How Facebook Problems Impact Restaurants
The Need for Multi-Channel Marketing in Restaurants
The growth of social media marketing over the last few years has fostered an environment in which Facebook has become the main tool in a restaurant’s marketing basket. Is that a good strategy?
As the Facebook privacy issues unfold it does highlight concerns with digital marketing in restaurants and other industries. Data gathering at all levels does create an opportunity in which consumer information can be used for targeting the perfect consumer persona. Unfortunately, many consumers have had no idea to what extent the data has been bought and sold. I think we may not even be aware to what extent or how deep the problem is. One thing is clear, the consumer is now more informed, and this will most likely have an impact on Facebook usage by many. Facebook and others will survive, but it will be with regulations such as what is being imposed in Europe.
What does this mean for restaurants.
Many independent operators have been using Facebook exclusively for marketing because of its low cost and market reach. Most have never taken advantage of Facebook advertising let alone the advanced targeting features. The common thought is everyone uses Facebook. It’s a good argument with Facebook having over 2.2 billion users. The reality of it is that continual algorithm changes have lessened the effectiveness of Facebook, unless you advertise.
The recent privacy issues will have an impact on restaurants for the short term and most likely for the longer term for restaurants who use Facebook exclusively. This strengthens the need for a balanced advertising program utilizing many different strategies.
What is Multi-Channel Marketing
Multi-Channel Marketing refers to the reaching consumers through many different methods. Some of these methods could be the following:
- Social Media
- Print Advertising
- Direct Mail
- Email Marketing
- Review sites
- Cable TV
- Community Events / Sponsorship's
- Loyalty Programs
Each of these tools can reach consumers in different ways at different times. Each of them comes with different cost and should be evaluated both for short term and long-term effectiveness. Overall, using many different advertising methods can insulate your business against privacy issues of social media or other events. The key is setting up a plan that works within you marketing budget. Currently the NRA suggest your budget should be between anywhere between three and six percent of sales. Targeting your spending against new customers or retaining current customers is part of the marketing plan.
As we continue through the balance of this year, it may be time to take a step back and re-evaluate your marketing plan moving forward. I would suspect the balance of the year will be turbulent in the marketplace. The trends of declining restaurant traffic have held steady for a few years now and Is likely to remain. Is it time to adjust your plan for attracting and retaining customers?
About Core Restaurant Marketing
At CORE Restaurant Marketing, we have helped countless restaurants design and execute a blogging strategy. With our service, you can implement up-to-date blog that offers a plethora of benefits for your restaurant. Contact us at firstname.lastname@example.org for more information or schedule a time to speak with one of our restaurant marketing coaches.