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Matakuliah : G0424 – Hotel and Restaurant Management
Tahun
: 2008
Restaurant Marketing
Pertemuan 23-24
Topics
• Promotion mix
• Customer relation
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Learning Outcomes
• Students are able to choose
the right promotional tools and
to write advertising, and press
release.(C3)
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Advertising
• Any paid form of non-personal presentation and
promotions of ideas, goods, services by an identified
sponsor.
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Advertising your restaurant
• Asking preliminary advertising questions
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Who is my market?
Where are they located
What media vehicle best reaches that market?
How much does it cost to reach them?
Can I afford it?
• Understanding advertising and developing goals
– Advertising is purchased media.
– Advertising must be carried out under a well conceiver overall marketing
plan
– Make the goals very specific:
– We want to reach X number of customers/potential customers, X
number of timers per week
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Advertising your restaurant
• Allocating funds to your advertising budget
• Evaluate your situation, your competition, and your
budgetary resources and come to a reasonable figure for
the budget for advertising
• Rule of thumb – a typical restaurant will invest 1.5 to 3
percent of its overall sales in its marketing program.
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Advertising your restaurant
• Allocating funds to your advertising budget
– Evaluate your situation, your competition, and your budgetary
resources and come to a reasonable figure for the budget for
advertising
– Rule of thumb – a typical restaurant will invest 1.5 to 3 percent of
its overall sales in its marketing program.
• Evaluating media effectiveness
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Profile of Major Media
Media
Advantages
Disadvantages
Newspapers
Flexibility, timeliness, good local market
acceptance, high believability
Short lift, poor reproduction quality, small
Television
Combine sight, sound and motion,
high attention, high reach
High absolute cost, high clutter, fleeting
selectivity
Direct mail
Audience selectivity, flexibility, no ad
same media, personalization
Relatively high cost, junk mail image
Radio
Mass use, high geographical &
low cost
Audio presentation only, lower attention
standardized rate structures
Magazine
Credibility and prestige, high quality
good pass-along readership
Long ad purchase lead time, some waste
guarantee position
Outdoor
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Flexibility, high repeat exposure, low cost,
No audience selectivity, creative limitation 9
Sales Promotion
• Consists of short term incentives to encourage the
purchase or sales of a product and services.
• It incluces:
– Consumer promotion (samples, coupons, rewards, point of
purchase display, price off, contest, demonstration)
– Trade promotional buying allowance (free goods, cooperative
advertising)
– Sales force promotion (bonus, contest)
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Public Relation
• Building good relation with the company’s various
publics by obtaining favorable publicity, developing a
good corporate image and handling or heading off
unfavorable rumors, stories and events.
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Major Activities of PR
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Press relation
Product publicity
Corporate communication
Lobbying
Counseling
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Doing public relations
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Establishing public relation goals
– The goals must be specific
• We want to reach X number of potential customers through (PR
vehicle) within the time frame of (days, weeks, promotion).
• Developing a public relations budget
• Working with major tools:
– Publication
– Events
– News
– Speeches
– Public service activities
– Others: logos, stationery, signs, business cards, uniforms, dress code,
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Personal Selling
• The most effective tools at certain
stages of the buying process,
particularly in building preference,
conviction and purchase.
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Evaluation the promotion tools
• Reviewing unique promotional ideas
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Reward loyal customers
Offer cooking lessons
Promote national days
Institute a grazing menu
Start a wine club
Work the tour bus crowd
Offer seminars with other businesses
Turn the tables on the boss
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