Why is it important to have clear goals when advertising your restaurant?
If you do not have clear goals when doing your advertising, you will potentially waste your money and your resources, as you will have no clarity, clear message or a desired outcome.
It takes time to set up a marketing plan; and many of the big businesses have staff that are employed as their full time job to do the marketing for the business.
In a smaller business, it is usually the manager or owner that has to fit in this task around many other tasks they are doing with their time. And it is often randomly decided and hoped that it will work.
This is not a good business strategy, and a good marketing plan is an important component of successful business operations.
Marketing and advertising is how we attract customers to our restaurant, and if it is not well thought out and planned; then it can lead to failure or wasted money and efforts.
There is an easy way to produce clear objectives with your advertising goals, and this is using the SMART technique.
The advantage of SMART objectives is that they are easier to understand and to know when they have been done.
Ideally speaking, each objective or goal should be:
- Specific – target a specific area for improvement
- Measurable – quantify or at least suggest an indicator of progress
- Assignable – specify who will do it
- Realistic – state what results can realistically be achieved, given available resources
- Time-related – specify when the result(s) can be achieved
For example, a good goal for advertising is the following:
Buy one Get one free coffee Facebook campaign that runs for 3 months and will produce 1000 redemptions
This goal statement covers all the criteria of the SMART technique:
- Specific – Buy one Get one free coffee Facebook campaign
- Measurable – produce 1000 redemptions
- Achievable – Business Facebook page has over 2000 likes
- Realistic – Business sells over 200 coffees a day, and this is an additional 11 coffees per day
- Time-related – runs for 3 months
When setting SMART advertising goals, this helps you achieve the results from your marketing campaign and reduces the risk of wasting money and resources on pointless advertising.
Setting good marketing objectives and SMART advertising goals is an important aspect of operating a successful restaurant.
Measuring the results, makes it easier to make decisions and negotiations for all types of advertising and marketing opportunities, and knowing when to spend more money or pull out of any costly situations.
The financial analytics of all marketing and advertising activities has been made easier and more effective with Maralytics, a marketing analytics software program that automates all the data directly from your point-of-sale system, into reports that is easy to understand and read.
So it is time to look at your marketing plan, and create some good advertising objectives, so that your business can easily start producing good results and more customers and cashflow into your restaurant.