The owner of the Riverside Restaurant came to M4 Marketing with one aim in mind - “to have the restaurant busy every night of the week” so in a nutshell, here’s how we did it...
Firstly, a bit of background info...
When the present owner, Stuart Daniels first purchased the Rock and Fountain in 2006, he identified a potential business opportunity and put plans in place to renovate the entire building, transforming upstairs into a restaurant with the addition of a large conservatory dining area. Following considerable effort with finding the perfect menu and a highly competent chef, he realised that he would need to start shouting about the Restaurant to encourage people to come and see how he had transformed it - this is where M4 Marketing stepped in to help.
With no website in place and little advertising to date, these seemed like the obvious places to start and so work began on creating www.riversideblackwood.com. A marketing strategy was created and a number of plans for launching, advertising and updating the website along with a Facebook page were implemented.
As well as search engine optimisation on the actual site, it was also submitted to directories and other sites that could provide links back to the Riverside site. Additionally a Google Adwords campaign was launched and is monitored and modified on a weekly basis based on results.
In the run up to Christmas and New Year, Stuart wanted the corresponding parties to be prominently advertised in everything we did, so these themes featured on every page of the website and were also advertised via local media. Both parties were successful and made a good return on investment. The focus now is on promoting special offers for group bookings, the chilli, nachos and a pint night held downstairs in the Rock and Fountain every Wednesday night and other special occasions. We are still advertising with local media to promote these things as well as looking into cinema and radio advertising to support it. We are also using the board outside and Facebook advertising to promote our Facebook page.
To gain feedback on the venue’s performance as a whole we have created some customer feedback cards for people to fill on once they have enjoyed their meal. By doing this they get entered into a prize draw to win a bottle of champagne.
Like all marketing strategies, we are ready to respond to changes and opportunities in the marketplace, but as trade is increasing, it looks set to be a great year for the Riverside Restaurant.
If you would like more information on creating a marketing strategy, launching a new website and online marketing strategy or any of the topics discussed, please do not hesitate to get in touch. Or, why not go to the Riverside Restaurant and check it out for yourself?