How to Revamp Your Promotional Plan for the New Year
With the new year upon us, it’s a great time to take evaluate the state of your restaurant. Is your promotional plan the best it can be? By using these tips, you can revamp your promotional plan and put your restaurant on the path to success in 2014.
Identify your target market.
You may have plenty of customers coming in your doors every day, but what about the customers you really want to reach? Do you know who your target market really is? Do you want to focus primarily on Millennials or families? Affluent people or those who are looking for a deal? Business people or friends who just want to hang out and catch up? You can’t truly focus on revamping your promotional plan until you know who you really want to target.
Create a budget.
How much money do you have to spend on advertising and promotional costs? You have to know for sure! The last thing you want to do is run your restaurant into the ground because you’ve spent all your money on marketing. Look back on the previous year’s advertising costs and create a firm but realistic budget.
Give your logo a second look.
Your logo is one of the first things potential customers see. Does it truly communicate your brand? If you think your logo still fits, there’s no need to change it—but if the font or graphics seem at odds with your bar or restaurant’s mission, then you may want to consider getting a new one. Don’t feel like this is something you have to do yourself—hiring a professional designer is well worth it for something that represents your business!
Tie it all together.
Does your logo match your menus? Your napkins? Your table toppers? It’s important that everything in your restaurant works together to create one seamless experience for your customer.
Figure out your strengths.
Do you have the best burgers in town? The friendliest service around? A great Tuesday trivia night? Then those are the things you’ll want to focus on in your advertising. When you know your strengths, you can play them up in your promotional materials.
Review your current advertising tactics.
Look at the places you currently advertise. Are they bringing in the customers you want? Be sure to advertise in places that will attract your target market.
Fix your website.
Is your current site easy to navigate? Has it been updated in the past few years? Does it feature an accurate menu and easy-to-find contact info? If the answer to any of these questions is no, consider revamping your site.
Focus on your social media presence.
Social media is no longer an option…it’s a necessity! Even if you’re already actively promoting your restaurant on social media, evaluate your activity and see if you’re doing all that you can. Are you utilizing your Facebook page? Are you responding quickly to customers on Twitter? Have you researched all the ways you can use Pinterest, Instagram, Vine, Foursquare, and other social media sites? These are some of the cheapest and most effective ways you can promote your bar or restaurant.
Make sure everyone’s on board.
Perhaps the most important part of revamping your promotions involves making sure everyone in your restaurant knows the plan. From your chef to your bussers, everyone should know the image you want to project and the customers you want to attract.
The new year is the perfect time to ramp up your promotional strategy. By following these tips, you can revamp your promotional plan and make 2014 your best year yet.