February 2020

For many business owners or managers like yourself, understanding the power of communication with the client is essential for success. More times than not, you are busy with the ins and outs of running your store and you might overlook this crucial part of your business. However, you must give it the importance it deserves. Communication is key! Understanding how to effectively reach your customers, persuade them to buy your products, and analyze what they think and feel about the overall experience you deliver is basically what determines if the client comes into your store and if they decide to come back. If you want more people walking in through your doors you must be able to reach them in the correct manner. However, the question you might ask yourself is, “what is the most effective way to reach out to them?” Here are some Marketing Communication modes that can be easily implemented and will have an enormous impact on your restaurant!

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Advertising is the most common mode of marketing communication. As consumers, we are all exposed to this type of communication whether it be billboards or TV ads that persuade us to buy certain products. It certainly is an effective method to do so and should be used if your budget permits. In the case of a restaurant or any other food business that deals with the general public, digital media and social media channels are an efficient way to reach new clients. Think about how much time your clients spend on their cellphones every day and how much of their decisions rely on what they see on Yelp, for example. Instagram is also another platform that customers often refer to and one you should be looking into. If you need further insight as to how you can advertise through Instagram, as well as some amazing examples that can guide you, Ryan Andrews, Director of Marketing at Eat App, has written a guide that can help you. Keep in mind that if you are not using any digital platforms to advertise your business yet, you should consider allocating money to do so. You can also keep in mind more traditional channels, such as print. Local billboards, magazines, or even radio can help promote your store as well.

Promotions

The second Marketing Communication mode that you should explore, if not already implemented into your business, are sales promotions. These are short-term incentives that are used to encourage your clients to buy your products. This is another method you are most likely exposed to often on a personal level. Think of deals at a clothing shop or coupons for a supermarket! One easy you can implement this is by giving out samples of a new product to people passing by your store. This is a brilliant way for people that have never been exposed to your products to try them, free of charge, with hopes of them evolving into your customers. Coupons and discounts are also helpful to boost sales and can apply for both new and existing customers. Keep in mind both of these sales promotions can have a powerful impact in your customer reach and you should prepare accordingly for a larger crowd.

Research and Listening

The final mode that we will be touching upon is research and listening. It seems so incredible that some business owners or managers don’t pay enough attention to this communication mode and fail to understand the importance it has on the success of the business. The feedback received from your customers is just as important, if not more, than your outgoing messages themselves. Being aware of what people think and feel regarding your company and your products is key. Have you ever heard of the expression “the customer is always right”? Although I don’t personally believe this is always the case, the phrase is trying to explain the importance of customers’ feedback. In the case of a restaurant or small food business dealing with the general public, you might want to pay close attention to Yelp reviews, as well as other similar platforms. Customer feedback regarding your store is directly posted on these for everyone to see. It’s crucial that you evaluate your client’s opinions, whether they are positive or negative, and address them in the proper fashion. Where some time ago you would have to rely on word of mouth to collect this feedback, it is now at the touch of a button, and you should be exploiting it to your benefit.

Conclusion

Advertising, sales promotions, and research and listening are three crucial marketing communication modes you should be implementing into your restaurant. Keep in mind, however, that these are plenty more communication modes that can be used. Check out Steffani Cameron’s article which further explains and goes deeper into the various methods of marketing communication you can apply for your business. Remember, marketing communication is an essential part of any successful company. It’s impossible to acquire a new client if that person does not know your business exists!

Mexican, Chinese, Italian; styles of food you may be offering. However, is it just the food you are selling? You might want to focus a bit deeper into what you offer in addition to what they eat. It is quite common for business owners or managers to focus solely on the product being sold while disregarding all the other aspects that come along with the purchase. In a restaurant environment, not only is the product the good being sold, but it a service, and in addition, and most importantly, an experience.

When referring to the good being sold, it is the actual food that you offer in your store. This can be presented in various styles, depending on your target audience and their preferences. The quality and price of the food will most likely determine the type of good you sell. In addition to this, you are also offering a service. People walk into your establishment expecting a specific level of service that varies depending on your business and is usually closely tied to the price and quality of the goods as well. You probably wouldn’t expect the same level of service from a fast food joint than you would from a five-star restaurant. Being able to evaluate where your establishment stands will help you analyze and adjust your levels of service accordingly to accommodate your customers. Lastly, and most importantly, is the product as an experience. Be aware that is a crucial aspect of your business. Think about this. There are countless amounts of restaurants just within the Miami area, with many serving excellent food at competitive prices. But how many of them give an experience that leaves an everlasting impression? Your store’s ambiance, theme, and even background music all contribute to the experience you are trying to convene and could be a determining factor for a return visit. Need some interesting ideas? Stephanie Resendes (Links to an external site.), Content Marketing Coordinator for Upserve.com has written an amazing piece with twelve restaurant design & decor ideas (Links to an external site.) you should take a look at. Ultimately, your goal as a business owner or manager is to give your clients an experience like they never had before!

So, remember, seeing your product as what it is – a good or service is important. However, if you take in anything specific about this piece let it be this – You are not only selling food, you are selling an experience!

By Nicolas Carozza

Marketing expert specialized in small business food services.