because visitors who come here bring their friends, return here in the evening, when prices are already different, and the cafe turns into a place of rest.

Family breakfasts and brunches

On weekends, you can also organize family breakfasts, brunches, which will have some kind of theme. For example:

• Christmas gatherings;
• Maslenitsa festivities;
• We try homemade cakes;
• Summer cold dishes and drinks;
• Berry desserts;
• Degustation of sweets (cheeses, dumplings, dumplings, etc.)

Such breakfasts should be advertised separately. This should be communicated with the help of leaflets, flyers, handing over to guests during other visits to the cafe. You can distribute invitations, imprint this information on checks. The prices for dishes during such breakfasts should be reasonable, and the dishes themselves should be simple and uncomplicated. But people will have the opportunity to spend time with their families, children, friends, and your cafe will never be empty. Of course, such events will be successful if the cafe is located in a residential or crowded area. If it is in an industrial area, then this venture may fail.

Organization of master classes

On certain days, preferably on weekends, you can organize simple master classes for children or adults, which will show examples of cooking simple dishes. The entrance ticket for participants must include the cost of the meal prepared during the event, as well as a drink of your choice.

For example, one of the chefs can show the children how to cook pizza, sausage in dough, cookies, how to bake buns or croissants. At this time, parents will take tables, order the main dishes of the menu and rejoice with the children. Such master classes can become regular, because the costs for them are minimal. It is required to prepare a table, dough, fillings, tie aprons for children. You can invite animators who will entertain children and help them cook. On such days, the cafe's revenue can amount to a decent amount.

Lunch delivery to offices

You can enter into an agreement with various organizations that will benefit if you deliver meals directly to their offices. To do this, you need a car and a driver. Orders can be made in advance by phone, adjusting your menu in advance. For example, upon delivery, you can take applications for the next day, collecting pre-payment. Deliveries of hot, fresh meals may be of interest to those who do not want their employees to leave for a long lunch break.

Ideas to attract customers in a cafe

• Pick up recipes for the children's menu;
• Prepare vegetarian meals;
• Some dishes are made much cheaper than others, so that everyone can find a reason to visit;
• Install hookahs;
• Organize romantic dinners. To do this, you can put candles or oil lamps on each table at a certain time to create a certain atmosphere;
• Set aside a dance floor. Even if your cafe does not have live music, it will be nice if guests have the opportunity to dance to good recordings;
• Think over the interior in such a way that there are places for photographing. People love to take pictures when they visit a cafe, for example, with friends, during holidays, etc. Give them this opportunity. For example, it could be a small fountain or statue, a plywood painting with a hole for faces, a national costume or parts of it that can be worn. Such a suit needs to be torn at the back and sewn on with ties that will fix it on a client of any build;

• Spend free Wi-Fi. This will attract young people and those businessmen who are accustomed to always stay up to date. The presence of such a zone must be written on the doors in large letters;
• Provide a takeaway service. This way you will attract those who are hungry, but do not have time to sit in a cafe or are not dressed decently enough for this. Food can be given out through the window, providing the opportunity not to go inside if the customer is not ready for this;
• Ordering food at home. To do this, you need to make your own website, where you need to place photos and prices of dishes. The driver of the company and his personal car will help resolve the issue of delivery;
• Subscribe to several popular magazines and newspapers. Many people like to read while eating. This will attract those who do not have satellites, and are embarrassed to sit in a cafe alone. It will be nice to collect a small library, then even on cloudy or frosty days you will have visitors.

A well-planned advertising campaign can attract a huge number of visitors. Take care of a pleasant, comfortable environment, delicious and always fresh dishes, think over the design of the facade, equip the surrounding area. Find an opportunity to surprise visitors with unusual services or additional services, and customers will love such an institution.

Watch a video about what mistakes are thrown first of all to cafe website visitors, how to make online advertising more effective:

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 the 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.