Restaurant Marketing Plan

There are many blocks to developing a successful hospitality business, and one of the most important and least understood blocks is the marketing and promotions. The development of successful marketing initiatives that consistently achieve the desired results no mean feat. Rather than just do a little 'bit here and a' there, a marketing system must be developed to address the consumer's point of view by persuasion powerful that just can not be ignored. To achieve this you need to plan all your marketing efforts.

The first step involved in developing a marketing plan for success is to find the unique proposition of your business sales. I told you about this first step in the e-mail Business Tip no. 1, it is hoped that this has already begun.

The second and most important step that is often overlooked is to find a balance on your business. By this I mean find out how many customers and how much revenue is needed to 'break even'. Your breakeven point is the point at which neither a profit or a loss occurs because the revenue costs will be exactly alike. This is a step that involves some further calculations on fixed and variable costs of your business. From your checking account or an annual profit and the loss of your business to find, and add all the fixed costs of your business. Fixed costs are costs that are paid regardless of whether you have 10 or 200 guests in your home eg. rent, staff salaries, electricity, etc. Now find out the variable costs, variable costs are all costs that increase as increasing amounts of revenue will be your most important food and beverage costs. Once the amount is calculated breakeven marketing has to be planned, based around the number of customers required to attend the club to make a profit.

The third step is to plan all marketing activities during a period of 12 months, this will allow you to spend your marketing budget that is when it is most needed. During periods of reduced revenues. Calculate the period of 12 months when the company the times are so you can plan to promote your business in these times.

The fourth step is to target your market, 80% of your guests will arrive within a 5 km radius of the bar or restaurant, provided that you are not a final destination or a remote location. Do some research on the demographics of your area, demographic data refers to age, gender, income and population details of your market. This can provide valuable information on how to attract customers to your site.

The sixth step is to use direct response marketing strategies to increase your revenue base. Direct Response Marketing refers to marketing format that allows a customer to take action to purchase the goods or services within a specified period of time. Direct Response Marketing allows you to measure the relationship between profit and the response that the promotion generates. The three types of direct response marketing is the following:

Internal Marketing

External marketing

Database Marketing

When developing your promotion to follow these important steps to ensure you get the best bang for the buck.

1. Use a title - to capture the customer with a title murderess

2. Use words that sell, make an emotional angle to the customer

3. Layout your copy and the body properly

4. Make an offer - get your customers to act

5. Put a time limit, for example on promotion. 30 days

6. Make sure you properly promote

The final and probably the most important step is to test and measure the promotion, what I mean is to measure each part of the promotion to see if the promotion has been successful or not. The measurement parameters: working on the total cost of the promotion to include printing costs, staff and works of art. Measure the number of responses received from the promotion. How will you know if you made money or not, if you have not measured? Include the promotional cost per person, and net of promotion.

Follow these simple steps when you are trying to do any marketing to ensure that you are going to be the most efficient, effective and more profitable .......