Mistake №3. Absence of idea
Looking through advertising even lately, it is infrequently possible to find any intriguing, interesting things which would show, that the restaurant has a voice. As a rule, announcements with the name and phrases: "is offered tasty cuisine, is inexpensive" or "is expensive, is tasty"... All the same often there is no "chess piece", "highlights".
One of the most frequent problems is connected with absence of precise idea - congestion of the advertising message by the information also. About what idea there can be a speech when in a breadboard model try to contain all history or the menu of restaurant? As experts consider, in one advertising reference one idea should be expressed.
Often restaurants consider an interior as the advantage and put before itself a problem to show in its printed breadboard model. But in most cases the interior is not very important for the client. Most of institutions are beautiful and stylish. Therefore to show an interior in promotional materials expediently in the event that it is unique and is "chess piece" of an institution. In other cases demonstration of internal furniture is just unnecessary information.
By the way, experts advise to give a photo of not empty hall but filled with people. It is logical, subconsciously restaurant where there are no visitors, is perceived as uninteresting, not costing attention. The paradox turns out, in fact the purpose of advertising just to draw attention to restaurant … Successfully working promotion ideas are a chief-cook, unique or author's cuisine, show-program, competitions and shares.
Mistake №4. Uneconomical economy
Strangely enough, but expenses for promotion of the restaurant often are considered as something that not concerns the list of effective expenses. At any size of the advertising budget all question about its correct usage, how many to spend, and for what. Any advertising action gives this or that effect, has put only in the price of the response. It is important to estimate all kinds of promotion profitability. It is clear, if your restaurant is an institution of local type (the most part of clients - inhabitants of a zone of service of a concrete institution, those who works or lives nearby) there is no sense to influence all audience, being spent on advertising in mass press.
At the small budget it is possible to invest in development of bright, remembered idea which will increase recognition of an institution. Such idea will help to be allocated from a lump and, finally, it is essential to save at promotion.
And certainly, at start of an institution it is necessary to do promotion more scale and loud. It will allow involving at once a maximum quantity of visitors; accordingly, more people will pass in a circle of regular customers.
Mistake №5. The overestimated expectations
Even the most correct and creative promotion of restaurant is not a magic lifesaver. Any most remarkable advertising is not almighty. Expectation of result from promotion in the form of growth of a turn of an institution on 30 % independently from other factors is not valid. It is only one of tools.
Whether everything is made to satisfy the client, and make him to return? Whether the service is good enough, whether the menu is updated? If the client, having believed advertising, will come in restaurant, but will not find promised… Advertising is only beautiful packing of a product. The advertising of restaurant made proceeding from personal preferences of its first persons, - will not work. And, it concerns to means of promotion (as "favorite radio of the owner"), and is direct to texts of messages. Always address to an audience of an institution.
Promotion methods should approach to the certain target audience, and also your ambitions (for example, the plan on loading restaurant), presence and the size of the advertising budget. By the way, to determine preferences of consumers to sources of the information it is possible by results of special researches. Thus it is possible to make such interrogation by own forces - to lead questioning visitors about quality of cuisine, about service and how they've learnt about your institution.
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