Planning is key to any good marketing strategy, and when it comes to content creation for your restaurant or hotel the same rule applies. Plan, plan, plan. Without good planning, good execution simply won’t be possible.
When it comes to marketing your restaurant, you always need to be thinking a few months ahead which makes good planning even more important.
Here are 6 steps you can take to make sure you’re one step ahead of the game and more likely to outshine your competitors.
Create a calendar
Sit down with your team and put together a calendar that highlights each event you will need content for throughout the year
Some of the obvious:
- New Year
- Valentine’s Day
- Father’s Day
- Mother’s Day
- Bonfire night
There are the basic, must-haves but there are also events like National Cocktail Week that your restaurant can take advantage of if well planned for.
Work your way through the year and think about the events you typically celebrate at your restaurant and write them down.
Decide on a budget for the year ahead. There’s no point in coming up with amazing ideas that realistically your company cannot afford and planning ideas that won’t happen is a big waste of time.
You’re running and growing a business. There should therefor always be a reason behind the content you’re creating and goals you wish to achieve with it. There’s not much point in creating content with no purpose as you will have no way of knowing whether it was worth the time, effort or money. What is it you want to achieve at these different times of year? What are the goals for your business and how can you tie in your content to help achieve these?
Decide on content
It’s no good saying that you’ve done your calendar so you can prepare for those events nearer the time, this always leads to leaving it to late or forgetting completely. So, once you’ve got your calendar sorted out get your creative team involved, whether that’s your regular photographer, your art director or even your talented general manager, and think about the content you want to share around those events.
As important as it is to know WHAT content you’re going to produce it’s as important to know HOW you’re going to produce that content well. Do you need to hire a photographer, a videographer, a graphic designer, an illustrator, a copy writer? All of these things need to be thought about before you can confirm that your ideas are possible.
If there are a lot of people that have been involved in this process up until now that’s great, you’ve probably got some amazing ideas ready. But, to make sure your content strategy is a success someone needs to have responsibility for it. Assign someone who understands the full process, who has managed this type of project before or who has shown they are highly organised, and someone who understands the importance of tracking success.
If you need to get external creators in such as photographers and videographers get them involved as early as possible. You will often find that such creators have a lot of experience producing similar content to what you have in mind and will be able to tell you what’s viable and what’s unrealistic.
Plus, if you get organised early on you’ll be able to secure the same photographer/videographer for the entire year which means your content will be of the same visual style and on brand throughout the year. It also means you won’t have to keep explaining your vision to new creators which is another big waste of time if it can be avoided.