Randall A. Rose Randall A. Rose Development Specialist – Partnership Development Specialist – Partnership Marketing Marketing Virginia Tourism Corporation Virginia Tourism Corporation [email protected]276-322-2044 www.vatc.org (industry) www.virginia.org (consumer)
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Randall A. RoseRandall A. RoseDevelopment Specialist – Partnership MarketingDevelopment Specialist – Partnership Marketing
• 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
• 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
• 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
(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
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