Give examples of high-quality ATL and BTL advertising in the HoReCa segment.

ATL and BTL are different tools for forming and conveying the message of the company to the target audience. A well-written and delivered message helps you stand out from your competitors. The one who can do it better than others wins the market.

Examples of high-quality BTL will seem familiar to many. After all, each of us is familiar with leaflets, flyers, non-standard POS materials, with which it is enough to come to a cafe and get a discount, a bonus (two drinks for the price of one), etc. However, their usual ubiquity does not affect the positive effect in any way. from use. In recent years, BTL's actual offer has become "coupon mania" copied from the West. But BTL is not limited to just distributing flyers or distributing coupons, although this tool also requires a well-built strategy. So, loyalty programs, collection and analysis of customer bases, the “mystery shopper” research program are very often implemented by a chain of cafes / restaurants on their own, but this is also BTL.

Under what conditions is this or that type of advertising inappropriate? What is more costly?

Let's say you are the owner small cafe near a busy avenue, where, according to the laws of Moscow traffic, a huge traffic jam gathers daily. People are tired, nervous, and they would gladly agree to rest. But how do they know that your establishment is just around the corner? You can organize competent navigation, set signs, etc., or you can send a pretty girl with a cart of free soft drinks to the drivers in a traffic jam, and write on the cups: “Waiting for you around the corner. A bottle of lemonade as a gift. And the effect will be much stronger.

Is product placement effective?

Yes, but only if done correctly. Only in recent years have samples of elegant product placement begun to appear in our country, while in the West this tool has been effectively used for a very long time. For their television people, for example, it is common for directors to separately work out and build the plot of a television series for manufacturers of small household appliances, as a result of which the characters periodically use it throughout the series of the film, while the series becomes popular. This is aerobatics.

How can staff support and promote their establishment?

Together with Whirlpool, we organized a cooking show with the participation of professional chefs. The successful experience of these large-scale campaigns (they took place in several cities of Russia at once) shows that such interactive programs become an effective tool for increasing loyalty.

How to attract new customers and keep existing ones?

The task of BTL in our case is the most successful inclusion of our own tools in ATL in order to obtain the most positive effect. The structure of the strategy is very important - from the general to the specific, from the idea stage and project development to its implementation.

Works to attract a client:

The use of a "locomotive" product. Let's analyze this common technique using the example of a steak, the average cost of which in Moscow is about a thousand rubles. But since any restaurateur understands that the visitor will order not only him, but also a drink, a side dish, an appetizer, it becomes possible to sell the “main” dish at cost;
- competent navigation, implying directed traffic near your establishment. This can be done, for example, using BTL tools - distributing leaflets to the mailboxes of nearby residential buildings, distributing flyers to passing potential customers.

Works to retain the client:

The level of service of the institution. To evaluate it, we suggest using the mystery shopper BTL tool. Many ignore it due to the lack of an immediate effect, but if you work out the customer service system in the establishment for at least 2-3 months, the result will not be long in coming;
- opportunity to get a discount;
- a compliment from the institution (a treat from the chef, a sign of attention);
- loyalty programs, belonging to a closed club - everything that allows you to create a sense of status in the visitor. It can be a card that gives you the opportunity to receive an individual approach and additional bonuses;
- the possibility of obtaining a comprehensive service for the family (animators, master classes);
- collecting a client database and identifying their preferences;
- innovative marketing tools. You can install bluetooth sensors in your establishment that will read the number of visitors and help determine their socio-demographic parameters. After collecting and analyzing data, you can congratulate a person on his birthday, give him a nice bonus in an unobtrusive way, or give him a discount.

Of course, all of the above will bear fruit only under the condition High Quality food and the corresponding level of service.

What is the best way to prepare for the opening of a new non-network project, especially if the budget is small?

It will be optimal to concentrate on two medium-cost areas of promotion: BTL and social media.

When launching a new project, it is important to ensure maximum client traffic. If the audience of the future institution uses social networks, then I would start the project by developing an SMM promotion strategy. A visitor came to your cafe, used the check-in function, told his friends and received a free drink. Here you can also use contests, quizzes and lotteries with gifts - everything that causes a stir and at the same time will be the least expensive for you.

BTL is also an inexpensive tool. And in this case, I would recommend using leafleting, and not necessarily limited to distributing flyers: the promoter can offer a passerby some item that can be used, stored, and this will serve as a reminder of your cafe or restaurant.

Very often, drivers abandon cars and leave a simple note on the glass. And if you could offer them a high-quality business card with an interesting design and use a QR code on it, then it would become a non-trivial tool for promoting the establishment and would be useful for your potential customers.

How to evaluate the effect of ATL and BTL advertising?

First of all, use mathematics and analysis. As an example, let's consider a preliminary forecast of the effectiveness of BTL-leafleting in the HoReCa segment.

What's new in advertising over the past few years?

PDAs, smartphones, tablet computers allow restaurant owners to obtain the most accurate data on the audience of visitors and statistics: how many people visited the restaurant this month, what gender and age groups, etc.

What are your own examples of effective advertising?

Special promotional events with the involvement of professional sommeliers, chefs and bartenders are becoming especially popular among our clients. Of the examples of the successful use of traditional BTL tools, the experience of the largest restaurant project in the south-west of Moscow, Seasons, seems to me the most interesting.

Using properly organized leafleting, we increased traffic in the restaurant by 30%, brand awareness of this institution increased by an average of 15%. At the same time, the promotions were held exclusively on the territory of the shopping center where the restaurant is located. We selected girls with model looks, developed an interesting format for a promo form, and organized a sampling campaign in the halls of the shopping center, during which we treated visitors to pastries and desserts from the Seasons restaurant. Every week, these promotions were replaced by leafleting with the use of flyers and leaflets with an invitation to spend time profitably and tasty in one of the most stylish establishments in Moscow - the Seasons restaurant.

Let's see with you how you can attract customers to your restaurant.

The first thing you want to pay attention to is that in the restaurant business it is very important not only to attract new people, but also to pay special attention to your customers. After all, what your customers say to their friends depends on how many customers you will have in the next month.

Notoriety is fraught with a lack of customers. However, the stories of your customers about how they had a great and wonderful time in your restaurant, told to their friends and acquaintances, will create the most attractive image for you.

Who is your client?

It is important for you to understand who your customer is. How old is he. What are his interests. What is he reading. Where does he go. What he loves very much. What are his problems. What are his needs. Is he interested in what you have to offer? How can your restaurant help him?

Play with this knowledge.

For some reason, this point is missed by many businessmen. However, when you create a clear image of your client, it will greatly help you understand him, create a closer contact with him and, perhaps, satisfy some of his inner need!

The mechanistic approach in the service industry is ruinous

Every customer needs something more than just the product or service you provide. After all, do you agree that a person should have a good reason why to go to you, and not buy something similar in another restaurant or store?

When you know who your client is, then you have almost decided on a niche. By the way, make sure that your advertising is designed for your target audience, and not for everyone.

cool kitchen

This is something that should always please your customers. You may notice that people form associations with any business very quickly.

For example, if there are plastic windows, then ... (insert a word instead of a space), if rolls, then in ..., if you have a quick meal, then in ... And what is your business associated with?

Try to make your restaurant vividly associated not only with some product, but also with a wide range of cool emotions (read on and you will understand what I mean).

High Service Maintenance

It's just an integral part of success. Enter standards if you don't have them. If yes, then it is important for you to periodically train your staff (this is a guarantee that they will do everything right). I very rarely meet great waiters (as rare as great salespeople).

Your staff is the face of the company. Choose those who really know how and love to serve other people (people with a certain psychological type are suitable for working in the service, with rare exceptions) - this is the first half of success.

And the other half is that you, your managers and waiters receive additional training from specialists in the service sector. Be sure to participate in master classes and organize them yourself (this will really distinguish you from other companies and will allow you to get additional PR in the media).

It is important that all employees are consistent with the ideas, vision and mission of your business. And for this, it is important for them to know what to say, at what point in time and how to present. The most relish is in the subtleties and goodwill!

For example, it will be great if the waiters themselves notice that the glass or glass is almost empty and should be refilled. If the client does not have time to ask for this, then this will pleasantly surprise him.

Do you have a highlight?

This is something that is only in your restaurant, but not in others. It can be a piece of furniture or some special dish. Or you have chef's specialties every day.

Or your chef (or his deputy) goes out to the visitors and talks to them (for some reason they don’t do this at all).

Or while waiting for the dish ordered by the client, he is served mini treats (as a gift).

Or in honor of your name (for example, your restaurant is called "Syroedov"), you give treats of this product for free (you can always offer an accompanying product, in this case, a glass or bottle of wine).

Enhance your image with a "WOW effect"

This is very close to the highlight, just make some kind of unannounced gift or special offer!

If the client comes a second time, then the most The best way make this client a frequent guest and your loyal fan, get to know him (remember his name or at least the very fact that he was already in the restaurant) and ask: “Do you want to order ... (we list what happened last time) or try something that new?"

Or the waiter says: “since you are with us for the second time, this time the chef (Name) will prepare a small gift for you personally!”

Or you can come up with any encouragement for the fact that the client looked at you again! For example, you did not recognize the client, and at the end you unexpectedly give him dessert in honor of the fact that he dined with you again.

Create an inviting atmosphere

It all depends on what kind of audience you have and how you position yourself. And there are a lot of options for the atmosphere - from Romantically sublime to minimalistic and Brutal.

Shaping the atmosphere is a painstaking process, but I will tell you that it's all about the details. Details emphasize your taste, seriousness and originality (it is desirable that your target audience likes these details).

For example, there is one famous bar on the edge of the earth (formed image), which attracts travelers from all over the world (target audience) and sticks banknotes of their countries (details). But that's not all, the owner of the bar himself is fond of collecting themed figurines that you can see. There are many other interesting details in this bar.

Organize workshops and participate in various programs

Hello everyone! I continue to review the dining room business plan today and decided to talk about a rather important topic - this conducting an advertising campaign for your dining room.

1. Signboard. Be sure your dining room should have a sign that can be seen from all sides.
2. Outdoor advertising. This advertisement requires coordination with the architecture of the city. It must be placed near the dining room itself.
3. Announcements and flyers.

Dining room advertising company

Depending on where your dining room will be located and we will carry out advertising:

1. Near a large enterprise. Your potential customers will be employees of this enterprise and therefore it is worth placing an announcement that a canteen is operating at the entrance to the enterprise itself. It is also recommended to distribute colorful flyers advertising the canteen among the employees of the enterprise;
2. Near office buildings. It is also worth going to the offices and spreading all the same leaflets. Perhaps it is worth making a delivery service directly to the office;
3. Business centers. If the dining room is located near business centers, then it is worth doing special promotions such as “Business lunch for 150 rubles. or another amount, but not a large one”, you should definitely notify all employees of business centers about this. You can do it all with the help of the same leaflets. Be sure to mention in your leaflets about your business lunch in the canteen;
4. Schools(usually universities). If the dining room is nearby educational institutions then it is imperative to notify pupils and students about yourself, this can be done by the same distribution of leaflets;
5. Living sector.

   If there is a residential area next to your dining room, then it is also necessary to distribute leaflets to mailboxes, as well as post ads at nearby stops.

Home / Foreign experience / Bar: how to attract and retain customers?

Bar: how to attract and retain customers?

If your guests drink more than one or two glasses of beer in your bar, then you are guaranteed an increase in profits. When new customers choose your bar, you're willing to do whatever it takes to get them to stay, right? Below are some tips on how you can turn your bar into an attractive place.

Daily organization of happy hours

Everyone loves great deals! Incorporate happy hours into your daily schedule. Offer two drinks for the price of one, special rates on snacks and other discounts that will keep your guests coming back every day.

Creating the right atmosphere

The atmosphere of your bar plays a big role in how much time customers spend in it. Your bar should always be clean, comfortable and inviting, no matter what concept or mood you want to create. Experiment with different lighting techniques, music, and décor to find out your clients' preferences.

Live music

Music ignites your guests. Avoid slow and monotonous musical compositions that can bore visitors. No matter what genre of music you choose, it should lift your customers' spirits.

Weekly games and quizzes

Entertain your guests by organizing quizzes on a weekly basis. Let your guests look forward to the next interesting quizzes.

Reward the winners with prizes.

Hiring the best staff and encouraging them

One of the biggest reasons why guests stop going to your bar is dissatisfaction with the service. Always strive to serve customers quickly and with a smile.

Lack of response or rudeness from the staff is not acceptable. Your bartenders and waiters who go above and beyond should be rewarded for their zeal and good work.

Using fantasy to create signature drinks

Make your drink menu special. Try new flavors, homemade cocktails, give presentations and come up with catchy names with your clients.

Attracting customers to the bar

Attract customers to your bar by using a dedicated team that will hand out flyers and special offers to people passing by. You never know who might one day come and bring a bunch of friends with them.

You want to always give the impression that your bar is full of people - even at off-peak times.

Active use of social media

Don't ignore social media. It is one of the most valuable sales tools. Have your establishment or marketing team tweet from your bar and post photos and videos regularly to attract fans.

Organization of private events

Host special private events, they are a great way to increase the time your customers stay in your bar. Let your bar become a place for private parties such as corporate celebrations, fundraisers, weddings, etc.

Collecting Feedback

If you don't know what makes your customers stay in your bar, ask them. Online research tools and Facebook surveys are easy ways to get feedback from your customers.

So that there is no end to visitors in a cafe or restaurant, it is necessary to create a special pleasant atmosphere, to offer good menu, to make this place unique by offering something that competitors do not have. When opening a cafe, you need to immediately decide on its purpose. For example, a cafe that will be visited by couples with children or companies who want to drink and relax in a youth company, a pub or a cafe with national cuisine. The audience should be clearly defined, selected according to the similarity of interests and desires. If you want to combine the appointments of a cafe, you need to make sure that visitors of different categories do not overlap.

Cafe outdoor advertising

When choosing outdoor advertising objects for a cafe, you need to pay attention to the location of the establishment. If the cafe is located in a crowded area of ​​the city, on one of the main streets or close to popular places, then outdoor advertising can only consist of signs, stickers on glass windows, bright canopies over the windows. If the cafe is located in the distance, then you will have to install billboards, light boxes, and city formats, which will serve as a kind of guide. They need to be positioned in such a way that they stand along the route, along the roads, sidewalks leading to your establishment. In addition, you can place advertisements on public transport, both outside and inside buses, trolleybuses, fixed-route taxis. You can make attractive stickers on the sidewalks with arrows indicating the way.

At the entrance to the cafe, be sure to put up pillars, hang flags, streamers that will invite passers-by. On the pillars, try to indicate prices for the most popular dishes so that potential customers can navigate, correlate the cost of visiting a cafe with their budget. On such remote boards, you can announce discounts, show photos of new dishes.

It looks very interesting advertising with humor. For example, one of the cafes had a billboard on which it was written: “Beer is free, waitresses without clothes.” It is clear that this is a joke, but visitors came to such proposals, appreciating the sense of humor of the institution's management.

Ways to separate different groups of visitors

This separation is very important, because if a noisy company that drinks beer and behaves not too decently comes to a cafe, then most likely you will lose customers who have come for a relaxing holiday with their families.

• Open several halls with separate entrances;
• Arrange the rooms according to the theme;
• Provide different visiting hours - daytime for families with children and evening for youth companies;
• Arrange banquet halls for weddings, celebrations.

Creating separate zones in a cafe or restaurant

To attract more visitors, you can create separate zones. They are separated by partitions, screens, thin walls. In this case, at the same time, you can receive different categories of visitors who will not interfere with each other. For example, adult visitors who come to discuss business projects or relax after a hard day's work will be annoyed by the screams of children.

A good way to separate is the location of zones on different floors of the establishment. On the ground floor, you can organize a small playground, with a set of toys, balls, crayons and pencils for drawing. Here you can attract a nanny who will monitor the children and keep them busy while the parents order meals and relax.

The second floor can be equipped for adults. If you intend to sell beer and liquor, you can hang a TV on the wall with broadcasts of football and other sports matches. Usually visitors gather at the TV in companies, get sick and drink beer. Watch a video that shows a rather interesting way to attract customers in a cafe:

You can introduce similar "compliments" in your establishments. Try announcing discounts during broadcasts, but be prepared for the fact that in this case your establishment will have an inappropriate audience that is used to behaving too relaxed. In this case, care must be taken to ensure that more decent clients do not intersect with this category.

Printing and souvenir products

For a successful advertising campaign for a cafe, you can issue a batch of leaflets, flyers, which can be distributed near the establishment, delivered to offices of organizations located nearby. Business lunches with set meals can become the main and stable income, if you correctly compose the menu, provide a good choice inexpensive and delicious meals. Souvenir products can be distributed by the head of such organizations, handed over during festive city events.

Internal advertising of catering facilities

Inside the institution, you can put logos on chairs, tables, napkin holders, ashtrays, menu books. Napkins and tablecloths with embroidered logos look very attractive, which, moreover, increase the status of the enterprise. You can decorate the walls, the lobby, work on the overall interior of the room. It must match the name, style and purpose of the cafe. For example, in a cafe Japanese cuisine you can decorate the walls with paintings with cherry blossoms, with hieroglyphs, etc.; You can buy a hookah, put aromatic candles, dress waiters in national costumes, turn on the appropriate music.

What should be an advertisement for a cafe

Make sure that outdoor and indoor advertising comply with the following rules. Advertising must be:

• Bright and positive. Looking at any object of advertising, a person should feel a surge of joy. These could be photographs mouth-watering dishes, funny pictures, text messages served with humor and promising a good, pleasant vacation.
• Well crafted by the designer. Color combinations, the choice of background and font, the size and size of letters are important here. It should be remembered that outdoor advertising they notice on the go, and then if it stands out from a number of its own kind, if there is some difference in it;
• Well located. Even a well-made advertisement can be overlooked if it is in the wrong place, too obscured by trees, blending into the background of nearby buildings;
• Laconic and thoughtful. You should not put large text on billboards - no one will have time to read it on the go anyway. Look for bright solutions for your ideas, offer discounts or an entertainment program, signature dishes or a special national cuisine. Develop your unique offers and let your future customers know about them.

Banquet service

It often happens that employees of neighboring organizations come to the cafe only during the lunch break. In the evenings and on weekends, the cafe is empty or filled very poorly. Organize a banquet service by spreading the word that large orders will be good discounts. So you can arrange birthdays, children's parties, corporate parties, weddings and parties. If guests are still not coming, you can invite them to come with their own liquor. This will benefit both customers, who can save on booze, and you, because you will need to shell out a rather large amount for a liquor license.

Additionally, you can attract musicians, artists, animators who will provide the proper level of entertainment.

Happy hours

In many establishments Catering it is possible to come at a certain time and get the same dishes at a lower price, or dine inexpensively. To do this, a special menu is created, which contains cheaper, affordable dishes for everyone. Often this rule applies during lunch time. During this period, the cafe operates as a dining room, but there is no end to visitors. This method is a kind of advertising, because visitors who come here bring their friends, return here in the evening, when prices are already different, and the cafe turns into a place of rest.

Family breakfasts and brunches

On weekends, you can also organize family breakfasts, brunches, which will have some kind of theme. For instance:

• Christmas gatherings;
• Maslenitsa festivities;
• We try homemade cakes;
• Summer cold dishes and drinks;
• Berry desserts;
• Degustation of sweets (cheeses, dumplings, dumplings, etc.)

Such breakfasts should be advertised separately. This should be communicated with the help of leaflets, flyers, handing over to guests during other visits to the cafe. You can distribute invitations, imprint this information on checks. The prices for dishes during such breakfasts should be reasonable, and the dishes themselves should be simple and uncomplicated. But people will have the opportunity to spend time with their families, children, friends, and your cafe will never be empty. Of course, such events will be successful if the cafe is located in a residential or crowded area. If it is in an industrial area, then this venture may fail.

Organization of master classes

On certain days, preferably on weekends, you can organize simple workshops for children or adults, which will show cooking examples. simple meals. The entrance ticket for participants must include the cost of the meal prepared during the event, as well as a drink of your choice.

For example, one of the chefs can show the children how to cook pizza, sausage in dough, cookies, how to bake buns or croissants. At this time, parents will take tables, order the main dishes of the menu and rejoice with the children. Such master classes can become regular, because the costs for them are minimal. It is required to prepare a table, dough, fillings, tie aprons for children. You can invite animators who will entertain children and help them cook. On such days, the cafe's revenue can amount to a decent amount.

Lunch delivery to offices

You can enter into an agreement with various organizations that will benefit if you deliver meals directly to their offices. To do this, you need a car and a driver. Orders can be made in advance by phone, adjusting your menu in advance. For example, upon delivery, you can take applications for the next day, collecting pre-payment. Deliveries of hot, fresh meals may be of interest to those who do not want their employees to leave for a long lunch break.

Ideas to attract customers in a cafe

• Pick up recipes for the children's menu;
• Prepare vegetarian meals;
• Some dishes are made much cheaper than others, so that everyone can find a reason to visit;
• Install hookahs;
• organize romantic dinners. To do this, you can put candles or oil lamps on each table at a certain time to create a certain atmosphere;
• Set aside a dance floor. Even if your cafe does not have live music, it will be nice if guests have the opportunity to dance to good recordings;
• Think over the interior in such a way that there are places for photographing. People love to take pictures when they visit a cafe, for example, with friends, during holidays, etc. Give them this opportunity. For example, it could be a small fountain or statue, a plywood painting with a hole for faces, a national costume or parts of it that can be worn. Such a suit needs to be torn at the back and sewn on with ties that will fix it on a client of any build;

• Spend free Wi-Fi. This will attract young people and those businessmen who are accustomed to always stay up to date. The presence of such a zone must be written on the doors in large letters;
• Provide a takeaway service. This way you will attract those who are hungry, but do not have time to sit in a cafe or are not dressed decently enough for this. Food can be given out through the window, providing the opportunity not to go inside if the customer is not ready for this;
• Ordering food at home. To do this, you need to make your own website, where you need to place photos and prices of dishes. The driver of the company and his personal car will help resolve the issue of delivery;
• Subscribe to several popular magazines and newspapers. Many people like to read while eating. This will attract those who do not have satellites, and are embarrassed to sit in a cafe alone. It will be nice to collect a small library, then even on cloudy or frosty days you will have visitors.

A well-planned advertising campaign can attract a huge number of visitors. Take care of a pleasant, comfortable environment, delicious and always fresh meals, think over the design of the facade, equip the adjacent territory. Find an opportunity to surprise visitors with unusual services or additional services, and customers will love such an institution.

Watch a video about what mistakes are thrown first of all to cafe website visitors, how to make online advertising more effective:

So, you have a great restaurant - with gourmet cuisine, loyal and satisfied customers and great employees - but you want more. You see the potential of your establishment far beyond your originally projected goals. Marketing your establishment is the first step towards achieving this goal. Thanks to technology and the eternally important social sphere, marketing activities are not necessarily expensive and do not require a huge amount of time.

We have developed 15 simple ways to promote a bar or restaurant in 30 minutes or less.

Make reposts (retweets), respond to people's posts about your restaurant on Twitter/vk.com/instargam

Using social media management tools such as www.babkee.ru makes it easy to track conversations about your bar or restaurant across networks. Participation in the discussion of your bar or restaurant in in social networks is a quick and effective marketing tactic. For reference: the abbreviation RT means repost (retweet, retweet).

Responding to negative reviews online

You should never ignore positive reviews, but you shouldn't ignore negative reviews on social media platforms either. Interact with customers who complain about something by responding to their complaints with suggestions for ways to solve problems.

Monitor your reputation

It's no secret that the modern consumer in 80% of cases bases his choice on the feedback of people who have visited a cafe or restaurant. And where to look for "other people's impressions"? In the Internet! Think about the reputation of your cafe in advance, work professionally, and https://100review.ru/otzyvy.html will take care of positive reviews. This service is an ideal reputational solution if you work in Russia and the CIS countries.

Post a photo of a special dish or drink online

Engage your visual fans by posting photos of the menu or specialty drinks on Facebook, Twitter or Instagram. A photo can not only contribute to a heated discussion, but also cause an appetite!

Hand out business cards or free samples at popular locations

According to the Young Business Council, people still enjoy face-to-face communication. By allocating half an hour to participate in a social event, you can quickly, economically and effectively promote your bar or restaurant.

Launching offers on the Foursquare network

Foursquare offers are very easy to use. Take advantage step by step instructions to launch your own offer online, quickly and with minimal effort. Let your customers know about the promotion by sharing links on Facebook and Twitter.

Offer the first 25 customers who click "Like" under your Facebook post a snack on the house

Create a Facebook status that offers free snacks or a gift certificate to the first 25 customers who click "Like" or comment on your status. This way you will attract your customers and their friends will see your offer in their social media feeds. This strategy will create a ripple effect in customer acquisition.

Offer a “secret” menu item that is only available to people who mention you on Twitter and Facebook

Awaken the internal spies in your customers like Safe House does and offer a special menu item that is only available to those who know the secret code. When customers mention these special words (code) on Facebook or Twitter, offer them special foods and drinks that are not available to the general public. It will also help encourage your customers to follow you more actively on social media.

Take a poll on Facebook

It only takes a few seconds to create a Facebook survey. Ask your customers a question and act on their opinion. Questions like “What seasonal dishes would you like to see on the menu?” provide feedback and help keep your fans engaged on Facebook. What could be better than making changes based on the feedback received and the wishes of customers?

Share positive media feedback on social media

This seems like a natural process, however, many bars and restaurants do not enjoy positive press about them. If you are mentioned in the news, share the news with your fans.

Emphasize the prestige of employees

Take a few minutes to tag the Employee of the Month and share a short story about that employee's accomplishments with everyone in your establishment. Spreading positive news about your employees will not only increase the "morale" of the rest of the team, but also the level of your institution.

Create a blog post

Get in touch with local bloggers and invite them to a special evening at your restaurant. Offer them a free appetizer or dessert and ask them if they mind mentioning your establishment in their next blog post. Building good relationships with local bloggers will surely help you in the long run. Maybe in a year you will hold an event that matches the theme of the blogger and then he / she will write about you in his blog. It's free advertising!

Install Google Alerts

Google Alerts is an easy and free way to get regular updates and alerts about what interests you. To be an effective leader, you must be aware of all the news and events that interest you and your business.

Make sure your online restaurant information is correct

About 97% of customers search for local businesses online. Make sure your business is registered with Yahoo and Google, the two most popular search engines. Google offers a service called Local Business Center, while Yahoo offers a similar service called Yahoo! local.

Go beyond selling - cover current events, share videos and photos

You have to be something more than just another money-hungry business. Find a way to engage more actively with your customers. People love photos and videos of events that evoke emotions. Humanize your establishment and close the gap between you and your customers.

Hold a Conquer the Time!

"Conquer the time!" is a popular and widely used theme among many bars and restaurants. Holding such a competition is a great way to increase sales as well as create a positive atmosphere in your establishment. Rate one of the drinks at 50 cents starting at 8 pm and increase the price by 25 cents every hour until midnight. Competitive customers will enjoy such an offer.

The current generation is drowning in traditional approaches to promotion and advertising. Every day we are bombarded with countless messages on various information platforms. How can you approach this situation and use non-traditional, creative and cost-effective measures to promote your business? We hope this article has helped you think of new ideas.

And what marketing strategies do you use in your activity?

If you want to open a cafe in Moscow, then you are a brave and determined person. Why? Because the competition in the catering sector of the capital is colossal. Find a place to hire best chef and creating an incredible menu is only part of the journey.

A real gladiatorial battle is the promotion of a cafe. Don't know how to promote a cafe? In this article, we have collected the latest effective ways. Stay with us, read and take notes.

Promotion of a cafe: the main rule is word of mouth

More than 50% of visitors learn about the new cafe from friends and colleagues. About 18-20% read about the institution on the Internet. That is, the most effective method business promotion - "word of mouth". Thinking about how to make people talk about you and advise friends? Ideas for the promotion of a cafe in this case are virtually inexhaustible.

What interesting chips for cafes are used most often? First of all, everything related to the menu:

• Unusual composition of dishes. Unusual should equal "delicious".
• Original appearance. If the taste of the dish is appreciated only by the guest who ordered it, the appearance will surprise everyone. Photo of a pumpkin in the form of a carriage with baked in it pork ribs with bone carving will quickly disperse on social networks.
• Large portions. It still pleasantly surprises guests. Get your first customers on edge with the amount of servings. This will be remembered for a long time and told to friends.
• Prices. Dumping always works.

The service and design of the premises can also be an occasion for conversation:

• Unusual staff uniform
• designer tableware
• Author's door handles

Take a look from a new angle at everything that the visitor has long been familiar and familiar with. Promotion of a cafe from scratch in this case will be swift. But know the measure! When creating an unusual offer, be guided by the tastes of the audience. All of the above is designed to surprise guests. Nice to be surprised.

Promotion of a cafe or restaurant should begin even before the establishment itself opens. Start an advertising campaign a couple of weeks before X-Day. Announce the opening of the first cafe of its kind. Intrigue and throw cryptic hints. The audience should tremble in anticipation.

The main source of information about catering establishments is the Internet. New establishments often open in Moscow. How to ensure effective promotion of cafes on the Internet?

Simple rules on how to promote a cafe online:

• Create a site. The rules of a good site are a simple interface, mouth-watering photos, menus, prices, and up-to-date information about ongoing promotions and events. Entrust the creation and promotion of the site to professionals.
• Cafe promotion on social networks and Instagram. Entrepreneurs consider this method of promotion effective. In social networks, hold simple contests: a discount for reposting, coffee for all subscribers, and so on.
• Reviews. If there is a well-known blogger that suits your target audience, arrange a review.
• City reference systems. Promotion of cafes and restaurants through reference systems is another effective method. Often visitors simply look for an institution that is nearby. Be sure to post information in 2Gis, Yandex and Google maps, Local Hero and other large resources.
• Subject sites and forums. Now the forums are losing their relevance. Here are some review resources restaurant business are gaining momentum. The most famous and visited is Foursquare. Collaborate actively.

The main methods of cafe promotion on the Internet are discounts and gifts for subscribers and free invitations to events. Photos rule the internet. Make detailed photo reports of all events on social networks and on the website. Visitors will search for themselves and post photos. Also post attractive photos of your cafe dishes.

Chips for a cafe: what attracts guests

The atmosphere of the cafe and the interior is certainly important. But in order for everyone to know about them, it is necessary to lure guests to you. The most effective way is discounts, promotions and gifts. What promotion can you come up with for a cafe? There are a lot of options. See what competitors are offering. Come up with an unusual offer. That is, one that has not yet become pleasing to the guests.

The main thing is the benefit for visitors. First of all, they focus on price. For example, two drinks for the price of one, discounts on large orders, special menu of the day, business lunches. Constantly update discount promotions so that guests do not become bored with them. Another reason is that you want your customers to try as many items on the menu as possible. Promotions will change, and guests will order their favorite food, regardless of the discount.

Other cafe promotion ideas are gifts from the chef and club cards. The point is to show how important the guest is to you, to distinguish him from all.

On social networks, you can conduct a survey to find out what promotions visitors want to see. So you will know which offer will definitely be a success, and the guests will feel omnipotent.

If you don’t know how to quickly promote a cafe, lower prices and ask social media subscribers what they would like to see in your establishment.

How else can you promote a cafe: cooperation

There is safety in numbers. In order for as many people as possible to know about your cafe, cooperate with other businesses. A simple example. If you have opened a cafe designed for moviegoers, on a mutual basis, agree with film clubs to hold film screenings on your territory. Offer discounts or free coffee to all club members.

The more partners you have, the easier it is to promote the cafe. The logic is simple: the guests came because they promised a discount. In the cafe, they met the same inveterate moviegoers, saw huge portions of unusual food and door handles in the form of a movie projector. They were delighted, posted photos on Instagram. These photos were seen by friends and friends of friends.

Cooperation with themed clubs is very beneficial if you do not know how to promote a small cafe. People with common interests will gather in a small square. Your task is to maintain a friendly atmosphere. The atmosphere of a cozy club is suitable if you do not know how to promote a cafe in an impassable place. Create a unique offer, surprise guests and promise gifts. Then you will be found even on platform 9¾.

How to promote a cafe: a course for a young fighter

We have listed universal ways of promotion. Remember that all your efforts should ultimately be aimed at launching word of mouth. The rest is nuance.

• Thinking how to unwind cafe in a small town? It's very simple. Analyze competitors, draw up a portrait of your guest and make a loud statement about yourself before opening. Since there are fewer competitors in smaller cities, you will be recognized very quickly. And then proceed according to the algorithm described above.
• All of the above rules apply to how to promote Cafe fast food . In this case, the main thing is the correct location of the business. Locate the business either on a busy street or in a busy mall. Before opening, place an offer in the windows: discounts on the opening day and an unprecedented menu. There should also be links to the site and groups in social networks.
• If five years ago, entrepreneurs puzzled over how to promote cafe without alcohol, now it can become that very unique feature. The main thing is to correctly apply this advantage. It can be a cafe for the whole family or for adherents healthy lifestyle life. According to the audience, come up with a menu and promotions. Remember that your task is to sell a unique format.

Do you want to develop a working business, and not create an interior from scratch and make a menu? There is a solution. Pay attention to ready-made cafe business. This is a business that is already working and familiar to visitors. You will work with a real audience, which will simplify the promotion of the cafe.

Create something new, surprise your guests and develop all the time. We wish success to your cafe!