The Caterer - May 2008 - Restaurant Marketing during the slowdown

In the face of the slowdown, how can I reduce my marketing spend but still get results?

As people start to get increasingly concerned about the state of the economy and the credit crunch starts to bite, they will become far more price sensitive. Generally in periods of economic uncertainly weekend sales will remain strong but early and mid week trade will suffer. Therefore offering certain sub sections of your target market or existing customers an enticing offer (not valid at the weekend) is to be recommended. This can be done relatively cheaply by emailing your database, handing out fliers / vouchers and offering discounts to the employees of local large businesses. There are a number of clubs that seek and promote discounts to their members for no cost such as the Treat Card and London Pass. You can also register offers with websites such as lastminute.com who will charge you a commission on bookings so you only pay for customers that they give you.

Other cost effective strategies include Media Relations (write a press release and invite journalists for free meals; set up competitions in the local press (most won’t charge you for this and will give you good exposure and also help to build your database); offer a prize of a meal at your restaurant to charity fundraising events; build and use your database effectively.

You should also seek to build marketing partnerships with local businesses such as cinemas, theatres and gyms. Customers of any of these businesses can get a discount at your restaurant and your customers can get a discount at their business. It a very cost effective way of reaching people in your area.

Guy Holmes, Captivate Restaurants