Restaurant marketing presentation

Randall A. RoseRandall A. RoseDevelopment Specialist – Partnership MarketingDevelopment Specialist – Partnership Marketing

Virginia Tourism CorporationVirginia Tourism Corporationrrose@virginia.org

276-322-2044

www.vatc.org (industry)www.virginia.org (consumer)

• Virginia Tourism Corporation Services• Marketing Your Restaurant• Importance of Customer Service

Impact of Tourism in VA - 2008

• 17.7 billion in revenue• supported 204,500 jobs• provided $1.24 billion in state and local tax revenue

Virginia Tourism Corp. Services

• Advertising• Customer Service & Industry Relations• Electronic Marketing• Film Office• Marketing & Promotion• Public Relations• Research• Tourism Development• Others

• Planning Assistance• Marketing Guidance• Workshops• Marketing/Advertising

Benefits

Business Assistance

Development & Partnership Marketing

•Wilderness Road Heritage Trail

•Virginia Coal Heritage Trail

•‘Round the Mountain

•Heartwood

•Spearhead Trails

•Crooked Road•Fish Virginia First

Locality Tourism Planning

Funding

• Marketing Leverage Program

Learn More About VTC Services

• Visit www.vatc.org & www.virginia.org

• Sign up for the Dashboard e-newsletter

• Establish relationships with all VTC divisions – tap into our services (i.e. marketing, advertising, research, etc.)

• Attend at VTC Help Desk event

Marketing Your Restaurant

Can you answer thesetwo questions?

• What is Marketing?• What is the difference between Marketing and

Advertising?

6 Questions You Should Answer • What are you trying to accomplish?• Who is your target audience?• What message will move your audience?• What vehicles do you have to deliver the message?• What are your resources?• How do you measure your performance/success?

Marketing Plan

What are you trying to accomplish? • Make money – how much?, how

committed are you?, etc.• Best restaurant in town or best restaurant based on

your specialty (seafood, steaks, etc.)• Do you hope to franchise or be a franchise?

Marketing Planning

Who is your target audience? • Age• Location• Income• Habits• Trends• Needs/Wants

Marketing Planning

What message will move your audience? • Your brand• Your theme (pizza, seafood, children focus, etc.)• Your tagline/slogan/message• What do you want people to say about your business?

Marketing Planning

Branding (it’s not just a logo)

Marketing Tips

What vehicles do you have to deliver the message?

Marketing Planning

What are your resources?

• Budget/Money• Owner/Employee Skills • Friends/Family• Partnerships• Local/State/Federal Assistance• Chambers of Commerce, Business Associations, etc.

Marketing Planning

How will you measure your marketing performance?

• Electronic Marketing Tools• Data Collection• Research Mechanisms• Surveys• Informal Questioning• Sales Data

Marketing Planning

Have a Calendar/Schedule Include:• Anticipated Ad Placement• Press Releases• Social Media Updates/Posts• Promotions• Coupon Release Schedule

Marketing Planning

Traditional Methods

Marketing Tips

• Direct Mail • Sales/Promotions• Referrals• Phone Calls

Targeting Niches & Groups By Interest

Marketing Tips

• Groups (birthday parties, Red Hat Society, graduation celebration, etc.)• Bus Groups• Church Groups/Attendees• Holidays/Events

Word of Mouth

Marketing Tips

• Deliver what you promised (and a little more)• Make “Word of Mouth” easy for your

customers (i.e. referral materials, social media, bumper stickers, etc.)

• Use social media and PR (FREE!)• Provide great customer service• Continuously evaluate the consumer

experience

Social Media

Marketing Tips

Public Relations

Marketing Tips

Good customer service helps:

Marketing Tips

• increase sales

• repeat customers/visitation

• separates you from competition

• enhances your brand/image

• word of mouth advertising

Bad customer service:

Marketing Tips

• causes bad word-of-mouth• reduces repeat business• can be spread widely and fast through• social media (http://www.youtube.com/watch?v=bsfqZ2OVyAc)• can cause you to fail

Customer Service

Marketing Tips

• Train, empower, and reward staff

(encourage them to have fun)• Gauge customer service performance• Have customer service plan (Goals, Objectives)• Personalize interaction with customer

Customer Service

Upcoming Workshops

New River Valley Community CollegeMarch 23, 2011Morning – training for frontline staff

Afternoon – training for management

More information at http://www.nr.edu/workforce/

Marketing Plans Change • Because of business growth• Because of research• Because of economic factors• Because of technology (social media)• Because there is always change • Because you learn

Marketing Planning

Virginia’s Recent Ad Campaign

Marketing Tips

• Determine Ways to Stand Out /Be Unique• Be Creative• Have Fun!

Randall A. RoseRandall A. RoseDevelopment Specialist – Partnership MarketingDevelopment Specialist – Partnership Marketing

Virginia Tourism CorporationVirginia Tourism Corporationrrose@virginia.org

276-322-2044

www.vatc.org (industry)www.virginia.org (consumer)