Restaurants/Bars – Need More Take Out Orders – Here Is Your Crisis Marketing Plan

Before we get started, we need to be clear — this is 100% free.

There is no hook, no catch, no free trial, nothing. To be honest, we really don’t take food service clients, but we do love our local bars and restaurants and we know marketing. So, please understand that this is not a ploy or campaign to grab market share in your space. The team at Commexis knows how important your establishment is and how vital you are to the U.S. economy. Our goal is to make sure your establishment is around when this is over and that we can still be your customer.

If you are the owner of a food service business, this is the most trying situation you can possibly face. Cutting costs, laying off employees, wondering how you will pay vendors: it’s enough to make you want to just run away. However, you are not running away. You are working on your vision and your dream every day, hoping this will turn around. We see it and we want to help. We cannot offer anything financial, aside from ordering take-out and a few beers to go with it, but what we can do is what we do very well — giving strategic marketing advice that we hope will get those pick-up and take-out orders moving.

Here is your crisis plan – IMPLEMENT IT TODAY!

Step One: Who will manage this

Designate one person to manage this campaign. If you are more focused on the finances, the ordering and how to meet payroll, you have enough on your plate and are NOT the person who should be managing this. This only works if you have the time and ability to do it EVERY SINGLE DAY.

Step Two: What you need to spend on this

Those who work with us know that we build all campaigns using a marketing financial model, however, there’s not enough time for that. We are operating under the assumption that you are in crisis mode and need to generate sales now. With that said, we recommend a daily budget of $25/Day if you can afford it. If money is really tight and you can’t afford that, we recommend at least $5-$10/Day.

Step Three: Start with your email list, if you have one

If you have an email database of past clients, make sure you are sending out daily specials every single day. Normally, we would never recommend this, but you are in survival mode, so send that email out every day and send it out at the same time each day. Considering a majority of Americans are working from home, the historical stats that show us how and when to send emails should be totally shelved for now. Our advice would be an email at 10 AM for lunch specials and 4 PM for dinner specials. If you sell ice cream, water ice, etc., think more like 2 PM and possibly 7 PM. (Leaning on our experience here, those numbers may be a little off, but try it and see what works for you.)

Step Four: Facebook/Instagram – Put Money Behind Your Posts

Posting to your Facebook or Instagram account is not enough. Only 5% of your followers will see your post, maybe a little more now that most people are spending more time on social media due to the quarantine, but at the end of the day, organic posting is not enough. If you are posting and wondering why your posts are not generating orders, this might explain it.

We are not telling you to stop posting. Keep posting. But you will also need to put money behind your posts so your current followers actually see it. You will also need to create an ad that will be shown to people in your delivery area who may not be aware of your establishment or specials.

Step Five: Create and run ads on your Facebook business page

We will keep this as simple as possible, with links to the places you will need to go to get your campaign launched.

  1. Create a Facebook business page if you don’t have one already.
  2. Head to Facebook ads manager to set up a campaign.
  3. Choose your objective — the best objective to get users to your website is traffic.
  4. Name your campaign and hit continue. You can ignore the “Create Split Test” and “Create Budget Optimization” sections.
  5. Keep “website” marked for traffic, unless you want people to message your business through Messenger or WhatsApp.
  6. If you are offering a special offer with the take-out, toggle on the offer button and hit “Create Offer”.
  7. Enter in the offer information.
  8. Build Your Audience — You can target people by state, city, zip code, radius, certain interests, etc. You can make it as detailed as you like, but the more detailed you make it the smaller your audience will be.
  9. Leave automatic placements selected
  10. Enter in your budget, you can do daily or lifetime.
  11. Choose to run your ad continuously or have it end on a certain date.
  12. Choose your FB and Instagram page. To connect your Instagram, click on page settings.
  13. Choose your ad format. If this is your first time creating a campaign, “Single Image or Video” is easiest.
  14. Add your media, you can learn the image specs here. Try to limit text on your images, FB does not like images with more than 20% text.
  15. Add in the body text, headline, website link, etc.
  16. Hit confirm to submit to Facebook for review.
  17. Congratulations, you created your first Facebook/Instagram ad!

Step 6: Boost your post on Facebook

How to Boost a Facebook Post

  1. Create a Facebook business page, if you don’t have one already.
  2. Create the post that you would like to boost
  3. Post the content
  4. Go to the post on your timeline and hit the Boost post Button
  5. Set up your campaign, if you would like to send people to your website make sure to add a button to your post.
  6. Choose your targeting. You can target people who like your page, in your local area, or create a new audience.

    If you choose to create a new audience, you target by zip code, radius, certain interests, etc. You can make it as detailed as you like, but the more detailed you make it the smaller your audience will be.
  7. Choose the duration you would like the ad to run and budget you would like to spend.
  8. If you haven’t connected your payment information, create an ad account.
  9. Hit boost to submit to Facebook for review.
  10. Congratulations you’ve boosted your post.

We hope you can implement this strategy immediately, but if you are having any issues at all, please call us directly at (856) 520-8218 (that is our office number, but we are working remotely) or email us at info@commexis.com, we will be checking that email frequently. Good Luck!

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