target, target, target.
Time and time again we hear (from prospective clients): “I’ve spent a ton of money on advertising, it just doesn’t work! How can I get my message out and increase sales?”
Solution? Advertising might not be the solution, or it might. The key? It should not be done in a silo, it has to be supported with social media, public relations, events, stellar customer service and direct marketing. Furthermore, the message HAS to be distinct and directed to a very targeted audience.
How targeted? Which do you feel is more effective for a moderately-priced restaurant?
A. The back cover of the local high school football program (for the entire season) with a message to the students and their families about a special discount by mentioning their school, with a big picture of the restaurants signature dish.
B. A one time, 1/16th business card size ad with the logo only (cost is still 5x more than the full page ad, back cover, entire season) in the magazine that goes to the entire city? Including towns/neighborhoods 50 miles away from the neighborhood restaurant!
We hope you said A?
And, those parents and students have more than likely driven by the restaurant and if their marketing/design is being managed by Vintage Juice, noticed their clever menu board, have Liked them on Facebook, have received a direct mail gift card in the mail, met the chef at the Farmer’s Market tour and read an article about the chef. Integrated marketing as its best.