Planning Your Advertising
Before developing your advertising, it is important that you consider the following crucial variables that will impact on your planning.
Objective
What is the primary purpose of the advertisement? Is it to inform, sell, produce listings, or improve the image of your business?
Typical advertising objectives include:
- announcing new products
- notifying of product changes/updates
- raising the profile of the business
- creating a brand or business image
- entering new markets
- expanding existing markets
- inviting enquiries
- selling direct
Target
Who is the target? From which sector of the public are you trying to gain a response? Is it the business sector, tourist market, couples, families, retirees? What are their needs and wants?
Media
Bearing in mind the aim and target of your advertising, which of the media available is the most suitable? Is it brochures, press, television, radio, direct advertising, website, social media?
Competitors
Consider your competitors. How are they approaching their advertising needs? Are they successfully reaching their customers? Can you improve their approach and gain the advantage?
Testing your advertisement
Once the advertisement has been planned and created, it is important to test its effectiveness before publication. If it does not satisfy all four of the criteria referred to as AIDA then start again. What is meant by AIDA? Check our BLOG article next time.
Restaurant and Cafe Marketing and Advertising
Businesses can survive for some time with poor record-keeping, insufficient finance or a lack of management skills, but they cannot survive without a market.
Want to know more about restaurant and cafe marketing and advertising?
For a very low investment why not purchase a copy of:
‘How to Discover Your Market’ eGuide and
let us help you to get the most out of your marketing dollar.
What our foodie entrepreneur says…
“Linda has a vast knowledge of restaurant and catering management. Lots of information relevant to my business. I’ll definitely download more of her user-friendly eBooks in the near future.” Vanitha Lang (Kastury’s Indian Cuisine).
