One of the values that the Independent Restaurant Marketing Association brings to the 'table' is the idea of integrated marketing. In simple terms, there is a great deal more that falls under the area of 'marketing and advertising' then there was just 5 years ago. It is nearly impossible for you, as an independent restaurant owner to keep up with everything yourself. It's also difficult to have the pieces work together the way they should. Whenever possible we will share with you examples and statistics that highlight the value of integrated marketing for restaurants.
Here is a great illustration from Nation's Restaurant News:
In pursuit of the social customer
While who owns social media may be the wrong question to ask, social media for the time being appears to live in one primary department. Over time, however, social media will extend the capacity of any business affected by outside behavior.
In a recent marketers’ survey, which asked which departments are involved in social media, 90 percent of participants pointed to marketing. Public relations followed with 64 percent. Sales showed a strong presence with 46 percent, and customer service also made the list with a solid 39 percent. I found it interesting that investor relations made an official appearance on the list. Even with 8 percent, it’s a telling sign of things to come.
In 2011, 75 percent of marketers plan to increase their use of social media, and 19 percent will remain at current levels. In the mobile arena, 62 percent of respondents will use more apps for the iPhone and Droid, while 21 percent of marketers will develop apps at current levels. Sixty-one percent of marketers will increase their use of microblogging sites like Twitter and Yammer, and 27 percent will stay the course.
In addition, 55 percent of marketers will increase video production and distribution with YouTube, Vimeo and other sites, while 31 percent will continue as is. Brands will increase their focus on top-tier blogs to reach customers and peers by 52 percent, with 35 percent staying constant.
2011 is a pivotal year for social media. While many brands believe in its importance, there is still a great deal to learn. What’s clear, however, is just how early brands are in this growth curve. Social consumers are expanding beyond the Millennial demographic, as social-savvy individuals are migrating from the edge to the center of technology adoption and prowess. As they do, social networks and new-media apps and services become their platforms of choice.
All signs, according to this study, point toward greater investment in time, money and resources to better understand and excel in social media.
Integration of all marketing communications is essential to garnering the best results. For example, if you plan to introduce a new menu item, how will you communicate that to drive awareness and trial? It’s about consumer touch points. Every place a guest can see, hear or touch has to be part of the marketing plan. The e-mail blast, the Facebook post, the tweet, and coupon drop and advertising all have to work together to create a louder voice.
about the author:
Linda Duke is chief executive of Duke Marketing and author of “Recipes for Restaurateurs.”
