Tag Archives: Restaurant Marketing

Facebook Search-How To Find Customers For Your Restaurant Using Search Feature on Facebook?

Posted on December 7, 2009 by Nash Sherchan| Leave a comment

What is Facebook Search ?

Facebook Search is feature on Facebook that allows any one to make queries     about any thing and get the answer based on the status updates made by your friends or all other Facebook users outside of your Facebook friends network who have opted to make their updates public for any one to view.

It  gives you an overall glance into the conversations or any updates made by your friends who might be looking for your type of restaurants or Live Jazz music that the band might be playing at your restaurant.To use this you type your query in the search box and select “Posts by Friends”.

There is also other option “Posts by Everyone”, which gives you a broad view of all the conversations and updates that are made by those who you don’t even know. I believe this is a huge advantage for you as a restaurant operator. You have some valuable information right infront of you which you can analyze it and make some smart decisions to grow your restaurant business.

Why Facebook Search Feature will be more important in the future?

Facebook recently introduced this search feature. So this is fairly new. Very few restaurants are using this features to their advantage. While it is new and no body is using this in your area, why don’t you jump into this and try to get all those Facebook users who might be potential customers. If you go and get them first before your competitor, you will win in this new race of social media marketing.Hope fully you will make friends and provide them delicious food with great service and turn them to loyal customers for years to come.

There are several  people on Facebook who have set their private settings to public. In essence they have made their decision to make their updates and conversation to be viewed by any one in the world. I predict that more people will be open and make their updates public in the future.This is the goal of Facebook. Facebook CEO Mark Zuckerberg said in an interview that he wants to make the world as open as possible. More and more people as they get used to social networking site like Facebook, they will for sure make their updates public.

Though the food review sites are popular now, I see that the trend of looking the reviews of restaurants on Facebook will grow. WHY?

Because when I go to review sites there are reviews but the problem is that I don’t know them. They might be fake reviews which could be even paid for. The level of trust is not that high with that kind of recommendation. Where as when the name of the restaurant is mentioned on the updates on Facebook by your own friends then you trust your friends than the strangers at those restaurant review sites. I would chose to take the recommendation of my friends. I’m sure you or any one would do the same.

Imagine a friend of yours from England came to your city New york. He wants to visit an Italian restaurant.He doesn’t know which restaurant to visit. He then takes out his iPhone and use the Facebook search to see if his friends have any recommendation. Since he has several New York friends including you chances are that they have bragged about their favorite restaurants. His query gives him some of the finest Italian restaurants that his couple of friends have visited already that month. He would definitely go to that restaurant that his friends on Facebook had recommended rather than an unknown restaurant that he has no clue about.This is a new trend that I predict will grow. I want you to make all the strategic marketing moves to take advantage of this new way of getting discovered on Facebook.

Advantages of using Facebook Search Feature?

  1. Locate potential local customers.
  2. Monitor your brand on Facebook

Locate potential local customers.

Facebook Search feature will help you to locate local customers who might be looking for your restaurant or catering service. Sometimes it can be even customers from different State or country who are coming to your city for business or pleasure.  When I typed in “restaurant in Atlanta” there appeared one update which said “craving for Greek Food”. Now if your restaurant served a Greek Food, you had a great chance to offer her an  incentive to try out even if she had never dined in your restaurant before. This is just one example of how you can locate your potential customers.

Monitor your restaurant’s brand on Facebook

It is also a great tool to monitor your restaurant’s reputation by  gazing at the conversations of your friends and others who are not in your Facebook friends network and who have made their status public available to the entire world.  Let’s say if your friends in Facebook network or outside of it made a comment-good or bad about your restaurant, then you would have an access to these conversations. If it was a good comment then you would thank him or her. Hoping to see them again soon. If the comments were complains about the food or service then you would be right on top of the problem and try to solve it as soon as possible. By knowing what went wrong with the food or service you would have a chance to correct it right then and there. This would avoid the problem to escalate and be a negative buzz for your restaurant. Instead you could turn this negative into positive by making those customers happy again. This would lead a great impression with the customers who would be surprised by the instant customer service. That might lead him to share the incident with his friends. But this time your restaurant would be viewed positively by him and his friends for being proactive and taking care of them. This might lead to friending on Facebook even if you had never been friends before.You never know.

What do you think about this new trend that people will be using Facebook Search more in the future to find out the restaurant they want to visit? Do you think restaurants are really using this Facebook Search feature effectively? Do you know some other benefits of using Facebook Search? Please share your thoughts by leaving a comment. Thanks!

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Posted in Blog Marketing, Face Book Marketing

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How To Create Your First Facebook Ad and Promote Your Restaurant Facebook Fan Page?

Posted on December 2, 2009 by Nash Sherchan| 2 Comments

In my previous blog post I showed you how to create a Fan Page for your restaurant. Hope by now you have created it for your restaurant on Facebook. If you haven’t I would highly recommend you to create one today. It is FREE and can be created in under 10 minutes. So why don’t we take advantage of this Free resource we have right in front of us. If you haven’t created a fan page for your restaurant yet, here is the link that shows you how to create one.

For those who have created Fan Page for your restaurant, I want to congratulate you for taking action. All it matters is to START. Once you start you begin to see so many opportunities that Facebook offers to small restaurants like yours. The possibilities are endless.

Now that we created the Fan Page, you need to promote your restaurant to potential fans that might live near to your restaurant, may be in 5-10 miles radius. Imagine this process like building a new restaurant. Once you build the restaurant you have to attract new customers in your brand new restaurant. I’m sure you remember that it was much harder in the beginning to advertise, do the marketing to attract new customers into your restaurant. I bet you had spent few extra money to do extra promotions,flyers and local ads just to get your name out in the market. This is the nature of business when it’s new. To promote anything new it takes time, effort and little extra money to get the ball rolling.

Now let’s use the same analogy for our restaurant Facebook Fan page and understand that in order to attract potential fans to your new fan page you need to do extra promotion, ads even if we have to spend little extra money. But the amount we spend on Facebook ad is very less in comparison to other traditional advertising platform. So it is well worth spending that extra cash to gain new customers especially when you are trying to get that momentum. Typically to gain a new customer restaurants spend almost $6-7 or may be more using traditional lead generation tactics. But using Facebook Ad, you can attract new fan which is going to be your customer eventually at merely 52-59 cents. That is a drop out of an ocean. I recommend using Facebook Ad because it gives that extra boost when your fan page is new and require few fans ( at least 100) in the beginning to get the ball rolling. You can also request your friends and family members to join your restaurant’s Fan Page on Facebook. That way it looks like that something is happening in your new fan page. When potential fans arrive at your fan page on Facebook it will encourage them to join.

Make sure you have good looking pictures of your restaurant, photos of finger lickingly good signature dishes of your menu. If you have funny videos of your restaurant or employees just include them too. It just shows how cool and fun it is to be part of your restaurant. It will build that rapport with new potential fans and more likely that they will join.

When you build a large base of fans there is “update” feature that will essentially allow you to send updates to all your fans about any promotions that you want to do. It could be wine tasting session or happy hour or anything related to your restaurant. Though statistics shows that most of the Facebook fans don’t look at these updates, you can always educate your fans and take advantage of this feature which is like email to notify your fans about any updates of your restaurant. It is available at your disposal for FREE. So you might wanna look into this too if want to make use of the update feature.

For those visual learner I have included the video prepared by Mathew Loop. The steps shown on the video is applicable for any businesses including restaurants. Please go through the video, get an idea and then follow the steps that I have outlined below.

3 Steps to create Facebook Ad for your restaurant on Facebook.

  1. Design your Ad
  2. Targeting
  3. Campaigns and Pricing
Facebook Ad

First go to the bottom of the page and click Advertising. Click “Create an Ad” button. It will take you the similar page that you see above. There are 3 steps to complete this Facebook Ad.

Step 1- Design your Ad

You can design your ad for external website outside of Facebook or you can do it for the fan page of your restaurant within the Facebook. Since you are going  to promote your own restaurant’s fan page, select “I want to advertise something that I have on Facebook”. It will then populate the selection box with the fan page of your restaurant. Now the title is going to be automatically be the same as the name of your fan page. It is better if you choose your fan page name with the restaurant name followed by the city. It just gives extra clarity to the fans and also it is easily indexed by search engine like Google. Next thing to do is to write the body text that should be 135 characters. So be creative to put the most important call to action words. I would say like “Visit our fan page and become a fan for a chance to win a burrito.” or whatever you are promoting. Your strong call of action to the new fans is to become a fan. You have to give a reason to be a fan of your restaurant. When you say for a chance to win a burrito or your popular item in the menu, you are persuading new fans and giving them a reason to be a fan. The key is to be creative and come up with an incentive to persuade the potential customers to become a fan of your restaurant on Facebook. If you are not satisfied with the default photo of your restaurant logo, you can change the image by uploading a new photo of any menu item you think is going to attract new fans.

Step 2-Targeting

On the location you can select United States. If your restaurant is other parts of the world select the respective country. Narrow down it to city since your restaurant is local.To get more new fans from the surrounding cities, it is better to include the cities within 5-10 miles radius. If you want to target more customers from wider area please feel free to increase the miles radius as you feel appropriate for your restaurant.For the age you can select from 13 and above to any. If you want to target customers on their birthday you can check mark on “target people on their birthdays” For sex you can select male and female. Under keywords choose the words that might describe about your restaurant. For education you can choose all. And the rest you can leave it as default. ( If you discover some good results selecting them, please do share your findings with us) When I targeted the customers from Atlanta within 5-10 miles radius it resulted 32360 potential customers. Now that is huge number of customers if you can attract them to become fans and eventually your real customers that frequent your restaurant.

Step 3-Campaigns and Pricing:

The step 3 is to create your campaign and bid your pricing. Since you will be creating a new campaign choose “create a new campaign“. Then give a name to the campaign.Choose some catchy headline. Create your daily budget spending for your campaign ad. This is where you control how much you are willing to spend per day for your campaign ad. You can be within the buget $10 or $20 or any amount you wish. Select the schedule when you want to run your ad. You can run the ad continuously starting the very same day when Facebook approves it or you can choose to run your ad only on specified dates.  Select “Pay for Clicks (CPC)” instead of “Pay for Impressions (CPM)” as you will have to pay only when fans take an action by clicking on the ad. So you have more chance of gaining fans this way.Your bid could be between the range of 0.52-0.76 US dollar. It may vary sometimes but it should be less than a dollar which is a good bargain for ad.

Lastly you press the button Create.Your Facebook Ad will be in pending for Facebook to approve. Provided you have done everything right it should be approved within 24 hours and your campaign ad should start working for you and attract some new fans.

Keep monitoring the conversion if any potential fans are really becoming fans of your restaurant. If you are getting result by acquiring new fans then you have hit the nail on the head. If not then tweak your ads until you start getting the desired result.

I hope this will give you a head start in gaining the momentum while promoting your restaurant’s  brand new fan page on Facebook. If you get good results or discover  something new about Facebook Ad while experimenting with it, I’d appreciate if you could share with us by leaving some comments. I’m sure all of our restaurant friends would be thankful for your input and ideas.Hope we all can help each other by sharing information and knowledge to effectively promote our restaurants on Facebook. Good Luck with your Facebook Ad Campaign.

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Posted in Face Book Marketing

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4 Restaurant Marketing Strategies To Attract More Fans On Facebook And Convert Them Into Loyal Customers.

Posted on November 30, 2009 by Nash Sherchan| 4 Comments

With over 350 million users world wide by now Facebook is the most popular social media site in the world. All of my friends are on Facebook. Most of my communications from email and phone have migrated to Facebook. We all hangout on Facebook to share information and updates about our personal lives. Over 6 billion minutes are spent on Facebook every day as per the last stats on over all time spent on Facebook. Facebook has become a cyber destination for people to get updated with their friends and families.  Now what does this all mean to your restaurant?

Facebook in a way is blessing to small restaurants like yours. It offers a huge opportunity to market your restaurant for FREE except it requires little bit of your social time. It has leveled the field plain in regards to marketing.It means that no more can a BIG company win just because they have more money than you. The game of marketing today, in an age of social media is dictated not just by the amount of dollars one can throw at mass media company rather by creative ideas and innovation. In fact if you are smart and learn the ins and out of social media marketing you can outsmart the BIG brands who may try to outspend in the hope to crush you.

Some times it makes me think if at all now you need a traditional static website where there is no way of communicating with your customers directly as you can do on Facebook. Knowing how busy you are in your restaurants I don’t expect you to learn html for just creating website which sits idle in a cyberspace. However,I’d not hesitate to recommend a blog for you restaurant knowing how well it get indexed on blogs and can help your restaurant to be organically found on search engine like Google. I would recommend only if you have time and extra money to invest so you can post menus updates, recipe, any customers’ experiences or anything relevant to your restaurant. But if you think you don’t have that much time, you can start of your online presence by creating your personal profile and also Fan Page of your restaurant on Facebook. I believe if you just do this for now, you would be far ahead than other restaurants who are scratching their head to figure out this social media jungle. My recommendation is that you start the journey of social media marketing step by step. First Facebook, then Twitter, then may be blog and so on…. The key is to master on one and migrate to another. That way you are maximizing your result for the time you input. You don’t want to be in a situation where you are spread out thin in millions of social media sites, loosing the focus and getting no results at all.

Now that we know that Facebook can be helpful for small businesses like restaurants, the question is how can you leverage Facebook to attract more customers into your restaurant and potentially make more money for your restaurant?

Check out the video above created by “Your Business Channel” that shares the Facebook marketing strategies for businesses. However I have incorporated the strategies along with some other additional relevant ideas that is related to restaurant business.

Below are the four Facebook marketing strategies that you can implement for your restaurant.

  1. Get lots of friends-(Magic number is 5000)
  2. Create a Fan Page and use branded customized application
  3. Publish interesting contents
  4. Look for right partners

1.Get lots of friends

I hope you have already created your personal profile by signing up at facebook. If not I would highly recommend you to create one right now at http://www.facebook.com/   It will take you less than 10 minutes and it is FREE.Now the key is to request friends to your list and the magic number is 5000. You goal is to get that 5000 friends in your friend list. Now you are not going to request all in one time. But you can start by requesting 10 or 15 friends per day or whatever you think is appropriate in your situation. But I want to WARN you not to over do it. Facebook won’t like it and it will alert them as if you are spamming and won’t allow you to request any more friends. So go easy on that. Another important thing to keep in mind is to request friends by qualifying them focusing more on quality rather than quantity. What I mean is that you want to friend those people who might be your potential customers.  To begin with you could simply ask to your current customers that come to your restaurant. Most of them are already on Facebook. Once you become friends with them. Look into their friend list. Local friends have local friends on their friends list. Chances are that they might have categorized as local friends or real friends or something like that. You could just request friends by just writing  a small friendly note. It is like meeting friends of your close buddy at a party and introducing to yourself. If you do it correctly, chances are most of them will accept to be friends with you especially when you mention the friend’s name with personal note of yours. If you feel uncomfortable then there is feature where Facebook will automatically suggest you friends based on your friends social networks. It is doing pretty much the same thing except now the computer robots are doing the recommending. Facebook is acting as a friend who is trying to introduce you to a friend of a friend. So my logic is if Facebook is doing why not you do it more proactively and gain more friends faster. After all we join social network sites like Facebook to make more friends some known and  some unknown.

Alternatively you could also look into foodie group that is created on Facebook in your city.You can participate on some of those group that you like and make some friends there too. Imagine if you had 5000 friends that were potential customers of your restaurant. That means you have an access to your friends/customers at a click of mouse or touch of an update on your smart phone. You will never have to be at the mercy of those newspaper, radio or TV execs. No more will they control the marketing message of your restaurant. You will control the message yourself. Most importantly with out having to pay that hefty advertising fee and that never seems to work for your restaurant.

2. Create a Fan Page and use branded customized application

Once you create your own personal profile page on Facebook and get bunch of friends to start off, you can start building your fan page using branded customized application. If you haven’t yet created the fan page of your restaurant, here is the link on how to create a Facebook Fan Page for your restaurant.Though some of the big brands have made their own customized application from scratch costing them several thousands of dollars, you as a small restaurant with tight budgets, it might not be worth your money. However you can  use other Facebook application built by other app developers  by paying tiny subscription fees. This way you don’t have to invest a lot in one single app.Rather you have a chance to try several other apps that might fit to your restaurant needs. Some of the popular Facebook app providers are Involver, WildFire, Sprout Publisher . I would recommend you to choose some apps that would enhance your user’s experience on fan page. Your users are the fans of your restaurant. The key thing is that the app should make your fan page so attractive that it should make them come back again and again to the Fan Page. May be you could use app to distribute the coupons. May be update your tweets if your restaurant has twitter presence, or update your blog post. (I’m suggesting this if you are already on twitter or blogging)

3. Publish interesting contents

Update your Facebook Fan page at least once a day. Though there is no set rules on how many times a day you can update your fan page, the frequency is important with the relevancy of your updates. The best scenario would be 2 times a day. One right before lunch at around 11am and the other before dinner time say at around 5-6 o’ clock. These time slots are important because those are the times when people tend to check their Facebook right before they leave their office.You have two objective here by choosing this time. Your restaurant has a chance to get exposed to the most number of people by sharing whatever information you are trying to get in front of them. Secondly even if you were just sharing a general info lets say a great article on NY times about healthy living, you are indirectly reminding them about your restaurant. It is an indirect sell. You do not appear pushy rather informative and yet very subtle at selling your brand. May be that simple informative update will remind that person to get the dinner that his wife might have requested him for but he had forgotten it. You also may decide some other times as needs arise. It is totally up to you and try at different times just to test and see the results for yourself.

You should decorate your fan page with beautiful looking photos of signature dishes from your menu or some funny videos of some of your employees or yourself if you have one. It just makes the fan page more interactive. Fans tend to enjoy them since they have more visual effect. They seem to be more connected when they can see a chef showing his ninja style acrobatic skills. When customers see a funny video of a server who served them,  they feel the sense of belonging to that group. Even for  fans who have never visited the restaurant it would create a kind of bonding with your restaurant. It would create an image of cool restaurant in the mind of any fans that would come and see all those funny videos.While making the facebook update don’t be too structured and appear too corporate. Fans on Facebook are like friends so present to them casually as you would with friends. May be sometime creating jokes or being sensational like of tabloids. Do something different and unique and never be boring.

4. Look for right partners

You should work with others who have the same target customers like yours. You can just go around in your neighborhood and locate some other businesses in different market. Let’s say there is a health club. You could make friends with these business owners first. Chances are that they might have also built their fan base on Facebook. You could make a friendly business deal to promote each others business on Facebook. Wherever appropriate you could refer respective product to each others database of customers. When you are doing a joint marketing that would compliment each others business, both of you could also share the marketing cost. This way you could do grand marketing with less marketing expense to bear and yet impacting all the businesses involved in the marketing campaign. This joint marketing campaign can go beyond 2 businesses to any number of businesses. The more businesses you have participating the better it is.This is more effective when all the businesses decide to do offline marketing that is integrated with the online marketing that could be on Facebook.

Hope these ideas will help you get started  to effectively market your restaurant on Facebook attracting tons of fans and hopefully turning them into loyal customers of your restaurant for years to come.Please share this with your friends who might benefit from these strategies. I would also appreciate if you could drop some comments on what you think about the above Facebook strategies  and add some more ideas if you have that would help restaurants use Facebook more effectively.Thanks.

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Posted in Face Book Marketing, iPhone Marketing

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How to create a Facebook Fan Page for your Restaurant?

Posted on October 9, 2009 by Nash Sherchan| 17 Comments

Facebook is no doubt the most popular social networking site in the world with over 300 million users by now. Restaurant businesses can not afford not to care about Facebook and make it a part of it’s marketing strategy if it really wants to win in this new age of social media we are entering into. Lots of big brand chain restaurants like McDonald’s, Chick-Fil-A, Pizzahut and many others have started building a great brand with millions of fans. But I have yet to see small restaurants take advantage of marketing opportunity that Facebook offers. I will try to explain how to set up a Facebook Fan Page for your restaurant step by step.

VIDEO- For those who are more visual learner I have included the tutorial video prepared by Matthew Loop. Though the video shows the steps how to create Facebook Fan Page with the example of his Chiropractor Service, it is applicable to any businesses including restaurants. So please feel free to watch the video to get a visual idea on different steps. However once you watch the video and get an idea please follow the steps below that I have written. That way it is easier for you and not confusing while you are creating your Facebook Fan Page for your restaurant.

Step 1. Login to your Facebook

You can create your Facebook Fan Page for your restaurant though your personal Facebook account. So the first thing you have to do is login  to your Facebook. Input your username and password and log in.

Step 2. Locate Advertising section on the very bottom.

Once you login to your Facebook account, scroll down to the very bottom and you will see a link that says “Advertising”. Click the link and it will take you to the landing page of Advertising. You will also see an orange color flag icon left to “Pages”. Now Click again the Pages option. It will then take you to the Facebook Pages section. To the far right you will see a green button that says “Create a Page”. Click the green button. It will then take you the actual page where you can start building the Fan Page.

Step 3-Create your Facebook Fan Page

While creating a new Facebook Page, it will prompt you to select the category. Select Local and then “Restaurant” as your sub category. Then it will ask you the name of the restaurant. Input the name of your restaurant. Be careful with this one. Once you choose the name you can not change. Also it is search engine indexed. So you have to make sure you choose the right words so your restaurant can be found while potential customers do a search on Google or Facebook itself. So I would recommend to put the name of your city or town after the name.That way you are narrowing your name for the people to find it easily. Check mark the box as an authorized person to create the page. Input your full name as an electronic signature. Then click Create Page button. There you go your Facebook Fan Page for your restaurant is created.

Step 4- Edit the information and upload the logo.

Now that your Fan Page is created you have to input all the information regarding your restaurant and also upload the logo or picture of your restaurant to give it a good looking. So when fans come to your fan page they feel comfortable. It is like your digital home. If it is decorated  beautifully fans tend to like it. So invest some time to make it look beautiful and professional. Fill out all the detail information of your restaurant from address, opening hours, to contact information or any that is relevant to your restaurant. If you have your website or twitter account you can also display it on the left hand side below the logo. I would advise you to put something that would encourage your fans to recommend their friends to join your Fan Page.May be you could provide incentives like Free Meals for the Lucky Fan every week. Or any other that you can think of. Remember we are trying to leverage fans to bring in more fans.

Step 5. Publish your Page.

Your Fan page is not live until you click that last “Publish this Page” link. Once  it is LIVE, become the first fan of your own Restaurant.

Now your Facebook Fan Page for your restaurant is live and can be searched and found on Facebook.Congratulation you did it!

Once you create your Fan Page please share your experience about creating and promoting your Fan Page. Should you have any other questions regarding Fan Page please feel free to ask me via comments. Also tune in to my next blog post that will be related to Facebook Fan Page on how to attract more Fans.

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Posted in Face Book Marketing

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Restaurant Branding-Why Branding is Not Permanent and How The Perception Of A Restaurant Brand Can Change Instantly In The Minds of Customers?

Posted on October 7, 2009 by Nash Sherchan| Leave a comment

What is a Brand?

According to Wikipedia, A brand is a name or trademark  connected with a product or producer. So a logo, sign or slogan of a company could be associated with the brand. For eg. name Starbucks and it’s logo is a brand for the coffee.

How is Branding in an age of Social Media different from the Industrial Age?

In an industrial age when access to information was not easy to the consumers then, the only way they had to rely for the quality of the product was by looking to the familiar logo or signs. But today due to the easy access to the information via social media the branding has changed dramitically. No more can a company  rely on the their one time proud logo or sign permanently without satisfying the minds of the most socially aware consumers of today. Branding today is not permanent by nature  and can change over night if they can not satisfy the needs and desire of the consumers.

For example I was a great fan of Sony company. Sony Brand meant best to me as a growing boy. I used to own Sony Walk man, Sony Camera, Sony CD player, Sony Phone. Today as a growing young man I don’t use any of those Sony products. Instead I use Apple’s product. All those service that I require I get them from one single device called iPhone. Apple was smart enough to figure out that converging all those different devices into one would make my life easier and that I would be convinced to choose Apple over Sony. Apple had made accurate prediction and made a right move long before I was their customer. Sony was a great company but could not innovate itself to be great any more in my mind. So Sony has lost that brand image and Apple has won over me for their brand.

Why it is important for brands to remain on top of customers mind and remain positive everytime?

Like Sony brand, just because you were the most admired brand, you can not sit relaxed and feel that your customers are gonna love your brand forever. There is so much competition right now among different brands to be on top of their customers mind. If your restaurant can’t figure out how to be on top of the customer’s mind by engaging them in media like Social Media and making sure that your company is perceived positive then they might leave you at a click of a mouse or touch of a button on their smart pphone. Just like I dumped Sony for Apple they will do it to your brand if you can not satisfy their needs and desire. So please engage with your customers on Social Media to get their feedbacks and be on top of them. Listen to them and provide the product and service as they desire and you will remain positive brand in their mind.

How the marketing field has become  plain for both BIG brand and small independent restaurants?

In the television age the entry to broad casting media marketing for small restaurants was virtually impossible as the cost was so high. Only those BIG brand chain restaurants with huge marketing budgets could buy those prime time slots for tv advertising. But today with the birth of Youtube and Social Media small restaurants can do pretty much the same thing-online video advertising  leveraging Youtube. Infact if you execute it well it could be far effective than those tv advertising because with online video you can target your market segment and also track the results where as you couldn’t do on traditional television

Advantages of Small Restaurants Over Big Brand Restaurants.

Though I have seen Big Brand Restaurant into Social Media, I still feel that small restaurants still have more advantages over BIG brand Restaurants. Social Media has empowered the little guys to even battle huge guys. So why not take advantage that it offers. Right? It becomes more fun to see when little guys despite their size beat up BIG guys and make them cry like a baby. Well you can have that fun if you can understand the advantages you have over those BIG chain restaurants and execute them to your advantage.

Speed

First thing is the speed. Small guys tend to run faster than those BIG fat guys. So as a small  restaurant being small you have the speed that BIG restaurant chains don’t have. Just to make one decision they have lots of redtapes, beauracracies  to go through before any thing gets approved. But as a indpendent restaurant owner you are the one who is making that decision. You don’t have to ask permission for President and then Vice president and VP of Marketing and on and on….   !! If the idea makes sense to you you approve it right away and execute it right then and there.  You could have used a creative idea on the fly and benefited right away. Where else those ideas would have been obselete or moved on to another new marketing strategies by the time the BIG chain restaurants would approve the previous marketing idea.

Passion-

Another advantage you have is the Passion. You as a owner would definitely have more passion and interest in your business than some one who is just working there . You would give your heart and soul to make it happen. You would go extra mile to serve your customers. That means you would be serving yr customers when and wherever the customers required help. It would not be dictated by the clock in and clock out time. You would still be helping those customers in need if required. This is clearly seen by your customers on Facebook or Twitter. That would show a passion to serve yr customers which would make them greatest fan and inturn they would now help you to succeed.

Creativity wins over money.

Though you have less money and less resources than the BIG brands, it doesn’t matter any more. Money is not the issue now in an age of Social Media because the entry cost is zero except your own time. What matters is the creativity. Can you be creative enough to execute the targeted marketing. Now you might argue that they can hire great Social Media Marketing Strategy guy. Well again it is gonna cost a huge chunk of salary to create those creative marketing and may be not with enough passion as yours. So now you with your creativity combined with passion you have a chance to even battle huge company with BIG marketing budgets.

I hope it gives you an idea what advantage you have as a restaurant owner or operator over BIG brand chains.Now it’s time to go and get it. Go get them. And good Luck!

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7 Key Factors That Can Determine Your Restaurant’s Success On Twitter.

Posted on July 30, 2009 by Nash Sherchan| 4 Comments

There is no doubt in my mind that Twitter is one of the most powerful marketing tool for restaurants if they can understand it well and harness it’s power to it’s full potential.

Over the last couple of months I have started to see the trends in the restaurant industry getting into the bandwagon of Twitter. Just few days ago Chik-Fil-A , Atlanta based Chicken Sandwich chain also joined Twitter. Every day there are so many restaurants joining Twitter. Two days ago I was introduced to a new restaurant who had just joined the twitter and I was the first or second follower of that restaurant. All this show me that indeed restaurants have begun realizing the importance of Twitter in their marketing effort. It is good thing that they are getting into it. That is the first part of the equation. However there is another part where most of the restaurants are missing the boats. May be because they have not understood the concept of Twitter well, they have not been able to execute it well and harness it’s power that could be mightier than television, radio or newspaper. So I will try my best to breakdown the Twitter Success concept in to 7 factors that might be able to help you see Twitter with different eyes than regular folks out there and execute it well to your advantage.

7 Key Factors To Your Restaurant Twitter Success:

  1. Sharing
  2. Caring
  3. Retweeting
  4. Be Yourself
  5. Be Positive
  6. Touch Of a Humour
  7. Surprise them

Sharing -

Twitter was born originally with an idea of sharing your daily updates in your life. Even on Twitter update page it says “What are you doing?” ( Earlier Version) People share simple things like ” I ate cereals and milk.” There is nothing wrong in that if a person is sharing it with his or her friends though I still believe it should be more interesting than that or at least it should be expressed in a style so that it doesn’t appear plain and boring. However as a restaurant  one should think what customers are interested in. You have to share something relevant that is useful to them and that would help them in their life. Some restaurants keep promoting just the coupons or deals. Nothing wrong in sharing your restaurant’s products. But it is not what you share but how you share makes a different and make more attractive to the followers and be interested in it. Let’s say you have a buritto to promote. Don’t just say we have the best buritto in the town. Come and Enjoy! Because that is too generic and every restaurants say the same. The follower would be saying, ” Yeah right! and all those tech savvy followers would be laughing at that updates. Give them a reason why it is good and how it could make their life easier. Now the same product you could promote it by saying like ” Try our rediculously yummy, big fat buritto that will fill your tummy at less.” Not messy as Burger, u will enjoy it without dripping that red ketchup on your new shirt even while on the wheels”. I’m just giving you an example. See how the same thing is turned into catchy yet funny with a powerful relevant and useful information for potential customers. One of the targetted customers would be students or any one who would like to have good lunch or dinner at reasonably low budget and secondly the other would be drive thru customers who would like to enjoy their food without messing up their clothes while driving and eating at the same time.

Caring -

Twitter is about connecting with the like minded people and then caring for each other and helping each other in need.When one of your follower make a remarks-good or bad you have to respond. That shows that you as a owner or manager do care about your customers. If it is a good remark that they make on Twitter then thank them for such a great compliment. If the update was about service complain then you could acknowledge it right away and be by their side as soon as possible to resolve the problem. Now if you solve the guest’s problem then he or she would be so happy that the next tweet would be about how efficient you were in solving the issue. Your restaurant had a great chance of turning the same negative buzz into positive and gaining more fans out of even nearly negative publicity just because you were able to find out quickly through Twitter and resolve it.

Retweeting-

When ever you find interesting articles relevant to your customers then please retweet it acknowledging that person who originally made the twitter update. Also don’t forget to thank any one who retweet your twitter updates.Whenever you find some followers making an updates talking highly about your restaurant and the delicious food, then retweet that along with your thanks.

Be Yourself-

Presenting yourself on Twitter while Branding your your restaurant can be little confusing in the begining. Truth of the matter is that you have to create your own style and give an authentic voice to your restaurant brand. If it is a fast casual restaurant then you should present yourself casually as you would be talking to your friends. Sometimes making jokes and uplifting the spirits at times when they are little down.You should be natural while engaging with your followers. You have to use your best judgement while communicating with your followers on twitter.

Be Positive-

Try and stay positive all the time on Twitter. Though sometimes it is hard, you should make every attempt to be positive on Twitter and never be negative. People flock to Twitter because it is a place full of fun and positive people. Though sometimes you can find few people that are negative. When you are positive that is reflected on the twitter updates and your followers can sense it. That produces positive twitter updates which will attract other interested followers to you. No one one wants to be around negative people. Lets face it. Even if some one happens to be near them, they will try and run away from that person. So please don’t be that person. On the other hand you might have to deal with that kind of negative people once in a while. If that does happen, please take it easy. Respect them for whatever their comments might be and try to make a quick exit from that conversation without letting it get worst and yet leaving a positive impression about your self.

Touch of a Humour-

Life in a corporate or physical world is generally boring. People like to come to Twitter to meet with cool people.So one of the key factor to be successful in Twitter is to add that dash of a humour with your twitter updates. It is like a garnish on a main dish. It enhances the flavour of the entree. It does pretty much the same thing except it does it for the tweets. It makes the Twitter updates more exciting and fun. Some of the cool guys that you can follow with a dash of a humour are Joel Comm @joelcomm , CEO of Zappos @zappos and restaurant @PopeyesChicken

Surprise them-

Twitter is one of the cool tool that lets you go into the mind of your customers. Never in the history any other tools has enabled this. Even before lunch or dinner you have an access to your customers’ mind for what they are going to have provided they make those updates. So that means when your customers are making an updates about your restaurant you have a chance to connect with them. If you feel that the customer was so awesome while updating  her tweets, may be you could surprise  with their favourite dish or dessert mentioned on Twitter. The customer would be surprised and now your restaurant have a chance of connecting with the customer in a deeper level. Every now and then you could surprise your followers with one lucky winner for Free Lunch or what ever you may find appropriate. This will create a buzz among the followers to follow your restaurant as the surprise prizes create excitements.

The above guidelines are the basics for the Success for your restaurant on Twitter. However there are other so many that you will learn as you begin the journey of Twitter along the way. If you know some other key factors for successful twitter strategy please feel free to add more on the comment section. Learning is a life long process. So I hope you would keep your eyes and mind open to the most powerful tool-Twitter and continue your learning process about Twitter and most importanlty learn to connect with your followers who could be a life long customers.

Do you think twitter is a great marketing tool for restaurants?  Are they using Twitter effectively to attract followers and convert them into customers? Please share your thoughts.

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How Restaurant P.F. Chang’s uses Twitter to Be Awesome?

Posted on July 15, 2009 by Nash Sherchan| 2 Comments

Few days back I was going through my twitter updates and saw an update from Brian Clark at @copyblogger about restaurant P.F. Chang’s. The update was a link to a video that explains how the restaurant was able to connect with it’s customer via Twitter and had a chance to be awesome. I watched the video and liked it for the fact that it is a true twitter success story about a restaurant. I thought it would be cool to share with you as it acts as a case study of how restaurants like P.F. Chang’s across the country are using Twitter to connect with their customers in a deeper level and be a remarkable.

Kelly from P.F Chang’s explains in the video that despite the coastal distance apart how they were able to connect with their customer only because of Twitter. Twitter has made it possible to have an access to their customer’s mind on a real time basis. As this customer a young woman was making an update talking highly about the Chicken lettuce Wrap, the other young lady at Scottsdale, Arizona P. F Chang’s’ headquarter was able to see it on a real time. Thrilled with the compliment about P.F. Chang’s and it’s Chicken Lettuce Wrap, she called the franchise restaurant which was on the other side of the coast. Now after knowing about this greatest fan of the restaurant, the franchisee went ahead and served her favorite Chicken Lettuce Wrap and the dessert on the house. Obviously it was a BIG surprise as she never expected it and never knew that some one from P.F. Chang’s was following her particular update on a real time while she was in the same restaurant. Now this is going beyond the average level of service. I call it being awesome. In their own restaurant term they call it “Trigger with the Guest”.

To be successful first of all your restaurant has to be remarkable and do awesome thing like P.F. Chang’s to your customers. You have to use twitter as a tool to achieve it. You have to WOW your customer and blow their mind with exceptional service that their eyes are not accustomed to and that their mind has never imagined of. Twitter has made it possible. All you have to do is use it to it’s full potential.Literally it has empowered restaurant owners to go into the mind of their customers and see what they are thinking about on a real time. It could be that they are thinking about their favorite salad or dessert like she did it while at restaurant P.F. Chang’s. It could be that some customers from a different state or even different country is updating on Twitter and looking for Italian restaurant in San Francisco lets say for example. When you have that kind of real time information you could directly connect with that particular customer and help him or her with the information and possibly persuade to dine in your restaurant. You have a huge advantage to get the customers right away. The only trick is that you have to be ready to get updated on Twitter and respond to any queries that might pop up on Twitter and gain your customers on the fly.

The affect of being remarkable and providing awesome service to your customers is the BUZZ that spreads so fast on Twitter. It is a viral marketing. It can spread so far and wide in a matter of few clicks on computers or few touches on  mobile phones. The fact that this story was so awesome I am writing about it. No body forced me but I just felt it was cool and felt like sharing with everyone. It is voluntary. See this is the power of being awesome. It spreads itself without having to force someone to do it. Unlike advertising on tv, radio or newspaper doesn’t work because most of them are boring and not at all awesome.It feels as if you are forced to listen or watch or read. No wonder people flip the channel on the tv or radio as soon as there is some kind of forced advertising. It doesn’t work any more. Did you notice how Kelly herself was so excited about the news that she herself came on to the video to tell about it to the whole world. She even told to her dad. In turn the CEO talked about the P.F Chang’s Twitter Success story in his business meeting with about 200 people. I also retweeted it. There were others who  retweeted the same awesome updates. Can you imagine now  how much buzz it might have created among his dad’s business circle and also in twitter universe.

So the key for your restaurant to be successful using Twitter is to be awesome first of all. Then using Twitter to it’s full potential and spreading the word about your restaurant and the products. So if you try to learn at least something from P.F. Chang’s'  twitter success story and implement the strategies, your restaurant would be far ahead than so many that are still trying to figure out how to use Twitter.

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Why Blogging Is Vital To Your Success In Restaurant Marketing?

Posted on June 21, 2009 by Nash Sherchan| 4 Comments

Blogging has definitely become one of the most powerful marketing tool for small businesses like restaurants. If blogging done properly, it can be powerful than tv, radio, newspapers, yellowpages all combined. Content is the king with the blogs. As a restaurant owners one has to think about their customers first. While creating contents for the blog one has to recognise what customers wants to read that would be valuable  and yet interesting enough to them with some some humour injected in them if possible. Don’t be boring. Most of the corporate blogs fail because there is no passion in the writings. Their corporate style of writing doesn’t resonate with their fun loving casual customers who likes casual conversations.

If it seems confusing and you would like to see the examples of other restaurant blogs, I would highly encourage you to do that first. May be even before you start a blog for your own restaurant,  it would be a great idea to follow couple of restaurant blogs. One that you could check out is kogibbq. The other ones are  Tyson chicken, Dairy Queen. Just by observing and engaging with the bloggers you learn a lot.

The key thing to remember is that you have to be ready to engage with your customers in a two way communication channels format. Join the converstation by replying back to your customers comments, answering your customers questions. That is how you build relationship and trust gradually. It is better if you yourself can do the blogging. If you are writing your content, opinions, expertise then it coming straight from you. So there is originality and authenticity. However if you are very busy then you could hire someone from your own company who is natural at blogging. If you don’t find some one in your company then it might be a good idea to look into a pool of your own customers. Who knows,there might be great fans with a passion for your restaurant’s products and service.

5 Reasons Why Blogging is Important to your success in Restaurant Marketing.

  1. Easily indexed by major search engines.
  2. Helps understand your customers problems.
  3. Helps in sharing valuable and interesting information relevant to your customers.
  4. Acts as a complete guide about your service or product and not as direct advertising.
  5. Is a great platform to create your own fan base tribe.

Easily indexed by Major Search Engines- One of the main reasons you want to blog is that it helps your restaurants to be found by major search engines like Google, Yahoo and many more on the internet. Now since this is a natural organic search results found by your prospective customers these are all free traffics that cost not a single dime to you. That means virtually the marketing expense is zero. Can you imagine when you don’t have to spend those thousands of dollars on tvs, radios, newspapapers and yellowpages. All that money now becomes a profit that you could put into your pocket instead of handing it over to those tv executives.

Helps understand your customers problems-When you write contents about your products, service or some useful information for your customers, then they have a chance to express their own opinion- good or bad and also problems of their concern. Once communication is made transparent through a blog, it is easier to understand customers real problem and solve it instantly rather than having to live in the darkness of unkown and building mistrust.

Helps in sharing valuable and interesting information relevant to your customers-Since blog is a medium of broadcasting, it helps you to share valuable information and yet interesting to your customers.The biggest mistake that one should not make that is worth repeating is not to be boring. Don’t present yourself as structured corporate officer. Rather be very casual, informal as you would talk to your friends and hopefully with humour you would be able to make your customers’ days.

Acts as a complete guide about your service or product and not as direct advertising-Blog essentially acts as a ccomplete guide for your restaurant. It will provide all the information regarding menu, services, contact information, directions, opening closing hours to all imaginable informations to prospective customers. So instead of acting like direct advertising that we see on the television or newspapers that says like ” hey come to our restaurant. We have the best steak.” It displays what products or service can your restaurant provide to customers in non threatening environment at their control of time.

Is a great platform to create your own fan base tribe-I have seen so many Facebook fan pages of several restaurants that has several thousands of loyal fans. Blogs acts as a spring board to create loyal followers on to your blogs and turn them into loyal fans that you could continue building and nurturing your relationship. Possibly later you could take them even to Facebook via the Blog. So that means any one who would visit your blog would have a chance to join your Facebook Fanpage and become a fan. This would make conversations more dynamic as the social viral effect would be be compounding.

Looking at all the above benefits of blogging, if your restaurant doesn’t have a blog presence on the internet, hope it encourages you to start building one. If your restaurant does have a blog, I hope you can still take some ideas  and take your restaurant blog marketing to the next advanced level.

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Where Are Social Networking Sites Heading? How Can Your Restaurants Take Advantage Of Business Branding Opportunities Facebook Offers.

Posted on May 20, 2009 by Nash Sherchan| Leave a comment

When you look at the history of social networking sites, since 2004 there has been a tremendous growth in social networking sites. It boggles my mind to see how many new sites pop up every day revolving around the idea of social media. To name few dominant ones are Myspace, Facebook and Linked in. The interesting thing to note during this same time is that how some of them have declined while the others are rapidly growing to be an integral part of our modern social medium of communication. What I am talking about here is Myspace vs Facebook. Though Myspace was born before Facebook, it has declined it’s popularity and in a way become old school. While Facebook which came later in the scene of social media adopted a twist on Myspace social networking site model by also implementing the business aspect.I believe that has given a huge boost to Facebook popularity.

Linkedin is also another social networking site focused on business professionals.But it only attracts the business people here. Facebook where as takes personal only approach of Myspace and professional only approach of Linkedin and combines the both and make it one in Facebook. That is what it makes Facebook more dynamic than Myspace or Linkedin. Though they have their own strengths in their own right, what I find it problem to us as a restaurant business owners is that it doesn’t serve a purpose of participating and engaging with the customers. It is like having only young customers in Myspace and restaurant business in Linkedin. So when customers and business are in separate social networking site how on earth are we going to communicate with our customers and engage with them, most probably inform and entertain them to win their loyalty and encourage them to visit our restaurants. Facebook takes this opportunity of filling the vacum that was created by this two social networking sites. Now since Facebook allows a business like your restaurant to create Fan page or Groups in Facebook, you can virtually communicate two ways with your customers, also who have become fans of your restaurant. Business and customers have come to a single social networking platform Facebook. Now only then it makes your restaurant and customer relationship a business sense.

Facebook has definitely been a blessing for small businesses like small independent restaurants. It offers an opportunity to small restaurants to even compete with big chain restaurants. No more can a chain restaurants sit on a heap of extra cash they have and laugh at small restaurants which they have been doing in the pretelevision age. The days of fighting the battle of marketing on the televisions are over. In fact if you are smart enough to execute the Facebook marketing with  targeted advertising, despite being a small independent restaurant and with a less marketing budget,Facebook now levels the battle field plain for you to even win the Goliath.

Facebook by any means is not a magic.It is not something you turn it on and it works wonders automatically. Obviously work and patience is required. You have to have a strong presence. Engage with the fans. Entertain them. This is how you build a relationship and create your loyal fans.

But if you don’t have a patience to wait too long and you are willing to pay money for targeted traffic then there is a service offered by Facebook called Facebook Ad. Basically it allows you to advertise your restaurant to a targeted group of people lets say people residing only in your town or city. Facebook with it’s algorithm it will display those ads to only people that you have targetted specifically. That way you have a more chance of your marketing money worth well spent. It is not like shot gun approach on televisions, radio or newspaper. Facebook Ad  hits right on the target and produces astounding results that is unheard of. Sometimes it might lead you to scratch the head and make you think why one would spent so much on other traditional medium of marketing that doesn’t work any more. This is even better than pay per click advertising on Google because Facebook already has a data of a people living in your area that you are targeting. That means the advertising of your restaurant would not be thrown at the face of a random people like the tv does to annoy them. Rather with it’s unique algorithm it would learn about your customers social profile and only would display the ad on his face. This time you are sure that the customer is more likely to respond because it is more relevant.It is not like the ad from a tv or radio where you see or hear an ad about a restaurant that is located on the other side of the town or city and there is no way you would be driving that distance just to have your dinner.

The main advantage of Facebook Ad to your restaurant is targetted advertising.You can virtually laser target the customers with in your town or city with their targeted advertising and attract to your restaurant.This is how Facebook Ad brings a value proposition to all small businesses including your restaurants.

Hope all of the small independent restaurants see the opportunity that Facebook offers and take advantage of it.

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4 Tips On Facebook Marketing That Can Be Effective For Your Restaurant Business.

Posted on May 18, 2009 by Nash Sherchan| 4 Comments

Facebook is a platform that you as a restaurant owner should use it as a networking tool to build a tribe of your own that would become your customers and eventually your loyal fan.Some of the restaurants might think that just creating a Fan page on Facebook is enough. Well that is just a start. There are other things that a restaurant has to do in order to be successful in promoting your restaurant on Facebook. Below are the 4 tips on how your restaurant can use Facebook to market your restaurant.

  1. Create a brilliant Fan page
  2. Reach out
  3. Get Active
  4. Join Groups and create events

Create a brilliant Fan page -As a restaurant business you now have an opportunity to create a Fan page and attract unlimited number of fans and create an unique brand. Some of the the singers and actors have  millions of fans on Facebook. So as a restaurant you can do the same if you choose to do so. But the key is to create rich contents that your customers would like to read. Share some relevant information that your customers would eagerly want to hear from you. It may be about healthy food, or how to remain healthy while eating good food. Add some good quality photos of your delicious food. May be make an announcement of a happy hour or a surprise wine session at your restaurant. Another important thing is to create your own branding image. It must be original and reflect what your restaurant represents. If it is casual restaurant then make it visible with the updates, the photos or videos that you share with your customers.

Reach out- Just creating a Fan page on Facebook is not enough. You have to find a creative way to attract the potential dining customers to your Fan page. Like Gary Vaynerchuk says, you have to hustle to bring those hungry customers first to your Fan page and later to your restaurant. So how do we do this? Well the most effective way first is to identify the key influential people that are related to your food industry. It could be food blogger, or healthy eating group on Facebook. You have to be creative enough to make friends by networking with them. I promise your marketing effort will be much easier leveraging their influential powers to may be thousands and millions of people at one click of a mouse. Alternatively you can also start engaging with potential customers within your town or city by engaging with ongoing updates. Though a little slower process it is worth the effort provided you do it consistently every day. Even if you can make friends with few people – a small number  that is countable on fingers, it is worth to create a momentum. The compounding effect of fans that can be generated virally over a period of some time like few months can turn out to be mind boggling.

Get Active- Now that you have reached out influential people within your restaurant and food industry and also potential customers from your town or city that are on Facebook, you need to get active with them. That means first you must share valuable contents or useful information that are relevant to them. You can do it by making a quick updates on Facebook. The frequency is also important. There is no set rules how many updates you can or can not do. The important thing is that the number of the updates has to match with relevancy and usefulness to your customers. At least one update a day is critical. Because if you don’t make any updates then it can be felt by your fans. It would be like your fans calling you on the phone but no one is picking up the phone. That displays that there is no actions going on and will be clearly visible by the fans on the fan page. So even if there were fans initially they will lose interest and start dropping from the fan page. So please don’t let this happen. The key thing to remember is engage with fans by asking questions and getting feed backs. They will comment and provide feedbacks and your job is to listen. Listen first what your fans are saying. Internalise it and respond to any or all of the comments. This way it shows that you do care about your fans. It also tells them that you do exist as a human being.

Join Groups and Create Events – There are so many groups on Facebook. You can search the type of the groups that you are interested and join the group. Not as a restaurant business but as a regular individual who has a interest on that topic. Lets say you want to attract environmental conscious customers then you can join a group which discuss about environmental impact issues that are dear to their heart. Hope before you join this group you have inclination to at least adopt some of the ways where you are contributing to the planet by just doing simple things like using paper products instead of plastics or foams. Now you can proudly  talk about how businesses, just using paper products can help in protecting the environment. You could share some of the case studies with them. You could also share some good articles that talks about the same issues with some results. Now when you prove them that you are knowledgeable person then they will start trusting you and respecting you. While you are sharing your ideas, you have a reason to display some of the results that you have achieved at your restaurant. You can share and they will listen this time because you have already gained the trust from them. You can even create an event with a theme like , “Saving the environment While enjoying the great Food.” where you are only using recyclable products and also raising money for charity programs like Saving the Planet or something similar to that. These are just some ideas that I am just throwing at you. You can be much creative and come up with your own events based on your interest but also relevant to your restaurant.

Hope you get some ideas how you can be creative and use Facebook as a networking tool and start building a qualified network of potential customers that you could turn them as your real customers at your physical restaurant and hopefully  loyal fans for years to come.

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