PR and Social Media/SEO Program: Restaurants

A Hybrid Communications Program

Today, mass media vehicles such as TV, radio, newspapers, outdoor advertising and the like are losing their appeal and effectiveness in building important relationships between brands and consumers. This is fundamentally changing the way restaurants communicate and engage with their guests.

Solution: Maples Communications recommends a hybrid communications strategy that combines both traditional PR with social media and SEO strategies to effectively reach various audiences and their influencers. Every strategy we craft is unique to each restaurant’s goals.

PR Objectives

1. Implement a public relations/social media/SEO communications program to make stakeholders and influencers aware of the restaurant. Move customers from awareness to consideration, preference and purchase.

2. Create brand ambassadors – these are the people who are passionate about the restaurant and will recommend it. Develop pertinent information and deliver it to them in a manner they can pass along to others.

3. Create a relationship of trust and open dialogue with restaurant, food, lifestyle and travel journalists and bloggers to write interesting stories and reviews about the restaurant. Maintain top-of-mind awareness with these influencers.

Execution/Tactics1. Maximizing SEO is the leading method to build credibility for your business.

We accomplish this through pinpointed keyword research, developing a search engine-friendly website, link building, and on-page SEO for press releases and other content.

2. Traditional Press Materials: Develop information to place on the Web site that will give stakeholders access to the restaurant’s background and culture. Information should include, but is not limited to, a one-page overview with history, a fact sheet, FAQs, biographies, news releases and presentations.

3. Web site: The restaurant Web site needs to move beyond being a static billboard to become a dynamic portal that provides updates and generates feedback. It also needs to feature search engine optimization throughout. To encourage visitors to return, you need to offer good content that is regularly updated.

4. Media/blogger relations involves working with various members of the local and regional media – print, television and radio – as well as bloggers with the purpose of informing them about relevant information from the restaurant. The goal is to maximize coverage in the news, views and reviews without paying for it directly.

Execution/Tactics

5. Media Events: First-hand experience with the restaurant is the most ideal way to get journalists to write favorable stories about the restaurant, which is why media events can be extremely effective publicity tools. Media events are geared toward local and regional media, inviting reporters from newspapers, magazines, television, radio stations as well as bloggers to your restaurant to educate them about your concept.

6. A Facebook page is one of the quickest ways to promote the restaurant’s brand, inform patrons on changes and updates in the menu, communicate specials, promote special events, obtain customer reviews and recommendations, and generally provide value-added marketing. It allows Facebook users to find menus, customer reviews, editorial reviews, upcoming events, and restaurant information from an official source.

7. Using Twitter is a great way to publicize daily specials, implement contests (i.e. the first five people to make reservations and give the code get a free dessert), and redirect traffic to updates on the restaurant’s Web site and Facebook page. Twitter is just another way to connect with potential customers and further establish your community.

8. Establish a YouTube Channel to upload and share video content. The posting of video will expand the restaurant’s presence, tell the restaurant story, strengthen the brand and thought leadership, and quickly build a searchable online video resource center. Video can include, but not be limited to, cooking demonstrations, special events, customer reviews, and other relevant information.

Execution/Tactics

9. E-Mail Marketing is a way for fans of the restaurant to opt-in for specials and news about the restaurant. Customers fill out interest forms from the Web site to join an email club where members will receive coupons, special offers, company news, perhaps even a birthday club coupon via email. They are your best audience because they’re self-selecting and opting in to hear what you have to offer.

10. Editorial and customer reviews on sites such as Yelp need to be the bedrock of a communications program. When people select where they want to dine, they are easily swayed by editorial reviews and what other customers have to say about your restaurant. Be aggressive in obtaining reviews, but also respond quickly to complaints.

11. Incorporate Foursquare check-ins as a way to build a rewards program for regular visitors. Foursquare allows customers to “check-in” when they visit a business, earning points and titles such as “Mayor of Restaurant XX.” Discounts, specials, and other offers can be given to those who check-in the most.

Measurement and Metrics

Maples Communications will track and evaluate the performance of the program to ensure PR and social media/SEO are tying back to the restaurant’s business objectives.

At every step of the process, the client will be informed and a detailed report will be presented in writing or in person, gauging our effort and progress versus goals.

We use Google’s Web-based media analytics monitoring tools as well as traditional methods in combination with human intelligence to provide a concise 360-degree view of the PR social media program results.

ROI

Create loyal patrons and word-of-mouth advocates. Ensure a top Google ranking for restaurant’s

keywords. Increase awareness and brand preference. Build restaurants credibility with key decision

makers and influencers by providing them relevant content that is interesting to entertainment venues that can recommend caterers.

Boost exposure to specific key blogger audiences, increasing brand recognition and awareness.

Tap the blogosphere to make restaurant announcements go farther – open the restaurant up to millions of potential new customers and ambassadors.

Follow the Maples Team on Twitter for more information about building a hybrid communications program for your business:

@BobMaples, @Mike_Kilroy, @Juliettemf