We are a big fan of tabletop marketing! Why do we like this form of marketing so much? We like tabletop marketing because your marketing message is right in front of your customer. Think about the last time you were at a restaurant or bar. If there was some sort of tabletop marketing, did you take a look at it to see the food and drink specials? Even if you didn’t read this marketing piece right away, did your server bring your attention to it? After the menus are gone tabletop marketing displays stay on the table and continue to be in sight of the customer. With tabletop marketing being so effective we wanted to rerelease our post from July 2015 on “Tabletop Marketing Done Right”.
Tabletop Marketing Done Right
Original post date: July 24, 2015
The great thing about tabletop marketing is your target audience is already right in front of you. When this type of marketing is done well, it can be an inexpensive way to generate additional revenue. However, when done poorly, you can easily put a customer off. So what's the best way to approach tabletop marketing?
Consider Your Customers - When deciding on what type of tabletop holders to use, think about who your customers are, what they want and what you have to offer them. Crafting a message that's relevant to your customers' needs and wants is much more effective than a generic list of menu or drink items.
Consider Your Restaurant - A brightly colored, illustrated tabletop stand might be great in a kid- or family-friendly restaurant but would be completely out of place at a more sophisticated bistro. Make sure the design and tone of your tabletop marketing items match that of your eatery.
Consider What Tabletop Marketing Can Do - You already have a menu. Your tabletop marketing should go beyond that. Offering specials is a good start, but you can also use tabletop marketing to promote loyalty programs, special events, and even social media. A tabletop stand can encourage social media "check-ins" that you can link to special coupons or discounts.
Keep It Pithy - The same tenants that apply to conventional marketing wisdom apply to tabletop marketing: The smaller the space, the shorter the message. Make sure your message is clear and easy to read, with plenty of white space. Absolutely avoid paragraphs. Instead, keep things short and sweet.
Keep It Fresh - Don't always have the same tabletop displays out year round. Have some fun with them and change things up to go along with the season. However, once the season is over, make sure to replace your tabletop items in a timely manner. No one wants to see New Year's specials advertised in June.
Have you tried tabletop marketing in your restaurant or bar? If so, what worked for your company?