Sample Marketing Plan Part 2

In Part 1 of the sample marketing plan, you saw a sample of the first half of an informal marketing plan that will help you make some decisions about how to attract more customers to your restaurant. Below is the rest of that marketing plan sample.
2c – Competition

Because our concept is unique to this area, we do not have any direct competition. However, we do have indirect competition which may attract the same demographics. These restaurants are listed below.

? Drive-in Burger Restaurant – Pet owners frequent this drive-in restaurant because there is outdoor seating available which means their pets can be with them as they eat. However, the quality of the food is only average, and the customer service is very limited. No food choices are available for the dog.

? Take-Out Fast Food Restaurants – After activities with pets, many owners simply go through a drive-thru in order to purchase food since they can not leave the dog alone in the vehicle to go inside and dine or to pick up an order. Again, the quality of the food is usually poor and no real customer service is available. No food choices are available for the dog.

3 – Marketing Strategy

People and Their Pets Outdoor Cafe has a limited start-up budget for advertising. As a result, we must keep our campaigns simple and must make sure to get the most from our investments. Staying within the constraints of our budget will also be important.

3a – Market Positioning

We plan to position ourselves in the market as a one-of-a-kind dining experience for pet lovers while emphasizing the quality of our food for people and for pets, as well our customer service.

3b – Marketing Channels

Our marketing campaigns will utilize the following channels:

? Joint marketing with local pet stores
? Direct mailings to surrounding residential areas
? Flyers posted in animal-related environments
? A radio spot during afternoon commuting
? Pres releases to local newspapers and regional trade related magazines

3c – Marketing Goals

Our goals for these campaigns will be as follows:

? Establish a solid base of customers within the first two months of operation
? Increase number of customers by 10% each month for the remaining eight months of the year
? Increase revenue by at least $2000 per month for the first year

4 – Marketing Budget

As stated previously, our marketing budget is limited. Below is a list of campaigns we plan to conduct in the first year of operation, and the budget we have set aside for each campaign.

Campaign 1 – Joint Venture Partnership with Pet Stores – For this campaign, a local pet store will be giving coupons to its customers for our restaurant. In return, we will give 40% of the profits from sales made to those customers back to the pet store. - We will have no expenses related to this campaign.

Campaign 2 – Direct Mailings – For this campaign, we will put together a promotional postcard that will also be a coupon. We will mail 1,000 of this postcards to residential neighbors within 25 miles of our restaurant – Our budget for this campaign is $2,000.

Campaign 3 – Flyers – For this campaign, we will create one page flyers advertising our restaurant. These flyers will be posted at a variety of animal-related locations, including humane societies and pet shops – Our budget for this campaign is $500.

Campaign 4 – Radio Spot – For this campaign, we are going to produce a 30-second radio spot that will run on the radio station during the hours of 3 pm to 7 pm daily, as well as the mornings on the weekends. - Our budget for this campaign is $700.

That brings us to the end of our sample marketing plan. Hopefully, this will give you an idea of what information you should include. Remember you may want to add in more details and graphics. In the end though the most important thing is to make your marketing plan a tool that will help your restaurant succeed.

Elements of a restaurant marketing plan, part 1 and part 2 are available here.