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9 Simple Effective Ways to Train Your Staff

1/30/2019

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Multiple Streams of Passive Income for Restaurant Owners

1/29/2019

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How To Do Staff Performance Reviews and Other Options

1/28/2019

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What’s the difference between public relations and marketing? Your business needs both.

1/27/2019

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BY ANN MARIE VAN DEN HURK
JANUARY 25


What is the difference between marketing and public relations? Many people use the two as though they are the same or combine the two into one. Both are ways to communicate with audiences. Both are valuable to your business if used correctly. 


Let’s break the two communications disciplines down.

Marketing is the action of promotion then selling products or services, including market research and advertising.

Public relations is defined as is a strategic communication process that builds mutually beneficial relationships between organizations and their public.

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While they sound similar, and today with social media the lines are often blurred between them, they are not the same.

How do you know what you need as a business?

Every organization needs marketing and public relations, and both functions work together toward organizational goals. It depends on what your needs are at present and in the future.

Marketing and public relations are management functions within the organization; marketing is a line function’s direct contribution to the company’s bottom line while public relations impact is indirect in helping the bottom line.

Public relations concentrates on maintaining a positive reputation for a company as a whole and managing the flow of information within the company and public whereas marketing focuses on promoting and selling a specific product to a particular audience.

The breakdown is like this:

Public relations

▪ Involves promotion of the organization and the brand.

▪ Considered a management function and it is a staff function which indirectly supports in achieving its goals and objective.

▪ Earned media, known as free media, is when the organization gains publicity through third-party endorsements such as word-of-mouth, press conferences, news releases, speeches, social media, etc.

▪ Covers the general public as a whole, but something focuses on demographic segments such as in an anti-vaping campaign one of the demographic parts would be teens, and another one would be vape shop owners.

▪ Conversations are two-way communication where it is common to have discussions with stakeholders to gain opinions.

Marketing

▪ Promotes products and services offered by the company to its customers

▪ Activities oriented towards a target audience.

▪ Paying for media (Paid Media), which includes radio, television, online, and print advertising.

▪ Aims at converting shoppers into buyers creating sales along the way.

▪ Communicating is one-way communication from the brand to the customer.

Let’s recall that public relations is all about relationships and is driven by it while marketing is selling the product and services. When hiring a PR agency or consultant, it is a good idea to enter into a relationship with a firm or professional who has experience in your particular industry. That goes for hiring a marketing agency, too.

For example, you are an HVAC company who has become an exclusive dealer of high end, high energy equipment making a house a lot greener than before. A public relations professional will be able to research, develop and implement a plan to launch this new product. Talking points, slide decks, social media posts, and videos would be created and shared to engage the audience. Executives sent out to talk about how it is crucial to be green is today and how much money saved in a year to trade groups and green builders. Product placement in TV DYI shows such as This Old House as new things that could be helpful to homeowners. Media tours arranged to meet with engineers and executives for TV, radio, online, or print. Features in the media would be earned media.

Marketing, on the other hand, the goal would be making that conversion from shopper to buyer. Marketing would be creating and paying for advertisement to ensure the product was seen and often will use the materials the public relations team has produced. There would be demonstrations of the new technology at trade shows of tradespeople so they get confidence in it so they can recommend it to their customers.

While marketing and public relations are different, they are moving toward the same goal but in different ways.

It is good to have both working for you.

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Do You Do This When You Interview Staff

1/25/2019

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Never Ever Give Out a Business Plan To an Restaurant Investor

1/24/2019

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There Are More Niche Markets Than Ever, and That’s a Great Opportunity for Your Business

1/23/2019

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By Megan Totka | In: Marketing

​Marketing segmentation concept.
If you follow politics, you’ve probably seen a discussion of the “Balkanization of America,” and it’s usually cast in negative tones. The idea is that—similar to Eastern Europe’s Balkans—American society is carving itself into small pieces that can sometimes be hostile to one another.

Weighing in on that debate is above my pay grade, but for business owners, operating in a society that is made up of a wide range of interest groups, social groups, language groups, and more can be a great thing.

I say this because as our social fabric evolves into a quilt made up of an ever-increasing number of patches, more and more “niches” are being created, and niche marketing is where business owners can enjoy larger margins on their products and services. Avoiding the pitfall of appealing to a single customer is easier today than it has ever been. It’s also often more simple and cost-effective to advertise and market to the niches.

The key is to recognize the niches, adapt existing products and services to target them, or develop new products and services that will appeal to new niche markets. Let’s look at some examples and strategies:

Food and diet
Sit down to eat with a bunch of your friends today and it’s likely you’ll encounter a range of dietary preferences, many of which didn’t even exist a decade or so ago: organic, vegan, keto, gluten-free, paleo, lacto-vegetarian, ovo-vegetarian, and others. If you delve into these dietary regimes, you’ll find that many businesses are flourishing by appealing to the niche markets they create. For example, while you can get a half-dozen regular hamburger buns for a couple of bucks at the corner grocer, followers of a keto diet will pay $6.50 and up for four buns.

Getting into one of these food-based niche markets isn’t done without adequate planning and there can be hurdles to overcome. Organic and so-called natural foods are often a foundational attribute of these new diets, and it takes time (three years) to achieve “certified organic” status.

This puts aspiring organic growers in a transitional state of limbo. But with cooperation between growers, the local community, and buyers, transitional farmers can still get a premium for their produce. Major brands like Kashi, Chipotle, and General Mills have found ways to use transitional “organic” products and properly communicate this to their customers.

Age groups
Have you noticed how meteorologists give a name to every storm today? We used to save that for hurricanes. We’re doing something similar with generations. Every decade or so we declare a new generation: Boomers, GenXers, Millennials, Generation Z, and so on. The time between the generations seems to be getting smaller. I’m sure you’ve seen some of the articles about marketing to Millennials in recent years.

In any case, it seems that people get “imprinted” by their coming-of-age decade. The music, the pastimes, the fashions, the movies, the world events, and more make them different from those who came earlier and those who will follow. These shape their attitudes, likes, and dislikes.

Business
Understanding how these groups differ can create opportunities for niche products and services, and also for niche-marketing ideas. We see this with a revival of old video games and internet radio stations and playlists that appeal to certain age groups.

A simple question to ask yourself is how the various generations view your product or service. Do they see you as out-of-date? Are you using language that resonates with them? How about your imagery? Can you tweak what you offer to make it especially attractive to a specific age group? If so, you can probably command a premium in the marketplace.

Language
One of the biggest and most obvious niches are language groups. Education professionals have told me in schools there can be dozens of different native languages spoken by their students. While the kids pick up English fairly quickly, that’s not always true for the parents.

These people can feel isolated, but if you reach out to them in their native tongue and provide them with support in their language, you’ll be marketing to a niche that is often overlooked and in the process establish some excellent brand loyalty.
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Seven Marketing Strategies For Reaching Younger Customers

1/23/2019

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Jan 23, 2019
Expert Panel - Forbes Council
Forbes Business Development Council - CommunityVoice

​

Adept marketing is all about understanding the wants and needs of your target audience and encapsulating those elements in your marketing strategy. These days, the new priorities of millennials and Generation Z have challenged marketing professionals to evolve rapidly. Indeed, the ability to quickly pivot to new social stances and platforms can be a huge benefit in any industry that caters to younger customers.

Not surprisingly, that ability to anticipate and pivot can be much harder to execute than it is to say. So, which marketing strategies will both resonate with younger generations and align with your business? To help, these seven entrepreneurs from Forbes Business Development Council share their best advertising and marketing methods for gaining traction with millennials and Generation Z, as well as why they are so effective.

1. Create Fresh, Relatable Content

The younger generation needs fresh content that's relatable to them in some form. For example, creating content for a clothing brand with kids wearing the new winter collection and dancing Fortnite-style, then posting it on Snapchat, Instagram, and Facebook, is a strategy that could work very well. - Mehul Agarwal, WinWire


2. Implement A Modern Brand

One thing we've done this year was to implement a new, modern brand. We realized that we were actually losing business because people couldn't easily identify who we were as a company. Millennials and Gen Z especially will often only engage with brands they trust, so have a trustworthy brand that reflects the values of the company to increase sales opportunities. - Christian Valiulis, Automatic Payroll System

3. Know Their Celebrities

To connect with the younger audience, marketing professionals should first understand who influences millennials and Generation Z. While marketers have long understood the importance of utilizing celebrities in advertising campaigns, the types of celebrities who resonate with younger consumers can be different, as a YouTuber or an Instagrammer could have more sway than an actor or an athlete. - Adam Mendler, Beverly Hills Chairs

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4. Build A Genuine Brand

Millennials and Gen Z are often extremely sensitive to marketing window dressing. You should be an authentic brand if you expect to resonate with them. I would suggest going to square zero and looking at your mission and vision statements, brand values, and even brand identity and design language. - Justin Stanwix, Wonder Unit

5. Go Social

Millennials are highly engaged on social media platforms, a digital marketing component many companies are lacking. Make sure that social media (Snapchat, Instagram, Facebook, and Twitter) is part of your digital marketing strategy. Your content should be relevant and topical. Ensure it's something that younger generations engage with, and tie it into your overall brand or digital marketing story. - Scott Douglas Clary, Bedrock Affect

6. Seek Out The Right Demographic For Insight

My best advice is to go to people in that age range, learn from them, and see what they do, how they interact and the kinds of apps they use on a daily basis. Go and talk to real people in that demographic and you could find all the answers you need. The better you understand them, the more effectively you can market and sell to them. - Clinton Senkow, Influencive

7. Meet Them Where They Are

Social media platforms continue to provide fast, versatile and cost-effective ways to reach young audiences, who generally use their mobile devices often. Geo-targeting ads on apps can also be useful; for example, you could reach sports fans on ESPN or a related app. - Alex Kowtun, Monkey In Paradise Vodka​
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Restaurant Owners Shouldn't Take a Vacation Unless They do This...

1/23/2019

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Golden Rule For Buying or Selling a Restaurant

1/22/2019

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DISCLAIMER: The sales figures stated above are my personal sales figures. Please understand my results are not typical, I’m not implying you’ll duplicate them (or do anything for that matter). I have the benefit of practicing direct response marketing and advertising since 2009, and have an established following as a result. The average person who buys any "how to" information gets little to no results. I’m using these references for example purposes only. Your results will vary and depend on many factors …including but not limited to your background, experience, and work ethic. All business entails risk as well as massive and consistent effort and action. If you're not willing to accept that, please DO NOT GET OUR INFORMATION. ​
  • Home
  • About
  • Learn
  • Blog
  • My Business Book
  • Contact
  • My Forbes.com article
  • Be a guest on my Podcast
  • $100K Food Cost Formula