In the previous post, I mentioned that restaurant owners give up on marketing, or maybe aren’t effective at it, because they give up on their messages. They run out of things to say, and all they can think of is a discount (which they don’t want to do, and doesn’t usually produce the desired results).

So how can you keep your message fresh without flooding the market with coupons? Consider the marketing mix, then consider your editorial calendar. Then combine the two.

• Facebook and Twitter reach a particular audience and have their uses.
• FourSquare offers a way to reach new audiences.
• Coupons and flyers to targeted audiences (complementary audiences) tailor your message.
• Standing ad buys in local magazines or (very) local newspapers can be altered.
• Facebook, online ads, and search engine marketing can be altered regularly.
• Email is not dead and is still a good delivery channel (btw, can your customers read your message or is all your copy hidden in pretty pictures?).

Whatever your mix, make sure you get enough frequency of message to be effective (more money is wasted by underspending on advertising than on overspending).

Next, consider your editorial calendar. It’s easier to come up with messages in advance, but sometimes they’ll just happen.

• Do Texas Hold ‘Em Night if you must, it’s better than doing nothing, but consider widening your options.
• Host a Toys for Tots drop off during the holidays (this is PR worthy also).
• Choose off-beat ‘holidays’ (think National Bald Day – emails, tweets, FB posts will get forwarded and re-posted).
• Limited Time Offers can be a pain in the butt. But if you have seasonal menus they’re a great kick-off to each season. If you source locally, you can usually get deals on different items each week. They’re well worth it if you condition customers to expect new items.
• LTO’s don’t have to be limited to items that aren’t typically on your menu. Highlight an old favorite, especially if its an app and serves as a loss-leader.
• Plan a community event calendar of your own. The work has already been done for you, just choose the ones that your customers are most interested in and plan in advance. If you promote their event to your customers, they’ll likely reciprocate.
• If you have nothing else to say, give a shout out to some of your customers. “Bill M. bowled a 300 last Tuesday; Sherry S. walked 60 miles for breast cancer; Local firefighter, Tom W., was recognized by the Mayor.” If you don’t know this stuff, why not? Chat your customers up, create a dialog via Facebook.

Then you simply take this month’s message and plug it into each of your monthly channels. Incorporate an offer (one that modifies behavior) for your local flyers and all of a sudden you have a 12 month marketing plan. And you’ll always be sure you have something to say.