5 Components of a Successful Marketing Plan

5 Components of a Successful Marketing Plan

What makes a good marketing plan? Successful plans need focus, specifics and flexibility.

What makes a good marketing plan? You can measure it by the decisions that follow, the business it generates and how well its implemented. A brilliant marketing plan that is not executed is worth much less than a mediocre marketing plan thats carried out.

The plans value is in the success of the business.

Within this general framework, successfulmarketingplans have several key elements. Ill use examples from therestaurant businessbecause its familiar to most people.

I dont know the secret to success, but I do know that the secret to failure is trying to please everybody, said Bill Cosby. Good marketing plans define target markets narrowly. A restaurantstarget marketmight be families, couples, baby boomers, teenagers, children, date nights, busy and rushed working people, or some combination.

You wont find a restaurant that works for a baby boomer couples night out also working for families with small children. Choose. Divide and conquer.

Product focus matches market focus. If you want baby boomers date nights, thenserve good food. If you want families with kids, then serve food quickly, make the menu items relatively cheap and, of course, the food has to be safe.

Sushi doesnt sell on price. Drive-through windows dont deliver fast food.

A good marketing plan is full of dates and details. Strategy probably drives a good plan, but tactics, programs and details make the difference. As much as possible, the plan has to tie results back to activities and come up with hard numbers to measure those results.

A restaurant cannot have vague goals like having the best-tasting food. It needs specifics that are related to marketing message, insertions, posts,tweets, dinners served, return visits, members of the e-mail list, reviews, stars and so forth.

The key is to take a plan and think ahead about how youll know whether it was implemented. Will you be able to tell?

Groups and committees get little done. Assign every part of a marketing plan to a specific person. Measure the results of every task and be sure a person is responsible for it. Peer pressure is important: The people executing the plan have to be accountable for measurable results. Failure has to hurt, and achievement has to be rewarded.

An old joke: How do you see involvement vs. commitment in a bacon-and-egg breakfast? Answer: The chicken is involved, but the pig is committed. A good marketing plan needs commitment, not just involvement.

Every successful marketing plan is actually a planning process, not just a plan. Things change too fast for static plans. A good marketing plan is part of a process that involves setting goals, measuring results and tracking performance. It entails regular review and revision.

If the group running the marketing plan isnt meeting once a month to compare the plan with actual results and make course corrections, there is no marketing plan.

InvestRel data-omn-once=Yes class=iNOmn

FaceBook,e data-omn-once=Yes class=iNWin iNOmn

Twitter,e data-omn-once=Yes class=iNWin iNOmn

Instagram,e data-omn-once=Yes class=iNWin iNOmn

LinkedIn,e data-omn-once=Yes class=iNWin iNOmn

YouTube,e data-omn-once=Yes class=iNWin iNOmn

All users of our online services subject to Privacy Statement and agree to be bound by Terms of Service. Please review.

25 Restaurant Marketing Ideas How to Market a Restaurant

The competition among restaurants is fierce, and youll need to give your all to be successful. Were helping you out with 25 restaurant marketing ideas and strategies that promise to help you improve your business and get attention from growling stomachs everywhere!

If youve ever logged ontoInstagram, youll understand that food porn is alive and well.

Arguably the very best way to promote your restaurant online is with high-quality, drool-inducing photos. Visual content is in high demand online these days, and having delicious looking photos on your website and across various social media outlets is essential for drawing hungry eyes.

Consider hiring a pro to take some top-notch photographs, or try it DIY style with your smartphone. Be warned though taking really great food photos can be tougher than it looks, as lighting is often a key factor. Learn more about snapping your own A+ food photos in thisGizmodo article. Some nice advice inthis Udemy postas well. We have more ideas to boost your businesshere.

Partnering up with online food apps should definitely be a consideration as part of your restaurant marketing plan. Partnering with online apps encourages visitors to check out your restaurant through gamification andcustomer loyalty programs, which offer visitors a free purchase or discount for visiting a certain number of times.

Popular foodie apps that offer integrated loyalty programs include:

You could also kick it old school and hand out punch cards. They arent quite as cool as apps, but they still show that you value customers and appreciate their loyalty!

Yelphas tremendous power in the restaurant industry, and having a strong backing of positive Yelp reviews is like having a flock of golden geese reviews from Yelp can do wonders for your business. Ive written an entire blog post devoted tohelping you get more Yelp reviews, so peruse that at your leisure.

The most important thing to understand about Yelp is that people can andwillreview you,even if you dont set up an account. For that reason, as a restaurant owner you should absolutely be proactive and dress up your Yelp account so it worksforyou, rather than against you.

This means adding as many details as possible, such as:

Do your best to add as many details as Yelp will allow.

The other big thing to keep in mind when it comes to Yelp ishow you handle feedback. Its great to thank Yelpers for their review, whether positive or negative.

If you get negative feedback,always answer in a polite, professional manner. I have a whole section in myComplete Guide to Yelppost about how to handle negative reviews, but the nutshell version is to always play the gracious host.

If youre responding to the negative review publically, thank the reviewer for the feedback, apologize for the incident, and promise to improve in the future. You may also want toconsider contacting the reviewer privately for more informationabout any negative incidents. Some business owners offer to send gift cards to Yelpers who have had less than favorable experiences, hoping to get them back in the door for a second chance. Ive seen this work in favor of many businesses, as reviewers are often flattered at the consideration shown and are more generous in their critique knowing the restaurant owner values their opinion and is working hard to improve.

Setting up your restaurants Google+ account is as important (heck, maybe even more important) as setting up your Yelp account. Heres why:

When you search a business within Google,Googles Knowledge Graphprovides the businesss details in the sidebar. Googles Knowledge Graph gathers a large chunk of its info from Google+, so having your business set up on Google+ is a huge bonus, as having your restaurant appear via Googles Knowledge Graph allows for more prime search real estate (for free)!

Also encourage visitors to review you on Google+, as Knowledge Graph loves to aggregate Google user reviews.

For most restaurants, local is the name of the game.Mostfolks are looking for good eats close to home, and youll get the most value out of your online marketing efforts by investing primarily in geo-targeted ads.Geo-targetingads help you save money, ensuring that only users in certain cities or within a specific radius see your ads (eliminating non-relevant clicks, which can cost you big ad bucks).

Many online advertising services, from Google AdWords to Facebook and Twitter, offer geo-targeting ad options (at no extra cost). Be sure to take advantage of these handy targeting features to get your best ads in front of your best customers.

Having a strongInstagrampresence is another semi-obvious (but too important to ignore) restaurant marketing tip.Use Instagram topromote your business best visual content.

Show off your storefront, get up close with your top dishes, and use this social media main stage as a place toplay around with your brand identity. For example, an all-natural health food store might try snapping pics of people kayaking, cooking, farming, or other activities you think your fan base will enjoy.

Also be sure tohave some fun with hashtags whether jumping on the hype of existing popularTwitter hashtagslike ThrowbackThursday or inventing your own, hashtags are a great way to have some fun with fans.

Instagram is a no-brainer for those in the food business learn even more aboutInstagram marketing here.

Remember, your restaurant newsletter doesnt have to be weekly in fact, users will probably appreciate a less flooded inbox if you simply send them a newsletter every month or so.

Use your email newsletter as a chance to celebrate your success, discuss new menu items, or share special discounts. Need someemail newsletter templates or layouts? No problem!

User-generated content(lovingly dubbed UGC) is a great way to develop personal and intimate engagement with users. Host a photo contest by asking customers to share their favorite meal at your establishment, and share the entries on a dedicated content page (and/or share submissions across your various social networks). Consider awarding some random lucky contestants with a free appetizer or other prize!

Hosting and promoting user-generated contentshows customers that you appreciate them, turning occasional visitors into die-hard devotees.

In an age of robotic customer service reps and soon to be self-driving cars, the human element is severely lacking. Show off your 5-star staff doing what they do best! Seeing happy, smiling employees does wonders for your reputation, as customers long to be served by joyful workers.

Showing off your pleasant employees also provides major reputation points happy workers say a lot about a business, and fans are sure to take notice.

Social media marketing strategies are an undeniable force in todays world. Pamphlets and delivery menus slipped under doorways simply wont cut it anymore.

Often, the restaurants with a strong social media presence as part of their restaurant marketing plan are the ones that fare the best, and in the competitive food industry, ignoring social media is a death sentence.

Of course youll want tocreate a Facebook business pageand aTwitter accountto share special discounts, exclusive coupons, photos of your newest dishes, and promote your own news accolades. But setting up your accounts is only half the job its also essential you keep up with activity happening on your social sites.

There are many great free and paidsocial media management tools a few popularfree optionsinclude:

HootSuite:A one-stop dashboard for keeping tabs on all your social media networks. Create custom streams, schedule posts, and more.

Buffer:Buffer makes it easy to find, schedule, and share articles across your networks. Staying active and posting valuable articles (that your fan base will enjoy) is key for social success.

Also check out this list of easyFacebook marketing ideasfor any type of business.

Another major restaurant marketing tip when youre mentioned in a news outlet or magazine, be sure toshow off your good publicity on your website and via social media. Fans will spread the word, and newcomers will be encouraged to visit in person when they see trusted sources celebrating your restaurant.

Google Alertsnotify you when your business name (or other designated keyword term) appears in a new piece of content on the web! This makes it easy to keep tabs on who is talking about you and your accolades. (If Google Alerts arent working for you, tryMention, another web monitoring application.)

Starting your own blog is a great way to build community and engage with your customers. Blogs offer the chance to experiment with your restaurants voice and personality. Share your successes and struggles, funny stories, recipes, and anything else you think might interest your customers.

A blog can be a huge project, but it doesnthaveto be.Keep your blog as simple or complex as youd like. You dont have to be constantly posting (quality over quantity), but its good to have your restaurant blog set up for when you have an announcement or news you want to get out to the world. If youre serious about taking over the world, check out moreblogging tipshere.

When youre a new restaurant, you may find it difficult to generate reviews and hype about your business. One great way to get reviews and press on the web is to invite food bloggers to your restaurant to give you a try, and consider offering a free meal or appetizer to get them in the door. Politely ask if theyd be willing to review your restaurant and share their experience online.

You cant outright ask for a positive review, as that would be dishonest, but its fine to simply ask them for an objective restaurant review. Some bloggers might decline your offer, but the more you ask, the better your chances are of getting some positive feedback and generating more interest online.

Some food bloggers have big followings, and getting their attention can have a huge influence on your restaurant. Even just one write up or mention from a major foodie can be a huge for restaurant promotion efforts. For more ideas,check out what weve come up with here.

Eaters love to do research online in fact,89% of consumers research a restaurantonline prior to dining. This is why its ofvital importance that all yourrestaurant details are online and up-to-date,including address, phone number, hours, your current menu, etc. The stronger and more accurate your online details are, the better.

Building your restaurants brand identity can have a big affect on your social media performance. Your goal should be to build you restaurants identity around your target customers.

Does your food target patrons who prefer healthy eating? Or does your restaurant have a more beer-and-wings kind of vibe?Understand who your target patrons are, then build your brand around what they are interested in. Reflect these interests on your social media platforms and in your promotional material.

Twitter can be a true treasure for restaurants, and timing your tweets can have a big influence on hungry stomachs. Try crafting and scheduling tweets at different times of the day to specifically target the breakfast, lunch, or dinner crowds (depending on your offerings).

Users love to do research online before ordering from or visiting your restaurant.Dont make users scramble to find your menu publish a high-quality, easy to read menu that is up to date and accurate. Not sure how? Some delivery sites like those mentioned below offer to publish your menu online for free.Open Menuis another great site that can help you get your menu looking sleek and stylish (it even offers some handy social integration, for both paid and free users).

Still, youll want to make sure to have your menu published on your website, since thats often the 1 piece of information users are looking for when visiting your site (along with hours, location, and contact info).

If you dont have a good menu online and available for customers, most of your other restaurant marketing strategies are basically useless! In this day and agecustomersneedto have access to an online menu, otherwise theyll simply look elsewhere.

In todays online-driven environment, ease of use is the name of the game. Many online delivery services streamline the ordering process, and internet-savvy patrons often love taking advantage of such delivery services.

Consider partnering with services like:

Some customers may even discover you for the first timethrough services such as these!

Providing coupons and discounts for your restaurant is always a surefire way to bring customers running. Offer a free dish to your new email newsletter subscribers (we can show you how to get more of those too).

Alternatively, you can try advertising a discount through Groupon or Living Social if you go that route, youll get a TONS of exposure, but youll end up paying a hefty portion of sales to the deal website, so keep that in mind.

One fine dining restaurant marketing idea is to consider signing up forOpen Table. Open Table is an online reservation tool that lets customers book reservations for your establishment online! Patrons love it when you make life a bit easier for them, and Open Table already has a base of loyal customers you can tap into.

Its predicted that this year, half of all paid clicks on Google will come from mobile!Restaurants are one the best candidates for mobile ads, as users are often looking for nearby dining options while on the move. Mobile ads tend to be cheaper than desktop ads, andmobile boasts impressive conversion rates.

Whats really cool is that AdWords allows for all kinds ofmobile customization and targeting optionsthat let you get the most out of your bids. For example, you can increase your bids around dinnertime, when users are often looking for fast food on their mobile phones. Boosting your bids during the dinnertime period increases your chances for showing up for a specific query. This means you could be the first ad to show up for a pizza search when pie-hungry users are on the search for a slice. If youre a restaurant marketer, dont miss out on digging into a slice of the mobile ad pie (were talking deep dish).

Let customers drop their business cards into a bowl for a raffle. The reward can vary a lunch for the winner and 10 friends, a 2-hour happy hour with discounted drinks, whatever you feel like!

Not only are these raffles fun, but you can also make use of those business cards by emailing customers. Let them know that while they didnt win this time, they can sign up for your newsletter to be notified of their next chance to enter, plus the opportunity to hear about discounts and other offers theyd enjoy. Then tadaa youve got yourself a bunch of super valuable new newsletter subscribers!

Starting a food truck isnt for the faint of heart its a tremendous endeavor and, depending on the kind of truck you want to buy, it can be very pricey. However, starting a food truck enables you to dish out your food to folks you might never normally come in contact with.

You can greatly extend your reach, build more press, and acquire new fans who might love you so much that they become patrons of your brick-and-mortar location as well!

Customers love to hear that theyre eating local, and sourcing local ingredients from nearby can do a lot to boost your fan base and give you a positive reputation in the community. If its not out of your budget, definitely consider this option!

How to Market a Restaurant [Summary]:

Hire a professional photographer (or DIY) to create beautiful photos that appeal to foodies.

Create a customer loyalty program, using apps such as Belly, LevelUp, LoyalBlock, or Perka.

Set up and maintain your restaurants Yelp profile thoroughly and politely respond to negative feedback.

Set up your Google My Business/Google+ account and encourage reviews.

Create geo-targeted restaurant ads with online advertising platforms like Google AdWords, Facebook, and Twitter.

Use Instagram to promote your restaurants best visual content.

Send an occasional email newsletter.

Promote user-generated content on your restaurants website. For instance, create a photo contest.

Show off your staff to humanize your business.

Monitor your restaurants social media presence. Tools like HootSuite and Buffer help.

Share any positive press your business receives on your website and social media.

Set up Google alerts for your restaurants name to keep tabs on whos talking about you online.

Start a blog for your restaurant. Share successes, struggles, funny stories, etc.

Reach out to food bloggers who might want to review your restaurant.

Verify the details of your restaurant like phone number, address, and business hours online.

Understand who your restaurants target patrons are and use it to develop a brand identity online.

Send out regular tweets. You can even schedule them in advance.

Make sure your online menu is sleek and functional.

Make use of online delivery services to get your food in the hands of hungry customers.

Offer coupons and discounts online, through your website or through services like Groupon or Living Social.

Set up online reservation tools like Open Table.

Use mobile ads in AdWords, since patrons often search on mobile devices.

Create a fish bowl business card giveaway.

Start a satellite food truck for additional exposure.

Source your ingredients from local vendors and farms. Patrons love restaurants that are a part of their community.

That sums up our restaurant marketing and advertising ideas. Hopefully you can put these restaurant marketing tips to good use!

Megan Marrs is a veteran content marketer who harbors a love for writing, watercolors,oxford commas,and dogs of all shapes and sizes. When shes not typing out blog posts or crafting killer social media campaigns, you can find her lounging in a hammock with an epic fantasy novel.

Find out if youre making mistakes with AdWords.

11 Places to Find Royalty-Free Background Music for Marketing Videos

Podcast Advertising 101: 4 Tips to Get You Started

8 Ways to Cross-Sell/Upsell Customers with Search & Social Ads

Find out if youre making mistakes with AdWords.

Find out how youre REALLY doing in AdWords!

Watch the video below on our Free AdWords Grader:

What Makes a Good Marketing Strategy?

photo credit:Remco Wighman via Creative Commons

Lets begin with an answer to the question What is marketing strategy?. This popular expression tends to be mistaken with promotion or advertising strategy. Marketing strategy shows how youre going to use your 4 Ps product, promotion, price and place, to improve your business results. Yourmarketing strategy should answer these 4 questions: what you are going to sell, how you are going to price it, where potential customers will be able to find your products and how you are going to promote it. On the top of that, it should contain goals you want to achieve so that youre able to see how effective your strategy is.

So how to build a good marketing strategy? Ill walk you through all 4 elements of marketing mix, show you best practices and give a few tips. Following these guidelines will help you create a strong and effective marketing strategy with little effort.

The first step is to define your product (or services). What do you sell? If youve been around for some time, look at the structure of your revenue. What do people buy the most frequently? Pareto rule probably works well and 20% of products secure 80% of revenue. Identifying them will help you promote them better.

Also, you can consider adding new products. Doing it blindly can be dangerous, this is why you can ask your visitors or customer what they would like you to offer.

Tip: take a look atthis case studyto learn how RaveNectar used surveys to find out what visitors want him to sell.

Now you know what youre selling. How to set prices to maximize your profit? Some would say Rise prices you will grow your margins!, some would say Cut prices you will attract more customers!. I wont tell you which solution is the best for you. What you should do to find it out is to test. You can raise or cut prices of some products by a few percent and observe what happens.

Its more difficult when youre about to start a new business you dont have data to compare. What you can do is to analyze pricing strategies of your competitors and conduct a small market research.

Tip: if you want to know more about setting prices, take a look atthis guidebased on experience with pricing experiments.

How are you going to reach buyers? Its a tough question even for brick and mortar stores there are hundreds of ways you can arrange products on shelves, you can even consider going online. You can also sell your products in your own store or offer it to resellers. There are many options you to consider.

If you already sell products in your online store, you can consider selling products on platforms like eBay or Amazon to reach even more customers.

Products rarely sell themselvesand promotion is a key to a successful business. You can offer great products for low prices in a fantastic store but you will quickly go broke if you have 0 customers. This can be the most complicated issue due to a number of possible options. You can advertise your business on social media, run AdWords or display campaigns, try marketing or content marketing, retargeting and a number of other online marketing techniques. On the top of that, there are all the techniques of offline and local marketing you can consider.

Tip:you can look for inspiration here.

To make your marketing strategy strong, you should focus on all points because only then they will fulfill each other. Example: cutting prices wont bring satisfying results if you dont promote discounts. On the other hand, raising prices wont help neither if you dont upgrade your store or a website to make it look more high-end or offer additional services.

Before you implement your marketing strategy,think about metrics you will use to track progress. It can be profit, revenue, a number of sold items or any other metric that will clearly show your progress. The next step is to prepare a detailed action plan. What and when are you going to do and what are the expected results? To make planning easier, you can use a technique of setting SMART goals. It means they should be Specific, Measurable, Achievable, Relevant, and Time-bounding.More on this topic and a free template.

After implementing your marketing strategy, keep track of your progress. Did you want to double your revenue in 12 months but after 6 months theres only 10% increase? Then you should go back to sketching board. Check which actions brought expected results and which didnt work. Then think why it happened and how you can improve your performance. Implementing results of such analysis can lead you to significant gains and thus make goals more likely to be achieved.

Lucjan Kierczak is an inbound marketer at an app that makes collecting feedback from customers easy and quick. Collected answers will show you what your visitors expect from you, what problems they face or whats preventing them from buying. You can find Lucjan on

Top 7 Mistakes That Kill Your Ads Conversion in 2017

Business spends huge money on sending their message to customers, but the results leave much to be desired: For every $92 spent acquiring customers, only $1 is spent converting them; besides, only 8% of users pay attention to marketing ads and click on them. Yet, one assured method exists to generate lots of buzz about []

How Writing for the Stages of Awareness Will Convert More Readers into Paying Customers

Tell a two-year-old the value of getting good grades in school. Go ahead. Try it. If you dont have a two-year-old handy, let me tell you that youre wasting your time trying. But you know that. So why do we write copy that immediately gives an answer to a problem your reader may not even []

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but dont have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!

8 Keys to a Strong Marketing Strategy

Does your business have a strong marketing strategy?

Whether youre a Fortune 500 company or a one person shop, to be successful, you must have a marketing strategy and you must implement it consistently. However, it doesnt have to cost a fortune and you dont have to be a creative genius.

The key is developing a marketing strategy that forms a solid foundation for your promotional efforts. Implementing promotional activities such as advertising, direct mail or even networking and one-to-one sales efforts without a marketing strategy is like buying curtains for a house you are building before you have an architectural plan. How would you even know how many curtains to buy or what size they needed to be?

You can develop a strong marketing foundation by:

1.Defining your product or service:How is your product or service packaged? What is it that your customers are really buying? You may be selling web-based software tools but your clients are buying increased productivity, improved efficiency and cost savings. And if you offer several products or services which ones are the most viable to promote?

2.Identifying your target market:Everyone or anybody might be potential clients for your product. However, you probably dont have the time or money to market to Everyone or Anybody.Who is your ideal customer?Who does it make sense for you to spend your time and money promoting your service to? You might define your ideal customer in terms of income, age, geographic area, number of employees, revenues, industry, etc. For example a massage therapist might decide her target market is women with household incomes of $75,000 or more who live in the Uptown area.

3. Knowing your competition:Even if there are no direct competitors for your service, there is always competition of some kind. Something besides your product is competing for the potential clients money. What is it and why should the potential customer spend his or her money with you instead? What is yourcompetitive advantage or unique selling proposition?

4.Finding a niche:Is there a market segment that is not currently being served or is not being served well? A niche strategy allows you to focus your marketing efforts and dominate your market, even if you are a small player.

5.Developing awareness:It is difficult for a potential client to buy your product or service if they dont even know or remember it exists. Generally a potential customer will have to be exposed to your product 5 to 15 times before they are likely to think of your product when the need arises. Needs often arise unexpectedly. You must stay in front of your clients consistently if they are going to remember your product when that need arises.

6.Building credibility:Not only must clients be aware of your product or service, they also must have a positive disposition toward it. Potential customers must trust that you will deliver what you say you will. Often, especially with large or risky purchases, you need to give them the opportunity to sample, touch, or taste the product in some way. For example, a trainer might gain credibility and allow potential customers to sample their product by offering free, hour long presentations on topics related to their area of specialty.

7.Being Consistent:Be consistent in every way and in everything you do. This includes the look of your collateral materials, the message you deliver, the level of customer service, and the quality of the product. Being consistent is more important than having the best product. This in part is the reason for the success of chains. Whether youre going to Little Rock, Arkansas or New York City, if you reserve a room at a Courtyard Marriott you know exactly what youre going to get.

8.Maintaining Focus:Focus allows for more effective utilization of the scarce resources of time and money. Your promotional budget will bring you greater return if you use it to promote a single product to a narrowly defined target market and if you promote that same product to that same target market over a continuous period of time.

Before you ever consider developing a brochure, running an ad, implementing a direct mail campaign, joining an organization for networking or even conducting a sales call, begin by mapping a path to success through the development of a consistent, focused marketing strategy.

Strategies-by-DESIGN is a Dallas, Texas based firm that helps small and medium sized businesses Map A Path to Success by providing consulting, training and skills based coaching in the area of marketing strategy development. For more information go to call .

Julie Chance is the President of Strategies-by-Design. She has over 18 years of professional experience in training, marketing, management and operations. Visit her web site at email her at