Marketing v.s. Advertising For Restaurants

Welcome to the Restaurant Owner’s Marketing Academy or ROMA for short. My name is Sherry, senior content executive at crispclicks.io.

In this module I’m gonna show you the difference between online marketing and online advertising, along with some examples. Remember, you can pause the video to get a closer look at any of the examples shown throughout this module. We encourage you to take notes. You’ll also have the option to request for summarized notes to be sent to you.

Also, remember that your marketing is part of a whole system. The golden rule of any marketing you do, is that it must be built on solid internal operations in order for it to work. If your marketing is built on top of a faulty internal operations system, then you’ll damage the reputation of your brand which will be harder to bounce back from. Now let's get right into it.

In direct response marketing, the terms marketing and advertising are often used interchangeably and most people think of them as the same thing. However, they are vastly different. In the online world, advertising is used to call the attention of the public to a product or service, and marketing is the activities and processes for communicating offers that have value. In other words, advertising is the attention getter, and marketing is everything else that takes place behind the scenes to build relationships and show people what more you have to offer.

Marketing versus advertising is kinda like an iceberg. The structure that you see at the top is the advertising. But there’s an even bigger structure below the surface of the water, and that's the marketing. Although it may seem imbalanced, don’t get it confused. Your advertising is what grabs people's attention. 80% of your resources will be spent on this advertising category that seems so small. The rest of the 20% of resources in the marketing category is all about following up to remain at the top of your customer’s mind. In this example image, we’ve added different types of online marketing & advertising for context, to help paint a clear picture for you.

Here are some examples of some high performing ads that we run for one of our clients here at crispclicks.

The first example is a B2B catering giveaway ad. The objective of this ad is to host a giveaway in exchange for B2B catering leads in the local area. Our client gets themselves in the door, to build a relationship with local businesses. Then they turn them into repeat, high ticket customers over time.

The second example is a VIP club retargeting ad. The objective of this ad is to show the people in their VIP club the offers that they have available to them. The ad is dynamic so it won't show any offers that have already been redeemed by the person seeing it.

The third example is a private event and catering ad. The objective of this ad is to get people to book with our client if they have an event coming up. The ad enables two different booking options. One from automated chatbots and the other, directly from their website. We have several other types of ads that we run for the different businesses in our mastermind group and for the sake of time, we are just showing you a few examples.

There are four main parts to good marketing and advertising. A headline or hook, a story or statement of value, an offer, and a call to action. We’ll refer to the hook, story, and offer as H.S.O. for short. And we’ll refer to the call to action as C.T.A. for short. The hook is used to grab a person’s attention, the story is a statement of value, the offer is what the person is gonna get, and the call to action tells the person what to do next. Everything that you do online to market and advertise your business, should follow the H.S.O. & C.T.A. framework. Your ads, your website, your emails, texts, everything! When done properly, this framework is likely to increase the engagement that you receive from your leads and customers. The engagement that you receive from people is called traffic.

Let's take a look at the ad examples again, this time highlighting the H.S.O. and C.T.A. in the ads.

In the B2B catering giveaway ad, we have the headline and statement of value in the ad copy. The offer is in the ad copy underneath the ad. And the CTA is the send message button.

In the VIP club retargeting ad, the headline is in the image copy, the statement of value is in the ad copy, the offer is in the image copy, and the CTA is in the ad copy underneath the ad.

In the catering and private event ad, you’re presented with a longer form ad copy. The headline is in the first sentence in the form of a question. The statements of value are where the checks are and in the paragraph below. The offer is below the statements of value and the call to action is in the last paragraph.

As you can see, the H.S.O. & C.T.A. can be anywhere in the ad creative. It can be shown in a video, picture, written copy, or expressed verbally. While your business can get creative with this framework, it’s important to use best practices and have H.S.O. and C.T.A. present in all of your direct response marketing and advertising.

Now let’s dive into some marketing. Historically we used a combination of phone calls and mail to communicate with our customers. This gradually evolved into text messaging, voicemail, voice messaging, and email. And now we can use bots, automated workflows, and A.I. to help with this marketing process.

Here are some examples of how you can build relationships with your leads and customers through your marketing.

Here is a marketing email used to invite leads and customers to a Saint Patrick's Day event. Again, you see the H.S.O. & C.T.A. framework come into play.

In this next example we are using a chatbot to capture and qualify the lead after they click on our B2B catering giveaway ad. The chatbot asks a series of questions pertaining to the offer. The customer information shown in this example is the crispclicks founder’s business information. Therefore we aren't showing any sensitive information from people that didn't give us consent.

This next example shows how the information gets imported into the business's database within the crispclicks marketing software once the lead is captured. We then use workflows built within the software to automatically communicate with the lead based on the event that took place. In this case, we are only sending a confirmation email and text message to the lead for the giveaway.

You’d want to have your lead information going into a contact management system so you can easily communicate with them at later dates in the future.

This concludes this video. Links to any resources will be provided in the video description below. If you’d like to leave us feedback for any future content that you would like to see, you can do so at the bottom of this page. If you found this information valuable, then spread the love and share it with someone who could use it. Thank you for watching, and I'll see you in the next video.