All of the ways an operation actively tries to reach, or communicate with, its desired guests, including through advertising, as well as through its menu, guest survey requests and other guest feedback requests, local community outreach, and Internet social networking sites.
The relationships that marketers maintain with media outlets, which in this context includes newspapers, magazines, television, and radio.
Making a concerted effort to connect directly with a certain segment of the market; for example, direct mail or emails, telephone calls, website feedback or interaction, and even table-side feedback.
The people an operation intends to pursue as guests.
Limited, or short-term, incentives to entice guests to patronize an operation; for example, offering two-for-one entrées.
The process by which an operation interacts with the community at large in order to build good relations with the community, gain favorable publicity, and enhance the operation’s image; for example, sponsoring local sports teams or holding a charity event.
All the elements that make an operation look unique and contribute to its identity, including the layout, size, type of furniture used, decorations, color scheme, lighting, and service uniforms.
Marketing that treats everyone in the market as having the same needs and wants.
The process of communicating a business’s message to its market/guests.
The way an operation looks and feels to the guests.