Catering & Delivery: a different business, a different promotion strategy

5.  Online promotions

Online promotions are new to some operators, but there are many things you can do on the web that are both effective and relatively easy to do:

• Geographically targeted (Google) adwords have been called the new Yellow Pages, and are for the most part a vast, and audience-specific improvement. No special technical knowledge is required to set them up.


• If you already have a website, make sure your Catering & Delivery message is there; test printable coupons and promotions for first-time users.


• Show off your web readiness. People online that come across your name are already pretty comfortable with the Internet. So, if you have you Internet ordering enabled, lead with the message.  Add any special features of your Catering & Delivery that set you apart.


• You can also approach a local, influential online columnist for a service review or interview angle. When the market is shifting, there’s a lot to talk about.


• There are also social media applications, including Facebook and Twitter to consider. Social media involves a trade off of some ability to control the message; in return, you can gain an unprecedented, transparent view into people’s habits and opinions. You can also help galvanize a community.  The point is, a conversation around your brand will occur, with or without you. The benefits of engagement can be profound, but you need to be clear on the communities you wish to engage, and commit enough time to monitor and contribute to them. Examples of social media applications: if you have a recognizable brand, you can try communicating via a Facebook fan page, including announcements, polls and giveaways. You can also microblog on Twitter. Yes, companies are doing it: for instance, Popeye’s does. The rewards in social media can be vast, but the promotional tone is different from conventional, one-way media. If you’re fortunate, you can provide staging for interactivity, and even take part in the conversations that occur around your brand. 

Page 4 of 4 pages for this article « First  <  2 3 4

(0) Comments • Permalink • 11 21 2008

• Erle Dardick, MonkeyMedia.net
• Photo by: Rick Audet

The opinions represented on this site do not necessarily reflect those of the site owner. No warranty is implied.