5.5: Developing Consumer Interest

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Appealing to consumers is not an easy process and considerable time and thought goes into developing consumer interest and appreciation for your products and services. Several guidelines exist for creating consumer interest.

Value

First customers will not be interested on your concept or products if they do not perceive some form of value in doing business with you. If you are advertising and promotions do not speak directly to the needs of the primary target market, the chances for success dilute greatly. A well-rounded marketing information system should provide appropriate data about the marketplace that allows management to be on the same page with the values of the consumers they want to attract.

Distinctive

The advertising must be distinctive in some way. It is important to remember that your advertising must compete not only with all other hospitality organizations but also with advertising for everything from automobiles to washing machines. For the advertising to be effective, your advertising must offer something that separates it from everything else. Distinctive and unusual appeals are often used. Although, depending on the marketplace, a straightforward approach initially that informs consumers about ‘who’ you are and ‘what’ you do should not be undervalued. In the beginning, a cute commercial makes people smile but you goal is to make them want to come to your facility.

Believable

Trust is a major issue with consumers. Why should they trust you? You have to address that question in your marketing scheme. Claims made for the product-service mix must be genuine and supported at all times to develop and maintain credibility with the public. Remember, in the initial phase of your restaurant operation, you immediate job is calm fears and dispel doubts. Some consumers are more skeptical than others are, therefore your marketing and follow through must be convincing to those consumers who may distrust you at first.

Simple

Each day Consumers confront hundreds of advertising commercials and slogans. If you want them to remember you, a simple and straightforward message and catch phrase is most useful. Simple and effective phrasing that has been used successfully include: eat fresh; we do it all for you; you, you're the one; it's a good time for a great taste; have it your way; broiling beats frying to name only a few. Using powerful words that inform and create the correct image of your operation are important, but obviously, you need to understand exactly what things you do that appeal to consumers and constantly remind them that you do it.