Halloween, Marketing Tips, Restaurant Stories, Social Media

Halloween And Beyond: The Value of Holiday Marketing

October is here, and with it, we’re inching ever closer to everyone’s favorite fright night of the year, Halloween.

It only seems fitting to take this opportunity, and propose some ideas that we’re confident can generate business — and more importantly, REPEAT business at your establishment throughout the Halloween season and beyond.

Halloween itself is great and all, but before we even get to that spook-tacular night, there’s the entire season of Fall to welcome! For those in areas that experience this glorious change of season, you know that it’s more than just a date on the calendar or a change in the weather, but often represents a shift in the tastes of consumers.

In addition to an invasion of all things pumpkin flavored, the Fall season is also a time when some of the following flavors are typically highlighted:

  • Apple & Apple Cider
  • Butternut Squash & Sweet Potato
  • Butterscotch, Caramel & Toffee
  • Cinnamon, Chai & Nutmeg
  • Chestnuts, Pecans & Walnuts
  • Cranberry
  • Ginger & Gingersnap
  • Maple flavors

A chance to slip some of these flavors into your menu over the course of the season may help you stand out against some of your competitors.

For those that serve beer at their establishments, when the seasons change, or holiday’s approach, beer taps typically change with them. Hosting a beer tasting or two while waiting for Halloween to arrive would be a great way to get some people in your door and some eyes on your beer and food selection. Perhaps a beer and cheese pairing night? A paint night with a Fall or Halloween theme while the pumpkin and Oktoberfest beers are pouring?

It seems like every year, Halloween becomes more and more of a commercial and cultural fixture. Halloween has become more than just a day, but an almost literal month-long celebration of all things frighteningly fun. This offers a tremendous opportunity for your business to tap into the “spirit” of the occasion.

Adjusting some of your menu items (even if just by name) can be a playful way to freshen up your menu:

  • “BOO”-shi
  • “Ghoul”ash
  • BONE-appetite Wings
  • Goblin up burgers
  • Monster mashed potatoes
  • Witch’s Cauldron Chili
  • Sand-witches

Not to mention any number of Halloween inspired cocktails that can help customers keep your name in the front of their minds when heading out for a bite or a night of fun during this time of the year.

Outside of wordplay, there are some more concrete events and promotions you can offer to appeal to your community.

During these “31 Days of Halloween” you can offer customers a punch card, or tracking system of some kind to keep them coming in weekly for a special Halloween-themed food or drink that you can switch up as often as you’d like. Customers who return each week within the month, can earn a gift card or credit towards a future bill after the Halloween season is “laid to rest.”

Maybe each visit earns them a raffle ticket for a larger prize like a free meal. Or link up with other local shops to cross promote your businesses, and perhaps they will offer to donate a prize like a spa day, electronics, movie tickets or something of the like. Providing opportunities like these for your customers are a great way to organically grow your email contact list, giving you the chance to keep them informed of any future offers or events at your establishment.

If something long term like that doesn’t really appeal to you, something as simple as a Halloween movie screening on a typically slow night could be a fun way to break up the norm. Costumed karaoke anyone? The possibilities are endless.

We don’t want to alarm you, but October does feature a Friday the 13th. Some fanfare on that date is sure to be a hit for those too old for trick-or-treating looking to start their weekend off with a fun twist.

Encouraging kids and parents to attend your establishment in costume could be a fun way to initiate some playful buzz. Maybe that can be incentivized with a discount of some kind, on an order over a certain amount of money. Certainly, on Halloween itself, encouraging a costumed visit from children as a trick or treat stop will be something they won’t soon forget, and likely nor will their parents.

Halloween is a unique and special time, but being able to recognize the marketing opportunities offered by holidays in general, is key in keeping your establishment fresh in the minds of consumers — and getting new eyes on what you offer and more feet consistently through your door.

Social media and specific promotions will be key to getting the word out, and we’re happy to say we’ve got your back!  Whatever you need to promote these events or specials, or simply providing holiday themed posts on social media, we’re here to help!

 

Marketing Tips

Email Marketing Is Far From Dead — Just Don’t Kill It With These Common Mistakes…

1.) Don’t SPAM your audience.

78% of consumers have unsubscribed from emails because a brand was sending too many emails. (HubSpot, 2016)

How many times do you bypass emails in your inbox because you see the same sender pitching deals and promotions day after day after day? Less is more when it comes to reaching out to your customers. Yes, there are exceptions to this rule, perhaps when you would like to promote daily specials to your followers — but this has still been proven to work best when sent on a weekly basis, and then additionally encouraging your audience to follow you on social media for daily updates and engagement.

2.) Keep it simple.

As the number of images in an email increases, the clickthrough rate of the email tends to decrease. (HubSpot, 2014)

Get to the point. Too many words, a multitude of buttons and a collage of pictures will only lessen the impact and muddle the message you are trying to communicate. Plus, most emails are read on mobile devices, so you want to make sure you provide a visually clear and straightforward message, which will cause your readers to click on and read more!

3.) Make it personal.

Brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those that do not personalize. (Source: Experian, 2016)

Don’t make your emails seem too ‘spammy’. In other words, relate to your customers. You know what they want, so talk to them as if they were already in your restaurant or business, and add that personal touch to your email campaigns. For example, sending them emails on their birthday to perhaps offer a free dessert or drink, will let them know you value them as a customer — and they deserve to be celebrated!

4.) People are listening!

The number of e-mail users in the US is projected to grow to 244.5 million by the end of 2017. That number is forecast to grow to 254.7 million by 2020. (Source: Statista, 2016)

It’s amazing when you hear from some experts that email marketing is dead. There is no argument that social media is a necessary tool to market your business, and email provides an outlet to not only specifically target your selected audience, but as a tool to track, inform, and educate your customers in a way that puts the information directly at their fingertips — to read when they have time.

5.) Know that it takes work, in order to work.

Constant Contact surveyed small business owners and found that 49% do not use email marketing data to assist with their email marketing campaigns because they do not know where to begin. (Source: Constant Contact, 2016)

As mentioned above, with email marketing, you can track your audience’s behavior. You can see who has opened your emails, who has clicked into them, and what they clicked on. From here you can target advertising to those groups, resulting in a MUCH bigger potential for converting that email subscriber into a customer, or prompting them to revisit you. So take your time, create thoughtful and impactful campaigns which will help build brand awareness and a larger customer base – but know this takes time and effort, and to ask for help when needed. Marketing effectively is crucial to your business!