Catering Marketing Management PDF

CATERING MARKETING MANAGEMENT Intended Learning Outcome -To identify different collaterals than can promote services of a catering company -To assess effective communicating tools in promoting a catering company - To apply different techniques in achieving an effective marketing campaigns Catering A...

CATERING MARKETING MANAGEMENT Intended Learning Outcome -To identify different collaterals than can promote services of a catering company -To assess effective communicating tools in promoting a catering company - To apply different techniques in achieving an effective marketing campaigns Catering Artwork/ Collaterals - depends on your type of clientele - should have a clear overview of what you have to offer (services and contact details etc.) - should contain clear and high resolution photos for better visual representation. - should make use of different color schemes in harmony. Design Factors 1. Alignment – design should have a natural flow in terms of layout. Not too crowded or not too loose. - try to find the balance in your design. - in order to create your point of interest. 2. Contrast - needs to be obvious otherwise might look like a mistake - Know what you would like to highlight or be in focus - Two colors is advisable; 3 or more is expensive Design Factors 3. Repetition - having the same font, or adding the same photo or logo in every page. 4. Proximity - clarity of the design no matter the distance. - Brochures/ posters – do the “squint test”, hold it in arm’s length, to see if its readable. Collaterals 1. BROCHURES – tri-fold, letter fold or 6 panels Panel #4 Logo (cover page) Panel #1,2&3 – photo of events or list of menu Panel #6 contact details Panel #5 vicinity map Collaterals 2. BUSINESS CARD – small representation of you 1. 2. 3. 4. Do not crowd with information Eye catching Less is more – simplicity is best Find a focal point – business logo or catering name 5. Pertinent Info – name, address, phone, cell, fax and email, social media accounts. 6. Size 3.5 x 2 inches Sample business card from Decadence Catering. This card is printed on glossy black stock to reflect Decadence’s sophisticated image. The black and white imagery is used consistently on all marketing materials. Collaterals 3. Flyers – miniature of your posters 1. Sizes: 8.5” x 11”, 4” x 9”, or 8.5” x 5.5 2. Eye catching – Promo, low prices or endorsers 3. Less is more – simplicity is best 4. Find a focal point – business logo or catering name 5. Pertinent Info – name, address, phone, cell, fax and email, social media accounts. COMMUNICATING TOOLS/ PLATFORMS 1. ADS in print (newspapers, magazine) – 2. ADS in electronic media (television, radio) 3. Websites - most commonly used business marketing tool. 4. Social Media - present many affordable opportunities for caterers to promote their businesses. These networks allow for the use of many marketing tools, such as: - Testimonies of past and current clients - Uploaded photos and video in real time - Contact information with links to maps COMMUNICATING TOOLS/ PLATFORMS 4. Social Media - Client lists and résumés - FAQs - Upcoming events and promotions - Awards and accolades - Opportunities for people to “like” or “follow” - Communication and reinforcement of the business identity through other affiliations. COMMUNICATING TOOLS/ PLATFORMS 5. Direct Mail – great way to target corporate accounts and demographic within your area 6. Show & Tell – providing discounts for a nonprofit or charitable organizations. In exchange getting the info of guest and being included in all correspondence for the event. Host/media mentions the catering company’s name. 7. Trade shows - Attendees are there to gather information and usually make contact with a caterer at a later date. COMMUNICATING TOOLS/ PLATFORMS 8. Piggybacking - caterers piggyback on another business’s marketing campaign 9. WOM “Word-of-Mouth” - best form of advertising - result of referrals and recommendations from satisfied clients or from a guest of one of your events