Many independent restaurateurs do not advertise as consistently as they should with a marketing plan and suitable budget in place. Unlike the chains that set aside a reasonable percentage of their annual net profits to adequately produce a strategic advertising plan, smaller operations tend to advertise impulsively and only as extra funds are available. The problem with this 'seat-of-the-pants' marketing approach leaves owners unable to pinpoint specific results with the general feeling that advertising is a waste of money.

The following tips may be helpful in formulating an effective plan:

1. Identify your customers. Look around your restaurant at peak meal periods and develop a typical customer profile by average age, income, profession/trade, and where they are located. There are often two categories of patrons that must be reached if you are in a major city or near an airport corridor: locals and transient guests (visitors from other cities). Based on this assessment, secure information regarding special dining promotions and supplements, rates and production costs from your area's base of advertising providers and be sure to review who the audience will reach and match up cost vs. value to various vehicles. Parallel your market with the readership or viewing/listening audience -- including the often-neglected periodicals that reach business or pleasure travelers.

2. Frequency. A one-time ad, unless it is targeted to a specific promotion or grand opening with significant reach to your prospective audience, is usually a waste of money. While owners wait for their big return, the prospects who did see the ad the first time cannot find it again when they are ready to plan that special luncheon or evening out on the town. By advertising regularly, you will be visible in your market even if it means running a smaller ad more frequently than a larger one infrequently. To determine the appropriate ad size or message buy, you'll want to keep your message short and to the point and avoid being overly clever. You simply want to attract the reader to your message sans inundating them with too much information so they will call now and book a reservation.

3. Production. Whether it is print, radio, television or Internet development, this task is best left to professionals. We may feel that we know better how to market our operation effectively, but an ad agency or graphic designer will do a much better job. Homemade scratch food is wonderful; homemade advertisements are not. As a final test, lay your print ad in position on a page in the specific publication next to your competitors or review the demo and evaluate it objectively. Would you want to call your restaurant?

4. Avoid ego buys. Yes, you are an avid golfer who is participating in the local golf challenge. But are your customers? While there may be a handful of customers who are interested in a vertical market where your associates, friends and family will see your ad, is it worth it? Not if it sacrifices your run in the weekend dining guide in the main newspaper where you have planned a bimonthly insertion to one million readers promoting seasonal specials.

5. Be creative. One exceptionally creative GM and Chef experienced Tuesday business slumps (following Monday closed) during the dinner hour. So they hired their finest waiters and discussed renting tux's and contacting the local florist to buy dozens of long-stemmed roses. The restaurant decided to tag all roses with a simple message: "Ladies Night Every Tuesday -- All Drinks 5 to 7 PM Free" and passed out roses to dozens of ladies all over the city at lunch time and the waiters had a wonderful time. Needless to say, the restaurant by week two was packed with guys and dolls. Of course, all the ladies who received the roses on their lunch break went back to the offices and told everyone. They added a jazz trio and Tuesday soon became one of their busiest nights.

Cost of the program:
600 Roses: $300.00 (Retail: .50 to .55 cents Summer to Mid November; .60 to .65 Mid November to May)
Tags: $60.00 (Black ink on colored stock, punched and cut at Quick Printer)
Assembly: Office staff
Tux Rental: Negotiated no charge in exchange for "Compliments of" ad on reverse side of tag for Tux Rental Provider.
Waiters: $120.00 (Six @ $20. ea.)
TOTAL: $420.00

Good things always happen to those who wait. Especially if they plan effectively.

Maren L. Hickton is the principal of MAREN INCORPORATED, a hospitality consulting company based in Pittsburgh, PA. Maren can be contacted by e-mail at mareninc@aol.com