RESTAURANT ADVERTISING
If Your Restaurant Advertising Isn't Bringing in Customers Then This Is A Must-Read:
What You'll Learn:
- The BIGGEST LIE everyone believes about advertising.
- Why LONG FORM ADS work better than cute slogans or hashtags.
- How restaurants can earn BUCKETS OF CASH from their social media campaigns.
Why Restaurants?
Easy. The ROI restaurants can get on social media compared to other industries is unreal, granted your food is unreal too.
Unreal doesn’t mean fancy, it just means good tasting grub with high quality ingredients. It’s as simple as juicy burgers made in-house with fresh cut fries.
Side note: there’s a growing health movement happening right now that’s rejecting modified ingredients and cheap seed oils. I predict those who focus on giving their customers the very best will dominate the industry. It’s more expensive to provide quality ingredients, so that’s why you’ll have to communicate that value in your advertising.
Unfortunately, if you sell frozen flavorless trash, running ads could actually have horrible effects on your business.
The BIGGEST LIE In Advertising:
“People won’t read a long ad.”
THE TRUTH: Think of it – when you’re buying something, say a new POS or security system, don’t you want the nitty-gritty before making a decision?
The same goes for people thinking about dining at your restaurant.
Picture this: You’re scrolling through social media and stumble upon this ad…
Instead of leaving you guessing, all the details are provided right there.
Wondering how much it costs? Where the food is sourced? Are the portions hearty? Does that new dish pack a spicy kick? Curious about parking, or how to snag a reservation?
Your potential customers have a TON of questions and they’re hungry for answers.
Therefore, your advertisement should address all of these questions and more, ensuring the reader feels confident and informed before they even step foot in your door.
Why LONG FORM ADS Work Better Than Cute Slogans Or Hashtags:
People will DEVOUR advertising if it speaks to their interests.
Ever chat with a car guy? They’ll go on forever about limited-slip diff’s, or the SRT sporting a 6.2-liter HEMI V8.
What you need is a sales message that grabs your readers attention, gives them all the juicy details and convinces them to order.
For instance, I’ve had people continuously travel over 130 miles to a small-town diner just to try their food. This shocked the owners and it wouldn’t of happened if the ad copy wasn’t convincing enough.
It’s hard to toot your own horn, but that’s exactly what you NEED to do.
By understanding this, your restaurant advertising will outpace 99% of others (even most businesses).
The Fish & Chips ad you see below was a lengthy one—four paragraphs—but remarkably, people would read every word. How do I know? Simple: compare the amount of ad views with the number of clicks on the link placed at the end.
MORE IMPORTANTLY people would pick up the phone and order. No guesswork needed.
This campaign ran successfully for 8-months straight. Once you have an ad that rakes in profit – let it ride my friends.
You might be bored of your ad, but I assure you there’s thousands of potential customers who haven’t even seen it yet. Saying that, if your ad isn’t bringing in customers, don’t waste another dime on it and try writing another.
This book by John Carleton is a fantastic place to start if you want to learn how to write convincing ads. I’m not paid to shout him out, but he revolutionized my copywriting game… so sharing his book is the least I could do.
Moving forward – let’s talk about your Facebook & Instagram Ad Manager. Here’s a simple breakdown:
Campaign = What’s your goal?
Ad Sets = Who are you targeting?
Ads = What does your ad say & which image(s) or video are you using?
A Few More Important Metrics To Understand:
Impressions = How many times your ad has been seen in total
Reach = How many individual people have seen your ad
Frequency = How many times has each one of those individuals have seen your ad
Example: if 1 person saw your 3 times, you would have 3 impressions, 1 reach and a frequency of 3.
Let’s say your advertisement is targeting everyone within’ 7 miles of your restaurant – you’d want every person in that radius to see your ad 3-5 times before expanding the target area.
There’s many more tools in your Facebook Business Manager that I could go on for days about, but that’s the bare essentials. I’ll eventually be making a video training series on this topic.
Why Facebook & Instagram?
They easily offer the best value when it comes to cost per view, especially compared to Google Ads.
I’m not saying you should completely ignore Google Ads, but for this example, we are trying to get the most customers out of a smaller advertising budget.
Google Ads favor those who spend big bucks, so if you’re trying to maximize your returns with a smaller budget then Facebook and Instagram will be your best friend.
For literal pennies, photos of your food can dominate someone’s entire screen. Sprinkle in some compelling ad copy, and you’ve struck marketing gold. I can’t stress enough that you need decent quality photos, but EVEN BETTER ad copy.
Compare that with Google ads who will charge you $5-$20 per click for the most competitive keywords, and you can’t even see who is interacting with your ads. For example, bidding on “restaurants near me” will bring you heavy competition and much more expensive customer acquisitions.
In addition to cheaper ad costs on Facebook & Instagram, they also let you see the profiles of people who are interacting with your ad.
ADDICTION
People can’t put their phones down… even while driving. You’ve seen it, or maybe you are that person.
Red light turns green but the drivers head is looking down.
It’s a harsh truth, but we can either stew in frustration or capitalize on it.
In Roger Fields book “Restaurant Success By The Numbers” he explains how social media is one of the most important tools for advertising… but in my experience, not everyone knows how to swing that hammer.
He also gives a breakdown of the lifetime value of every new guest that comes through your door:
CONCLUSION...
Do you feel armed with enough info to do this on your own? I say go get em’.
If you’re craving to get more customers from your social media and want my help then feel free to reach out today. I offer consultations, marketing, photography & video production services.
TESTIMONIALS
A big thanks goes to John Carleton, one of the most renown direct response marketers whose expertise paved the way for results-driven agencies like this one. Your assistance has been an invaluable asset to both myself and my clients. Thank you
Phone: 613.915.8744
Email: info@cyrusmarketing.net