Monday, July 15, 2024
But we decided to take a different approach. In our community, where 90% of our customers come from, we have become champions for Community, Social and Non-Profit organizations. The majority of our marketing comes from being supportive of those organizations and helping them in their fund raising efforts. We target our donations. Dining Certificates, Gift packages, food donations at events. We give away food at gala’s and make sure that everyone who attends (typically, guests with some measure of disposable income) know that we are there and helping with a cause that means something to them as well. We would have signage announcing our presence, handouts that we customized inviting attendees to come and see us. We had brochures and other marketing items. Additionally, we let the organization know that we were happy to support them, but we wanted them to send an email to their membership acknowledging that we had been a huge supporter of the Group. That when someone asked them for a recommendation for a great restaurant to visit, to mention us. Finally, we requested that the next time they were having a board lunch or dinner, to use our facilities.
Because we focused on the organization that was close to home, we had a much better control on how to manage the message. Every year, we help Hospice in our area when they do a “Taste” of all of the restaurants as a fund raiser. Free food for 350 guests. That may seem like a lot. But we would do our World famous Venison Chili (It was a Fall Event). We had banners, our logo was everywhere. We had our own logo’s napkins. And the cost to us for 5 gallons of Chili was not much more than $125. Everyone at the event knew that we were being supportive and we gave out customized coupons for them to bring back to the restaurant to redeem. And of course when they did, we knew where they were from and how our marketing effort worked. As time went on, we added additional prizes and donations to our participation making us even more visible to the 350 attendees.
So, which approach seems to provide a better return? $3,500 for an ad that gets lost in a sea of print, or focusing on a group of people in your community who consider you their hero?
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Father of Five , married to the love of his life for over 40 years and a business Card that reads; “The Idea Guy”, Steve lives in a world of creativity. He attended the University of Maryland where he majored in mass communications that help to fuel that creative streak. His Foray into Hospitality and his creative ideas and concepts has allowed him to have fun all of his professional career. He has owned five award winning restaurants and that has fueled his passion for “thinking out side of the box”. His restaurants have received accolades including “Top 100 in America” and Steve was named the State of Maryland’s “Restaurateur of the Year”. Steve has a passion for Philanthropy and his Restaurant Group has helped to raise over 7 Million Dollars for Charities. He is passionate about writing, public speaking and Maine Lobster with drawn butter.