Cheap Takeaway Websites creates great value state of the art online food ordering websites for takeaways. To do this we need to know more than how to build a website; we need to know what makes a takeaway tick, what makes it a success, and what takeaways can do to help themselves. We immerse ourselves in the industry, which allows us to offer advice based on our experience. This month we have a few tips on how you can market your takeaway business.
Marketing is about communicating the value of your takeaway’s products to new and existing customers to entice them to buy. The correct marketing approach can pretty much guarantee profit and success. There are many different techniques in marketing, of which a few are outlined below. They are all tried and tested, and they tend to work better if you can combine them all into a full marketing campaign.
As a takeaway your most valuable marketing tool is your printed takeaway menu. The reason for this is simple: a takeaway has a defined catchment area. This makes it easy for takeaways to single out and market directly to each possible customer. The most effective way to market to your catchment area is by distributing your full colour takeaway menus. For information about distributing takeaway menus take a look at this article: “What are the benefits of distributing takeaway menus?”
The design of your menu is incredibly important. It can make all the difference on the doormat. Menus designed by our sister business Cheap Takeaway Menus are successful menus for successful takeaway businesses. For more about menu design please see their article “What is Good Menu Design?”
Successful takeaways distribute up to 2000 menus per week, expecting a 10% return on average. This means that houses in the area will have a menu delivered every few months. The seven points of contact rule in marketing suggests that it could take up to seven separate incidences of contact with your takeaway before a customer orders from you. It could be something as straightforward as driving past your illuminated sign at night, glancing at an ad in the paper or having one of your takeaway menus pushed through their letterbox. Don’t discount the power of any of these.
Your website should feature strongly on the front of your menus. After the menu itself, the online food ordering website is your strongest selling tool, so it needs to be part of a strong call to action. Use Google CPC advertising to help generate traffic to your website, this will help strengthen your organic rankings. Once this has been tailored and made successful on Google the keywords, adverts and campaigns can be exported to Bing Ads (Yahoo now uses Bing to power its search results). Be sure to list your business in as many online directories as possible as this will help your website’s SEO. Register your business on Google maps.
It is a fact often overlooked by businesses, but 50% of the resources you put into marketing should be aimed at your existing customers. It is much easier to sell to someone who has already bought from you. So regularly send an email or a text to your existing customer database containing an offer or a deal to reward their loyalty. Use those free texts we all have these days, so on days you know to be quiet, generate a bit of extra business with a ‘one night only’ enticement. A customer likes to feel valued and privileged. It will keep them coming back.
Examine your order history and identify who ordered just once and contact them to find out why and what you can do to get them to come back. You could try offering them something for free or a discount on their next order.
Try to encourage referrals from your customers. Word of mouth is a powerful thing. Being recommended by a friend is an exercise in trust, so if you can live up to the recommendation the chain of good words continues. Offer a discount to customers who refer new customers to you. Print referral flyers for inside your delivery bags. Customers can complete their contact details so you can trace them and reward them in some way.
Advertise your business in the local press. Try one publication at a time and measure the return on investment. Create a specific promotion, only available from that advert in that publication (e.g. a discount code). This will help you to sort out who is ordering based on that advert and to calculate its effectiveness. If the ad doesn’t bring in much business, then you can think about changing it or moving on to another newspaper or magazine. As a rule it’s better to change the publication than the content of the ad (you’re hardly likely to let a bad advert go to press).
Ensure your shop and signs are well-lit at night to attract the attention of passing traffic. Ensure that exterior signs are clearly visible from all directions. Ensure your windows and the areas inside and immediately outside are clean and maintained regularly. If these areas are not maintained they will have negative effect on the marketing of your takeaway.
It is very important that your customers have a way to complain directly to you the owner. You could put a complaints email on your takeaway menu and website. If you receive negative feedback it is better to deal with it rather than ignore it. Good Public relations management is vital for the public image of your business. It also shows you care about your customers and what they think about your business. See “Managing Complaints”
Good marketing is a complete approach, with every aspect working together to create a positive image of you and your food, and a strong momentum. Your takeaway is a brand and a brand should add up to more than the sum of its parts. Every aspect of marketing should reflect the brand and the brand should be identifiable in each. Great marketing is when you can’t see the joins stitching them all together.