Marketing today has a TON OF BUZZ. Are you on Snapchat? Does it matter? Do you have an app? How's your food?
At the end of the day, marketing is about announcing your brand promise and operations is about delivering on your brand promise. As a marketer, you have to decide which promises consumers want to hear, then say them in a way that people actually listen to. Here are some things to bear in mind when you're making your brand's promises:
1. Is it Branding or Call to Action?
Any effective marketing message can only accomplish one of two things: get someone to BELIEVE something about your brand/product/service or get someone to DO something about your brand/product/service. What are you trying to make happen?
Branding Example: people think your beef patties are made of fake beef. The solution is to make people believe you use real meat. Perhaps make a commercial that introduces the consumer to the farmer who supplies the real beef that goes into your patties.
Call to Action Example: your sales for a specific menu item are down compared to last year. The solution is to drive people to spend money on that specific menu item. Perhaps create a message that tells people to come to your locations this Saturday to try this specific menu item and attach a promotion that incentivizes them to come.
2. What are your revenue triggers?
In the restaurant industry, they are a) more new customers, b) increased frequency or c) higher average ticket. Which of these things can you improve? Pro tip: if you are not measuring these things, it's impossible to improve them. Measure first, optimize second.
3. Batting .300 is pretty damn good.
You shouldn't expect to perfect every marketing message out there. The idea is to have a goal, work to accomplish that goal and hope you nail it 1/3 times. If you do, you're going to the hall of fame!
4. Don't make promises you cannot keep.
DO NOT market something without Operations buy-in. Here's why: Let's say sales during the afternoon daypart are down and your finance team wants more. So you create a campaign and series of promotions to drive people in-store in the afternoon. Well, good news - you're good at your job and a lot of people come in. Suddenly, Operations doesn't have enough staff, service is weak, consumers complain publicly online and you now have an image problem to deal with for your next marketing campaign. Had you talked to Operations beforehand, they would have been aware of the potential increase in demand and would be able to handle the increase in volume and deliver on the promise you made on behalf of your brand.
To see how Privy can help you execute and measure your call to action marketing campaigns, get a free demo.