The document provides information from Randall A. Rose of the Virginia Tourism Corporation about marketing services for restaurants and tourism in Virginia. It discusses the economic impact of tourism in Virginia, services offered by VTC, and tips for developing a marketing plan and strategy for a restaurant, including defining goals and audiences, developing messaging, leveraging different marketing channels, and measuring performance.

1. Randall A. Rose Development Specialist – Partnership Marketing Virginia Tourism Corporation [email_address] 276-322-2044 www.vatc.org (industry) www.virginia.org (consumer)

2. Virginia Tourism Corporation Services Marketing Your Restaurant Importance of Customer Service

3. Impact of Tourism in VA - 2008 17.7 billion in revenue supported 204,500 jobs provided $1.24 billion in state and local tax revenue

5. Virginia Tourism Corp. Services Advertising Customer Service & Industry Relations Electronic Marketing Film Office Marketing & Promotion Public Relations Research Tourism Development Others

7. Planning Assistance Marketing Guidance Workshops Marketing/Advertising Benefits Business Assistance

8. Development & Partnership Marketing Wilderness Road Heritage Trail Virginia Coal Heritage Trail ‘ Round the Mountain Heartwood Spearhead Trails Crooked Road Fish Virginia First

9. Locality Tourism Planning

10. Funding Marketing Leverage Program

11. Learn More About VTC Services Visit www.vatc.org & www.virginia.org Sign up for the Dashboard e-newsletter Establish relationships with all VTC divisions – tap into our services (i.e. marketing, advertising, research, etc.) Attend at VTC Help Desk event

12. Marketing Your Restaurant

13. Can you answer these two questions? What is Marketing? What is the difference between Marketing and Advertising?

14. 6 Questions You Should Answer What are you trying to accomplish? Who is your target audience? What message will move your audience? What vehicles do you have to deliver the message? What are your resources? How do you measure your performance/success? Marketing Plan

15. What are you trying to accomplish? Make money – how much?, how committed are you?, etc. Best restaurant in town or best restaurant based on your specialty (seafood, steaks, etc.) Do you hope to franchise or be a franchise? Marketing Planning

16. Who is your target audience? Age Location Income Habits Trends Needs/Wants Marketing Planning

17. What message will move your audience? Your brand Your theme (pizza, seafood, children focus, etc.) Your tagline/slogan/message What do you want people to say about your business? Marketing Planning

18. Branding (it’s not just a logo) Marketing Tips

19. What vehicles do you have to deliver the message? Marketing Planning

20. What are your resources? Budget/Money Owner/Employee Skills Friends/Family Partnerships Local/State/Federal Assistance Chambers of Commerce, Business Associations, etc. Marketing Planning

21. How will you measure your marketing performance? Electronic Marketing Tools Data Collection Research Mechanisms Surveys Informal Questioning Sales Data Marketing Planning

22. Have a Calendar/Schedule Include: Anticipated Ad Placement Press Releases Social Media Updates/Posts Promotions Coupon Release Schedule Marketing Planning

23. Traditional Methods Marketing Tips Direct Mail Sales/Promotions Referrals Phone Calls

24. Targeting Niches & Groups By Interest Marketing Tips Groups (birthday parties, Red Hat Society, graduation celebration, etc.) Bus Groups Church Groups/Attendees Holidays/Events

25. Word of Mouth Marketing Tips Deliver what you promised (and a little more) Make “Word of Mouth” easy for your customers (i.e. referral materials, social media, bumper stickers, etc.) Use social media and PR (FREE!) Provide great customer service Continuously evaluate the consumer experience

26. Social Media Marketing Tips

27. Public Relations Marketing Tips

28. Good customer service helps: Marketing Tips increase sales repeat customers/visitation separates you from competition enhances your brand/image word of mouth advertising

29. Bad customer service: Marketing Tips causes bad word-of-mouth reduces repeat business can be spread widely and fast through social media ( http://www.youtube.com/watch?v=bsfqZ2OVyAc ) can cause you to fail

30. Customer Service Marketing Tips Train, empower, and reward staff (encourage them to have fun) Gauge customer service performance Have customer service plan (Goals, Objectives) Personalize interaction with customer

31. Customer Service Upcoming Workshops New River Valley Community College March 23, 2011 Morning – training for frontline staff Afternoon – training for management More information at http://www.nr.edu/workforce/

32. Marketing Plans Change Because of business growth Because of research Because of economic factors Because of technology (social media) Because there is always change Because you learn Marketing Planning

33. Virginia’s Recent Ad Campaign

34. Marketing Tips Determine Ways to Stand Out /Be Unique Be Creative Have Fun!

35. Randall A. Rose Development Specialist – Partnership Marketing Virginia Tourism Corporation [email_address] 276-322-2044 www.vatc.org (industry) www.virginia.org (consumer)