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Nov 18, 2013 (3 years and 6 months ago)

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Second National Restaurant
Congress
STRATEGIC RESTAURANT
MARKETING PLAN


Chris Jackson | Chris@GCommerceSolutions.com

| 435
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214
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5126 | October 2010

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About GCommerce

We are a hospitality marketing company serving hotels & resorts, restaurants and
selected travel communities/consumers.


Born Hoteliers & Restaurateurs
with over 85 years of experience in owning, operating
and marketing hotels, restaurants and travel companies.


Formed in 2002
to fulfill a growing need in the marketplace.


Marketing Company
with great spirit and energy focused on evangelizing unique and
advantaged businesses.


Built for the Single Purpose
of driving revenue through online exposure and interactive
marketing.


Effective tracking of marketing campaigns
is critical to success. John Wannamaker, a
department store pioneer of the 1900’s once said, “I know I waste half of my money on
Advertising. The problem is I just don’t know which half.” You won’t have that problem
with GCommerce.

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We Believe

Effective marketing
is not about individual campaigns, it is about a guiding vision that
instructs all actions.


Marketing must be specific to your business
; standardized approaches to marketing
rob companies of their unique qualities and advantages.


Marketing must be targeted to the individual consumer
; micro
-
segmentation
improves conversion rates and revenue. Think Segment of One!


Goals, objectives and strategy guide our actions;
measurement of achievement of
those goals and objectives and then adjusting your strategy will keep you on the path to
success.


Partnership through communication
-

Open, Direct and Comprehensive
Communication is the key to any successful partnership.


The world is continually changing
; GCommerce is constantly launching new
technology, new ideas and new solutions to drive revenue for our clients.

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Our Disciplines

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The World We Live in Today



How big is the Internet & Social Media?



1.83 Billion Internet users worldwide and projected to be 2.10 Billion by 2012



33% of searches are location based



Greater than 20% of searches are on mobile devices
-

projected 30%
-

40% by 2012



97% of consumers use online media when researching products & services in their local
area



65% of consumers cite the web as important in making buying decisions


up by 50%
over LY



Facebook

has 500 Million users worldwide and #1 most visited site in the world



There are 65 Million Tweets on Twitter every day



900,000 new blog articles are posted every day



3,000,000 images are uploaded to
Flickr

every day



TripAdvisor has more than 35 Million unique monthly visitors and has more than 560,000
restaurants listed and ranked with reviews.



68% TripAdvisor users stated reviews were #1 deciding factor when choosing a hotel or
restaurant

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The World We Live in Today



Social Media Revolution Video

Click Here

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What is Strategic Marketing?



Marketing is
the process of planning, pricing and promoting the distribution of goods and
services, using ideas to create exchanges with target audiences that satisfy customer and
organizational objectives


Wikipedia Definition of a Marketing Plan

“A marketing plan is a written document that details the necessary actions to achieve one
or more marketing objectives. It can be for a product or service, a brand or a product line.
Marketing plans cover between one and five years. A marketing plan may be part of an
overall business plan. Solid marketing strategy is the foundation of a well
-
written marketing
plan. While a marketing plan contains a list of actions, a marketing plan without a sound
strategic foundation is of little use.”








Promotions

Advertising

Word of Mouth

Flyers/Coupons

Internet/Mobile


Email/Direct Mail

Social Media

Public Relations

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Restaurant Marketing Plan Outline



I.
Mission & Vision Statement

II.
Executive Summary

III.
Business Description

IV.
Market/Competitor Analysis

V.
Sales & Marketing Strategy

VI.
Advertising & Marketing Tools

VII.
Operational Strategy

VIII.
Financial Forecast/Budget







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Starts with a Mission & Vision



What is a Mission Statement?

What is our business and what are we trying to accomplish on behalf of our customers?

What is our company’s reason for existing?


Questions to ask yourself…

Is your mission statement focused on satisfying customer needs rather than being focused
on the product?

Does your mission statement tell who our customers are?

Does your mission statement explain what customer needs our company is trying to
satisfy?

Does your mission statement fit the current market environment?

Is your mission statement based on your core competencies?

Is your mission statement specific, short, sharply focused and memorable?

Is your mission statement clear and easily understood?

Does our mission statement say what we want to be remembered for?



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Starts with a Mission & Vision



What is a Vision Statement?

A vision statement is sometimes called a picture of your company in the future but it’s so
much more than that. Your vision statement is your inspiration, the framework for all your
strategic planning.


Some things to think about…



Articulate your dreams and hopes for your business



Sets the direction for your strategic planning



Doesn’t tell you how to get there, rather where you want to get to



It is not for your customers, rather you and the members of your organization



Establishes your organization’s culture and actions



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Strategic Marketing Plan Process



Measurement & Adjustment

Track

Revise Strategy

Revise Marketing Tactics

Marketing Tools

Traditional

Digital

Staff

Customers

Comprehensive Strategy Creation

Collaboratively Align Strategic Direction

Goals & Objectives Identification

Measureable

Targeted by Market Segment

Identification of LTSCA’s

Unique

Not Easily Duplicated

Compelling to Target Consumer

Research

Your Customers

Competition

Market

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Marketing Plan Research



Market Analysis



Research online


Google it!



Local business organizations and government organizations have performed market
studies



What businesses are in your area and their employees


Demographic Analysis



Understand your neighborhood


Ethnicity, Age, Singles or Families


Competitor SWOTS (Strengths, Weaknesses, Opportunities, Threats)



Don’t forget to do a SWOT on your own business


Customer Surveys



Your customers know what they want better than you know what they want, so ask them


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Competitive Review Form



Competitive Review

Scale:
-
3 Least Favorable; +3 Most Favorable



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S.W.O.T Form



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Identifying LTSCA’s



Long Term Sustainable Competitive Advantages (LTSCA’s) Definition

Those unique qualities that differentiate your business from the competition that are
meaningful to your customers and not easily duplicated by your competitor.


Used to position yourself against your competition and within your marketplace

Refer to your SWOTS

Refer to your customer surveys

Read your customer reviews and your competitor reviews


Examples:



Location



Experience/Environment/Atmosphere



Menu



Service or Staff



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Talk About Differentiation



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Creating Objectives & Goals



OBJECTIVE


“What do I want to achieve?



Specific:



Pin pointed target



Measureable:


Quantifiable with concrete numbers and how you will
measure



Accountable:


Responsibility assigned to a specific person



Realistic:


Attainable given reasonable effort



Time Limit:


Deadline to achieve results or change
objectives/strategy/effort


Objectives lead to strategy development


Example Restaurant Marketing Objectives:



Generating restaurant traffic



Customer satisfaction & loyalty


Creating loyal, raving fans



Building the restaurant Brand



Generating Awareness, Trial & Usage



Creating word of mouth



Achieving specific financial goals (weekly, monthly, season, annual)



Increasing number of covers or average check

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Strategy & Tactics Development



Tips for Strategy & Tactics Development

1.
Performing and understanding your research will help you develop the appropriate
strategies for success

2.
Understand your customers and what motivates them

3.
Think of operational implications

4.
What marketing tools are at your disposal and within your budget that can assist you?

5.
External tactics/promotions generally last 6
-
8 weeks

6.
Involve staff in all promotional programs (ideation and inform them, so they can deliver)

7.
All tactics should have a start and finish date

8.
Allow breaks between promotions

9.
On
-
going tactics need reminders (keep promoting)

10.
Keep restrictions to a minimum

11.
Make sure promotional offer(s) are prevalent in all marketing/creative

12.
Create a reason for the offer and identify the target audience




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Objectives/Strategy/Tactics Worksheet



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When Designing Tactics Keep in Mind…



1.
New Trial

o
Prospecting for new business through advertising/marketing

o
Partnerships/Referrals/Promotions/Digital or Traditional
Marketing/Advertising

2.
Frequency

o
Creating loyal raving fans who frequent your establishment regularly

3.
Services


Spend

o
Products (what products make you the most profit?)

o
Programs (rewards)

4.
Bundling Options

o
Increasing your average check through up
-
selling table
-
side

o
Price
-
fix menu option

o
Packaging with other local merchants; i.e. neighboring hotel







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Marketing Tools



Traditional



TV / Radio / Print Advertising / Word of Mouth /
CoOp

Advertising / Signage / Coupons /
Networking


Digital



Website / Search Engine Optimization / Search Engine Marketing / Email & eCRM /
Online Media Buys / Social Media / Mobile


Staff



Your staff can impact your marketing, directly to your customers


Customers



Your customers can be your most influential marketers



Company driven message is dead


you have a reason to lie, your customers don’t and
are more trusted than you

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Traditional Marketing Tools



General knowledge and awareness already exists


here are some tools & ideas…



TV/Radio/Print Advertising



Can be a targeted audience


Hard to track success



Expensive



Not easily modified mid
-
campaign




Menus


Community Networking (Associations, Local Business Organizations, Charity)




Word of Mouth


Starts with You (Service, Staff, Brand Promise)




Coupons / Flyers / Promotions




Signage




Partnerships




Membership / Special Privileges

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Digital Marketing Tools



What digital market tools are at your disposal?



Website



Search Marketing



Email / eCRM



Online Media



Mobile Marketing



Social Media


Advantages of Digital Marketing over Traditional Marketing



Larger Audience



More Targeted



Easily Modified Mid
-
Campaign



Infinitely
Trackable


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Website



Should your business have a website?


What makes for a good website?



Presentation of information and experience



Best practices



Pretty vs. Functional



Sales machine



Forum or a place for conversation/community



Customer acquisition for future marketing


Website Strategic Plan/Budget Considerations…



Template or Custom Development



Photography



Content Management Tool or Outsource



Website Hosting



Analytics

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Search Marketing

Local Search / Maps



Google Map Pack



Directories (Paid & Non Paid)


Paid Search Marketing



Highly targeted



Monthly Budget/ROI



Geo Targeting


Search Engine Optimization



Best long
-
term strategy for search engine visibility



Takes time to see results



Requires expertise


cost to outsource


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Online Media



Free listings



Yes, but you get what you pay for



Joint Ventures/Partners



Sponsorships


Paid listings



Destination/travel sites



Local/Regional sites



City Search



Banner Ads


Creative Costs


Measurement

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Email Marketing



Email Marketing
can be one of the most cost effective marketing initiatives you can
pursue



Creates top of mind awareness



Should be exclusive offers and create value



Consistent timing


create expectation



Measureable



Target need periods



Communicate specials/promotions


Proprietary Database (your emails) vs. Third Party (leased database)


Strategic Plan/Budget Considerations…



Collection
-

enticement



Template vs. Custom Creative



Email Delivery Platform



Copy Writing



SPAM Laws

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eCRM



eCRM or Electronic Customer Relationship Marketing



Confirmation of Reservation



Pre
-
Arrival Reminder, Marketing and Preferences



Post Dine Thank You & Survey



Bounce Back Offers


Advantages…



Creates revenue opportunities (up sell/bounce back offers)



Reduces cancellations



Thanks and rewards patronage



Opportunity to gain insight (survey) and gain customer reviews



Automation better than Manual effort


Strategic Plan/Budget Considerations…



Interface to reservation management system/customer database



Open Table or some other online reservation system

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Mobile



Do you need a mobile website?



20% of all searches are made from mobile devices and growing quickly



What percentage of your website is from mobile devices?


check your website analytics



Just because you have a website, doesn’t mean it is visible through a mobile device



Capture last minute demand


Strategic Plan/Budget Considerations…



Provide highly referenced information: phone #, address, menu, directions



Cost for development



Mobile marketing cost



Hosting cost



Mobile Apps



Promote last minute specials



Allow online reservations



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Social Media



Four Step Process…

1.
Listen

2.
Respond

3.
Engage

4.
Co
-
Create


There are conversations going on about you. You know the brand promise you want to
deliver and the image you are trying to project. Is the message getting through? If not,
where are the gaps?


Strategic Plan/Budget Considerations…


How are you going to encourage your customers to post reviews


Who is going to manage and develop the content?


How are you going to engage people to follow you?


How are you going to motivate people to talk about you?


It is time consuming


Create a schedule of posts


Consider hiring a professional


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Measure & Adjust



Continually Measure & Evaluate



Strategy



Tactics



S&M Campaign Performance



Customer Loyalty



Website Performance



Forecast


Strategic Plan/Budget Considerations…



Don’t be afraid to change course


base it on facts and research



Test, Test, Test



Brainstorm with management and staff to create strategies



Review established goals and measure then reforecast, if necessary



Continually refine


make your marketing plan a living and breathing thing


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Parting Thoughts / Summary





Starts with a Mission and a Vision




Do your homework


RESEARCH




Position yourself in the marketplace to stand out from the crowd


LTSCA’s




Identify your Objectives & Goals


Must be MEASUREABLE




Develop a strategy based upon your research, objectives and the tools and budget
available to you




Forecast regularly and document historical
actuals

to forecast for future planning




Follow the plan



Measure & Adjust





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In the Ancient World "Hope" was a sin to the
Greeks. It meant you were no longer relying
on logic and facts but instead on fanciful
wishes for the future. Therefore Hope was
locked away in Pandora's Box
.”





Don’t HOPE…Make a PLAN!


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THANK YOU


QUESTIONS & ANSWERS