Know-How Exchange : Advertising/PR

Word of mouth. You want people talking about your restaurant, so try extra hard to "wow" the people trying out your restaurant for the first time. First impressions count - but lasting impressions are based on the feeling they have as they leave.

there are tons of ways to create restaurant excitement. First, tap your alcohol reps-- they have deep pockets and can help with promo-- both with ideas and dollars. Talk to a local artist and host an art show. Work with a local dress shop and do a fall fashion show. Do a pre holiday craft show. Put together a wine maker (or tequlia, whatever) dinner. Team up with a nonprofit or school and help with a fundraiser. Have live music that ties in with your concept. Market to the local area advertising specials. Every restaurant is different. Some market on price, some on huge portions, some quality. And it depends on the area-- I owned a French 4 1/2 star restaurant in an area that would only consider it for special occasions. You'd certainly market that differently than the all you can eat buffet.

Word of mouth by far is one of the best ways to reach the market in your community. People tend to listen to their friends and family when it comes to food choices. In most cases, good reviews in local newspapers and websites will provide a high consumer base. Specials are always a great way to get people in the door, at the same time if you are a high caliber restaurant you dont want to lower the image of your store by offering low cost diner specials. People will pay for elegance and expensive food if its good and the decor is right.

With the little information about your restaurant its harder to target marketing ideas for you. For example if your a family restaurant, part of your marketing may include family fun menu's, mini games on place mats and crayons for the kids, maybe some video games, stuff to occupy children and teens.

If you are near a college campus offer discounts to students, create a dinner charge card that parents can buy, contact the college and ask about any cross promotions you can offer them.

Sponsorships are often a great way to get people into your restaurant. Sponsor a basketball or softball teams fees, or maybe help someone out with an event, offer an at cost catering service in exchange for promotion of your company on fliers or radio advertisements. When your in a position to give, people respond, and appreciate the help within the community.

I guess the question is how "stunt-y" do you want to go?

You could offer free meals to anyone named Barack Obama, John McCain, Sarah Palin or Joe Biden. You'd have to hurry to make this relevant, of course, unless you waited until after the election and offered free meals to people with the same names as the winners only.

They have to show you a valid driver's license or state-issued ID with the winning name on it to collect the prize.

Since "Barack Obama" is such an unusual name in America, you might consider a BIG prize to anyone with that name if he wins the election. If you actually find one, you're almost guaranteed some press coverage.