Marketing sure is chock full of buzzwords these days.
got synergies, optimization, metrics, leveragable assets, ROI and so on. These
are all good things--and they can certainly make someone sound pretty smart.
Top Hospitality owns and operates six distinct restaurants in the
Raleigh area—in essence, six brands, each with their own message
and audience. We share a common belief that while a restaurant’s
food is critical, it’s the whole experience that shapes the
promise to the customer and defines the brand.
when it comes down to it, marketing is really just getting the right
message out there and making sure someone notices. So we try to keep our
approach pretty basic. In fact, two things drive our work.
we are committed to defining your brand prior to producing any marketing
communications. That’s right. Before we go and invest
a boatload of money into placing advertising or anything else, let’s
make sure we’ve done our strategic and branding homework. Let’s
figure out now who your target is and what it is they actually want. What
is the competitive environment? Based on these and other things,
only then do we construct your brand and your communications.
other thing is that we are not locked into one type of media. That’s
right. No slaves to the rhythm here. We do not care if media
is traditional or non-traditional, new or old, below or above the line,
or inside or outside of the box. If it can reach your target and
engage them, then we will use it.
Some of the vehicles we’ve used
effectively—and are using right
- Direct Mail
- Web sites
- Internet advertising
- Email blasts
- Sponsored searches
- Blogs and blog ads
- RSS Feeds
- Trade shows
In sum, as technology drives change in media usage, opportunities
are created to reach a more defined target who could quite possibly
to your message. But making sure your strategic and branding groundwork
is done well is necessary before using all the really cool new ways to
reach consumers. And that is where we can help.