Promotional Tools to Promote Your Restaurant

As the economy takes a hit, you may feel the effect as you crunch numbers and make your marketing dollars stretch. However, you don't have to break the bank when it comes to cost-effective promotions. You need the most bang for your buck right now. These simple promotional tools will give you that extra publicity boost you need to take your business to the next successful level.

Advertising Versus Public Relations
Before you delve into promoting your busines, you need to ask yourself the following question: Do you know the difference between advertising and public relations? That sounds like an elementary question, but many business owners use the words "advertising" and "public relations" synonymously.

Advertising: A paid public promotion of a product or service
(i.e. newspaper ad or online ad banner)
Public Relations: An unpaid promotion intended to create goodwill for a person,
product or company (i.e. press conference or press release).

Now that you know the difference between advertising and publicity, it's time to implement the following cost-effective promotions into your marketing plan. Are you taking these steps already? If not, you may want to think about implementing at least one of the following publicity tools in the near future:

• News worthy press releases: Not all press releases are considered news worthy. If you are launching a new product or website, this might be considered news worthy to local media. Before you send out a press release, think about if this topic interests local media. Do not blindly send out press releases to media. Find out the correct editor or department to send your press releases to, in most cases this will be the Food or Lifestyle editor but sometimes it may need to go to the business section or local news or events. Press releases can be sent via email or fax. Check your press release for errors and mistakes before you send out to an editor. You never know - you could be called for an interview as a result of your press release. TaDa members receive professionally written press releases every month that they just need to customize with their resturant's information before sending out. TaDa can also help you create a custom press release that will publicize events at your restaurant, promotions you're running, menu changes, and your participation/involvement in the community.
• Web sites, blogs and social networking sites: These are free publicity tools (web sites can also be developed at low costs) that are readily available at your fingertips. If you haven't developed a web site or blog, then you are missing huge promotional opportunities. Social networking sites such as Twitter, LinkedIn, Facebook, and Biznik are effective communications tools to connect with potential leads and customers. Social media networking sites are free (you just need an email to sign up for these sites). TaDa also offers our members free technical advice and step-by-step guides on establishing a presence online, blogging, using social networking to promote your business, building a customer database and developing a relationship with customers thru email marketing.
  
• Free or low-cost special events: It's important to thank your customers and clients - make them feel appreciated. Even if it's only an inexpensive morning coffee event, it's important to put your "face" in front of your clients and customers. In this technologically-advanced age of the email, text messages and voicemail, business owners sometimes forget the personal touch. Free or low-cost special events put you right in front of your clients again.
  
• Become a good steward within your community: Even if you can't afford to make a monetary donation, your volunteer time is just as important. It also allows you to give back to your community and gives you a great networking opportunity. You can also give in-kind donations for auctions (both products and services), which is another great way to promote your business (and a tax write-off). Pick a charitable organization that has personal meaning for you, and become a good steward within your community. TaDa's Student Restaurant Ambassador program is a good example of this idea at work. It allows you to help motivate local high school students to graduate while promoting your business at the same time.

You may already implement many of these tools but business owners tend to forget that they have cost-effective promotional tools at their fingertips. Take advantage of the Internet or partner with a local charity. You have the opportunity to get your name out there and land more contacts and clients. Don't use the excuse that you don't have a marketing budget, or that you need to spend a lot of money to generate effective publicity.