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Sas Analyst With International Experience

What type of restaurant marketing should you use?
By Andreas Breitfuss
Restaurant Marketing Ideas
Quick. Try answering this restaurant marketing teaser…
Question: Which type of marketing (Institutional vs. direct) would be most suitable for a restaurant that is trying to:

·         Establish its image?

·         Generate bums on seats?

No marks for guessing the correct answer. Institutional may not necessarily attract inquiries from prospective customers in the second case; while direct marketing may not work in the first. Thus the correct choice for the first is institutional marketing and that for the second is direct marketing.

The main problem with direct marketing however is that due to some unethical practices adopted by some companies in the past it has acquired a bad name for itself, although during the past two decades direct marketing advertising (DMA) has come to account for about 54 per cent of total advertising outlays (Statistical Fact Book, 1993-94). Also, more than 50 of the Fortune 500 firms are now members of The Direct Marketing Association (Akaah and Korgaonkar, 1988)

Direct vs. Institutional Marketing
Direct response advertising forces the consumer to make a response. It asks for an action. It tells the reader to do something, why to do it, how to do it, and when to do it.

In this particular sense, a normal direct response campaign is led by one mission: Either to make the consumer buy something, request more information, or perform some other action. But a call to action is always implied and is an integral feature of this sort of a campaign

Typically, the main components of a direct response ad are:

A headline that seeks to grab the reader's attention
A copy that seeks to build instant rapport with the reader
A list of benefits in your offer; and last but not the least
A call for action
Interestingly, despite its bad name, direct response campaigns are the only marketing campaigns that are accountable....