T.G.I. Friday’s PR 101 How Public Relations Can Help You Drive the Right Traffic and Build Sales
Why Public Relations? Public Relations can help create positive brand awareness through media coverage and if done effectively and proactively, can help you drive profitable guest traffic, increase guest frequency and drive sales.
What is PR? Dictionary defines PR as the business of inducing the public to have understanding for and goodwill toward a person, firm or institution. For T.G.I. Friday’s, proactive PR is the perfect complement to local store marketing efforts, as it can lead to media coverage of any newsworthy event you may have in your restaurant. The payoff is positive media coverage that will drive profitable guest traffic and build sales.
How Is PR Different? Advertising/Marketing Paid Placement Creative Control Placement as often as you want to pay Coming from the company – effective vehicle but not considered news Public Relations Natural (Free) Placement Journalistic Slant Placement is once but builds media relationships Third part effect – independent source so it is considered news
Benefits of PR Economical and high return on investment Promotes awareness and demand Credible The more visible you become in your market, the more media you will attract Media coverage can turn readers and viewers into guests Profitable guest traffic = SALES!
Press Release Generally accepted means by which journalists and assignment desks make coverage decisions Effective and well-written press releases can be the difference in obtaining coverage in your market DFPR can write and distribute news about your event You should have a local contact for the media
Media Advisories Another form of notifying the media; typically used for events. Think of them as “heads up” to the media for an upcoming event. Just the facts – dates, times, place, description of event and media contact
Events that Work Bartender Competitions Canned Food Drives Make-A-Wish or local charity events Local Watching Parties for sporting events or even movie nights. Examples: BTC, Football party, Halloween Party, Mardi Gras, etc
Photo/Video Opportunities Always consider what would make a great photo or TV clip. The news is more fun with visuals. This is especially important for TV; if you have a story that you can SHOW and tell, your coverage opportunities are greater. Reminder: Always accompany the photographer, video crew and no BOH shots.
Examples of PR that Works 2008 World Bartender Championship World’s Largest Inauguration Party New Sandwiches & Salads St. Patrick’s Day Party Punt Challenge All resulted in positive brand awareness and in almost all cases, increases in traffic and/or sales were seen.
How PR Uses Social Media Easy, cheap way to get message out DFPR posts all press releases to Twitter with a link to the news and posts all applicable, newsworthy videos to YouTube T.G.I. Friday’s has a fan page and communicates specials and deals directly to fans Not recommended for local marketing however without corporate approvals