SCK Celebrates 15 Years

What is the most effective type of marketing?I get asked this question all of the time and of course everyone wants a simple one word answer but nothing in life is that simple so let me give you three words that will help you decide what is likely to be the most effective for you. - .    Market - .    Message - .    MediumMarket refers to the “who” you are wanting to attract into your business.  That could be the geographic area (usually 3-5kms around the restaurant), it could be the age range of the diner (contrast GenY with Seniors), it could be the dining preference (fast food versus fine dining) it could even be household income.Message refers to “what” you “speak” to the market about, how you connect to what your Market deems important to it.  And how you deliver the message e.g. a formal invite, a conversational update, a quick two line newsflash, a flyer, a take away menu or a graphically designed brand piece.  Medium is the “how” you deliver the message, this can be an email, a SMS text, a letter, a post card, a letter box drop, a web post, a blog post a facebook update, a tweet, a pintrest picture a youtube video, an invite from a valued friend etc etc etc.When people ask me the question, what is the most effective type of marketing? They are really asking which Medium or vehicle they should choose.  They want to know for example that if they spend their time on Facebook will it drive new business to them.The real answer is: the one which your market uses and which allows you to deliver a message that they will respond to.So if your market is GenY it could well be by posting images, videos and offers on Facebook.  •    If your market is high end corporate lunchtime dining it could be well designed formal invites to PA’s inviting them to a cocktail party and private tour of your establishment (so they book the boss in for their lunches at a later stage).•    If your market is young mums maybe fun and child friendly images on Pintrest could work.•    If you are mainstream restaurant that caters to most ages and tastes in the suburb email and postal campaigns will work.In order for you to answer that question for your business you have to KNOW your market, what they want and how to contact them.  Want to know how to do it effectively?  Visit //www.restaurantprofits.com.au or //www.morebumsonseats.com.au to learn how.Howard TinkerRestaurant ProfitsPh: 02 4362 2468[[email protected]](mailto:[email protected];[email protected]?subject=Lead from SCK Blog)www.restaurantprofits.com.auwww.morebumsonseats.com.au