Video 28 | Transcript

The transcript below and video above were created for my blog. You can find the original post here: Selling on Instagram

Hello and welcome to this week 30 minutes marketing, this week I will go through my Five Best Practices on Instagram for Business.

Instagram is a great business platform for retailers because its users don't mind to see ads inside their feeds. And this doesn't happen with the other most used social media platforms like facebook, linkedin and twitter. Instagram users are shoppers, and a study showed that they don't mind to be advertised for products inside the platform.
So if they are shoppers and don't mind that you advertise your products there, we must agree that you should use Instagram to promote your products and drive sales.

Another benefit of using Instagram to promote your products is that if you use the 5 best practices that we will talk in a minute you will not look like pushing sales, as only 10% of your photos should be focused on your product details and most of the other photos shared, around 90%, should be focused on general people using your products or about interests associated with your target market.

Ex: If you are selling surf boards, only 10% of your photos should be featuring your surfboards in detail. The rest should be people using your boards, surf competition photos, images about new trends or rookies and not about your products features and advantages.

So in today's video, I will talk about the five best practices to drive engagement and consequently sales with your Instagram account:
1-Use only quality photos. Also, an Instagram study have concluded that bright photos receive more likes than darker. So, I suggest you to use and app like afterlight to enhance your photos quality. It has android, iphone and windows 8 versions and it works great. I will leave a link below so you can get it.
2-It is also proved by several studies that if you add people and faces in your photos you get over 30% more engagement.
3-Connect with instagrammers that have a great followers list and ask them to promote your products. They may ask you for money, and that is ok if you see that they have a great number of engaged followers that have the same characteristics as your target market. Just consider them as if you are hiring a model to promote your products.
4-Is to always use hashtags in the photos caption. You should not add more than 3 hashtags in your photos caption. If you really have a lot of hashtags that you believe will make a difference to get more views, I suggest you to add them in a comment box below the photo caption.
5-And for last, don't forget to insert your location in each new post. This will help your posts viewers see where you are located and find you or your store if they want to purchase your products. The location feature is also great when you have instagrammers that visit your shop and they upload photos inside your shop to Instagram. Most of these photos people are smiling so it communicates a positive and great atmosphere inside your shop.

So if you follow these 5 best practices and your target market uses Instagram you will create sales because your potential customers will:
-Learn about you and your products.
-Understand what your brand is all about.
-See who is using your products and why.
-Find where to shop for your products. Either from your ecommerce link or from your tagged location.

And I believe we agree that this has an enourmous value for any business.

Thank you for watching, hope it helps, and if you want me to keep creating educational marketing videos please support by liking, commenting, and sharing below. Thanks and Cheers!

Video 27 | Transcript

The transcript below and video above were created for my blog. You can find the original post here: Customer Profitability Analysis

Hello and welcome to this week 30 minutes marketing, this week I will go through the Customer Profitability Analysis.

Do you agree that 1 great customer is better than 9 bad customers?
Me too, and with today's video you will learn how to determine who your best customers are, and how to get lots of them. For that we will need to cover Customer Profitability Analysis. Costumer Profitability Analysis helps marketers and business owners understand the net profit coming from each individual customer.

The Customer Profitability Analysis, consists in the individual customer net profit, or in other words the revenue minus all the costs and expenses associated with that person, that customer. This analysis helps businesses owners understand which customers bring more profit to their company. This knowledge it is extremely valuable because it will drive the company profit up.

Let me explain how:

Imagine that you run a spa. After analyzing the customer profitability for each one of your regular customers you have decided to divide them into 5 groups:
5 Stars Customers, 4 Stars Customers, and so on until the 1 Star Customers.
Your 5 Star customers are your best customers. You came to the conclusion that 20% of your customers belong to this group, and that they drive you 80% of your profit. Do you wish that all your customers were like them?

To have all your customers at the 5 starts group it is going to be difficult if not impossible, but now that you know: who your best customers are; how important they are; and what are their characteristics; you need to invest your marketing dollars in two things:

1-Keeping them happy and coming back;

2-Finding other potential customers with the same geographic, demographic, & psycographic characteristics as them. Example: Lets imagine that you came to the conclusion that your best customers are women that live in a 500 meters radius of your spa, that work in sales department of big corporations. After understanding this through your customer profitability analysis, you should start finding emails from ladies around your spa, that work in sales department of big corporations, and email them an amazing offer inviting them to visit your spa.

Just imagine that with this effort you manage to double the number of these prime customers!!!

Another way, and many times a smarter way to drive new 5 Star Customers, is to analyze your 4 and 3 stars customers and think of what kind of activities or special offers you could implement that will move them to the 5 stars group. To approach your existing customers and turn them into excellent customers of your products is sometimes much easier and cheaper, than drive completely new customers to your door, as you already have a direct contact with them.

For last, the 2 stars and 1 star customer I suggest you to leave them alone and don't spend marketing dollars with them. Many times when customer profitability analysis are calculated, business owners understand that their worst customers are actually not profitable.
Because, when they calculate their net profit in detail, by deducting all the costs associated with servicing this group of bad customers, like cost of products, marketing, electricity, etc.etc., this total cost is more than the revenue they brought to the company.

Thank you for watching, hope it helps, and if you want me to keep creating educational marketing videos please support by liking, commenting, and sharing below. Thanks and Cheers!

Video 26 | Transcript

The transcript below and video above were created for my blog. You can find the original post here: Direct Marketing

Hello and welcome to this week 30 minutes marketing, this week I will go through what is direct marketing.

To understand what is direct marketing think about yourself in the morning opening your email inbox. You have an email from your boss asking when you can finish that very important task, another from an old friend asking how you doing, and one offering you a 10% discount if you join the next half marathon at your city. The last email is an example of direct marketing, or in other words, it is a personalized email ad with a tailored message targeting you. You have received it, because most probably you have participated in a previous half marathon and they had access to that race database, or you have signed up with your email for a half marathon training program, or any other reason that showed the event marketers that you may have interest in participating on it.

So let's define direct marketing as a personalized message from a marketer to one potential client, or in other words, the marketer will contact its potential clients one by one.

This form of personalized advertisement can be done using a variety of different methods like: in person, direct mail, telemarketing, mobile sms, email marketing, or any other form where the marketer communicates directly with a potential customer and suggest him to take an action like buy a product, visit their website, visit their store, etc…

Direct marketing, as you can see by the previous half marathon example, can be very cost effective as you just spend money on contacting directly your niche market and not the entire world, like you do with newspaper, tv, or online advertisement.

Another benefit of direct marketing is that can easily measure its results and get feedback on products from its customers. As you communicate with one customer at a time, you have the opportunity to listen to them and know if your efforts resulted in a sale or whatever was the action you wanted the potential customer to take.

The key to direct marketing, and for most businesses success in my opinion, is to have a good customer's database. Only with a good existing and potential customer's database, you are able to drive results on your direct mail, telemarketing, sms, or email marketing campaign.

Thank you for watching, hope it helps, and if you want me to keep creating educational marketing videos please support by liking, commenting, and sharing below. Thanks and Cheers!

Week 25 | Transcript

The transcript below and video above were created for my blog. You can find the original post here: Restaurant Advertisement

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through how to Create Great Restaurant Ads

Restaurant advertisement is a great way to persuade your target market to visit your restaurant. This week's video, helps you with the five major steps that you need to follow when you planning to create a restaurant ad: goals, evaluate, budget, channels, and ROI.

So let's start by your restaurant advertisement goals. Or in other words the reason why you want to create the ad. In this step you should answer:

Why do you think you need an ad? Is it to increase your restaurant reputation as the best pizzas in town? To promote your new lobster deal? Ask your customers to visit your new website and get a lobster discount?

After defining your goals, you need to evaluate if advertisement is the most cost effective way to achieve them, or there is another way like an internal poster that would get the same results with a lower investment.

So in this step you need to think if:

Does a direct mail campaign achieve better results? Or will achieve the same results with a lower cost?

Does an email marketing campaign would work? If you have a good database the cost to create it can be very low.

Can you share your message inside your restaurant? With existing clients, stickers on the window? Flyers inside the bill folder? etc…

If it is a big thing that you want to announce, what about a press release? If the journalists love your campaign story, they will create free ads for you.

Is there any local event happening that you could join and promote your stuff?

If you have decided to go ahead and create a restaurant ad, the next thing you need to think is your budget.

To decide on your budget you need to consider 3 things:

The first is, how much cash you have at your disposal?

The second is, did you made similar advertisements in the past? What were the results? How much did you spend?

And the last is, does your competitors use restaurant ads to promote their stuff? Do you think they are getting good results? What are their methods? If you believe something is working for them, don't take me wrong but you should somehow create something similar but better?

And don't feel bad about it, it is just how the business works. Example, when Samsung launched a bigger phone with success, Apple followed it.

After taking these 3 things into consideration, you need to decide how much you will spend on this campaign and move to the next step.

That is to select the best ad channel for your case. Here there are a lot of possibilities, and you should think for a few days what it will be the most appropriate to achieve your goals.

You shouldn't forget that you don't need to spend all your marketing budget in one platform but you could do a mix. When you deciding this you should think of:

Which channels your competitors use and why? What are the newspapers and magazines your target market read? What about, where they hang out online?

Does your potential customers search for your kind of restaurant online? If yes, google and yahoo adwords are another possibility. What about radio? Does your target market listen to it regularly?

After this decision you are ready to start designing your ad and launch your campaign.

But you haven't finished your job, you still need to analyze your return on investment.

This part is extremely important and the key to the business, because if after analyzing that the ad brought you an extra $5,000 on profit and had the cost of $1,000 dollars, should you do it again?

How to measure the results depends on the channel you used. Online advertisement channels provide detailed analytics for each campaign.

If you have chosen an offline method it will be difficult to measure it extremely accurately but you can use techniques like: a dedicated telephone number to receive reservations, ask new customers how they find you, use discount coupons in print advertisement, etc…

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, and sharing below. Thanks and Cheers!

Week 24 | Transcript

The text below is the transcript for the above video. You can find the full post here Restaurant Press Release.

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through how to write a Restaurant Press Release.

I don't know where you live, but here in Macau there is plenty of competition in the restaurant business. In a relatively small city with around 600 thousand habitants it looks like it opens a new restaurant every day. That is why restaurant marketing is so important, and press releases are a great tool especially when you are opening a new restaurant.

So let’s learn how to write a press release for your restaurant.

At the top of your press release should come your restaurant logo and business address.
And then Press Release Written Below in Bold Capital Letters. 

Below comes the Title. This is going to be the first part read by the receiver. You must make sure that this title will create the desire to read your press release. In case it is an opening you should include in your title that is an opening, type of restaurant you are going to open, and what differentiates it from all the other restaurants in town. 

An example would be:
Grand Opening Tomorrow! The Bullfighter Spanish Restaurant by the Awarded Spanish Chef Ambrósio.

Below the title should come the Date you will send it to the press.

The First Paragraph it is very important as many times it is the only part read. In case it is a restaurant opening you should mention that: it is a new restaurant, its opening date, what kind of food you will serve, its location, and what makes it different from all the other restaurant concepts around. If you have created a nice website for your restaurant I suggest you to also add a link to it so the reader can easily get more info or see some pictures of your restaurant.
An example would be: The Bullfighter is a new Spanish restaurant in Macau that will open tomorrow. It offers more than 200 different tapas in its menu, all developed by the multi awarded Chef Ambrósio. You can find more details about it on www.bullfighter.com

At the second paragraph you should emphasize your restaurant strengths. If you need help in defining your restaurant strengths you should watch my video on week 10. I will leave a link below. If your strength is your Chef experience this is the place to talk about it, if your strength is the pricing you must emphasize it here, etc…

The third paragraph most of the times is not necessary, but if you believe you need to talk a little bit more about your unique restaurant qualities, like signature dishes, or the customer experience you offer, this is the place.
You need to make sure that all the most important information for the journalist or food blogger and your target market is at the first paragraph, the second paragraph is the second most relevant information, and so on.

At the end of the press release make sure you type the word Ends, and below that the Notes to the Editor. Here you should write a very short description about the company who manages the restaurant, and one contact in case the journalist wants to contact you for more information.

After finishing writing your press release you will need to research and list out all the journalists and food bloggers with who you want to share your press release. Journalists have a lot of stuff to read every day, so only send the press release to people who may be interested in your story and not to everyone, so if you are a small restaurant in Macau please don't send it to Fox Sports but instead focus on local newspapers and food bloggers that write about the Macau dining scene.

Then you need to decide how to reach them. I would suggest email because it is easier, cheaper, and achieves results if you have an interesting press release. If you send the press release by email, I suggest you to send it as an attachment and write a different personal message for every contact you send it out.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers!

 

Week 23 | Transcript

The text below is the transcript for the above video. You can find the full post here Restaurant Business Plan Outline.

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through the Restaurant Business Plan Outline.

If you run or plan to open a restaurant most certainly someone already asked you for a business plan. Either an investor, a banker, your boss, or anyone else who has interest in understanding your restaurant business strategy and goals. So in this week's video, we will focus on the restaurant business plan most important chapters, and its contents.

The first chapter it must be your Executive Summary. The restaurant executive summary must be at the beginning of your restaurant business plan document, but it should be only written after finishing all the other chapters. The executive summary should consist of a short brief of the entire business plan. It will be the first part read, and many times the only, and it needs to give an overall understanding of what can be found inside the entire document.
If your executive summary is well written, it will create in the reader the need to read more and ask you questions about your restaurant business idea. On Week 15, I have created one video just focused in detail on how to create a great executive summary. I will leave a link to the video lesson on the description below.

After the Executive Summary should come your Company Summary chapter. Here you will need to define:  What is your concept? What kind of food will you serve? What experience you will offer to your customers? Who will own the restaurant? In which location you plan to open? Is it a lease or you going to buy the property?

Next comes the investment? How much you need? Where you will get the money? When you plan to payback? You don't need to add much detail here, like charts, or tables, as you will include all this at the last Financials chapter.

Now you need to define your Target Market: Who you will be targeting as customers? Why they will choose your restaurant? What are the different groups included in your target market, also called as segments? Why they will visit your restaurant? What about latest trends in the market?

Then comes one of my favorites, Design. Do you already have the floor plan and architectural drawings? These helps in making your plan more attractive, in case you don't have it yet create a kind of mood board to give the reader an idea of the design and style you plan to implement at the restaurant. Please note that you shouldn't focus on a design you love, but instead on a design that your target market will love!

Now you need to talk about your planned Human Resources: You should present an organizational chart off all the staff you plan to have, and go into detail about your management team. Who they are? What is there experience? Include the management team resumes in appendix.

Competition. Who are your main competitors? What about the indirect competitors, these are the ones that don't offer a similar product to yours but your target market may select them instead of your restaurant when deciding where to eat (ex: the food truck near your restaurant). After this competition study you need to develop your SWOT analysis. I have created a video in how to create a restaurant SWOT analysis, and will leave a link below for you to watch it.

Next is the Marketing Plan – Here you need to talk about your branding, or in other words what do you promise that you will deliver to your target market? Is it the best steak? Or the widest menu variety? Branding consists on your promise to your customers. Also what are your branding strategies, or how you will pass your promise message to the customers? Is it through Facebook? Email marketing? Flyers? You also will need to mention how you will you position your restaurant in the market relatively to your competition. Is it the cheapest? The most luxurious? The only real Japanese sushi? What is your acquiring new customer strategies? Is it through newspaper ads? Flyers on the street? Special events? What about customer retention strategies? Is it through loyalty programs? Email marketing? Previously on week 5 I have created a video in how to do a one page restaurant marketing plan. I will leave a link at the description below so you can have a more detailed idea of what needs to go into this chapter.

Every business plan outline finishes with the Financials chapter. Here you will need to insert all your calculations, or at least the necessary calculations to prove the feasibility of your business plan. It should include: What is your Initial Investment? How much you will need to start the restaurant. And define in detail where will you spend the money? Sales Forecast? How much you expect to sell by month for the first 5 years. Restaurant Operational expenses? Here you will need to list all the expenses you have to run the restaurant. Like salaries , electricity, Rent, etc… Profit and Loss Table or also called Income statement: This is the favorite table for the potential investors as it will display your sales and expenses and the difference between the two. In other words, is telling if your restaurant will make more money than it spends. And also, when will you be able to pay in full the initial investment.

I have created a PDF with the summary of this restaurant business plan outline so you don't need to go back and forward on the video to remember the details. The link for downloading is below.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers!

Week 22 | Transcript

The text below is the transcript for the above video. You can find the full post here Handling Restaurant Complaints.

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through Handling Restaurant Complaints.

We all need to deal with complaints no matter how well we serve and cook. It is just part of the restaurant business, and the key is in handling it in way that you will transform the complainers into frequent customers. For that you need to believe that restaurant complaints are not negative incidents, I have handled quite a few when I was a restaurants manager and many of them turn into positive and profitable incidents, as I was able several times to turn the angry customer into a regular customer of my restaurant.

Sounds difficult? Let me explain the technique that I used.

I used the STARS Complaint Technique. But before you apply it, you need to listen carefully to your unhappy customer to allow him or her to express the complaint without interruption. You need to show interest to what he is saying and if necessary, grab a piece of paper and pen and make notes of the complaint. This way you won’t forget the details and your customer visualizes that you are taking is complaint seriously and that he or she is being heard.

After this it is time to apply the STARS Technique. STARS stands for: Sorry; Thank you; Act; Recover & Share. So now lets' elaborate each one of these 5 steps:

After you listened carefully to the complaint, the first thing you need to do is to say sorry. No matter what happened, if the guest is right or wrong, we are always sorry that the customer is not happy or didn't get what he was expecting.

Then we need to thank the customer to let us know about what made him unhappy. It is always better that guest's talk to you when they are unhappy, than they go talk on the streets and social media and never come back to your restaurant. Because, when they complaint inside your restaurant you got two great opportunities: The first is you can identify things you need to improve in your restaurant, and the second is to create a relationship with the customer and make him feel special at your place.

After saying thank you you need to Act. Show the customer that you listened and are 100% committed to solve the problem fast. If the food was cold go heat it, if they didn't like what they ordered take it back and suggest something else from your menu, if it is taking too long go to the kitchen and talk to the Chef, etc… You need to show that you are there to solve the problem asap.

Now that you acknowledge and solved the problem, it is the time to recover your customer. You can do this by starting a nice conversation with him, offer him some special dessert, it is time to make sure that your customer leaves the restaurant happy, with a smile on his face.

After the customer leave your restaurant happy you need to Share the case with your team. So that everyone understands what made the client unhappy and avoid it in the future.

And that is it. First you listen carefully to the complaint, and then you use the STARS complaint technique to turn it into a positive incident.

Do you have other techniques in handling restaurant complaints? Share with us at comment box below!

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers!

 

 

Week 21 | Transcript

The text below is the transcript for the above video. You can find the full post here How to Exceed Customer Expectations in Restaurants

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through How to Exceed Customer Expectations in Restaurants.

Before I give you some tips in how to exceed restaurant customers' expectations I need to spend a minute explaining you, why it is the most important thing in restaurant marketing. It is because when you exceed your guests' expectations you increase exponentially the probability of your guests becoming regular guests.

So instead of spending one time at your restaurant, let's think 80 dollars, he will come frequently to spend around 80 dollars at your place. If he comes once a month you already get 880 dollars of extra revenue in that year by having exceeded his expectations.

But this is just the start of the benefit, if he brings some friends with him, and you exceed his guest's expectations, most probably you get another regular customer from that table.

If that new regular also spends 80 dollars on average per visit, it is another 880 dollars per year. And so on and so on…

Let's do some math here for better understanding. The calculations here are assuming that every regular customer that you manage to get by exceeding his expectations, will dine with his guests at your place once a month, and you manage to convert one of his guests into a new regular customer.

If you manage to implement this system, you in a short period of time have thousands of regular clients spending good money frequently at your restaurant.

Sounds Good right? So now let's start with some ways to exceed your customers' expectations:

-If your target market are families, you should focus definitely in exceeding the little ones expectations, because it is so easy and they have a lot of power when families are deciding where to go for a meal. You can do this by supplying them with coloring papers and crayons, or just a small basket with a few toys to entertain them. It is that simple and it works! Parents will be happy and have plenty of time to talk to each other, and in future the kids will suggest your restaurant as the perfect place to dine out.

-Make your customers feel important, this can be done by simply treating them by the name, suggesting things you know they like, an example would be: Welcome Paul, today we have your favorite "chocolate cake". You need to make them understand that they are important to you. They need to feel like a VIP at your restaurant. This will make them spend more dollars, and feel like a star in front of their guests.

-Listen to their desires and try to fulfill them. Imagine you are a regular at a Brazilian rodizio restaurant, and one day you talk to its manager and mention that, if they had this kind of Timorese Chili sauce, would mix very well with their meats. Next month you come back, and the manager comes to you with this nice bottle of Timorese Chili, would you feel special? Would you want to come back?

-The traditional surprise birthday cake with the staff singing the birthday song it always work. Some guests sometimes feel shy, but at the end they always love it and creates a memory on their heads and most probably on their photo album.

Another think that I forget to mention and that it is extremely important is that, when you become very busy, you need to start selecting the guests you should focus on exceeding expectations, as you will not have time for all. This selection should be made according to their spending and probabilities of coming back.

Do you have other ways to exceed your customers expectations? Share with us at comment box below!

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers!

Week 20 | Transcript

The text below is the transcript for the above video. You can find the full post here How to Create Your Restaurant Leaflets

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through How to Create Your Restaurant Leaflets.

Restaurant leaflets have been in the streets for a while and that is for the simple reason that: it works.  It is a cost effective way to tell everyone around your restaurant location about: your new opening, promotions or new offerings.

As you only have a few seconds to excite your restaurant potential customer to collect a piece, in this week's video I talk about how to get their attention and desire to collect a leaflet, and how to pass your message through the small piece of paper in order to achieve your restaurant campaign goals. For that, I will mix a little of copywriting and graphic design tips.

On writing the copy, or text, for your restaurant leaflets you should consider:

- Who is your target market? This is extremely important because you can't write the same words and use the same tone as you use for young kids if you targeting corporate executives.

- You will need to write 3 separated texts. The offer, the call to action, and the details. You also should give more relevance to the offer by using design techniques that I will talk in a minute, then to the call to action, and less relevance to the details.

- You need to focus on your campaign message/ selling proposition- Why the restaurant leaflet has value for your target market? And don't tell the entire story and benefits of your restaurant. Less is more in leaflet design.

- Insert your call to action: What drives me crazy, is when I face promotional marketing activities that don't have a call to action. If you don't have a goal for spending your marketing dollars, why are you spending them? This call to action may invite them to call your restaurant to make a reservation, visit your website, make an online order, sign up for your email newsletter, or bring the flyer in their next visit to receive a gift or discount.

Now talking about the design of your leaflet. I have already created tons of different leaflets and learned that the key in terms of restaurant leaflet design is to be simple! And for that you need to follow these rules:

- Just one large quality photo per page. The pages are small and you have no more than 3 seconds to convince the potential customer to grab a copy. If you use a lot of small images on it, he or she will see none. Use just one and as large as you can.

- As I mentioned before, you should have only 3 chunks of text. The offer text as big as possible to be the first thing they see (You can use only capital letters if necessary). Then the call to action, that is the second thing that the leaflet collector eyes should focus, and for last your restaurant details like telephone, email, website etc… And that is it! Don't try to add lots of photos, your entire menu, the history of your restaurant, or your grandma picture. 3 chunks of text: Offer, Call to Action, and Details, nothing else.

- Don't use more than 2 colors for background and text, of course not counting the photo. These 2 colors should have good contrast (example: black and white, black and yellow, or burgundy and white, like I use on these presentations). Not similar colors as this will affect its capabilities to pass the message.

- Also only one font or two in your restaurant leaflets. In case you want to use two fonts they should be very different, so that they contrast one from the other. Don't use two similar fonts, as it will confuse the reader eyes.

Do you have other restaurant leaflets design tips? Share with us at comment box below!

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers!

 

Week 19 | Transcript

The text below is the transcript for the above video. You can find the full post here Social Media Tactics for Restaurants

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through 8 Great Social Media Tactics for Restaurants.

Many times I'm asked by restaurant managers what they should post on their restaurant social media channels. So in this week's video, I will share eight restaurant social media tactics I regularly use:

1: It is not just about you, or your restaurant:

You should also talk and share about the happenings in your neighborhood, imagine that a new school or post office opens around your restaurant, go there take a shot and congratulate the opening through your social media platforms.

People love to know that you also care about others around you, and not only about your daily revenue.

2: Promote your new menu items:

Take a photo of them and share it through facebook, twitter, Instagram and pinterest. You can use the same photo in all platforms, but I suggest you to change a little the photo description.

Make sure it is a good photo, it doesn't need to be taken by an amazing photographer or with the best camera, but see if you can find on your team or in your family someone that takes photos as a hobby.

Also, try to include people in the photo to make it more "real". It is better to have a person taking the first bite of your new item, than just the dish in a white background.

3: Announce a new member of your team:

If someone new joined your team. share his photo on your restaurant social media platforms. In these social media platforms, the more engagement, by engagement I mean likes, shares, and comments, your posts have, the higher they will rank, and with this higher ranking they will appear more times on your followers' screens.

4: Talk about your restaurant marketing promotions:

Restaurant customers love special deals and seasonal promotions. If you are not a designer, I suggest you to use canva to create the image that you will share, as you can easily create professionally looking images for your promotions that are ready to be shared in the most common social media platforms.

5: Ask social media followers for recommendations when you are hiring new staff.

These kind of posts also create engagement, as people start showing interest through the comment box or sharing it with their friends that are looking for a new job. Besides that, this is a great way to be seen as a member of the local community by providing jobs to them.

6: Share a recipe with a video demonstration:

Create videos of your chef cooking your signature dishes, and share it through the social media platforms. I know that to create video takes time and effort, but you can see by watching my videos that I'm a fan. The reason is that video content works! As per the latest study by usurv, 39% of consumers are more likely to share your content if it is in video format, 36% are more likely to comment, and increases by 56% the probability of receiving likes.

7: Share local news:

An example would be, if a storm is coming to your city make an announcement at your social media platforms alerting people for the precautions they should have. This also makes you a member of the community by providing useful information, that is not related to the core of your business.

8: Celebrities:

It doesn't need to be always the king or the queen, if a football player from a small league appears to dine at your restaurant, invite him to take a picture with you and ask for permission to share it online. I'm sure that the small league has a few followers and his fans will engage with the photo.

The key to success is restaurant social media, is to don't always talk about you, you, you… as people will not feel that you are a member of their community, but instead, just trying to get their money.

You must mix it up with social posts like the ones I mentioned. If you just talk about you, you… You will look like that guy that always arrive at a social event with a sunburn mentioning: I did this and I did this, and I’m the best on this and this… Nobody wants to listen to him! So don’t be that guy online.

Do you have used other restaurant social media tactics that worked well? Share with us at comment box below!

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers!

Week 18 | Transcript

The text below is the transcript for the above video. You can find the full post here Restaurant Loyalty Programs Ideas & Apps

Hello and welcome to this week 30 minutes restaurant marketing, this week I will go through some restaurant loyalty programs ideas and apps.

Many restaurants have come up with successful restaurant loyalty programs, and I receive frequently questions from my clients regarding if loyalty programs still work, and if they should implement one at their restaurant. In this video I share my thoughts on it, and share some ideas and apps that may be useful to you.

As you know loyalty programs consist on rewarding your best customers.  The goal is to entice them to become regulars. We do this by rewarding them when they accomplish something in the restaurant. Ex: if you return several times to the restaurant during an established period of time I will give you a free bottle of our house wine.

The core benefit is to increase the repeated business from the best customers, but there is another great benefit that restaurateurs sometimes forget: when they reward a loyal customer, they will make him happy, and when a customer is happy he will share his happiness with their friends.

And, as you know, people recommending your restaurant to their friends is the best marketing you can have.

But the loyalty program at your customer point of view is different, and for him to advocate it needs two things: to be easy to follow and have actual value.

In order to be easy to follow there should be no effort for the client to participate or to redeem its offers. If you make it effortless they will join. Please don’t make something complicated like: “13 points equals one dollar, and if you collect 30 dollars you can get a free meal for two during the month of July”.

It is too confusing, you should do something as simple as if you spend a total of $50 in our restaurant you will get a free dessert of your choice from our menu.

Now I will share two restaurant loyalty programs ideas according to what the customers want. Both do not use physical loyalty cards, because everyone has a lot of plastic cards in their wallet and we don’t want more! But instead the traditional loyalty card is replaced by an app on the phone or the customer existing credit card.

-There are a few apps like Thanx and POS systems that allow a registered credit card to work as a loyalty card, they are very easy for the client because every time he pays with his registered credit card he is participating on the loyalty program.

As the example I gave previously, that for every $50 spent your customer gets a free dessert, imagine a client that goes to your restaurant on a Monday and pays $30 with his credit card. On Friday he comes back and spends another $25, as he in total has spent more than $50 in these two days, he receives a message on his mobile saying that he just got a free dessert at your restaurant!

-My other proposal is for you to create your own restaurant app. Today, to create your restaurant app is no more a huge investment and you can easily create yours with loyalty programs integrated by paying a small monthly fee. Per example you can use shoutem to create yours, by less than $50 a month. If it works you keep it, if not, you can stop it anytime without additional fees.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers

 

Week 17 | Transcript

The text below is the transcript for the above video. You can find the full post here Restaurant Competitive Analysis

Hello and welcome to this week 30 minutes restaurant marketing, this week I will talk about the importance and the steps necessary to make a great restaurant competitive analysis.

The restaurant competitive analysis is very important for any restaurant that wants to succeed. That is why, all restaurant businesses or marketing plans must dedicate a chapter to it.

In summary, a competitive analysis consists in evaluating your restaurant competitors in order to identify their weaknesses and strengths. This valuable information will provide you with direction in all your future strategic decisions.

One example: After working with a client, we came to the conclusion that his restaurant was the only restaurant between all its direct competitors that had free parking available, besides that, all its competitors closed the kitchen at 10pm but he served until midnight, with this knowledge we understood that all future marketing materials should emphasize these two competitive advantages!

So now that you know the importance of working in your restaurant competitive analysis, let’s go through the 3 steps you need to follow to develop it:

The first is: identify all the restaurants in your market area. You can find this information in your local Chamber of Commerce, local directories like yellow pages, city guides, google places, TripAdvisor, etc… Try to gather as much restaurants as you can in your area. Do also some key worded searches on google related to your direct competitors. Ex: if you are a pizzeria in Lisbon, do a search in google for Pizzerias in Lisbon.

- Now that you have created a list of all restaurants in your market area, the second stage is to select the ones that you believe are competitors. When you do this selection, don’t select just the ones that serve the same kind of food and menu because, believe me, you have more competitors than that.

If you serve high end Italian cuisine, the high end Spanish restaurant across the street is also a direct competitor. When people are looking for a high end restaurant experience they may be uncertain between selecting your restaurant or the Spanish one across the street.

Or if you are a take away fast food restaurant, the supermarket next door that sells packed ready to eat meals is also your competitor. Potential customers will evaluate all their possibilities when they want to buy a ready to eat meal.

- Another thing that you should do is to search for owners of restaurants that have closed down in your area. Invite them for lunch at your place and try to understand what their challenges were, so you create a plan to tackle them in case the same challenges appear to you. Also ask them what they believe were the mistakes they made, this information has enormous value and can be decisive to guide you in your route to success.

- And the last and third stage, is to visit each one of the competitor restaurants in your list and identify their weaknesses and strengths.

If you have the possibility to have a chat with the manager don’t lose it, and try to get some valuable information about their restaurant strengths. Restaurant managers usually have no problem in sharing what they believe are their strengths, but they are not so comfortable about disclosing their restaurant weaknesses.

So better don’t ask about their weaknesses, but instead ask: What are your challenges? With this question they disclose some of their weaknesses, and by knowing your competitors weaknesses, you can easily find your strengths right?

To help you out in all the things you need to evaluate during these competitor analysis visits, I have created a checklist to guide you in all aspects including location, design, menu, service, food quality, capacity, and many other aspects you should evaluate. I will leave a link at the video description below for you to download it.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers

 

Week 16 | Transcript

The text below is the transcript for the above video. You can find the full post here Restaurant Mobile Marketing Ideas and Trends for 2016

Hello and welcome to this week 30 minutes restaurant marketing, this week I will talk about the Restaurant Mobile Marketing Ideas and Trends for 2016.

Mobile, mobile, mobile... You have listened about the trend, and most probably you follow it by carrying a mobile phone in your pocket. If almost everyone in this world uses mobile phones, and most of them connected to the internet, do you think that if you spend your marketing dollars on mobile is a waste?

Believe me it is not. Let me tell you a few reasons why…

- When People nowadays are away from home, and they have no plan for lunch and dinner, many of them will pick up their mobile phone to search for restaurants with good reviews nearby them.

- When planning holiday’s people not only search for flights and accommodation, they will also search online for restaurant experiences.

- As per ComScore, in 2014 there were more internet users on mobile than desktop.

- Besides that, as per Thrive Analytics, consumers are responding to mobile ads. In their latest survey, 55% of the respondents mentioned that they have already clicked on a mobile ad.

So if by now you agree with me, let me tell you how you should spend your restaurant dollars on mobile marketing during 2016:

- Restaurant Video Ads – people have moved their eyeballs from TV to the mobile screens. Besides the gigantic ad cost difference between placing an ad on tv to a mobile app like Instagram or facebook, other advantage is that online video ads have is that, you can lead viewers to action. Ex: You can ask them to click to visit your site, download your app, or print your free glass of wine coupon.

- Sell special events or menus using mobile payments- this is another great opportunity that is not much used by restaurants. So you have your special Christmas menu and you spending dollars on designing posters to display in house, local newspapers ads, etc… Why don’t you create mobile ads that will only display to people that is 1km away from your restaurant? And besides that use a call to action for them to reserve their seats by paying in advance through a mobile payment platform like paypal or stripe. This tactic will reduce your no shows a lot on these special days that you want that extra revenue and profit.

- SMS- the traditional sms are also a great way to advertise your restaurant specials. Nowadays you even can add images, videos and links to your mobile messages to make it more engaging. The SMS marketing approach is very powerful because almost everyone you send the SMS will see it, as the open rates for SMSs are over 90%.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers

 

Week 15 | Transcript

The text below is the transcript for the above video. You can find the full post here How to Write a Restaurant Executive Summary

Hello and welcome to this week 30 minutes restaurant marketing, this week I will talk about how to write the executive summary for your restaurant business plan.

You probably watching this video, because you need to write the executive summary for your business plan. If this is the case, you should know already that the executive summary will be at the beginning of the document, and it will be the first part read, and in many cases the only part that is actually read.

Your restaurant executive summary should consist of a condensed summary of the entire business plan. This executive summary, need to give the reader a full understanding of what he will find in more detail inside the document. That is why it is a very, if not the most, important part of a restaurant business plan.

When you handover the business plan to an investor or banker, he will start by reading your executive summary. If he finds your summary interesting, he will ask you questions and dig into the report for more details. On the other way, if the summary is not well written and doesn’t create interest on the reader, believe me that he or she won’t be willing to read the other 50 pages of your plan.

The executive summary must stand alone, what I mean by this is that should have is own introduction, the middle content, and the conclusion. Now I’m gonna talk about what should be included in each one of these three sections, but before that I would like to mention that the executive summary shouldn’t have more than 2 pages, and actually I prefer the ones that have only 1.

In the Introduction you must talk about- what kind of restaurant you plan to open and why, who is the chef, your menu, desired location, capacity, and justify briefly all decisions.

In the Middle Content section, you need to talk about who is your target market, who are your competitors, what about what competitive advantages do you have, what are your most important planned marketing activities and everything else that you want to highlight from your business plan that will create in the reader the desire to listen and learn more about your project.

At this middle section, you also need to summarize your financial projections, how much you need to invest? how much revenue in Year 1 and Year 2? when will you achieve your breakeven point?

In case your restaurant needs financing, you also need to summarize it here. How much? What are the sources? What is the interest rate? When you plan to pay back?

At the last paragraph that I called the conclusion, you should focus on explaining the reader the long term vision of your plan. Is the goal to turn the restaurant into a franchise? is your plan to sell it after 5 years of successful operation? do you plan to open 5 more outlets in different cities? etc…

I will leave a link below for you to download a checklist with all the details I mentioned before that you must include in your restaurant executive summary, so you don’t need to listen to the video again and again.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers

Week 14 | Transcript

The text below is the transcript for the above video. You can find the full post here 5 Key Steps to Create a Restaurant Marketing Plan that Works.

Hello and welcome to this week 30 minutes restaurant marketing, this week I will talk about the 5 key steps to Create Your Restaurant Marketing Plan that will drive customers to your restaurant.

I get asked this question quite a lot: What separates successful restaurants from non-successful? Besides food and service, it is Marketing! If you get the 4P’s of Marketing right (Product/ Price/ Place and Promotion), together with great food and service, I guarantee you that your restaurant will be packed every day.

So, in order for your restaurant marketing plan to work, you will need to follow these 5 core marketing steps:

1- Observe/Read/ Ask & Listen- First you need to find what consumers want. If you get this correct and in detail you are half way to create a successful restaurant business. But what people want is not what you think they want, believe me, usually there is a long distance between what we think people want from what exactly they want. So to gather this information you need to observe them, read about trends, and most important ask and listen to them.

2- Define Your Competitive Advantage- Now that you know what people want, you need to define your market advantage. This means, what is the difference between you and your competitors that your target market appreciates. This advantage can be related to price, location, menu offerings, service speed, food quality, bigger portions, etc…

3- Position It and Share It- Now that you know your competitive advantage you need to let your potential customers know as well. First you need to check the best communication channels to reach your customers. Is it facebook? Local newspaper? By email? At that special annual event? As soon as they got your message and listen to your competitive advantage they will come to your restaurant to try it.

4- Exceed their Expectations- Now that they are seated at your restaurant you need to exceed their expectation. This is done to make sure that they will come back and become regulars, as you know, it gets more expensive to get a new customer than retain an existing. And don’t worry, you don’t need to offer them a free lobster, most of the times an attentive service is more than enough.

5- Plan Analysis- This is the step that is most forgotten in restaurant marketing plans. What were the results of your efforts? How much does it cost to get a new customer? What about to transform a first time customer into a loyal customer? What can you improve in future restaurant marketing plans?

These 5 steps may sound a lot of work, but let me tell you they are fundamental to your success. If you don’t have a qualified marketing professional to create it for you, I suggest you to use either my one page restaurant marketing plan template that I talked on my week 5, or go through a full marketing plan software like the Sales and Marketing Pro that guides you in all the process to create a great marketing plan for your restaurant.

I will leave the links to both options below the video.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers 

Week 13 | Transcript

Below is the transcript from my Week 13 video. You can find the original post here: Make Your Restaurant Customers Happier by Increasing your Prices

Hello and welcome to this week 30 minutes restaurant marketing, this week I will talk about a Cornell University Study, that tells that You Should Increase Your Restaurant Prices for Happier Customers.

The Study was made by Cornell University Food and Brand Lab and It was performed at an Italian buffet restaurant in New York.

The goal was to see how pricing affects customer taste. They created a customer experience survey, that evaluated food quality and the overall restaurant, in a nine point satisfaction scale.

The participants all with similar geographically, demographic and psychographic characteristics,  were without knowing separated into two different groups to experience exactly the same Italian buffet menu, with same servers, at the same time of the day. The only difference was that the Cornell team informed the first group of participants that the cost of the buffet was 4 dollars, and the second group was informed that the buffet price was 8 dollars.

What happened is that the second group, the ones that were informed that the buffet price was 8 dollars, enjoyed their food 11% more than the first group who taught the buffet price was only 4 dollars.

And I believe that these results will happen again and again. This makes me think about wine, when you pick up a wine list and see 2 cabernet sauvignon one is 10 dollar and the other is 20 dollar, which one you believe it is better? Our perception of quality is extremely associated with pricing and branding.

I remember a study made in 2004 by the Baylor College of Medicine in Texas, they made a blind tasting of Coke and Pepsi. Before the blind tasting 75% of the group said that they preferred Coke over Pepsi but during the blind tasting most of them selected Pepsi.

So what should you take from this researches and bring to your restaurant?

Don’t undercharge! Charge a fair price and your customers will appreciate more your Chef hard work at the kitchen.

If your prices are low, your customers won’t expect much from your restaurant and they will think that your competitors that serve similar food at higher prices are better than you.

So if you charging low, bring that prices up and invest that extra profit margin in better service or marketing.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers

Week 12 | Transcript

Below is the transcript from my Week 12 video. You can find the original post here: Best Types of Facebook Ads for Restaurants.

Hello and welcome to this week 30 minutes restaurant marketing, this week I will talk about the best type of facebook ads for restaurants.

Facebook ads either can appear here, the newsfeed, or on this area, the right hand side bar. For an ad to appear on the best place, the newsfeed area, it has to be associated with a facebook page. So if you don’t have created your restaurant facebook page please go ahead and create one, it is free and it takes five minutes.

This is an example of a newsfeed ad and this of a right hand side ad. Facebook advertisement platform focus on goal based advertisement, meaning that you can select different types of ads depending on your goals.

One of the most common restaurant facebook ad type is Boost Post, this helps promote a regular facebook post to a targeted audience. So basically you just create a regular post that could include an image of your new dish, a video of your chef cooking, just text mentioning about your new schedule, or a link to your online ordering page, and facebook will help you to share it with the target audience you have selected.

The boosted post will appear as a regular post on the newsfeed of the targeted audience you selected, with a small sponsored word here below the post title. So people most of the time don’t even notice or care if you are paying for your restaurant post to appear on their newsfeed, and it drives awareness of your message and engagement if the images, video or message that you used, is attractive to them.

Another facebook ad type that you should consider if you need to drive customers to your restaurant is the offer post, the offer post when it appears on your potential customers’ newsfeed it has this Get Offer button that encourages potential customers to click on it.

An example of how this ad type works: You advertise that you will give one free glass of wine. When people click on the get offer button facebook will send them an email and they will need to show the email at your restaurant to receive the free glass of wine.

The last one that is useful for your restaurant business is the “Promote Your Page Ad”, that invites the target audience you selected to like your restaurant facebook page. When people like it, it will be listed as their facebook pages likes, and all their connections may also see it as it will create a newsfeed post like John likes Restaurant A page. Besides that, every time you post something on your restaurant facebook page, they are able to see it in their newsfeed.

So now that you know which facebook ads you should use, go ahead and use them for new exposure to your restaurant and consequently more traffic at your tables.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking, commenting, or sharing below. Thanks and Cheers

 

Week 11 | Transcript

Below is the transcript from my Week 11 video. You can find the original post here: Define Your Restaurant Target Market.

Hello and welcome to this week 30 minutes restaurant marketing, this week I will talk about How to Define Your Restaurant Target Market.

As you know the success of your restaurant is directly related to the number of customers you serve, and the customers enter your restaurant, either because they know or listened about your restaurant, or they passed by your door.

For the customers to enter your door you need to pass them an appealing message. In case the customers are near your entrance, the message is passed by the design, menu and ambience that is seen from your restaurant door. If they are far from your restaurant, the message is passed either by their friends or your marketing materials.

In order for this message to be appealing and drive customers to your restaurant you need to define your target market, because an appealing message for a 18 years old surfer is not the same as for a 62 years old CEO.

As you may have more than one target market. Per example: if you run a pizzeria in Chicago you could have the Italian community, families, and youngsters as your customers. So in this case you need to segment them:  Geographically, Demographically and Psychographically.

So let’s work on segmenting our target market in two different situations:

The first is... You are opening a new restaurant and not sure who will be your customers, and the other is... you have been operating for a while and have been serving your customers for a few years.

Let's start by if you opening a new restaurant and haven't met your customers. In this case you will need to define your ideal customer? Geographically, Demographically and Psychographically:

Geographically you will need to think where they live? Is it a walking distance? Or it is far away?

Demographically: Are they married with children? Are they teenagers in a nearby school? Are they blue collar, managers or CEO's at their jobs?

Psychographically: What are their hobbies? Where they like to Dine?  Where they like to shop?

And then define them as much as you can. As I said before, you can have more than an ideal target market, but you have to be specific in each one of them.

Now let’s understand how to define your target market if you already been operating for a few years.

You will also need to define your target markets geographically, demographically and psychographically, but you won’t be guessing your ideal customer but instead collect the information from your existing customers.

Let’s start by geographically: to find this information you should engage with your customers in a conversation to understand if: Are they from your city? Do they need to take the subway to reach your door? Are they tourists in holidays?

Demographically: This one is easier as you just need to observe them. Age, Gender, Families, Etc…

Psychographically: The best way would be to talk to them in order to understand their interests, but if you are a good observer you may get some psychographic info by observing them. Do they use sports clothes? What kind of shopping bags they bring to your restaurant?

Now that you have defined and segmented your target markets you should write a customers’ persona. This means a small paragraph describing a semi-fictional representation of your ideal customer, based in your research. You have to do one for each one of the target markets you have defined.

An example for an organic food restaurant would be:

John is a strong and tall male between 25 and 35 years old. He is married and have two daughters, he works in marketing as a marketing manager for McDonalds. As he understands very well about the harm of junk food, he likes to bring his family to home grown organic restaurants, as he wants to give the best nutrients to his daughters. He always selects his restaurants by listening to friends recommendations and reviews on TripAdvisor. The most effective way to communicate with John is through email.

Now that John customer persona was created, every time this organic food restaurant creates a promotional message, they should write and design it to be as much appealing as possible to John.

This way all the people with similar geographic, demographic and psychographic characteristics as John, will feel associated with the restaurant.

Thank you for watching, hope it helps, and if you want me to keep creating restaurant marketing videos please support by liking commenting, or sharing below. Thanks and Cheers