Key Insights: Bar and Restaurant Expo / International Pizza Expo
Article:
Hang on, folks! Let's talk about two unmissable events in the restaurant world - the International Pizza Expo and the Bar and Restaurant Expo - both recently happened side by side in the heart of Sin City, Las Vegas, NV.
You might be wondering why I'm yapping about both at once. Here's the deal: They take place at the same time, in the same venue, and many peeps attend both events! That's not all, these shows are goldmines for independent operators in focused service categories like pizzerias, bars, and nightclubs.
These events provide an excellent platform to learn, network, and overcome challenges faced by the niche businesses. Attending these events can help you get niche-focused insights while also exposing you to the latest trends amongst 30,000 fellow attendees.
Now, let's dive into some valuable marketing knowledge, shall we?
Marketing 101
You're running a badass restaurant, but if nobody knows you exist, it doesn't matter, does it? That's where marketing comes in!
There are four essential components to restaurant marketing: Awareness, Acquisition, Experience, and Retention. It's crucial to understand each part and optimize for each one throughout the customer journey.
- Awareness - To get people to know about your business, consider awareness ads on Meta (Facebook / Instagram), influencer marketing, getting your guests to share on social media, and public reviews on Google or Yelp.
- Acquisition - Work on listings management (local search optimization), Google Search and PMax Ads, and landing page campaigns using Meta traffic ads to attract guests.
- Experience - Capture emails via online orders, reservations, and gated WiFi, get feedback from every guest, and create a memorable dining experience.
- Retention - Weekly email newsletters, replying to all guest feedback and reviews, and organic posts on Meta can help ensure guests keep coming back.
The Marketing Plan
During these events, I hosted an action-packed 45-minute marketing Q&A session to help many restaurants get out of their marketing rut. I couldn't cover every question, though, so here's an oversimplified roadmap:
- Awareness - Awareness ads on Meta, influencer marketing, getting guests to share on social, and review sites.
- Acquisition - Listings management, Google Search and PMax Ads, landing page campaigns using Meta traffic ads.
- Experience - Email capture, feedback, and posts to make the dining experience extraordinary.
- Retention - Weekly newsletters, guest feedback responses, and organic Meta posts.
Think Outside the Box
Be resourceful, and don't let hurdles keep you from achieving greatness! If you don't have a marketing budget, make time in your schedule. If sales are slow, create offers, unique experiences, or limited-time menu items to attract more guests. And if you're struggling with labor, make your workplace so amazing that employees will want to stick around, and reallocate labor to higher-touch positions that require human interaction.
Sharing is Caring
Don't forget to share what's happening behind the scenes at trade shows! Give your guests a sneak peek into the shows, what you're working on, who you're networking with, and coming attractions. This will help you stand out from the competition and create a unique connection with your guests.
For vendors and suppliers, share content on what makes you unique, show off potential new products or services, and give potentials a look into how it's like working with you.@WhatsRevDoing?I help restaurants build guest marketing programs.I provide lead generation and content marketing solutions for the hospitality industry.
At the International Pizza Expo and the Bar and Restaurant Expo in Las Vegas, discussions revolved around enhancing the guest experience, which is a crucial aspect of a successful food-and-drink business. The events also covered finance-related topics, such as acquiring new customers and retaining existing ones, which are essential for the sustainability of any business.
