The Irish Pubs Global Gathering Event was a huge success, with Irish pub owners from 21 countries attending and a very positive experience for everyone involved.View the Winners
If you’re spending your advertising budget on the masses and hoping something will stick, you’re playing a game that’s already over. We discuss five approaches that will slash your budget and play a huge part in your advertising.
1. Internet Searches:
Have you tried to Google restaurants in your local area? There is no audience you want to target more than people looking for a place to eat on their smart phones, so try to Google common phrases, ‘Places to eat Helsinki’ ‘Irish Pub New York’ and if you are not a restaurant that appears in the lists or blogs after a Google search, make it your priority to be on one. Make sure your address comes up in Google maps for ‘pub’ ‘restaurant’ or ‘bar.’
2. Determine your Budget:
Determine a percentage of your revenue to put into improvements that affect the guest and constantly enhance their experience. Uchi, a Japanese restaurant across Texas, doesn’t spend money on advertising or marketing and instead, they run a very high level of comps. They give away gift cards and send a lot of complimentary dishes to tables.
They say ‘Guests love when a dish comes out and the server says, “The chef wanted you to try this,” because that creates a real connection and makes the experience personal.’
Their logic is ‘spend money on the people already in your restaurant, because that’s the best way to generate genuinely positive word of mouth.’
3. Free Advertising:
There are great opportunities for free advertising by doing things a bit out of the ordinary- eating contests, an oversized menu item and other clever marketing tactics can be an easy way to gain free press and coverage. Local media should be an important piece of your overall strategy. Reporters, disc jockeys and editors can all give your restaurant significant promotion without having to pay for an ad. Make sure that you send out news releases to all local media when you are conducting special events or can tie some current news into your restaurant or menu.
4. Host Tasting Night
This is a great way to get potential new customers to try out your food. Host a tasting night where small portions of a selection of foods on your menu are served free. Make it an invitation-only event and hand out invitations to business groups, local media and other influential people in your community and serve wine and beer. Be sure to have the chef mingle with party-goers to discuss the menu. A few good write up’s in your community could far exceed in reach and legitimacy what you could achieve in traditional advertising for the same price.
The exterior of your building could be your greatest advertisement, make sure it is something that stands out instead of something to pass by. Have a large sign, because it will be visible 24 hours a day, 365 days a year-it’s effect is continuous.
Source: Maire McDonnell, Irish Pubs Global