Marketing Playbook
Marketing Playbook
Marketing Playbook
MARKETING PLAYBOOK
TABLE OF CONTENTS
MARKETING PLAYBOOK 1
INTRODUCTION
In order to keep customers coming back and spreading the word about your bar or restaurant, you’ll
need to implement marketing strategies that tell a story and build a connection with your local
audience. If you’re part of the community, you’ll be top-of-mind when it comes time for customers to
make decisions. Luckily, social media has shifted the way traditional media (billboards, newspaper,
radio, etc) works on a local level, making it much easier for restaurant brands to invest modest
budgets across the board.
You can craft these strategies over the course of a few days and start building the foundation of your
entire marketing strategy. So let’s get started on saving you some time and giving you the right tools
to be effective. The results are right outside your door. This playbook shows you how to bring them in.
MARKETING PLAYBOOK 2
YOUR SUCCESS: PAGE BY PAGE
YOU’RE HOLDING QUICK WINS (AND LONG-TERM STRATEGY)
IN YOUR HANDS.
Inside, you’ll also find checklists, estimates (timing, budget and skill level), bullet
points and longer-term strategies. Everything has been written so that you can
find the info you need and dive as deep as you want. We may repeat ourselves a few
times, but that just means those are topics or tips that you should really take to
heart.
Grab a highlighter, dig in and look for the parts that make the most sense for your
business. After that, you’ll be ready to get started!
INTRODUCTION
ò
content calendars.
marketing efforts or pay for outside help They create content and work with
from a specialist, there’s going to be Higher chance of quickly getting Creating Content you through rounds of reviews that
exactly what you want.
some good, bad and annoying aspects of can be time-consuming..
each. There are also a lot of advantages
you’ll want to consider. DIY gives you
greater control, but getting outside help You use current knowledge and
means you’re constantly directing and online research. They provide expert guidance to
ò
reviewing to make sure your brand is Utilizing Strategy create the most effective work
Lower chance of success rate possible.
being portrayed correctly. Check out due to less experience. and Knowledge
these basic marketing elements and
how they’re handled for both options.
ò
Lower chance of success rate design high quality advertising.
due to less experience.
Designing
TIME INVESTMENT
ò
LEVEL OF DIFFICULTY finally approve it.
create strategy, design the work
They implement your strategy
and implement the creative. Time Investment
and work with you for as long as
it takes to get what you want.
MARKETING PLAYBOOK 4
1
A STRATEGY IS BORN
Good strategies come from sound thinking. We’ll
give you all the info you need concerning available
media channels and strategy basics so you can
build successful initiatives for your restaurant.
A STRATEGY IS BORN
Before they become a customer, people probably have little to no knowledge of what Like snowflakes, no two customer journeys are exactly the same. Outside your
your restaurant offers. The ultimate goal? Get them interested, have them decide to restaurant, everyone is focused on their own lives. Your marketing efforts can
try your restaurant, visit repeatedly, then become an advocate for your brand. disappear in the swipe of a finger. But even without all that control, you’re still
in charge or operations, customer service and your strategy. If those remain
Advocates are the pinnacle of marketing. Creating them takes calculated efforts consistent, you can be sure that you’re reaching potential customers in the best
across all restaurant touchpoints and lots of patience. By then, they’ve fallen way possible.
in love with everything about your restaurant. They’ll spread the word. They’ll
defend it. And they’re not quick to abandon it. When you’re creating a marketing strategy, use the following customer journey
chart as a guide and idea generator. Plug in the right tactic at the most optimal
The road from marketing efforts to customer trial is a long, moment and you’ll maximize the effectiveness of your marketing. It could be a
winding and complicated one. chuckle at something you post, an exclusive invite or simply a genuine “thank you.”
01 02 03 04
MARKETING PLAYBOOK 6
A STRATEGY IS BORN
Now that you understand a customer’s journey, it’s time to really start thinking
about your strategy for communicating with them. Your first instinct will be to
sell the restaurant and get them to buy, buy, buy! Instead, you’ll actually need to
treat them more like a friend. Speak to them like a real person. Make a lasting
connection and do it by being naturally involved in their journey and providing value
along the way.
All these elements can be divided into three types: Drivers, Destinations, and
Amplifiers. With the right balance of channels feeding into and out of one another,
you’ll be on your way to growing your customer base.
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MARKETING PLAYBOOK 7
A STRATEGY IS BORN
ò
Comminity Events SMS & LBS Marketing
& Partnerships .COM Online reviews
Content Marketing
Search Marketing
RESTAURANT / BAR
MARKETING PLAYBOOK 8
A STRATEGY IS BORN
Let’s take a closer look at the channel categories that form an ecosystem: Drivers,
Destinations, and Amplifiers. Each one has a sole purpose and they all work
together to create advocacy. The more you know about each, the stronger your
strategies will be. DRIVERS
DRIVERS: These drive traffic to Destinations. They can be any kind of channel
meant to grab attention, usher people somewhere via a link or call to action (also
known as a CTA), and build consistent traffic.
DESTINATIONS: Places where traffic lands after being directed from a call to action
on Drivers and Amplifiers. Examples include the physical restaurant, a website or
a social media page. The goal of a Destination is to provide a positive experience,
convey information and convert the person to their next stage in the journey. CHANNEL CATEGORIES
ECOSYSTEM
AMPLIFIERS: These are types of media focused on ramping up the power of Drivers
and Destinations. Like salt in a recipe, Amplifiers make the overall recipe better.
One, two or all of these categories can be applied to a marketing channel making
for a dynamic relationship within your ecosystem. Now you’re ready to think about AMPLIFIERS DESTINATIONS
individual channels you can use to craft your restaurant’s marketing ecosystem.
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MARKETING PLAYBOOK 9
A STRATEGY IS BORN
AN UP-CLOSE LOOK AT CHANNEL CATEGORY SKILLS REQUIRED AVERAGE COST CONSUMER JOURNEY MOMENT
MARKETING PLAYBOOK 10
A STRATEGY IS BORN
Pictures of your menu items and posts celebrating National <Insert Random Food
Here> Day are ok every once in awhile, but you’ll be doing exactly what most of
your competitors are doing. In order to stand out, tell your story with thoughtful
articles, videos and social posts no one else can own.
Content marketing is your strategy to provide and promote this content on a regular basis.
When you connect it to the right members of your network at the right time and place,
they’ll learn about your story, your location and what connects you to the community.
Every time you have a new piece of content, think about how it can be connected.
For example, if you share a blog post on social media, link to it in your next email
newsletter. Or if you create a YouTube video interview with a food supplier, share it
on your site and with the supplier on social media. No good meal is complete without
great conversation, so use the tools and audiences at your disposal to get people
talking and interact with local audiences.
PRO TIPS
• Content marketing is a two way street. Find other brands and trusted people in your
network that have great original content and share it with your audience. The smart ones BOTTOMLINE
will share your content in return.
• Make it personal. Connect your content with key members of your audience. If you know
a regular’s special is on the menu tonight, tag them in a picture of it. Content marketing never ends, but with the right plan and
gradual adjustments based on results, people will welcome
• Track and measure the success of your content. Then you can see what resonates best
your brand messaging with open arms.
with your audience and adjust future tactics.
• Don’t share every article and post you see. Quality beats quantity.
• You can’t give up after a week. Content marketing is a process that slowly builds on itself.
Consistency is key to success.
• Every post (or any post, honestly) doesn’t need to go viral. Your target audience is
normally a core group of local and loyal fans.
MARKETING PLAYBOOK 11
A STRATEGY IS BORN
Telling a memorable story means ensuring the content you’re putting into the world
FRESH FOOD/DRINK FRESH FACES COMMUNITY INVOLVEMENT
builds your brand’s story and keeps the reader in mind. You’re a consumer too, so
think about what you like and don’t like. Seeing repetitive deals and self-promotion Closeup shots of weekly specials Show team in the
would make you end a relationship with other brands. Keeping your relationship weekly specials community working on
interesting and multifaceted means people will want to be around you. Show and tell story nonprofit/charity causes
Show and tell about sourcing from
Content comes in many forms - from writing to photography, story about partners (farms, Promote local events
aural to videography. sourcing from markets, etc) even if we’re not in them
partners (farms,
markets, etc) Share preparation Promote events where
No matter what, your content should have value. It can provide a laugh, insight or
even a tear. You just have to make sure it also has a focus. By creating pillars, or tips and exclusive we have a presence and/
“subjects,” your content will stay on track and tell a larger, balanced story across Share preparation or a booth
all communications. We suggest three pillars, with one being product-focused. tips and exclusive Show images of
recipes people having fun at Post info about special
the bar or tables events happening at our
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receipts
Create content pillars and be sure that your content provides
value to customers beyond just deals and discounts.
MARKETING PLAYBOOK 12
A STRATEGY IS BORN
Once again, keep your customers in mind when planning your calendar. A 2am
Instagram post will probably miss everyone, but a 10:45am post about your food’s
uniqueness could pique the interest of lunch planners. If you want to focus on beverage
content, try 3pm on a Thursday or Friday while office workers are thinking about happy
hours. Just because you’re organizing doesn’t mean you can’t think creatively.
PRO TIP
igital and social marketing is flexible. If you’re unsure, try different times for
D
various types of content to see what performs best. Keep note of results and further
hone your strategy. Soon, you’ll have people asking for your secret social formula.
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SUGGESTED TOOLS
No special calendar A content calendar is an absolute must in
applications or tools needed. order to keep everything organized.
Google Calendar, iCal, or
other basic calendar software
works perfectly fine if you
take the time to schedule and
implement your plan.
MARKETING PLAYBOOK 13
A STRATEGY IS BORN
Almost every marketing platform you’ll use has some type of analytics tool
that keeps track of how things are performing. Measurement and reporting on
the content you’ve shared provides a road map for the future of your marketing
strategy. Use those results wisely and you’ll save time, money and effort.
Before you can pick out which results to pay attention to, define realistic goals for
your restaurant. Seeing increased revenue is ideal, but that’s going to take time. We’re
looking for engagement that builds brand loyalty and keeps people coming back.
It’s easiest to pick a few metrics for each marketing channel and track them
regularly. More social followers, higher website traffic and increased positive
conversation surrounding your brand are all good indicators of your strategy being
on point. They lead to more buzz, which means more traffic and more revenue.
Once the ball is rolling, consider adjusting your goals as you grow.
When it comes to useful tools you can use to track your efforts, we’ve listed several
in Appendix 2.
PRO TIPS
• Set specific goals for each marketing channel or the overall ecosystem.
• Add time in your calendar for metrics and report reviews.
• Survey restaurant-goers for specific feedback on marketing efforts.
• Keep your reports simple and updated regularly. BOTTOMLINE
• Don’t spend too much time poring over intricate reports and metrics. It’s easy to get
lost in data. The important thing is to find the most important data and use it to hone
your efforts. Create goals, pay attention to results
and adjust your efforts accordingly.
• Avoid waiting until the end of the campaign to track performance. Start with a small
test so you can set some benchmarks for success.
MARKETING PLAYBOOK 14
2
TURNING STRATEGY
INTO REALITY
TURNING STRATEGY INTO REALITY
SET GOALS
STEPS
• Set three overarching goals. As we’ve mentioned before, don’t tie your goals
directly to sales. If immediately driving revenue is your focus, you’ll lose the
big picture. Instead, think about the things that engage customers and make
them want to be part of your restaurant’s story. Focus on social follows,
increasing repeat business, gaining coverage in key magazines, and/or
increase in online engagements.
• Mark time on your schedule. Don’t just say you’ll create goals. Carve out time in
your schedule to create and work toward them. Then stick to it!
STEPS
• S
elect at least three key Drivers from the list of potential channels.
These will carry your message and drive traffic.
• P
ick the Destinations that traffic will be driven to.
We suggest your restaurant and your website for starters.
• C
hoose three to six Amplifiers to increase the reach of your messaging.
These are usually social and digital channels.
• P
rint out your ecosystem.
Hang it on the wall. And most importantly, follow it as you fill it with content.
MARKETING PLAYBOOK 16
TURNING STRATEGY INTO REALITY
ò ò ò ò
MARKETING PLAYBOOK
ò ò ò ò 17
TURNING STRATEGY INTO REALITY
PILLARS
10
MARKETING PLAYBOOK 18
TURNING STRATEGY INTO REALITY
STEPS
• Setup a new calendar just for your marketing. Make sure it’s not cluttered with
other tasks. If you’re feeling really organized, create sub-calendars for specifics
tasks or channel categories.
• Plan content for 6-8 weeks out. Anything beyond that is a stretch because you
should be reviewing measurements and altering the strategy implementation
as you go.
• Mark time at the beginning of every week for strategy assessment. We suggest 30-
45 minutes for review and adjustments to your plan.
• S
et push notification alerts in your calendar so you’re reminded to complete
tasks. Don’t let the daily grind pull you away from the importance of ongoing
marketing.
MARKETING PLAYBOOK 19
3
STAKE YOUR CLAIM
ONLINE
Imagine always being able to be there to answer questions
about your restaurant when someone brings it up. You
pretty much can if you set up accurate, up-to-date info
across different media outlets. You’ll only need to do a
lot of what this section covers once. Some you’ll want to
update occasionally if anything changes. If you do them
right, they’ll live online forever for anyone looking to find
out about your establishment.
STAKE YOUR CLAIM ONLINE
MARKETING PLAYBOOK 22
STAKE YOUR CLAIM ONLINE
Let’s move on to one of your most powerful tools: social media. If you haven’t
already, sign up for the platforms you plan on using now (and even ones
you want to lock down for the future). Try to be consistent with the handle
(or username), which should most likely be your restaurant’s name. Keep it
short and simple so people can remember it when they’re looking for you,
interacting with you and tagging you in their posts.
If for some reason the handle you want is taken, get creative but stay simple.
For instance, Wayward Bar & Kitchen in Maryland could be @WaywardBK or
@WaywardM.
Social media accounts will also offer the opportunity to inject your brand’s
identity into the profile pages. Remember that story you created? Social
PRO TIPS
media is a great place to showcase it. It’s always a good idea to update
your profile picture with your logo. Most social profiles have a masthead • You can, and should, update the design elements of your social sites to bring your
or header where you can promote the brand’s experience, the food, a new marketing ecosystem to life. We know you’re not stale, so keep those sites fresh!
promotion, or whatever you feel is important at the time. • Remember the content pillars and schedules you worked so hard on? Your social
media accounts are where it all really shines.
• Use hashtags intelligently so people can find your content. Possibilities include your
city’s official hashtag or a local festival you’re participating in.
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Use social media to engage people with your brand story and become
engrained in the local community.
MARKETING PLAYBOOK 23
STAKE YOUR CLAIM ONLINE
Your digital press kit is an essential component of telling your brand’s story. When
you create one, think about how you want the press to write about your restaurant
and the people who represent it. It’s not just another place to tell your story; it’s
an opportunity to set your restaurant apart from others. Use it to reinforce your
points of differentiation while building the case for being a local staple. Make sure
it captures the vibe you want people to experience by using images and descriptive
language. Your press kit should show what really makes you stand out.
PRO TIPS
• Collect and organize all image files into descriptively named file folders. They should be
in high resolution JPG and TIF file formats.
• Any biographies and ‘About the Restaurant’ text should be in .DOC file formats.
• Logo files should be available in PNG and EPS formats. BOTTOMLINE
• Load the files to Dropbox, Google Drive, or another easily linked and accessed server.
• Create links on your restaurant’s website to download the press kit. A press kit should contain
everything the press needs to learn
• Adding an information block to the download where someone has to enter their name
and email address lets you track and follow up with people who are accessing this
about your brand and create their
information. own stories surrounding it.
MARKETING PLAYBOOK 24
STAKE YOUR CLAIM ONLINE
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You need local influencers that are active in your community. Get to know them, inform
your employees who they are and try to get influencers on board with your brand.
MARKETING PLAYBOOK 25
STAKE YOUR CLAIM ONLINE
Email marketing is a low-cost, high-return media that, when done right, builds awareness,
interest and advocacy. Before you can tap the potential of email marketing, you have
to figure out what emailing tool to use. All the options can be confusing and a little
overwhelming, so we suggest MailChimp if you’re looking to be more advanced with your
email marketing strategies. Iif you plan to be a little more hands off, Fishbowl might be a
better system for you.
PRO TIPS
• Factor in the amount of effort you can put into your email marketing when choosing a
system.
• Set up as much information and as many points of interaction as possible to ensure the
highest deliverability.
• Add a subscription form to your website and social media accounts so people can easily
subscribe to your list.
• Allow customers to sign up for your mailing list when they’re at your restaurant - You’ll
have to type these into the system, but it’s worth it!
• Steer clear of email address lists you don’t own or didn’t build for your restaurant.
• Never use email addresses from business cards of people who didn’t ask to be on the list.
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STAKE YOUR CLAIM ONLINE
MARKETING PLAYBOOK 27
STAKE YOUR CLAIM ONLINE
We’ve thrown out several words and phrases that may seem foreign, so check out SUGGESTED TOOLS
SEO can be a beast. If you choose to
these key SEO components for a better understanding and a few quick steps to get go it alone, choose your keywords,
your started: Google Analytics Moz Local take it piece by piece and you should
MomentFeed MailChimp start noticing an uptick in your
placement in search results.
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4
CONTINUE YOUR EFFORTS WITH
COMMUNITY MANAGEMENT &
ENGAGEMENT
The power of social media goes way beyond simply posting and pushing your
messages into the world. Social media’s power is in its two-way conversation
capabilities and opportunities. Each media outlet has its nuances, but the need
for interaction, engagement and conversation is common across the board.
In this section, we’ll outline the best practices for conversing with your social
media “friends” in a way that’s natural, authentic and effective.
CONTINUE YOUR EFFORTS WITH COMMUNITY MANAGEMENT & ENGAGEMENT
There are a lot of tools to choose from when it comes to social media monitoring
and community management. Although you don’t need any special software to
communicate on the platforms, having a single source makes things a lot easier.
Keep your tone conversational, like you’re chatting with friends, but still in line with
your brand. Remember that it’s not the person posting that’s speaking, it’s your
restaurant. The more you post, the more you’ll be able to easily write posts in your
brand’s “voice.”
PRO TIPS
• Every culture has nuances to how they communicate with people in varying degrees
of familiarity. Let your colloquial culture dictate how formal or informal you interact
with people you converse with and interact.
• Social moves fast. If something warrants a response, chime in or message back as
soon as possible.
• Engage in comments, tag people in response, and join the conversation naturally.
• If things get negative, take the conversation out of the public eye with a polite direct
message to the individual that has an issue. NEVER engage in a fight or try and delete
comments.
• If someone does have a complaint, offer an appropriate solution via private message.
Discounts or freebies shouldn’t be your first way to appease the customers. BOTTOMLINE
Sometimes, all it takes is an honest conversation.
• It isn’t worth it to tag brands or celebrities in any situation. It could get people talking, Think of social media as your brand
but you might run into legal headaches that you don’t need. speaking to people one-on-one in a
• Don’t feel the need to always push your restaurant with a constant sales pitch. Stay casual conversation. It should be a natural
natural, write conversationally and pretty soon your brand’s group of friends will extension of your restaurant’s voice.
start to grow.
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CONTINUE YOUR EFFORTS WITH COMMUNITY MANAGEMENT & ENGAGEMENT
Surveys come in a number of forms. You can have written ones on location, getting
feedback as a manager greets guests and digital surveys. If you’re willing to put
in the effort, a combo of these three give you a bird’s eye view of issues that need
addressing as well as opportunities worth exploring.
You may be surprised by what people are saying. That’s a very good thing, because it
should spark new ideas on improving marketing, customer service and your restaurant’s
atmosphere. We suggest sharing the feedback with all partners and employees so
everyone can develop ideas for constantly improving the restaurant’s brand. BOTTOMLINE
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CONTINUE YOUR EFFORTS WITH COMMUNITY MANAGEMENT & ENGAGEMENT
Also, be sure to add any PR-related events or news to your content calendar.
Reach out to your social media and influencer connections to get the ball rolling.
And don’t forget to call your photographer so you’ll have even more content once
an event is over.
PRO TIPS
• Effective PR requires an expert who already has relationships to leverage when
it comes to publicity and events. It’s best to find someone local to your area that’s
ingrained in the community for maximum impact and results.
• Train all staff on talking points about the restaurant so they can put it into their own
voice for communication. BOTTOMLINE
• If a journalist or influencer comes to your restaurant, give them a little special
attention without being overbearing.
Good PR spreads across so many
• Only write press releases for things that should garner attention. You don’t want to touchpoints, it can be hard to get a
be seen as the restaurant that cries wolf.
handle on. A PR expert will bring
• If you’re not getting the coverage you want, don’t blame the journalists. Keep thinking ideas to the table, guide you, and
of new ways your restaurant is different and events that demand attention. Once you open you up to the wonderful
find those avenues, you’ll cut through the clutter of other PR pushes. world of public relations.
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CONTINUE YOUR EFFORTS WITH COMMUNITY MANAGEMENT & ENGAGEMENT
Finding partners to help create and promote the events will increase attendance
while building awareness around your restaurant. Local organizations like
Chambers of Commerce, Young Professionals, and other clubs are a quick way to
access new faces.
Additionally, many spirits, wine and beer brands are looking for methods to
increase their brand awareness. Retaining them as partners for events can further
increase your restaurant’s reach.
Most importantly, you have to do something different. The same old strategies will
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get overlooked and give people no reason to attend. Think outside the norm using
your brand as a lens to create new ideas for fun events that people want to attend.
Get creative with your events, while
keeping them aligned with your brand
and locals will take notice.
PRO TIPS
• Create fresh event ideas that go beyond basic mixers and happy hours. Once you
have your idea, design a unique look for that specific event.
• Introduce small plates to offer attendees a taste of your menu.
• Make VIP cards to hand out to loyal visitors and influencers. Offer special perks to
these individuals and make sure staff knows to give these people special treatment.
• You’ve worked hard to build your channels, so be sure to promote the events in all the
right places.
• Space out your events so there’s no attendee exhaustion. Anticipation is a very
effective emotion!
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CONTINUE YOUR EFFORTS WITH COMMUNITY MANAGEMENT & ENGAGEMENT
MARKETING PLAYBOOK 34
5
KICKSTART
MARKETING WITH
ENTRY-LEVEL TACTICS
You have everything from a brand strategy to your sites
set up and ready to go. Now we can work on entry-level
tactics that don’t involve a huge investment of time
and money, but will certainly make a difference in your
ongoing marketing.
Let’s dive deeper into a few detailed tactics you can utilize.
KICKSTART MARKETING WITH ENTRY-LEVEL TACTICS
ò
Email
.COM Online reviews
Team Advocacy
RESTAURANT / BAR
MARKETING PLAYBOOK 36
KICKSTART MARKETING WITH ENTRY-LEVEL TACTICS
BOTTOMLINE
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KICKSTART MARKETING WITH ENTRY-LEVEL TACTICS
Sure, you’ll want to post some shots for the foodies out there, but there needs to Instagram may be strictly visual, but there are endless ways your restaurant can
be a more interesting mix to make people stop scrolling. When you’re creating use it. Looks are everything with this channel, so make sure the moments you’re
your content calendar, cross-reference it with sporting events or cultural days of sharing are eye-catching.
celebration you can put your own brand’s spin on. Events and food partners should
be on the schedule. Your staff is an endless supply of content, as well, especially #MoreHashtagHelp
since they’re the ones interacting with the community the most. Other examples of Hashtags are useful on more social networks than just Instagram. We covered
content can include photos from the kitchen or bar that show what’s going on behind some tips above, but here are a few more.
the scenes. Stay in the moment and share authentic content as it happens.. It’s ok to
bump a scheduled post if something spontaneous happens that’s worthy of posting.
PRO TIPS
PRO TIPS • Hashtags don’t use spaces. If you want to separate words, do it by capitalizing each new
one. They also don’t work with punctuation.
• If the photography isn’t coming from a professional, take the few extra minutes
needed to frame, crop and adjust your pic. Don’t go crazy with the filters, though! • Stay relevant. Avoid creating hashtags that no one would be searching for and don’t
Realism will benefit you more. include topics just because they’re trending. You want quality followers and engagement.
• Go beyond images. Utilize video, slo-mo, Boomerang and slideshow apps to give • Find relevant hashtags using tools like Hashtagify.me, RiteTag or Tagboard.
your posts added variety. • In general 2-3 hashtags are all you need to increase engagement, but there are
• A witty or thoughtful caption can add at least a few more “hearts” to any image. recommendations for specific networks.
• Use hashtags of relevant terms - an average of 12 #s per post gets the most • Twitter - 1-2 hashtags will increase engagement and keep your post within the limits.
engagement. Make sure to keep some of them local so people nearby can find you. • Instagram - Interaction is highest with 11+ hashtags, but if you only have 5-10 that’s fine too.
• Tag other instagrammers in your posts to give credit to photography or shoutout to • Facebook - Most brands don’t use hashtags on Facebook.
frequent customers.
• Google+ - Automatically generates hashtags, but you can add and edit them as needed.
• Set the post’s location as your restaurant or event you’re posting from.
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KICKSTART MARKETING WITH ENTRY-LEVEL TACTICS
Forget “email blasting.” That’s just hammering people with deals or news that end up
being noisy, annoying and off-putting. Instead, just like your social content, add value
to your carefully thought-out emails. Reference your content pillars and brand strategy
for ideas like:
Include a good mix of image and text that has enough info to entice and inform, but
not so little that you come across as vague. Your imagery should represent your
restaurant perfectly, so we highly recommend professional photos shot at your
restaurant.
Start with monthly email messages directing people to one key transaction, then increase
to twice a month if you have the content or event news to warrant it. Remember that every
piece of marketing you create should work within the ecosystem. Have your destinations
and amplifiers primed for the traffic your emails will deliver.
The best times to send your message may vary. Start with a simple time, like Tuesday
at 10am, to catch recipients after their morning email check, but before getting into
their work. Once you have some performance stats, services like MailChimp have the
ability to schedule the email to go out at optimal times based on previous performance.
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Just like your social posts, your emails should provide value and further your
brand’s story. The recipients are already interested. Use emails to give them
more reasons to fall in love.
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KICKSTART MARKETING WITH ENTRY-LEVEL TACTICS
Direct mail can get pricey, but it’s also a great way to build awareness around new
things happening at the restaurant. Start with a quarterly direct mail piece that
coincides with an event happening. That way you can play up exclusivity and make
recipients feel like part of the inside crowd instead of using discounts to get one-
time deal-searchers in the door. Some other content ideas include:
There are a number of partners that can make your direct mail marketing easy to
implement. The US Postal Service has upped their offering to be more helpful by
BOTTOMLINE teaming up with services like EveryDoorDirectMail (EDDM) that guide you through
the process from beginning to end. It can still be time-consuming though, so
utilizing a direct mail expert could be worth your while.
Focus direct mail on making
recipients feel like they’re getting
something new and exclusive.
PRO TIPS
• Customize the design and content to your restaurant. Stick to one key message
instead of trying to pack too much into one direct mail piece.
• Track the results when you can and adjust your strategy for the next piece.
MARKETING PLAYBOOK 40
KICKSTART MARKETING WITH ENTRY-LEVEL TACTICS
EVENTS THAT CREATE BUZZ AND CONTENT TEAM ADVOCACY: LOYALTY FROM WITHIN
HOW OFTEN: QUARTERLY HOW OFTEN: QUARTERLY
We talked about holding hot ticket events in the community management section, Your staff is on the front lines of customer interaction with your brand, so they have
but wanted to reinforce how valuable they are when it comes to meeting key local to be the biggest champions for it. It’s something that can’t be forced, but giving
influencers and creating exclusive social content. them general knowledge in the onboarding process is a great start. If you build
your team right, loving the brand will come naturally and customers will see that
Events that will resonate most with your audience will be ones that are born from shine through in their service.
what makes your restaurant unique. Put your own spin on events like:
Once a quarter, have a full team get-together to go over upcoming events and
• Wine, beer or cocktail tasting with a partner brand happenings with the restaurant. Take feedback and open up discussion about
• Announcing new seasonal menus with a special chef’s tasting how they think the brand story can be told in interesting ways. The more your
• Group cooking classes with your chef
team feels like they’re part of something special, the better they’ll represent the
• Local professionals’ group networking event
restaurant.
Events also keep your brand from appearing stale in the eyes of the community.
PRO TIPS
Leverage partnerships with vendors and local organizations. Prep managers, chefs and
staff on who’s coming and how to engage them to make the day or evening memorable. • Keep an open-door policy for team members to bring ideas to the table.
• Encourage them to bring social content ideas to you for posting. They’re living in the
PRO TIPS moments that make your brand special, so sharing them is a natural win.
• Leverage partnerships with beverage vendors to increase reach.
• Contact local press and influencers to invite them to special parts of the event or
exclusive features. BOTTOMLINE
• Keep your events focused. Don’t try to pack in too many features or sponsors. In the
same vein, space out your events so people don’t get burnt out on them. In many ways, your employees are the face of your brand. Keep them educated
• Tell the story of each event, from invites to photography, through your social media and bring them into the process of keeping things fresh.
channels. Content like this can’t be owned by anyone else and you’ll need more of it
once your Drivers start kicking in!
BOTTOMLINE
Get creative with your events while keeping them aligned with your brand
and locals will take notice.
MARKETING PLAYBOOK 41
6
ADVANCED TACTICS
Once you have the basics down, or if you’re all in to go big
from the beginning, you can tackle some more advanced
tactics. They’ll take more time and skill, but your return on
those investments will be extremely rewarding.
ADVANCED TACTICS
ò
Comminity Events SMS & LBS Marketing
& Partnerships .COM Online reviews
Content Marketing
Search Marketing
RESTAURANT / BAR
MARKETING PLAYBOOK 43
ADVANCED TACTICS
Through articles, photos, video, live feeds, and more, you’ll develop a robust
immersion into your brand’s experience. At your restaurant, you see customers on
their own phones creating and sharing endless content. Shouldn’t you be part of
that experience?
When you’re ready to get more advanced with your content, think bigger. Your chef
could make live recipe videos and answer questions that people post about your
secret ingredients. Film cooking classes in your kitchen and share them. Your star
BOTTOMLINE
bartender might make a series out of his latest concoctions or beer reviews. Other
staff members live your brand, so share how their personalities fit in with your
With enough practice, you’ll start seeing
story. You have to go above and beyond what clutters up most newsfeeds.
potential content ideas everywhere.
And don’t forget to post your content across channels and use Amplifier channels to drive
traffic. Who knows...you could have the next video your whole community is sharing.
PRO TIPS
• Solid content marketing is all about the mix. Some unique food and drink images
here. A GIF there. A video of key staff members sprinkled in. If it supports your
brand’s distinct qualities, it works toward the greater good of building your brand.
• Check back in the public relations section for info on bringing your creative content to
local media outlets. With the right fit, their built-in audience could give your content a
big boost.
• Share content from other brands that makes sense coming from you, but don’t
overdo it and definitely don’t repost other’s content as your own.
MARKETING PLAYBOOK 44
ADVANCED TACTICS
When you give people reasons to love you, like a good friend would, they know
they come first. And that will have them thinking of you first when it comes time to
choose where to eat or drink.
PRO TIPS
• Know your regulars. It should be natural to treat them like friends because they are
friends. This helps turn frequent visitors into loyal advocates.
• Use “surprise and delight” giveaways other than food or discounts. Make promo
items that fit your brand and can be used by customers after they leave.
• Offer a special VIP card to your most loyal advocates. Keep it secret and exclusive to
make them feel as special as they are.
BOTTOMLINE
Repeat business can end at any moment. Advocates, however, will come back
for more and tell all their friends.
MARKETING PLAYBOOK 45
ADVANCED TACTICS
Once you’ve created amazing content, you absolutely have to push some of it
beyond your followers so you can attract new ones. This includes:
• P
aying to boost posts on Facebook, Twitter, and Instagram. Setting up an
account on the ad side of these platforms lets you hit local markets and day
parts, while offering other ways to target your specific audience.
• C
ontests are a great way to spark content sharing if done in moderation. Put
a timeframe around the contest, say that a share is an entry, and promote it
often. There are services you can use to track a contest campaign, but you
can keep it old fashioned by randomly picking someone who shared your post.
Showcase the winner so everyone gets a sense of closure and you have yourself
a lot of content that goes a long way.
PRO TIPS
• Facebook and Instagram are currently the most powerful outlets for paying to boost
interesting content, but explore what works best for you and your audience.
• Start by choosing the best posts every one or two weeks to boost. You don’t want to
over promote. Soon you’ll be able to tell which kinds of paid posts perform better.
• Track and review results from each channel’s advertising analytics to determine
what’s effective and what’s not so you can adjust your strategy accordingly. BOTTOMLINE
• Too many contests devalue a brand. Use them sparingly and they’ll be much more
interesting when you launch the next one.
Use Amplifiers when you have content you think would really resonate with your audience.
MARKETING PLAYBOOK 46
ADVANCED TACTICS
Learn the requirements and best practices for posting on the platforms you’ve
chosen. For instance, Twitter limits your character count and Qzone in China has
instant messaging and micro-blog capabilities. Just like those platforms users
have done, you should use their restrictions and features to your advantage by
customizing the types of content you post on each.
Once you’ve built a loyal following, look into the premium advertising features they
offer. Understand your audience and which content works best, then put money
where it will have the most impact.
PRO TIPS
• Customize each post for different social networks, if you post the same thing on each
network there’s no reason a customer should following you on both accounts.
• Have the tools and staff in place to respond to customer comments very quickly.
Networks like Twitter and others with live chat capabilities have become the go to BOTTOMLINE
places for customers to provide feedback and report problems. You should be there to
answer.
If you’ve mastered one network like Facebook and want to grow your social
• Create a standard set of responses (sometimes referred to as a “response matrix”) to presence, pick the next most popular network, build an active following, then
common customer questions or problems. This makes it easier for your team or agency explore advertising on that network. Repeat the process until you have a healthy
to manage your social networks.
portfolio of platforms you can still manage.
MARKETING PLAYBOOK 47
ADVANCED TACTICS
OLD SCHOOL ADS IN THE DIGITAL AGE GET OUT AND PLAY AT EXTERNAL EVENTS
No, traditional advertising isn’t dead. It’s just not as cost-effective as it used You’ve perfected events inside your own restaurants. Now it’s time to tackle
to be. Radio, TV, billboards and print all build awareness, reach much wider outside events like food and wine festivals or art showcases. Pinpoint 3-4 external
audiences and boost traffic. You just have to be willing to invest up front with less events that align with your restaurant’s brand. You wouldn’t want your high-end
ways to measure success. tapas restaurant at a monster truck jam, right? Stay relevant and stay local.
Radio and TV are pricier than print and billboards because they require more
elements. Scripts, talent and production all cost money, but they make a huge PRO TIPS
difference when done correctly. Skimping on any of these results in a low quality • Create things to give away that push the brand and enable fans to promote on your
spot that damages the brand and hits you in more than the wallet. behalf. Stickers, patches, and pins are inexpensive ways to get fans to fall in love.
• Assign your most trusted, well-informed team members to work events on the
Where TV really comes in handy is its ability to fuel digital content that extends restaurant’s behalf. The more loyal they are, the better they’ll represent the brand.
your campaign. Break it up into video snippets or animated GIFs for sharing. If • Design a booth that gives event attendees a taste of what your actual experience is
the content is good (funny, emotional, or interesting), it could translate well to the like, while still informing them. This is another area where cutting corners will only
hurt you.
digital medium.
• It’s ok to say no to events if you don’t have time to do them right.
Big events or pivotal campaigns are perfect for traditional advertising. They can
be used as part of a limited time blanket approach of no more than 3-4 months.
Use your traditional ad budget wisely so you have plenty more to invest in more BOTTOMLINE
ongoing efforts.
Outside events bring your brand to the masses. Treat the space you have there
PRO TIPS with the same care and attention to detail they’ll find inside your restaurant.
• Invest in quality production, design and creative. More money up front will equal
more positive reactions in the long run.
• Think of ways for the content to be rearranged and reused as much as possible.
Make sure you get the proper usage rights for talent (ask your producer about this
before you shoot).
• Use traditional advertising for short burst campaigns with multiple media channels
that focus on frequency. Save your month-to-month budget for digital efforts.
BOTTOMLINE
MARKETING PLAYBOOK 48
ADVANCED TACTICS
You don’t want to just slap a logo on cheap keychains or mugs. The key to lasting
giveaways is that the product has to reflect what makes your brand unique. Just
like your social posts, your giveaways should provide value, like whiskey tasting
sets or herbs in a branded plant pot. You’ll save money by only making giveaway
items in limited numbers. If they’re more rare and very useful, everyone will want
one with your logo on it!
PRO TIPS
• Use the scarcity of items to your advantage and promote the giveaway to your most
loyal customers first.
• Match the perceived value of the giveaway with the event or promotion.
• Partner with a local charity or nonprofit and help them raise money by including a
giveaway with a donation to their cause.
• Repeat your most popular giveaways annually to help create a growing buzz each year.
• One example of all these tips we love is a unique, collectable giveaway from Trick Dog
bar in San Francisco. Every year, they come up with a new menu design to get people
talking. In 2016, they made a “dog and cocktail of the month” calendar to inform, delight
and raise money for local dog rescues. A perfect promotion from every angle.
BOTTOMLINE
MARKETING PLAYBOOK 49
ADVANCED TACTICS
Events outside of the brand that still share its essence. For instance, Yeah! Burger Think about how your restaurant works and find ones that fit your ecosystem.
gives away tickets to concerts. The artists and venues all represent their brand in Are you ok with a new food delivery service letting people try your food at home?
some way. Is a tech-heavy rewards network beneficial to your bottom line? Would Snapchat
A partnership with an art gallery. Your restaurant features their offerings from a stories reach a new audience that could turn to advocates? They’re all possible
local artist and you have a pop-up kitchen one night at their gallery. extensions of your brand.
BOTTOMLINE Most importantly, stay true to the native media when you adopt it. For example, you
wouldn’t want to post only links to longer articles on Twitter when it’s meant for
short messages in real time.
There are a million ways to extend your brand behind what’s in this playbook.
Know your market, know your brand, and be on the lookout.
There’s always going to be something new. You just have to find the balance
between early adopter and educated marketer.
BOTTOMLINE
The biggest tech in the world was once “emerging.” When you have new
opportunities you’re unsure of, do your research, ask your peers and decide if
it’s a good fit for the story your brand is telling.
MARKETING PLAYBOOK 50
7
APPENDIX
APPENDIX
Restaurant Booking Engines - As customers become increasingly connected on mobile Google Search Console - This tool comes with Google Analytics and helps you
devices restaurant booking engines like Opentable, Yelp reservations and Eveve understand what pages and terms people search for to find your website in Google.
will become more popular. Booking engines make it convenient for customers That info can help you write new content or make SEO decisions..
to book a reservation at any time and most integrate with a restaurant’s existing
systems. Moz Local - Having trouble correcting your business info across the web? This tool
cleans it up and removes duplicate listings on Google My Business, Yelp, and
Voice Search and Navigation - This type of interaction goes beyond mobile into homes Facebook.
with so-called “internet-of-things devices.” Soon, individuals will book reservations
seamlessly using digital assistants like “Siri” or “Alexa”. Hootsuite - Monitors and posts on over 35 of the most popular social networks.
A basic account is free. Paid plans offer enhanced analytics and account
management options.
Sprout - A premium all-in-one social tool with all the features you need to track all
your accounts and become a social star.
Buffer - A simple, free social media management platform. Buffer helps you create,
schedule and send posts. It has simple analytics and even helps you find the best
times to post content automatically.
MARKETING PLAYBOOK 52
APPENDIX
No matter which way you go, you will have to play an active role in directing your
partner agency on what’s wanted, needed, goals, and metrics/reporting review.
This won’t require as much time as doing things yourself, but you should expect to
spend a few hours a week guiding your team. Outsourcing your marketing won’t
eliminate the need to be involved. You’ll get out what you put in.
MARKETING PLAYBOOK 53
APPENDIX
Yelp - Strong in the US, Europe, and internationally due to acquisitions of Qype (EU),
Restaurant-Kritik (DE), and CityVox (FR)
Zagat - Globally recognized publication and website that lists and reviews
extensively that allows you to update info, but not interact with reviewers
MARKETING PLAYBOOK 54