Marketing
Marketing Objectives
The main marketing objective of online ordering strategy is increase sales of the restaurant via the offering more opportunities for people. It is expected that more people are going to use the services offered by the restaurant if they will be able to reserve table and put order on the Internet.
Marketing Strategy
This marketing strategy allows clients to reserve tables and place orders on the Internet. This will save clients’ time and offer them wider range of services, like home delivery and the assurance that the food they want will be service on time and at the desired table. Living in rush and busy world, people want to spend less time on things which do not make money. Dining is necessary, but people want to spend less time on it. This is why online ordering is a strategy which is going to bring success to the company.
Marketing Content and Technology
To make the online ordering possible, the organization should spend money on the required software and technical support. The payment will be made via credit cards, so specific accounts should be created. The website should be remade. The “order” button should be put on the website. Moreover, additional advertising should be provided in order to inform people about the innovation. The accounts with login and passwords should be created. Security should be a core aspect.
Mobile marketing
Marketing Objectives
The main objective of mobile marketing is to increase clients’ awareness of some specific events, which may influence the growth of attendance, raise of restaurant profit and sign-up rate increase if a specific application is designed.
Marketing Strategy
It is necessary to create a specific database where the telephone numbers of the clients are going to be gathered. Moreover, the special software should be designed which purpose is to send SMS messages regularly. There should be a person responsible to information update and news creation. No matter whether the person is subscribed for the news or not, the messages should be delivered. The messages should be short and without extra facts. Concise information is what people expect.
Marketing Content and Technology
Technical support and public relations are necessary. Moreover, people should have an opportunity to refuse from SMS subscription, if they are not interested. Constant messages on mobile phone which offer useless information irritate. IT department should work on the data security as the database with mobile numbers of people is private information which should be protected.
Email Marketing
Marketing Objectives
The increase of the customers’ attendance, their informing, sign-up rate and profit are the main marketing objectives of email marketing strategy. Those who get emails from the organization should be subscribed and have access to the specific services, like order paling and tables reserving via the Internet. Email marketing is also helps drive traffic (Butler, 2009).
Marketing Strategy
Public relations should be highly developed as well as the technological support as the special database with the clients’ emails should be created. People should be provided not only with the specific information about the discounts and events, but also with other promotional information which may increase the attendance of the restaurant and the number of clients.
Marketing Content and Technology
The emails should be short but with the graphical support, if possible. The link to the company website should be offered. Moreover, the information about the mobile subscription and the online ordering should be available. The clients should be encouraged to visit the company website.
Moreover, the company should use some specific social networks with the specific purposes. The creation of the account on such sites may help increase the clients’ base and does not require additional technological changes. Still, to create the email subscription and the newsletters sending, the company should pay much attention to the technological support (Butler, 2009).
Social Media Marketing
Marketing Objectives
The main marketing objective of social media marketing is to make people talk about the restaurant (Evans, & McKee, 2010). As a result, if this core objective is achieved, the company will experience the sign-up raise, the clients’ increase e and the profit raise. The volume of site traffic is going to be much higher.
Marketing Strategy
To reach the objectives mentioned above, it is important to create a specific social network, space, where people can not only discuss the menu and the changes in the restaurant, but also just communicate. The creation of the blog on the company website is a good idea (Evans, 2008). Moreover, there may be a couple of blogs, divided by means of the topics, like healthy food, daily menu, diets, etc.
Marketing Content and Technology
Technical support is crucial, as the sites should be created and moderated as spam and other negative aspects on the web may spoil the image of the company. At the same time, public relations department should be involved as to attract people on the blogs sites, they should get to know about them. Email and mobile marketing strategies may be helpful as well.
Reference List
Butler, M. R. (2009). Email Marketing: A Guide to the Internet’s Most Effective Marketing Tool. Hanover: The Butler Publishing Group.
Evans, D. & McKee, J. (2010). Social Media Marketing: The Next Generation of Business Engagement. New York: John Wiley and Sons.
Evans, D. (2008). Social media marketing: an hour a day. New York: John Wiley and Sons.