Restaurant Marketing Pertemuan Matakuliah: G0424 – Hotel and Restaurant Management Tahun: 2008

Bina Nusantara University 3 Topics Promotion mix Customer relation

Bina Nusantara University 4 Learning Outcomes Students are able to choose the right promotional tools and to write advertising, and press release.(C3)

Bina Nusantara University 5 Advertising Any paid form of non-personal presentation and promotions of ideas, goods, services by an identified sponsor.

Bina Nusantara University 6 Advertising your restaurant Asking preliminary advertising questions –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

Bina Nusantara University 7 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.

Bina Nusantara University 8 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

Bina Nusantara University 9 Profile of Major Media MediaAdvantagesDisadvantages NewspapersFlexibility, timeliness, good local market coverage, broad acceptance, high believability Short lift, poor reproduction quality, small pass-along audience TelevisionCombine sight, sound and motion, appealing to the senses, high attention, high reach High absolute cost, high clutter, fleeting exposure, less audience selectivity Direct mailAudience selectivity, flexibility, no ad competition within the same media, personalization Relatively high cost, junk mail image RadioMass use, high geographical & demographical selectivity, low cost Audio presentation only, lower attention than television, non standardized rate structures MagazineCredibility and prestige, high quality reproduction, long life, good pass-along readership Long ad purchase lead time, some waste circulation, no guarantee position OutdoorFlexibility, high repeat exposure, low cost, low competition No audience selectivity, creative limitation

Bina Nusantara University 10 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)

Bina Nusantara University 11 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.

Bina Nusantara University 12 Major Activities of PR Press relation Product publicity Corporate communication Lobbying Counseling

Bina Nusantara University 13 Doing public relations 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, etc.

Bina Nusantara University 14 Personal Selling The most effective tools at certain stages of the buying process, particularly in building preference, conviction and purchase.

Bina Nusantara University 15 Evaluation the promotion tools Reviewing unique promotional ideas –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