Ignore The Big Chains' Marketing

Here is why you should not worry about what the big chains are doing, marketing-wise.

First of all, you do not have their resources, buying power or head office marketing department. Chances are you don’t have the money to buy the kinds of marketing wizards and ad agency brains that they do either.

But that doesn’t matter.

The last thing in the world you want to do is emulate the chains. They are working within their own USP (‘unique selling proposition’), marketing strategy and tactics, media buying and local store marketing plans.

If you copied them you would be copying their strategy, which is not yours. The tactics you might employ in that instance would be inappropriate to what you and your restaurant need to do…in your trading area.

You are not referred to as an “independent” for nothing.

Be independent.

Realize that trying to put someone else’s tactics on your outlet just doesn’t make sense. Adopt your own USP vis-à-vis your defined target group and location. Then implement your own marketing plan, according to that positioning, not one mimicked from the big guys.

Another reason NOT to follow the big boys too closely is that they are not always right.

Look at what Holiday Inns did with their 80’s ad campaign: “The best surprise is no surprise.” It was a fiasco of huge proportions. The traveling public found lots of unwelcome surprises…and told them so!  People in ‘hospitality marketing’ are still talking about that one.

Just because they’re big and have lots of money, does not mean they are always right.

Do your own thing!

What do you think?  Care to share your two cents' worth? I'd appreciate your feedback and comments below.