A major part of a restaurant marketing plan is finding the best way to advertise a business. Whether advertising the opening of a venue, or a special event, finding the best outlet to mass publicize a business is a top priority for restaurant marketing. Many businesses deliberate between radio ads and print advertisements. Each form of advertisement has unique advantages and disadvantages. They can be great assets for businesses when used in addition for the forms of free restaurant advertising that exist. More and more, paid advertisements such as print and radio ads are becoming less common, and social media advertising is gaining popularity. By structuring a restaurant marketing plan to include paid advertising at specific times and through specific outlets, businesses can profit from radio and print advertisements.
Radio Restaurant Marketing
Radio restaurant marketing can be a great way to make use of local advertising by drawing in customers who hear the ad, while in the vicinity of the venue. Unfortunately, many radio listeners use the radio as background noise, while not paying attention to the content being conveyed. In such cases, radio advertising will be ineffective. It also tends to be expensive. If a business chooses to include radio advertisements in their restaurant marketing plan, they should select airing hours carefully, focusing on projected rush-hours, when high traffic will raise the chances and numbers of listeners paying attention to the ad. Recording a catchy commercial can also be a defining factor for the effectiveness of a radio ad. A jingle, catch phrase, entertaining skit, tidbit about exciting new equipment and dishes, or funny quotes, are great ways to reel in listeners’ attention.
Print advertisementss, depending on their size and design, can pop out at a reader in any publication. Businesses looking for local advertisement can invest in purchasing space in small newspapers and residential prints. Such local advertising will usually be significantly cheaper than publishing an ad in a larger-scale and larger-reach magazine, newspaper, or brochure. Choosing the frequency in which to have the ad printed is also an important factor to weigh. Posting a print advertisment in a daily publication, every day, can be expensive and the chances of reaching a new audience are not so high. For businesses worried about their budget, having a catchy print advertisement published frequently, over a short period of time, or sporadically, over a longer period of time, can help ensure that the ad reaches the largest possible number of readers. Keeping text to minimum and visual factors attractive will make the most eye-catching print ad. For example, an ice cream shop may choose to list a few unique ice cream flavors, along with a picture of the vitrine, automatically making ice cream fans’ mouths water. Don’t forget to include the name, website, address, and phone number of the business on the print advertisement!
Radio ads and print ads can both be good ways to mass publish information. They hold an advantage over free restaurant advertising through social media since they don’t require the viewers to have previously been exposed to the business and reach consumers who haven’t “liked” the social media pages. The efficiency of the radio ads and print ads are hard to predict, since consumers are often focusing on other things when the ads are present. However, the chance to reach new customers can make it well worth a business’s time and money to develop radio ads and/or print ads. If a business owner is deliberating about running print and radio ads, contacting a restaurant consultant or scoping out the restaurant marketing strategies of similar, nearby businesses, can create a clearer picture of a productive restaurant marketing plan.