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Category: Restaurant PR + Hospitality PR

Coopetition in Marketing

Coopetition in Marketing

September 29, 2016January 31, 2023 Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PRcomarketing, coopetition, event marketing, real estate marketing, real estate PR

Marketing and PR teams are always eyeballing “the competition.” Product development, branding initiatives and consumer events all benchmark competitor growth as a key analytic. Sales strategies traditionally adopt an “us-versus-them” approach that certainly holds merit, since we’re technically all vying for the same market share.

Coopetition, on the other hand, asks competing brands to join forces in a strategic alliance to pursue a greater good. In essence, it’s an offshoot of the old adage, “If you can’t beat ‘em, join ‘em.” And with benefits such as synergy, cost reduction and innovation, coopetition proffers rich returns if applied smartly.

Coopetition Heats Up the Competition

With clients, we’ve tapped into the spirit of coopetition as a tool to boost event marketing — a less traditional yet equally effective application. The “product” in this case becomes the event. The Pepper Festival, hosted by Clairemont client Briar Chapel, got its start as a celebration of one farmer’s produce and a fundraiser for the nonprofit Abundance NC.

But the Pepper Fest didn’t make its name until it ventured into coopetition; the planning team turned an agricultural festival into a hot competition by challenging the Triangle’s top chefs to craft their zestiest pepper dishes. Chefs who typically competed for diners harnessed their collective talents to build a vibrant, engaging experience for the public. Competing brewers rallied and conceptualize a pepper-themed beer garden to enhance the festival’s appeal. And new to the 2016 festival, six chefs are joining forces with young chefs to host the inaugural Spicy Kid Chef Competition.

The results? Attendance skyrocketed from 40 to 1,500 people over eight years, raising more than $75,000 for Abundance and gaining wide-spread visibility and news stories.

Considering Coopetition

So what elements should you examine when considering coopetition in your marketing strategy?

1. The Vision

Forbes reminds us of the power of common-cause campaigns with examples like the “It Can Wait” anti-texting campaign that conjoined AT&T, Verizon, T-Mobile and Sprint. Fierce competitors can quickly transform into close allies when united under the umbrella of a greater good. Invest the time on the front end to vet potential partners, examine their mission statements, discuss overlapping goals and create a cohesive picture that effectively harnesses the each party’s passions.

2. The Process

Coopetition, unlike simple collaboration, requires natural competitors to link arms and become voluntary partners. From the outset clearly define the end game for the venture, whether a product, event or campaign.

There will likely be an overlap in key demographics and shared audiences between partners. Take the opportunity to solidify cohesive key messages that enable the team to present a united front. Develop written strategies that will serve as a touchpoint to guide roles, responsibilities and execution throughout the partnership.

3. The Results

Celebrate. It sounds like a no-brainer, but take the time to broadcast the results of your combined efforts not only with each other but also with your audiences. Share benchmarks and data as well as anecdotal stories that paint the full picture of your endeavor. Honor each member of the team and prime the path for future, successful partnerships. Because at the end of the day, it just feels good to make a difference!

Looking for other fun tips for event marketing? Try quizzing your audience!

Image courtesy of Briar Chapel.

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What’s In Your Lunchbox?

What’s In Your Lunchbox?

August 29, 2016January 31, 2023 Cherith AndesBlog, Public Relations, Restaurant PR + Hospitality PRback to school, packing lunches, Public Relations, Restaurant PR, top chefs

Backpacks, new shoes..and lunchboxes! Chef Teddy Diggs, executive chef at Il Palio restaurant in Chapel Hill, may be a nationally acclaimed chef, but he pulls parent duty just like the rest of us! With school starting again, he likes to keep lunches simple, fun and interactive for his two girls. No need to have formal training from the Culinary Institute of America or tenure at Martha’s Vineyard like Chef has.

We can’t help but reshare Chef Teddy’s top three tips from last fall for packing healthy, easy school lunches!

1. Plan Ahead

Chefs and home cooks alike spend a lot of time each week planning what they are going to cook. School lunches should not be any different. While planning the weekly menu, ask your child to identify some of his or her favorite foods that he or she would like to eat for lunch. Encouraging your child to participate in the planning (and perhaps preparing) improves the chances that the lunch will actually get eaten.

2. Think outside of the (lunch) box. 

As good as a sandwich can be, that is only the beginning of possibilities for a school lunch “main course.” Pack hot lunches—suchChef Teddy and His Daughters as dinner leftovers—to add variety and create a delicious school experience. Here’s a trick: In the morning, pour boiling water into a thermos and let it warm the container for a few minutes. Discard the water and add the food for an instant “hot pack” that keeps food warm all day! Left-over chicken meatballs are a favorite with my girls! Other fun recipe ideas? Try noodle soup, beans and rice and pastas or even a late breakfast with brown sugar and raisin oatmeal.

3. Plate It Pretty. 

The way that food is presented can affect a diner’s appetite—even with our kids. Take effort to keep the school lunches clean and organized. Securely wrap food and choose a lunchbox that reflects the personality of your child. And don’t forget to pack a personalized napkin note!

Images from Il Palio.

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Making Memories and Miracles

Making Memories and Miracles

August 3, 2016January 31, 2023 Cherith AndesBlog, Clairemont Client News, Restaurant PR + Hospitality PRDairy Queen, Duke Children's, Ice Cream, Miracle Treat Day, Restaurant PR, Triangle Dairy Queen

Sometimes big miracles come in small packages. Four-inch plastic baggies, to be exact. 

On July 28, Clairemont client Triangle Dairy Queen celebrated its 11th annual Miracle Treat Day, an annual nationwide fundraiser that supports more than 170 Children’s Miracle Network hospitals across North America. On Miracle Treat Day, proceeds from Blizzard purchases at Triangle Dairy Queen locations were donated to Duke Children’s Hospital where they will be used for research, care and support programs for children and their families.

But Triangle Dairy Queen owner, Andy Valkanoff, couldn’t stop there. He took a road trip to Duke Children’s and spent the afternoon dishing out frozen treats to the children and staff at the hospital. One family said that Andy’s ice cream was the first thing their daughter had wanted to eat in days — a huge encouragement to them.

Throughout the past three years, Andy’s efforts Miracle Treat Dayalone have raised more than $120,000 to support Duke Children’s. Thank you, Andy, for serving and giving back to your community!

Check out some of the other fun shenanigans Andy is doing in the Triangle!

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Appeal of a Meal: The Sixth Sense

Appeal of a Meal: The Sixth Sense

July 20, 2016January 31, 2023 Cherith AndesBlog, Public Relations, Restaurant PR + Hospitality PRfood pr, increase restaurant business, Restaurant PR, restaurant social media, role of PR

Restauranteurs, chefs and culinary authorities have long debated the ultimate appeal of a meal. Especially with the rise of social media, photographers argue that you “eat with your eyes first.” Neuroscientists (or anyone who sat through fourth-grade science) insist that smell dictates flavors, and hence the allure of food is aroma-based. Some market research even suggests that the color of your flatware influences taste.

Beyond the basics of biology, food and hospitality experts add another, and perhaps more holistic, angle to the prism. Emotions.

Gallup research reveals that the primary influencer of repeat restaurant business is the service — how the employees and staff value the customer. Tom Colicchio, one of Bravo’s Top Chef judge, hones this concept further. It’s how customers are greeted immediately as they enter and exit the doors of your restaurant. Hospitality. Service. Ambience. Trust. This concept appears in restaurant vernacular under many banners.

The “X” Factor

So what gains repeat business? What makes a memorable meal? The truth may be closer to “D: All of the above,” a delicate blend of the physical sensations and emotional ambience rolled into some enigmatic “sixth sense.” Every element, from the ingredients and kitchen sounds to the energy and tempo of beverage service, colors the experience, and hence, every staff member plays a key role.

We needn’t remind hospitality professionals to invest in the holistic process of staff development. But as an extension of the team, PR experts also play a vital role in completing the picture when interacting with guests, influencers and staff beyond the restaurant’s four walls.

The Bridge Out

The experience doesn’t halt once the guest exits the front doors. Memories last, opinions gel, questions surface and social media often provides a ready mouthpiece for an ongoing relationship with diners. Here’s where your PR team needs to be integrated into your culture. Our expertise allows us to capture your voice and personality while providing efficient answers, addressing concerns and nurturing a sense of fun and play. Real people connecting with real people.

We also connect with groups that may not come to mind as an official audience, such as influencers, festival attendees, media and even our own social groups. Storytellers, relationship builders, friends, spokespersons — our role amplifies your personality beyond the walls of your dining room.

The Conduit In

Since we have our fingers on the pulse of the restaurant industry, PR partners like Clairemont can provide valuable feedback and strategic council that stays in step with the ebb and flow of culture. Certainly, we can assess overt forms of feedback, such as Yelp and blogger posts, restaurant reviews and Facebook messages. We also stay abreast of current trends and proffer fresh tactics to highlight the restaurant’s distinct offerings.

But what about the subtle tones? The conversation (or lack thereof) on Instagram or the “word on the street” among unofficial culinary thought leaders? Our relationships with these circles provide valuable insight into the prominent vibe and enable us to offer direction to our clients.

Of course, the “in and out” verbiage might suggest that restaurant PR and marketing is akin to a two-way street. Arguably, the process is far more cyclical and fluid, more like the Disney World’s Mad Tea Party ride than unidirectional traffic. But with 24-hour news as the norm, the role of PR is all the more important — a constant extension of the team’s eyes, ears and voice to communicate messages and foster relationships on your behalf.

Want to know what else a PR agency does? Oh, we throw cheese parties and pitch top chefs — all fun and effective and all in a day’s work!

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Copy Cat: Catchy and Clever

Copy Cat: Catchy and Clever

July 19, 2016January 31, 2023 Sarah HattmanBlog, Copy Cat, Restaurant PR + Hospitality PRadvertising, bbq, City Barbecue, copy, restaruant pr

Whether you have heard the 1981 hit song Jenny or seen the 2012 movie For a Good Time, Call, you’re probably familiar with the phrase, “For a good time call…” And you probably know that it is one you likely don’t want your name or number to follow – or maybe you do.

A couple of weeks ago as I was walking into City Barbecue, a sign in the window caught my attention. It read, “For a good time call Greg…” and listed a phone number. I continued reading and quickly realized that it was promoting the restaurant’s catering and delivery services, and I couldn’t help but smile.

In my opinion, this copy is spot on in regards to conveying its message. Not only does it walk the line between fun and risque, it also uses a catchy phrase that will help people remember the restaurant. I know City Barbecue will be the first establishment that comes to my mind the next time I am in need of a caterer.

Where have you seen good copy lately? Share it with us on Twitter!

 

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