Growing a hospitality brand can be a challenging and complex process, particularly in today's competitive market that’s peppered with staffing issues, growing importance on digital channels, and the rising cost of living.
Building a successful brand requires a lot of effort, resources, and expertise in various areas, including marketing, customer experience, operations, and more. There are many marketing terms that restaurant marketers need to know to ensure they are measuring the right things.
So, we’ve compiled 13 terms that every hospitality marketer should know, alongside what they mean so you can be a thought-leading #LinkedInfluencer faster than you can shake a margarita.
The process of creating a unique image and name for a restaurant that distinguishes it from other businesses and creates a strong association in the minds of customers.
A detailed profile of the ideal customer, including demographic information, preferences, habits, and behaviour. Creating customer personas helps restaurant marketers better understand their target audience and develop marketing strategies that resonate with them.
SEO (Search Engine Optimisation)
The process of optimising a restaurant's website and online presence to improve its ranking on search engine results pages (SERPs). This includes keyword research, on-page optimization, and link building.
Social media marketing
Using social media platforms like Facebook, TikTok, and Instagram to promote a restaurant and engage with customers. This can include posting updates and promotions, responding to customer reviews, and running paid advertising campaigns.
Creating and sharing valuable, relevant, and engaging content with the goal of attracting and retaining customers. This can include blog posts, videos, infographics, and more.
Using email to communicate with customers and promote a restaurant. This can include newsletters, promotional emails, and event invitations.
A system that rewards customers for repeat business or other actions that benefit the restaurant. This can include discounts, free items, or special perks.
Monitoring and responding to online reviews and feedback to maintain a positive image for the restaurant. This can include responding to negative reviews, encouraging positive reviews, and addressing customer complaints.
Partnering with influential individuals or organizations to promote a restaurant to their followers. This can include social media influencers, bloggers, or other businesses.
Targeting customers within a specific geographic area, such as a neighbourhood or city. This can include local events, sponsorships, or partnerships with other businesses.
Managing a restaurant's relationship with the media and public. This can include pitching stories to journalists, responding to media inquiries, and crisis management.
Using data to measure the effectiveness of marketing efforts and make informed decisions. This can include tracking website traffic, social media engagement, and email campaign metrics.
ROI (Return on Investment)
A measure of the profitability of marketing campaigns, calculated as the revenue generated by the campaign divided by the cost of the campaign. Understanding ROI is essential for evaluating the success of marketing efforts and allocating resources effectively.
If you’re already using our hospitality-centric guest management system, Connect, and need support with your marketing execution, get in touch to hear how we can help.