By Katie Tejada, Contributor
Looking to increase your restaurant's foot traffic? You should consider diversifying your marketing campaigns through restaurant promotional products. Unlike hit-or-miss marketing methods like PPC ads and billboards, promotional products tend to be among the most affordable forms of restaurant marketing. They promise a high ROI too.
In fact, most people hold onto promotional products for eight months on average. Some people will hold on to them for longer, especially if the products are useful or design interesting. Take a look at your work desk, closet, or bedroom; you probably have a few promotional products yourself!
The best thing is that you are in control of what information you include on your restaurant’s promotional products. At the very least, they should contain your brand name and logo. If you wish, you could also include a theme, call-to-action, and business contacts.
Some brands even use promotional products to thank customers for being loyal to them. The trick lies in using the ideal product for your target audience. Still not sold on using these marketing gems to spread brand awareness for your restaurant? Here is how they will help boost sales.
Restaurant Promotional Products Act as Constant Reminders
Think about PPC and pop-up ads. They only appear when the target individual does a specific thing -- such as visiting a website -- and can disappear easily. While they have been effective in getting brands recognized, they are no match to the constant reminders that come with promotional products.
For instance, if you were to use mugs as part of your promotional campaign, your guests will most likely use them for a while at home. Every time the product recipient pours a cup of tea at home, they will be reminded of your restaurant. In case they have visitors over at home, your brand also gets to be showcased to new people -- potential guests who might not have been the initial targets.
Promotional Branding Products Fortify Your Restaurant’s Beliefs
70% of consumers take an interest in how the brands they support are looking to change the world, through social or environmental initiatives. Today, it isn't rare to find consumers boycotting brands that take a stand on matters that don't resonate with them. As long as you can present your restaurant brand as a business that cares about the things your typical customer holds dear, you can easily win them over.
What easier way is there for representing this than through custom promotional products? You only need to add tag lines or signs that your brand supports a specific cause. Best of all, the products will remain in your customers' hands for a while, which means more brand exposure for you.
Promotional Branding Products Target Cognitive Biases
The human brain faces multiple decision-making opportunities every day. While it makes most decisions in a smart, calculated manner, some are informed by biases. These biases often take the front seat when customers are faced with the option of choosing between two brands. Since promotional products target these biases, you can give your restaurant the upper hand.
Targeting such biases through restaurant menu designs has already proved to be effective. Here are three cognitive biases this form of marketing targets:
The power of free: People are drawn to free things. They make them happy and give them a sigh of relief since they did not have to spend their own money obtaining them. Customers could tie this happiness to your brand once you offer them free items, and this could help improve sales.
The norm of reciprocity: People often feel indebted to someone whenever they do something good for them. That's why you could find yourself opening the door for someone else if they had done the same for you. By offering guests promotional merchandise, you forge a positive interaction with the customer -- an interaction they could feel like repaying by buying from your restaurant.
The fear of missing out (FOMO): Everyone craves a sense of belonging to a specific community. Sometimes, owning specific items could help you relate well to some people. Do you remember when selfie sticks were new? Almost every teenager wanted one, and you were missing out if you didn't have one of your own. Using promotional products that are trending could help you get your restaurant’s message out there fast and effectively. Besides, no one buys a trending item and hides it at home -- they all want it to be seen, and so will your brand message.
When deciding on the perfect promotional product, you should let these cognitive biases inform your decision. For instance, using something as simple as trendy brandable reading glasses could take your marketing success rate to the next level.
Promotional Products for Restaurants Can Generate Web Traffic
You have already worked on your website and social media pages. Why not ensure more people get to see it? These are the areas where you run your best marketing campaigns. Promotional products provide enough space to use in pulling customers to your website or social media platform.
For instance, you could ask customers to learn more about a promotion on your website, and add the website link on your promotional items. If you are looking for a more smartphone-friendly approach, adding QR codes to your promotional products will lead customers straight to your website and socials.
The extra traffic could easily ensure your web, and social media content gets seen by the target audience, especially if you use an inviting call-to-action on the promotional products.
Restaurant Promotional Products Can Reward Loyal Guests
Your restaurant’s loyal guests have gotten you this far. It’s possible they visited your restaurant when times were hard or consider it a chosen venue for celebrations. Why not show them how much you value their support by sending them a promotional product in the form of a gift? People love to be seen and appreciated, and your promotional products will do just that.
You don't have to host a huge event for this. Something as simple as including your promotional product during your customer's next order, along with a “thank you” note, could suffice. In fact, it can be easy for the same guest to bring in more guests to your restaurant since they feel valued.
Enjoy Affordable & Rewarding Marketing
Your business doesn't have to break the bank to get your brand message out there. As long as you can pick the ideal promotional product for your target audience, you can enjoy a healthy ROI from this form of marketing. Assess your typical restaurant visitors today to know the best promotional product for them.
About the Author:
Katie Tejada is a writer, editor, and former HR professional. She often covers developments in HR, business communication, recruiting, real estate and finance, but also enjoys writing about travel, interiors and events.
