Advertising media in cafes, restaurants and bars. Client: attract and retain What kind of advertising is effective for a cafe

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 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.

Heat. On a misted glass of cold beer, drops of water flow directly onto your hand. A high head of foam with a pleasant hiss rises over a golden-amber drink, giving off the smell of natural hops and malt. In the beer restaurant "Munich" you will find varieties of dark beer with flavor notes of caramel and light beer with a slight bitterness of hops. Come and enjoy the taste of real beer according to old monastic recipes.

Winter. It's cold outside, and in the restaurant "Chekhov" you will find a hot steak from farm beef on the coals, ruddy potatoes with a golden crust and a rustic salad. The smell of tender, smoky juicy meat will go well with crispy potatoes.

Real homemade sausages from poultry, rabbit, pork will not leave anyone indifferent. From above they are covered with a thin fried crust, but inside they are juicy. Basil, coriander and marjoram will enhance the taste of hot, freshly roasted sausages, which go very well with dark Czech beer or dry red wine from the wine cellar.

Roe deer or hare skewers with Provence herbs convey a slightly grassy forest smell of natural meat. And the fish freshly caught from the aquarium, baked in the oven in its own juice, is beyond praise!

Restaurant Chekhov is made in the form of a traditional landowner's estate. Oak tables, hunting trophies on log walls, a Russian stove and live music perfectly convey the charm of the bright traditions of an old tavern. For a few hours you will feel like a nobleman. Call and book a table today - sometimes there are not enough empty seats.

Pizzeria Corleone prepares pizza in a wood-fired oven right in front of you. The juicy piping-hot stuffing will gently sizzle on thin crispy dough, exuding the aroma of smoke from fruit trees. Having bitten off a piece, you feel the taste of fresh tomatoes and spices: basil, oregano, marjoram. And we have the longest strings from viscous cheese in the city. Come and see for yourself!

What to write on the website of cafes and restaurants?

Let me tell you a secret – the restaurant business is very competitive. One side. On the other hand, the demand is very high. And a huge plus: most establishments do not pay enough attention to marketing. Especially selling texts.

It gets to the point that many restaurants do not even have their own simple business card website. People look at prices and restaurant menus on third-party resources. Even if you start your website on a free template and fill it with information, you can significantly outperform your competitors and make your restaurant a shining star on the gastronomic map of the city.

But it just so happened that people go into the restaurant business, aimed at quick profits. They are too lazy to study marketing - they just think that you need to work hard and make money. Don't waste time on stupid things. And if you start applying the basic selling techniques of marketing and copywriting to the restaurant business, the profit will increase significantly.

How to attract visitors to cafes and restaurants

Targeted advertising. A person drives into the search, for example, "cafe Novosibirsk" and gets to your page. You will have to pay for each click - but the average check will more than pay off all expenses.
Advertising in social networks. One advertising post in the promoted group of the city - and you are provided with a hall of visitors.
Establishment catalogs. Be sure to make sure that there is up-to-date information. And conduct a dialogue with commentators - people will see that the institution values \u200b\u200bits reputation.
Advertising in transport. People traveling home from work by public transport think about which cafe to go to relax after a hard day's work. Your ad will help them make the right choice.
Distribution of leaflets. Leaflets are best distributed near the cafe.
word of mouth. The most reliable promotion channel for those clients who fundamentally do not accept advertising.

Classic example: one American, the owner of a chain of restaurants, spent very little money on advertising. But there was no end to visitors. His marketing ploy was ingeniously simple. From time to time he hosted free banquets for barbers. Hairdressers then sincerely praised this restaurant to their customers. And every second person goes to the hairdressers.

An example of text for advertising cafes, restaurants and bars on the radio

The main thing is to invest in timing. For example, 20 seconds is approximately 250-300 characters of text. If you shove something that is not shove, there will be a machine-gun burst. In the radio commercial, you need to repeat the name of the institution 2-3 times, emotionally describe the menu in a few words, and add a call to action at the end.

Here is a nice example: a text for an advertisement for a cafe on the radio in an entertainment center, running time is 40 seconds:

Are you interested in the answer

What to eat for lunch?

Maintain your figure

And beautiful nature

There is nothing better

Than the cafe "Golden Key"

Hot dishes, salads, desserts,

There is a pizza to choose from - seize the moments,

And besides, each of you

You can celebrate your holiday with us

On the playground with the soul to frolic

Cinema 3D then find yourself

There are a lot of desires, a lot of ideas,

Attraction 5D is for you and friends,

And also you catch a happy moment,

Come to the "Golden Key" on the weekend with your family,

Cheer with us for football

With live broadcast you will not miss a goal!

Come to the cafe "Golden Key". We work daily from 8.00 to 22.00 in TRTo "Cosmos".

Women who look after their figure
Young mothers with children
Groups of friends
football lovers

There is a clear hint in the advertisement that the cafe is located in a shopping and entertainment complex and there are other entertainments besides food. That is, this cafe is ideal for celebrating a birthday, New Year, graduation, closing the session, playing your favorite football team, and just the end of the working week.

Another example: a text for an advertisement for a cafe on the radio in an entertainment center, running time 40 seconds:

Attention, attention, attention!

Cafe "Antalya" opened today

Only we have oriental cakes,

Shawarma with veal and potatoes,

For the first time in Sumy chicken hamburgers,

Our cafe is the most hospitable,

There is little time left before the holiday,

Try not to be late for it You start,

So don't waste time

Come join us for the opening!

March 8 at 16.00 a lot of prizes and drawings. Animators, competitions and valuable gifts. We look forward to seeing you near the Kyiv department store. Cafe "Antalya"!

This is a typical example of a coffee shop invitation text. A very well crafted call to action.

Keywords

Often people are looking for where to sit in search engines. In the search, queries such as “pizzeria Gagarin Avenue”, “Odessa restaurant”, “cafe in Orel menu and prices” are typed. That is, a person is mainly interested in the place, menu and price category. Highlight these points in the text on the restaurant website, and free customers from search engines will come to you. The selection of keywords on the example of clothing can be found in the article. Let me just say that I personally use Wordstat and the Bukvarix keyword database installed on my computer for this purpose.

Call to action

At the end of any advertising text necessarily should be a call to action. Tell them to come to you today, tomorrow, on your birthday or on New Year's Eve. Without a specific call to action, any restaurant ad copy becomes "almost ad copy." You don't want customers to "almost walk" into your bar, do you?

Order an article for advertising a cafe and a restaurant

Are you a restaurant owner or manager? You do not have time and experience to write beautiful selling texts? There is a solution - order an article for a restaurant, cafe or bar from me. I will select the best keywords that will quietly bring the article to the TOP, bring visitors and buyers. At the same time, the text will have an easy-to-read selling structure. Do not be shy - !

View prices

Breakfast, lunch, dinner of a modern person is always accompanied by advertising. She is everywhere ... On the menu, on the table, on the bar and even on the mirror is placed advertising in restaurants. Information for the client has a special taste and aroma. Nothing should distract from the meal, except for advertising!

Visiting cafes, bars and restaurants has long been an integral part of our lives, a tradition passed down from generation to generation. This is a great occasion to meet friends and family, have effective negotiations over a business breakfast and just have a cup of coffee when it snows outside the window. Cozy, tasty and comfortable. As a rule, visitors spend a lot of time in a restaurant or cafe, they have the opportunity to study the surroundings in detail. A resting person is positively disposed and ready to receive information.

This place can be your ad!

Table layout, video, branded restaurant supplies… Cost advertising in cafes depends on the level of the institution. Cafes at business centers are distinguished by a high level of attendance: up to 1,600 people a day. It is much cheaper to advertise here, but the institution cannot guarantee you a diverse composition of visitors. We recommend that you pay attention to network cafes located in different parts of the city. A wide coverage of the target audience will ensure effective results of the advertising campaign. Statistics show that from 100 to 2000 people visit the catering system on the day of establishment, the average number of tables is from 20 to 60.

All you have to do is prepare a creative promotional dish. This is art! But we promise you it will be delicious!

The chef is waiting for your compliment, Look at the table tent!

Cost: from 20,000 rubles / month.

Table tent is a desktop design of A6 or A4 format for advertising and menus. It looks like a house in which your information should settle. When waiting for an order, the client of the cafe will definitely pay attention to the original medium and study its content. The real estate agency placed table tents with an interesting slogan in the premium segment restaurants: “You are on the sea! You are in the Alps! Your property makes money!” The visitors appreciated the advantageous offer, and the next toast was: "For success in business." Table awnings are made using various types of paper and cardboard (coated glossy and matte, different densities from 240 to 315g/m2, laminated with matte or glossy film, covered with UV varnish).

And in the folder - the bill is your advertisement, Tastefully, brightly and without spam!

Cost: from 25,000 rubles / month.

Any customer leaving the restaurant must pay the bill. A check for the services of the institution may accompany your advertisement. It is desirable that it be a discount coupon or a gift certificate. The main task of the advertiser is to motivate the guest of a restaurant or cafe to save information, to become interested in the offer. It can be a flyer with a discount on the services of a beauty salon or the nearest car service station. You can provide a flyer to each guest sitting at the table, or make one general tab on the bill. Among the main advantages of this method of placement can be noted low cost, the ability to analyze the advertising campaign by the number of returned flyers.

I'm sitting in a wonderful restaurant - And I see a video on the screen!

Monitors are installed in many establishments of the Horeca segment today. Visitors like to watch interesting and easy-to-read videos. Even in moments when a person is busy chatting with friends and does not want to make serious decisions, you can draw his attention to your advertising product. We advise the agency organizing events to show a short film about the events that have been prepared. The construction company will show on the screen a modern house that everyone can live in, and the dance studio will develop a creative concept for a video about learning incendiary Latin dances. Recommended timing: 10, 20 or 30 seconds with rotation from 2 to 10 times per hour. Even the most fastidious client will have to watch your ad to the end, there are no “turn off” or “switch” buttons for this format. The advertiser must be prepared for the fact that he will have to buy the broadcast in the entire network of cafes or restaurants. For example: institutions of the Ginza project, etc.

I'll keep the advertisement for sure, Because I found it on the menu!

We invite you to consider branded menu inserts.

Cost: from 20 000 rub./month. - for a logo up to 200,000 rubles / month. - for A4 format.

Very often, this method of presenting an advertising message applies only to products that can be purchased in a cafe. For example: mineral water. It must be remembered that a person holds the menu in his hands for only a few minutes, then the waiter takes him away. This type of advertising will provide 100% viewing and an instant decision to purchase products.

Paper menus

Cost from 35 000 rub./month.

Thus, it is possible to imagine a new alcoholic drink, upon ordering which the guest receives a pleasant gift. Among the disadvantages of such a dialogue with the client, it should be noted that advertising occupies only a block and is often placed on the back of the menu.

Branding of napkins, chopsticks and other restaurant supplies

Cost: from 25 000 rub./month.

This is suitable for advertising a cinema located near a restaurant. All of these products are usually provided by the customer. One of the main disadvantages is the limited space for creating a full-fledged advertising message. Most likely, you will be able to place only the logo, phone number or website address.

Advertising will not spill by, We have a stand for beer!

Cost: 15 rubles / piece. Accommodation individually, in agreement with the establishment.

Today, in many bars, cafes and restaurants, along with a mug, a glass of beer, bartenders offer a branded stand with the logo of the establishment, brewing company, beer brand or any other image. This stand is called a coaster (bonfire, birmat). Your information can be placed on such a stand. For example: an advertisement for a taxi or a sober driver service.

Many bars use disposable beer coasters or coasters made from absorbent cardboard. Unfortunately, these coasters quickly wear out, become soft, become unsightly and end up in the wastebasket.

We recommend that you use plastic coasters - durable, wear-resistant, they are resistant to abrasion, water, chemicals, fats, and high temperatures. Such a coaster will be on the table for a long time.

And every right tray, Clients will provide you with an increase!

This option advertising in cafes and bars, you can consider in self-service establishments or in those cafes where the client must take the tray in hand to place an order. Such catering establishments are located in large, in shopping malls, in the city center and in. You must analyze the target audience depending on the objectives of the advertising campaign. Most likely, your potential customers are business lunchers. It is worth considering the fact that the average cost of lunch in such places is no more than 300 rubles. By presenting an advertisement for a stain remover or a new therapeutic toothpaste on a tray, you can be sure of the loyalty of this category of customers. This method of advertising will be effective for a mobile operator and for a family dentistry clinic. Advertising on such a medium cannot be underestimated. London cafes have recently begun using flying trays. The success exceeded all expectations.

We can't run away from advertising! And you will have to become a client!

Price:stickers next to sinks (from 15,000 rubles/month) A3 posters on booths (from 20,000 rubles/month) Video clips on mirrors with the possibility of targeting (from 25,000 rubles/month) or full branding of this space.

Washroom advertising is considered one of the most effective media. In 1939, electric typewriters were advertised in this way in London. Sales of this product increased by 30% after advertising. The advantages are obvious: the client carefully studies your message (from 30 seconds to 3 minutes), nothing interferes with him. For example: advertising can be placed above the urinal. Advertising in washrooms is novelty, originality and great targeting opportunities.

And the guests will have a reaction! After all, there is a promotion in the restaurant!

Price:from 6,000 rubles/day – sampling in an establishment by promoters of a new whiskey brand or issuing prizes for a one-time order of 2 glasses of a certain beer.

Promotions in a cafe or restaurant can attract a large number of visitors, increase the average check and increase the attendance of the establishment. This is a great opportunity to introduce a potential customer to the product. The nature of the promo can be different: from tasting alcoholic beverages and tobacco products to cultural programs. You can give a guest a New Year's Eve dinner or a discount upon presentation of a coupon from a magazine, for a check-in at, "like" on the page, organize a photo shoot for customers with an advertising product. The strategy for developing and conducting promotions depends on the level of the institution, on your concept of promotion. You are provided with instant contacts with the target audience and a loyal attitude. The main thing is to make your potential customers smile. A good mood is a great helper in all matters!

Follow the development of advertising! In cozy cafes, restaurants!

Interactive menus

Cost: from 15,000 rubles / month. up to 50,000 rubles/month

Advertisers are constantly offered new opportunities for advertising in public catering establishments. Pay attention to the interactive menus on the tables in a cafe or restaurant. Outwardly, they resemble a tablet in which the menu of the institution is loaded. A car dealership can place a video or a banner with a direct link to its website, where the client will be asked to sign up for a test drive. It will be interesting for a travel company to organize an instant drawing of a certificate for a tour according to the following plan: guests leave their data on the advertiser's website, the draw itself takes place, the server receives information about which phone number won, at what time, and if the guest is still in the institution, then he is given a certificate.

Making advertising tasty is an art!

Advertising in cafes, bars and restaurants is a great opportunity for your business. Efficiency is achieved due to many factors, but one of the main ones is the loyal attitude of visitors to and its positive perception. "Sir, your client is ready!"

So, you have a great restaurant - with fine dining, loyal and satisfied customers, and great employees - but you're hungry for more. You see the potential of your establishment far beyond your originally projected goals. Marketing your establishment is the first step towards achieving this goal. Thanks to technology and the eternally important social sphere, marketing activities are not necessarily expensive and do not require a huge amount of time.

We have developed 15 simple ways to promote a bar or restaurant in 30 minutes or less.

Make reposts (retweets), respond to people's posts about your restaurant on Twitter/vk.com/instargam

Using social media management tools such as www.babkee.ru makes it easy to track conversations about your bar or restaurant across networks. Engaging in the conversation about your bar or restaurant on social media is a quick and effective marketing tactic. For reference: the abbreviation RT means repost (retweet, retweet).

Responding to negative reviews online

You should never ignore positive reviews, but you shouldn't ignore negative reviews on social media platforms either. Interact with customers who complain about something by responding to their complaints with suggestions for ways to solve problems.

Monitor your reputation

It's no secret that the modern consumer in 80% of cases bases his choice on the feedback of people who have visited a cafe or restaurant. And where to look for "other people's impressions"? In the Internet! Think about the reputation of your cafe in advance, work professionally, and https://100review.ru/otzyvy.html will take care of positive reviews. This service is an ideal reputational solution if you work in Russia and the CIS countries.

Post a photo of a special dish or drink online

Engage your visual fans by posting photos of the menu or specialty drinks on Facebook, Twitter or Instagram. A photo can not only contribute to a heated discussion, but also cause an appetite!

Hand out business cards or free samples at popular locations

According to the Young Business Council, people still enjoy face-to-face communication. By allocating half an hour to participate in a social event, you can quickly, economically and effectively promote your bar or restaurant.

Launching offers on the Foursquare network

Foursquare offers are very easy to use. Use step-by-step instructions to launch your own offer online, quickly and with minimal effort. Let your customers know about the promotion by sharing links on Facebook and Twitter.

Offer the first 25 customers who click "Like" under your Facebook post a snack on the house

Create a Facebook status that offers free snacks or a gift certificate to the first 25 customers who click "Like" or comment on your status. This way you will attract your customers and their friends will see your offer in their social media feeds. This strategy will create a ripple effect in customer acquisition.

Offer a “secret” menu item that is only available to people who mention you on Twitter and Facebook

Awaken the internal spies in your customers like Safe House does and offer a special menu item that is only available to those who know the secret code. When customers mention these special words (code) on Facebook or Twitter, offer them special foods and drinks that are not available to the general public. It will also help encourage your customers to follow you more actively on social media.

Take a poll on Facebook

It only takes a few seconds to create a Facebook survey. Ask your customers a question and act on their opinion. Questions like “What seasonal dishes would you like to see on the menu?” provide feedback and help keep your fans engaged on Facebook. What could be better than making changes based on the feedback received and the wishes of customers?

Share positive media feedback on social media

This seems like a natural process, however, many bars and restaurants do not enjoy positive press about them. If you are mentioned in the news, share the news with your fans.

Emphasize the prestige of employees

Take a few minutes to tag the Employee of the Month and share a short story about that employee's accomplishments with everyone in your establishment. Spreading positive news about your employees will not only increase the "morale" of the rest of the team, but also the level of your institution.

Create a blog post

Get in touch with local bloggers and invite them to a special evening at your restaurant. Offer them a free appetizer or dessert and ask them if they mind mentioning your establishment in their next blog post. Building good relationships with local bloggers will surely help you in the long run. Maybe in a year you will hold an event that matches the theme of the blogger and then he / she will write about you in his blog. It's free advertising!

Install Google Alerts

Google Alerts is an easy and free way to get regular updates and alerts about what interests you. To be an effective leader, you must be aware of all the news and events that interest you and your business.

Make sure your online restaurant information is correct

About 97% of customers search for local businesses online. Make sure your business is registered with Yahoo and Google, the two most popular search engines. Google offers a service called Local Business Center, while Yahoo offers a similar service called Yahoo! local.

Go beyond selling - cover current events, share videos and photos

You have to be something more than just another money-hungry business. Find a way to engage more actively with your customers. People love photos and videos of events that evoke emotions. Humanize your establishment and close the gap between you and your customers.

Hold a Conquer the Time!

"Conquer the time!" is a popular and widely used theme among many bars and restaurants. Holding such a competition is a great way to increase sales as well as create a positive atmosphere in your establishment. Rate one of the drinks at 50 cents starting at 8 pm and increase the price by 25 cents every hour until midnight. Competitive customers will enjoy such an offer.

The current generation is drowning in traditional approaches to promotion and advertising. Every day we are bombarded with countless messages on various information platforms. How can you approach this situation and use non-traditional, creative and cost-effective measures to promote your business? We hope this article has helped you think of new ideas.

What marketing strategies do you use in your business?

24.02.2019 admin 0 Comments

REAL CASE — marketing techniques on the example of the restaurant "Syrovarnya" Novosibirsk

Restaurant competition is fierce and you will need to give your all to succeed. I'll walk you through how to launch a new restaurant, bar or cafe and introduce you to restaurant marketing strategies that can help you grow your business from the ground up and catch the attention of your potential customers' rumbling stomachs.

Share positive information with the local press

If you look closely, the first information about the opening of a cheese factory in Novosibirsk appeared in April 2018, six months before the opening of the restaurant. At that time, there was neither a website for the restaurant, nor separate accounts in the social. networks. Several informational articles were ordered about the planned opening of a cheese factory under the brand name of the well-known entrepreneur Novikov. That is, information stuffing was made using the most visited portals in Novosibirsk - NGS.ru, nsknews.info , hksonline.ru and some others. The task was to excite the public and prepare the information space for a future event.

The costs of this "wave in the information field" were relatively small. About 100-150 thousand rubles. Each of these articles cost about 20-40 thousand rubles, but such a high cost is due to the prices for advertising in the news blocks of Novosibirsk portals. Below are the prices for placement of promotional materials on the most popular portal of Novosibirsk NGS.

For restaurant marketing, it is important to back up the mention in the news feed with positive advertising on your website and social media. In the case of the cheese factory and in the absence of a website and accounts, this task was completed by posting information on the main website of Novikov's company and the company's account, as well as on similar thematic resources. That is, videos were made about similar cheese factories in St. Petersburg and in Moscow.
Local fans of these establishments quickly reinforced this information with positive reviews and spread the word, and newcomers from Novosibirsk were “invited” to visit the same establishment in person when the restaurant opened.

For the promotion of a restaurant, cafe or bar is important information noise

The internet has a lot of power in the restaurant industry and good support for positive reviews is like a flock of chickens laying golden eggs. Reviews can do wonders for the restaurant business. The most important thing to understand is that people can and will be looking for check information even if you haven't created an account yet and you don't have a website. And the restaurant itself does not exist yet. This means adding as many details and details of the future establishment as possible, such as:

Try to add as many details and details as your imagination allows.

Working with comments and reviews

Another important thing to keep in mind when it comes to reviews is how you handle feedback. It's a good idea to thank commenters for their feedback, positive or negative. If you receive negative feedback, always respond in a polite, professional manner. But in a nutshell - it is always necessary to play the role of a benevolent host.

If you respond to a negative review publicly, thank the reviewer for the review, apologize for the incident or misinformation, and promise to improve it in the future. Here it is important to convince customers that the owner of the restaurant values their opinion and is working hard to improve. Consider hiring professionals such as photographers and bloggers to take some top notch photos or video reviews.

Promotion of a cafe, restaurant, bar - the second stage

After creating informational noise, one of the decisive stages of restaurant promotion begins. This is the opening of a restaurant or cafe .. Here it is important not to spare money on advertising. To do this, 1-2 months before the opening, it is necessary to develop a set of measures. Which should work at the time of opening. These are again the local most popular portals. Here, based on the budget, it is necessary to plan the main costs. For a cheese factory in Novosibirsk, it was about 2 million rubles . A colossal amount. But based on the total project costs of about 50-60 million, this is only 2-3 percent of the total budget for the launch of the restaurant. Again, the main information stuffing should be carried out a few days before the opening of the restaurant and in the first few days after the opening of the restaurant, while there is an influx of visitors. Sites are again selected on the main city portals.

The opening of the Cheese Factory restaurant was scheduled for September 27, and it was during this period that about 30 information materials were published on all news and thematic resources of Novosibirsk.

If you look at the statistics of requests for Novosibirsk, you can determine that this information boom worked and worked 100%. The number of "interested" customers has increased many times over.

As you can see, the peak of activity falls on the beginning of October, when the information boom began to decline. At this time, publications appeared not only on portals, but also videos on video hosters.

At the same time, several restaurant groups were opened on INSTAGRAM.

If you have ever interacted on INSTAGRAM, you will understand that food is one of the burning topics for users. Perhaps this is currently the most effective method of promoting your cafe or bar. Quality photos and visual content are in high demand online. And having amazing looking photos on your social media site is a great bait to attract the hungry eyes of your potential customers. Consider hiring professional photographers and bloggers to take some top notch photos or videos to increase your customer loyalty.

Geo-targeted advertising is the main principle of restaurant promotion

For most restaurants, a local business name is the highest return on online marketing. People are looking for delicious food close to home and invest in geo-targeted advertising.
Geo-targeted ads help you save money by ensuring that only users in certain cities or within a certain radius see your ad information messages (excluding irrelevant clicks that can cost you a lot of ad spend). Many advertising services on the Internet, from Google Ads (formerly known as Google AdWords) to Yandex Direct, have options for geotargeted ads (at no extra charge).

Be sure to take advantage of these handy targeting features to get effective ads for your potential customers.

The third stage of the promotion of a cafe or restaurant

When you have introduced and interested customers to the company, and the initial hype has subsided, introduce the customer to your best dishes and the economic prospects of the restaurant. For example, you can try photographing people, photographing food, interviewing restaurant executives, and even competitors that you think your potential fans will like.

For any bar, restaurant or cafe, this is the most difficult period, the period of survival. Here it is necessary to ensure the profitability of the institution. And if usually the initial stages almost always look successful, then the subsequent ones can lead the company to collapse.

What about our example, cheese factories in Novosibirsk? If in September 2018 there was almost 100% occupancy of the halls, then in February 2019 the occupancy dropped sharply, and fell by more than 3 times. Look, the undeniable statistics on thematic queries:

That is, at the peak there were about 250 requests for the phrase "Lenin's cheese factory", then in January there were only 80 requests, that is, the popularity of the restaurant fell by more than 3 times. And empty halls for a cheese factory are no longer a rarity.

If you roughly calculate in terms of money, then if at the opening the revenue in the restaurant was in the range from 600 thousand to 1 million rubles a day, then in January 2019 it decreased to 100 thousand or less on weekdays. That is, the institution will pay off, at best, only after 18-20 months, and then, if the popularity of the institution has not yet decreased. And problems in our example have already appeared. If you look at the local Novosibirsk job portal, you can immediately see 3 new vacancies from the Novikov Cheese Factory:

As you can see, there are vacancies for cooks and a shift manager. They appeared recently at the end of February 2019. That is, qualified personnel began to leave the restaurant. In our time, it is difficult with work, this happens only if there are any problems with wages. And the proposed salary levels for chefs, even for the region, are not very high for restaurants. At the current stage of survival of the restaurant "Syrovarnya" in Novosibirsk, expensive contextual advertising from YANDEX DIRECT is actively used.

I summarize - the main methods and techniques for promoting a bar, cafe or restaurant or what to do:

Hire a professional photographer to create beautiful photos that foodies will love.
Create a customer loyalty program using applications such as YANDEX and Google. Set up and maintain search engine profiles for your restaurant. Respond to negative reviews carefully and politely.
Create geo-targeted restaurant ads using online platforms such as AdWords, Yandex Direct, Facebook and Twitter.
Use Instagram to promote the best visual content for your restaurant or bar
Send random email to local customers.
Promote and cultivate user-generated content on your restaurant account website. For example, create a photo or video contest
Showcase your "happy" service staff to humanize your business.
Monitor your restaurant presence on social media. Tools such as YouTube, VK, Instagram help the loyalty of your customers.
Share any positive information about your cafe or restaurant with the press.
Set up Google and Yandex alerts for your restaurant to keep track of who and what is saying about you on the Internet.
Create a blog for your restaurant. Share successes, weekdays, funny stories, etc.
Reach out to bloggers who want to visit your restaurant.
Check your restaurant details such as phone number, address and opening hours
It's important to understand who your restaurant's target customer is and use that to design your online branding.
Send regular tweets and posts. You can even schedule them ahead of time.
Make sure your online menu is clear and functional.
Use online delivery services so that a hungry customer can always try your delicacies
Set up online seat or table reservation tools
Use mobile ads in AdWords, as loyal customers often search on mobile devices.
Use ingredients from local suppliers and farms. Customers love restaurants that are part of their community and trust locally produced products more.

This list summarizes the marketing and advertising ideas for promoting a restaurant, bar or cafe. I hope you can use these tips for successful promotion!