Strategically promoting and advertising a small business to one’s target market is crucial. These two attributes are part of the promotional mix along with public relations and personal selling. These four features can be used interchangeably or alone. Zov’s Bistro & Bakery successfully executes the promotional mix by emphasizing sales promotion and advertising. That’s good restaurant marketing. In a recent OC Register article titled Making Zov’s Jumble Cookies, Zov’s provides the recipe for their famous Jumble cookies along with a “how to” video demonstrating the baking process.
Zov’s Bistro & Bakery did a phenomenal job in strategizing how to implement both sales promotion and advertising with this article. Incorporating a “how-to” video along with a standalone recipe connects the viewer to the brand of the small business and most importantly demonstrates the expected benefit of the restaurant’s baked goods and services. Including Zov’s very own recipe inspired by the head pastry chef, the restaurant is sampling their baked goods by allowing the viewer to bake the cookies at home. This method is effective for any small business because a video reaches more of the target market which further strengthens their products.
Furthermore, Zov’s Bistro & Bakery was able to focus on and promote to a niche target market by advertising their brand in the daily OC Register. Since Zov’s three locations are in Orange County, the newspaper advertisement successfully markets to the target customers: middle to high income locals, business people, and families. This method is effective because a newspaper ad is one of the fastest ways to increase sales. The key to this approach is to simply get the word out and reinforce brand awareness.
All in all, the success of any small business lies in the implementation of elements within the promotional mix. In Zov’s case, strategically promoting and advertising in the OC Register were their techniques of choice when deciding how to reach their target market. Remember; whatever promotional strategy a small business decides to use, marketing should always be a top priority to achieve growth and success.
http://www.ocregister.com/news/baking-272032-cookies-nuts.html
Comments?
Note: The preceding post was written and researched by students in my Honors Marketing 351, Fall 2011 class, from the Mihaylo College of Business and Economics, Cal State Fullerton University, Fullerton California. Many thanks to their time, talent, and contributions to both their career and this marketing blog. Go Titans!
Leave a Reply