Archive for the ‘Restaurant Advertisement’ Category

How to Give Your Restaurant Advertising a Kick in the Pants

November 14, 2013

As a restaurateur, you know how critical advertising is to the success of your business. Without getting the word out about who you are and why people should come to your establishment, odds are there won’t be much traffic coming through your door. If your advertising efforts have been less than successful, take a look at the following three factors that make or break restaurant advertising to determine if the problem lies in one of these important areas.

Your Restaurant Advertising Must Be Memorable

The first step to a successful marketing campaign for your eatery is that you’ve got to find a way to make your advertisements memorable. Whether that means adopting a talking purple cow as your ‘mascot’, coming up with a catchy and memorable jingle, or associating your brand with an incredible story or person, you’ve got to find a way to make your business stick out from the crowd. Things that are humorous, bizarre, shocking, or amazing are what sticks in people’s minds most, so think about things that are appropriate for your brand along these lines and add them to your marketing campaigns.

People Need to be able to Relate to Your Restaurant Advertisements

The second critical factor in successful advertising campaigns is that your consumers need to be able to relate to your marketing messages. Take a moment to consider what emotional need your restaurant is best at filling. Is your restaurant great for busy people who just need to stop in for a quick rejuvenating lunch? Maybe it’s ideal for large families to get together. Perhaps your establishment has a relaxing, homey feel and appeals to those who want to feel comfortable while having someone take care of them. To use a well-known example, part of the reason Subway’s spokesperson, Jared Fogle, has made the company’s advertising campaigns so successful is because so many of us can relate to the struggle of losing weight.

Whatever you determine to be your restaurant’s strength at relating to people, build your marketing messages around that understanding. People will respond and remember you better when they can relate to the message they’ve seen.

Restaurant Advertising should make People Hungry

Last but not least, your restaurant’s advertisements need to make people hungry! This would seem obvious, but you’ve only got to look at your restaurant’s competition to see that a number of eateries are failing at this simple component. You want advertisements that make your customers’ mouths water, and succeeding at this goes beyond taking appetizing-looking pictures.

It also means demonstrating how enjoyable it is to eat the featured items. For example, take a picture of a gourmet chocolate cake and it may or may not entice some people to try it – but show that same cake being served to a diner who sticks her fork into the moist dessert and savors every morsel right down to the last crumb and people’s bellies start to rumble.

The most successful restaurant advertisements nail all three of these aspects on the head. The message is memorable, is something people can relate to, and makes their salivary glands go wild. If your marketing campaigns have been less than fruitful, odds are good that your messages are missing the mark on one or more of these three critical elements.

Local Online Listings: Cheap and Easy Online Visibility for Your Restaurant

November 7, 2013

There are a thousand things you could do to get your restaurant better online visibility, and if you’ve got the money, it’s well worth it to hire someone to do those thousand things for you. That said, there are a few things you can do on your own which will automatically boost your restaurant’s online presence. A very simple one is to ensure that your restaurant is listed in all of the online directories available. There are three tiers to consider.

Getting Your Restaurant in Online Listings, Tier #1: Data Aggregators

A data aggregator is a business which compiles information on individuals or businesses into consumer reports and then sells that information to others. There are a number of data aggregators out there, but well known examples include Acxiom, InfoGroup, and Localeze.

All of these providers push their data to numerous sources, including local search engines and directories. Some of them will let you claim and update your business listing for free; others will charge, but it’s worth your time to claim your restaurant’s listing and to ensure that your information is accurate because information from database aggregators weighs heavily on online visibility.

Getting Your Restaurant in Online Listings, Tier #2: Search Engines

All of the major search engines have business directory listings and it’s wise to ensure that your restaurant is accurately listed in every one of them. Google has Google Places, Yahoo has Yahoo Local, and Bing has Bing Local. It’s free to claim or submit your information to these sources and since search engines represent the largest consumer usage and feature their local listings first in search results, it’s wise to have a presence there.

Furthermore, it’s smart to keep an eye on your listing once created. Along with GPS navigation right to your doorstep, search engine business listings now typically have the option for consumers to leave reviews about your business on these sites as well. These reviews are visible to everyone and are often the first thing people will see when they search for you, so it’s important to keep an eye on them and address anything that could adversely affect your establishment’s reputation.

 Getting Your Restaurant in Online Listings, Tier #3: Online Business Directories

Last but not least, you’ll want to claim or submit your information to the variety of online business directories that are out there. Many of these directories are designated to be replacements for phone books or Yellow Pages, and listing your information within the directory is typically free. Well known examples include Yelp.com, Yellowpages.com, Superpages and Supermedia.

Aside from ensuring that your listing is visible to users of these sites, adding your listing here serves the dual benefit of building backlinks to your company’s website – which, in turn, also boosts your online visibility.

Even if you are already listed in a number of online directories, it’s wise to not only look for more, but also to ensure that your information is accurate. If you’re a franchise, spend some time focusing on local listings and include your geographical location in your information so that it will come up in search results for local users.

Of course, there are a ton of other things you can do to boost your online visibility, but ensuring that you’re listed in online business directories is a simple and easy way to start.