Show Notes

On today's episode we talk about these 3 ideas to advertise a high end restaurant:

  • Selling the experience via video. Showcase food, ambiance, music, staff, etc.
  • Use influencer marketing. Find hyperlocal influencers with 8-10k followers. 
  • Use Instagram ads and Stories ads. High quality imagery is a must.

Transcript

Aaron: [00:00:15] Hey, guys. Thanks for tuning in to another episode of The Marketing Natives. Like every episode should intro with like a howdy since we're from Texas, but maybe not.

 

Christian: [00:00:25] Howdy

 

Aaron: [00:00:27] Howdy. Yeah. Howdy, and welcome to another episode. I think that's best. So if you like that, please let us know. Anyway, today is going to be a really cool episode. We are talking about high-end restaurants. So we've talked about restaurants before, but we've really never talked about, you know, a higher end restaurant. I feel like they get kind of the backlash or they don't get as much exposure because they're just not as common. So we're going to talk about three advertising ideas for a high-end restaurant. We're going to cover the seller's experience, so how to sell the experience, influencer marketing, and Instagram ads and story ads all for that high-end restaurant.

 

Christian: [00:01:07] Yes. Yeah. Like Aaron said, it's kind of exciting because we haven't really talked about high-end restaurants, but the number one thing that comes to mind when we're talking about advertising for high-end restaurants is selling the experience somehow using, you know, having something unique in your restaurant. Obviously, the food has to be really good, but why are people, you know, wanting to go to your restaurant? So an easy way to really showcase this is to do it by video. Creating a video where you can sell, you know, that experience, and obviously, you want to do it, you know, with all your photography, your imagery, the way you say things online are all part of selling the experience. But you know, we're talking about an advertising idea about selling the experience and doing a video to showcase that, and you know, you can obviously do this on Facebook or you can do the video on YouTube or even LinkedIn. You could, you know, create the Facebook- Not the Facebook. The video advertising on selling the experience of your restaurant.

 

Aaron: [00:02:21] Right. I think that this needs to have the really good shots of the food, the staff, and then like, you know, say, for example, I'm trying to think of a really cool restaurant in Dallas that has a cool experience but something that kind of stands out. So like if everybody gets free valet, that's kind of like, you know, something that's an experience. If everyone has a five-course meal at your restaurant, that's part of the experience. If it's all, you know, overlooking the ocean if it's possible, if it's all overlooking this pond, that's all an experience, and you really want to showcase that part of it. Not just the food. Not just the price of your meal because we know that- We're just kind of assuming since it's expensive we're going to have some good tasting food. Otherwise, we won't come back anyway, but we want the experience with the food.

 

Christian: [00:03:08] Yeah. I think actually the other day I was looking at some restaurant on Facebook, and I don't know if you're familiar with this area. It's by the- Down in Dallas by one of the bridges.

 

Aaron: [00:03:21] Margaret Hunt Hill Bridge? Like the suspension bridge?

 

Christian: [00:03:25] Yeah. So down there there's a little area. The name of it is-

 

Aaron: [00:03:28] Bishop Arts District?

 

Christian: [00:03:29] No, no, no. It's just like a little building that has a bunch of different unique restaurants, and Maegan and I actually went there the other day for a tapas- Really good tapas restaurant, but there's a Mexican restaurant in there. And I can't remember the name or the name of the area, but I was looking at their Facebook page. And they had a video recently, and exactly it was this. They were selling the experience, and they were selling- Basically, advertising these new drinks that they have, and the drinks are automatically created by putting like this- You know bath bombs?

 

Aaron: [00:04:05] Oh yeah. I know bath bombs.

 

Christian: [00:04:06] So it's the same concept as a bath bomb. You put this ball in a drink, and the whole drink starts to fizz. And it just changes color, and then boom, your drink is created right there in front of you like that.

 

Aaron: [00:04:20] Okay, that's cool. And I'm sure they did some kind of like slow motion of like the drink being changed or something.

 

Christian: [00:04:25] Right, and then dropping the ball in the drink with some kind of liquid in there. Yeah, it was really cool, and they were definitely selling, you know, that experience of like hey, you need to come to our restaurant and experience these new cool drinks that are, you know, automatically created in front of you.

 

Aaron: [00:04:40] Curious. How expensive were those drinks?

 

Christian: [00:04:44] I don't know.

 

Aaron: [00:04:45] Okay.

 

Christian: [00:04:45] They didn't really advertise that.

 

Aaron: [00:04:46] I was going to say.

 

Christian: [00:04:48] Like you said here, you don't really want to advertise the prices. You just want to advertise the experience.

 

Aaron: [00:04:51] Right. I was just saying like the way that you described it for that video, I would pay more because I'm going there for that experience.

 

Christian: [00:04:58] Yes, exactly.

 

Aaron: [00:04:59] I'm going to have to think about that area. Does it have a Cajun restaurant in the area by chance? There's like a-

 

Christian: [00:05:05] I don't know. They're all very unique. Like there's a tapas Spanish restaurant. There's a Mexican. There's like a sushi place. There's a barbecue. So it's all like- And they're very- They're not like chain restaurants or anywhere else.

 

Aaron: [00:05:20] I've been there. I know what it is. I know what you're talking about. We went there after race one time, but anyway I digress. But yes, we will find the answer to that. All right. So the second thing we have here is influencer marketing, and if you've listen to the podcast for a few episodes, you know that we've hit on in at least two or three episode on using influencer marketing. And hopefully you've taken some action, and you realize that, you know, it's not expensive. It's got a high ROI, and if you do it correctly, it could be really beneficial long term for your business. So having an influencer showcase your products, the experience, and getting them in front of your customer demographic is huge. So you want to make sure you find an influencer who is going to be able to get in front of your high-end clients, that's not assuming that those other people aren't going to buy that experience, but typically somebody who goes to a high-end restaurant, they have some disposable income. So you want to make sure that the people you find that are influencers, they don't just have 10,000 followers, but they have 10,000 followers who are related to your specific industry. So knowing your people and your numbers is really important, and when we say influencer, if they just have eight to ten thousand followers and they have good engagement, that's plenty of people. You could reach out to three or four of them. Probably offer them the experience and then have them either write about it using Instagram as like a long post form, taking a picture of that or their experience at a location, and just posting about it, and you could give your product away for free and not necessarily have to pay anyone.

 

Christian: [00:06:47] Yeah, and I mean, when we think about influencer, a lot of time we talk about Instagram, but you know, influencer marketing is everywhere. You could, you know, find someone on Facebook who has a great following. You can find someone on YouTube who does vlogging for the area. You can find people just doing regular blog posts, written blog posts, that are influencers. So when you think about influencer marketing and thinking about these people who will be able to basically showcase your business and your experience, don't just think about Instagram. Think about all these other avenues and all these other places where people are influencing other people.

 

Aaron: [00:07:25] Yes, absolutely. I'm even - excuse me - even thinking that if you went to Yelp or Google rather, and you could see that people are like local guides. Go check them out. See how many reviews that they've left at restaurants, and just message even them. Hey, you haven't left a review on our restaurant. Why don't you come in? We want to show the experience, and a lot of times those local guides, especially if they've left tons of reviews and they're kind of like a level 5 or above with Google, those reviews will help out a lot as well. So anybody who has some kind of influence online for your business would work.

 

Christian: [00:07:59] Yeah. I read about like the local guides and the Yelp people. There's like a love/hate relationship because some of them think that, you know, they're kind of greater than life and they can make or break your restaurant, you know, with their views. But yeah, I know some other people that I used to live with in Oklahoma. They had a restaurant in Los Angeles, and they had a love/hate relationship with, you know, Yelpers and Google Review people because of that thing.

 

Aaron: [00:08:31] Yeah. I just thought about that as just off the top of my head. It wasn't really in our notes, but I was- Yeah. I mean, a Yelper or Google Review person. But I guess the name of the game is definitely to constantly be getting reviews because then it doesn't matter about one specific person, but either way. That's a good segue into this section which is my favorite part of the show because I get to click this cool button.

 

Christian: [00:08:56] Boom baby! You know what that means. If you've been listening to our podcast. This is just a little spot for us to basically, you know, sell our company which is BitBranding. We're located in Allen, Texas. My name is Christian and this Aaron, you've been listening to. We own a digital marketing company here in Allen, and I mean, we're very excited to share this little bit of information that not a lot of people know about because we haven't really advertised it too much. But it's reputation management, and we want to help you basically get more reviews online and get better reviews online. So I mean, our services- I mean, it's- I don't want to say the word brain-dead, but is there another word to say that this is like something that everyone should be doing?

 

Aaron: [00:09:43] A no-brainer.

 

Christian: [00:09:45] A no-brainer.

 

Aaron: [00:09:45] No-brainer. Brain-dead?

 

Christian: [00:09:46] I was thinking brain-dead. No, okay. Yeah, it's definitely a no-brainer for a lot of businesses out there. We were just literally talking about reviews. Yeah, I mean, you definitely need reviews. You need constant reviews, and you need good reviews. You need good quality reviews, and that's something that we can definitely help you out. So if you're a small business and you're looking for some reviews, you don't even have to do anything right now. All you have to do is just contact us. You can go to bitbranding . co, and the first thing we'll do, we'll just give you a free report. And we'll tell you the amount of reviews you have, where are all your reviews. You might think that you only have reviews on Facebook or Google, but there's Yelp. There's Google. There's-

 

Aaron: [00:10:25] Specific industries that have stuff.

 

Christian: [00:10:27] Yeah, there's over 200 websites that you might not even know about that you have reviews. So it's very important to know about those things, and we'll tell you about it for free. All you have to do is contact us. Go to bitbranding. c o and hit that contact us button.

 

Aaron: [00:10:41] Awesome. That was good. Oh, and as just a side note, 90 percent of businesses or of people search online for your business. So reviews do matter. All right. So I wish there were more opportunities to click that button throughout the episode, but we are back to our regularly scheduled information. So next thing is- Our next section is kind of probably broken down into two parts. We have Instagram ads and story ads. So Instagram ads is you can paticully- Paticully. Wow.

 

Christian: [00:11:17] Paticully.

 

Aaron: [00:11:17] Particularly you could go into the ad. You have a picture that's already performing well, and you could just boost that post if you are not familiar with the ads manager because Facebook owns Instagram. But if you're not familiar with how to add, if you have an image that is doing well or a video that is doing well, you could just go in and promote it through Instagram and choose your targeting. It's decently accurate with your location and the type of people you're looking for. I would at least narrow it down to like maybe the demographic and then maybe the socioeconomic status of like how much they are making. If they're making less than thirty thousand dollars a year, maybe not a good spot for your high-end restaurant, but Instagram ads can be very effective. There's a lot more engagement on them than typical ads with like Facebook or anything else because it's just all visuals, and food does really well on Instagram.

 

Christian: [00:12:07] And I mean, I think the reason why we chose Instagram and stories ads over any other social platform is that Instagram already has that look and feel of that visual storytelling, if you will, where literally everything on Instagram is visual. So that will definitely your brand, but you know, the number one thing here is definitely to have really good photography. If you don't have that crisp 4k video, pictures, and all that, your high-end restaurant is not going so well.

 

Aaron: [00:12:43] Right. I'd say most of the time, photography and videography if it's okay will do all right because it's just food, but if you're high-end and you're shooting it with a grainy picture, it's just kind of like- It doesn't match your brand, and I mean, we don't know your brand off the top of our heads. But I can say that a high-end brand is definitely gonna have something crisp and clean.

 

Christian: [00:13:03] Yeah, quality is the thing that comes to your head when you're thinking about high-end restaurants.

 

Aaron: [00:13:07] Yes, and I would definitely hire professionals to send out there to get that high-quality pictures and photography or video. That one image can bring in hundreds if not thousands of dollars for you. So it makes a difference when you think about it that way.

 

Christian: [00:13:21] And then the stories- This is kind of new, if you will. I mean, a new way to advertise on Instagram is by doing Instagram stories, and they usually perform very well at a very low cost. So that's why we also encourage businesses to use Instagram stories ads which is also done through the ads manager on Facebook, but Instagram ad stories is a great way to, you know, show behind-the-scenes stories. Or, you know, going back to that new drink where you drop a ball in it, like that would be a great way to do some kind of little boomerang or something with the-

 

Aaron: [00:14:01] Swipe up for an offer or coupon.

 

Christian: [00:14:03] Yes, swipe for an offer. So it's just a great way to show those, you know, quick tidbits of behind the scenes or new products or new foods, new drinks or any type of special that you have going on too.

 

Aaron: [00:14:17] Right. So the Instagram stories are 15 seconds whereas Instagram ads can be up to 60 seconds. So just kind of look at those two pieces of content when you're thinking about them. We don't have time in this episode to go really in-depth with Instagram ads, but you can check out some of our previous ones where we really go into how to create Instagram ads or Instagram stories ads that will benefit your business.

 

Christian: [00:14:39] Yep.

 

Aaron: [00:14:40] All right. We do want to thank you guys for tuning into this episode. We know that we try to give you as much value as possible in 15 minutes. So whether you're out on your treadmill or riding in your car, we appreciate it, but when you get to a safe location, please go into iTunes or your favorite podcast app, leave us a rating and review, and let us know how we're doing. And if you are on an iPhone, go ahead and click those three buttons in the right hand corner. Share this episode with a friend who owns a restaurant, doesn't necessarily have to be high-end, but share it with a friend who has a restaurant. And we will talk to you guys next week.

 

Christian: [00:15:15] Mhmm. Bye.

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