Key steps to launching a 360° marketing campaign for your restaurant
A 360° marketing campaign for restaurants can be very beneficial to achieve added success and growth, however it takes a bit of planning and designing to launch an impactful 360° marketing campaign.
A 360° marketing campaign is a rollout of communication to a range of audiences across multiple channels with a cohesive and consistent brand message. A 360° marketing campaign can be used to support and achieve a range of different goals for your restaurant.
Some common needs and goals that motivate restaurants to implement a 360° marketing campaign are:
📍New Restaurant Opening/Location
🔃 Restaurant Rebranding
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Every goal or Key point Indicator (KPI) will require a different planning of your 360° Marketing campaign , however no matter the goal, paid or organic campaign, here are a few key tips to keep in mind when building and launching a successful and impactful campaign .
Know your Audience
A key first step when planning your campaign is understanding your audience of diners.
What kind of diners do you want this campaign to reach?
When launching a 360° campaign you want to have in mind the persona(s) of who you hope will be most impacted or most interested. While many diners may simply see your campaign , the effect and impact comes from how well your targeting is and how well you understand who the message is designed for.
A few examples of campaign audiences are:
- Diners who have never dined with you
- Diners who love a great offer
- Diners who have dined with you
- Diners who love italian food
- Diners who love high-end restaurants
- Diners between the age 40-60 or 20-40
Your audience targeting should be specific but not so specific that you greatly limit your reach as even those outside of your target audience may still be interested and brand awareness can be built. Utilize your database or any previous insights you may have in order to better identify who your key campaign audience should be.
Find a tone of voice
While your restaurant will have its overall tone of voice, a 360° campaign should be very specific and clear on a tone. The campaign tone of voice could be slightly bolder or safer in comparison to your restaurant tone of voice depending on what makes sense for your target audience.
If your restaurant has a very classic tone of voice and frequents older diners , but you would like to launch a 360° campaign to attract younger diners to your restaurant, you will need to adapt your campaign tone of voice to be a little less classic and more modern to gain the attention of your target audience.
Once you have a clear understanding of your audience you can start thinking about your distribution channels.
Choose your Channels
Once your target audience is identified, deciding on your distribution channels will be another important step.
Each channel will reach a different type of audience and require a different form of creatives. Understanding and identifying the most relevant channels to share your campaign to be sure your target audience is reached is an important step in a successful launch.
This is a very important first step in creating a 360° campaign as each channel has a different style, viewing functionality, and primary audience.
Choosing channels based on creative styles you imagine
As the goal of a 360° campaign is to send consistent messaging out across a variety of channels whether it is social media, web banners, print, or newsletters, you will want your creative vision as well as message to be adapted to each channel and make sense.
Channels such as:
Instagram Feed Ads can be more visual/photo driven than text driven
Web Ad Banners can be more text driven with messaging
Youtube Ads will require landscape visuals in video format
TikTokAds will require portrait visuals in video format
Newsletter will have space for more detailed campaign messaging
Instagram Story Ads will have limited space for campaign messaging
Sometimes creating the assets for your campaign can be costly or time consuming, so it's always best to create specific channels that will be most impactful.
Launching a 360° marketing campaign is a great opportunity to reach diners and let them know what your restaurant is all about, and with these key steps you can bet on a more impactful launch!