In the last few years, the method of promoting your own business has changed drastically and new possibilities on a technological level haven’t done anything other than to increase the speed of this change. Ten years ago Public relations was the most common marketing strategy, however 5 years ago Social media began to supersede it and today the most important thing and it has become necessary to create “smart content”, in other word interesting content that can end up being important and engaging for whoever sees it.
The possibilities today are numerous and varied and varied, there are practically infinite ways to make yourself known to new clients through social media: Facebook, Twitter, Flyer, Voucher, Ibeacon and many others, customers find themselves practically submerged by every type of offer and hence restaurants must find the best way to distinguish themselves from the mass.
89% of the people in the UK actively use the internet, it thus goes to without saying that the market and the advertising techniques are almost completely focused online; in addition to this we can add active users of social media who are around 38 million but this sector is also evolving. Where before the PC the main instrument used for connecting to the web, today the progression in the use of smartphones seems unstoppable.
In the last the number of web pages viewed via a mobile phone increased by 18%; the number for tablets increased by 31% whilst the number for PC reduced by 12%. The most significant data is the data about Social media: On average Britishers spend 2 hours and 13 minutes on Facebook, Twitter and all the other platforms. It is clear, therefore that this has become the main vehicle of communication, especially for a certain targets.
There are different ways of publicising your restaurant, to put it more specifically it is possible to create different types of posts: those that focus on photographs of their dishes are for example very common and useful to attract clients who appreciate, above all, quality ingredients and creativity from the chef. Alternatively, it is also good to post a lot of content and messages, perhaps about the discount of the day or instead involve content about something going on in the area. For example publishing a post about a particular event such as a national festival, election or general event can be lined to information about the restaurant, such as imminent discounts or particular menus. It is good practice to post in a regular and daily manner that allows you always be visible and purposeful to the clientele.
There are obviously also other ways to promote your brand: it is possible, for example, to develop a personalised app with which you can always keep up to date the image of the restaurant under different points of view. Of course this type of investment can be very expensive and is hence mainly reserved for large chains or international brands. It is however possible to develop a cheaper app or simply be a part of a platform in which contains many different restaurants.
As a final example we discuss a recently developed that is rapidly taking over land: Ibeacon technology.
What is it about? In practice thanks to this instrument, that works via Bluetooth technology, allowing for the possibility of using push notifications on phones at any at any time. The person who owns it will know when they are near a restaurant that uses the technology. And hence this new way of advertising can be taken advantage of to inform people about offers, events or discounts in a particular place.
However, considering that the potential client needs to have previously downloaded the app on their phone and have activated their Bluetooth, this technology has a great deal of complications for the moment to really be able to be used as a non-conventional marketing method to spread the name of the restaurant.
To summarise, there are many ways of project yourself to the market and it is important to design a dynamic marketing strategy that takes into consideration the use of different platforms in order to access different types of clients. It is on the other hand important to produce relevant content, that is differentiates itself from the crowd and elevates the company with respect to the competition.