New Year’s resolutions for a profitable 2012
As 2011 draws to a close, it’s time to take a moment to ponder what can be learned from the last year and what you can look forward to in 2012, which promises to be another year of rapid change in the restaurant marketing industry.
Here are a few trends likely to be dominant in 2012, and what you can do to capitalise on them:
1. The smartphone revolution gathers pace
No doubt, many people will have received snazzy new smartphones in their stocking, and getting to grips with looking for restaurants and checking reviews while on the go. So you need to ensure your restaurant can be easily found on Google Maps and that you’ve got a mobile optimised website, so that people can get key info, such as your menu, location and opening hours, on their miniature screens.
2. Reputations built and battered online
Our own research found that half of diners always check online reviews before booking a table. This is only going to increase in 2012 and the years ahead. Added to this is the fact (as a recent survey showed) that people trust the opinions of other diners as much as they do those of professional food critics.
With this in mind, it’s important to ensure (if you’re not already) that you’re monitoring mentions of your restaurant and responding to criticism objectively. In 2012 this will be essential both to attract diners and to protect your online reputation from unfair mudslinging.
3. More of your diners become social media fans
Last year the fastest growing demographic in social media was the over 50s (US survey figure). So if you had any doubts, it’s now clear that social media isn’t just some trendy fad for 20-somethings, but is now a pervasive medium through which people interact, share recommendations and make dinner plans.
However, social media takes time and effort. So in 2012 it’s important you recognise that you can’t just slap up a few profiles and tick social media off your restaurant marketing ‘to do’ list. You need to put a long-term plan in place for collecting ideas for posts, taking photos of dishes, sharing recipe ideas and spreading your special offers to your growing numbers of fans and followers.
4. Start planning special events you can promote on Twitter
The Ship’s Scotch Egg Challenge is a yolk filled example of how social media can be used to promote special events fast. With an entrenched network of foodies constantly sharing tweets on events in their area, 2012 will be a year in which Twitter becomes an even more valuable and powerful restaurant marketing tool for attracting attention and diners to impromptu special events at your restaurant.
Trends in the restaurant industry come and go. But one trend that’s constant is that providing great food and an excellent service is the most effective marketing activity you can do. As long as you’re focused on providing customers with the best dining experience possible then the recommendations, on blogs, in social media and face to face, will do the rest.
Happy New Year readers! Here’s to a profitable 2012!
