What’s Your Restaurant Brand Personality?

Posted on January 31, 2018 by absolute.admin3

A brief, but definitive guide to determining what characteristics your restaurant brand has.

Brandpersonality is a set of characteristics, often human-like, that are attributed to brands. Having a well-defined and developed brand personality gives consumers the ability to relate to brands and develop an affinity for them over others.

Let’s say you own a sushi restaurant in SoHo. Most of your customers describe your décor as “authentic,” or “eclectic,” and the food is surprisingly delicious for such a modest storefront. Your servers are passionate about providing awesome customer service. It sounds like your restaurant may already have a brand personality defined, but do you know what it is?

Brand Personality Defined

A brand is often defined in the way it presents itself, the language it uses, and the way it behaves. Just like a human being, different personalities achieve differentiation amongst people. Imagine that a brand is a living person, Malcolm. Malcolm is sassy, funny, and very sharp – he has many friends and is liked by others who share his sense of humor – though not everyone appreciates his witty comments. His remarks about social media are popular with people in his age group, but younger and older people don’t really get it. By leveraging advertising, packaging, customer service, and all the other aspects that encompass a brand, a personality is expressed, just like how a person has characteristics that define them and set them apart from others.

If done successfully, your restaurant’s brand personality can increase the value of the brand overall by giving it a consistency that certain consumer segments or groups enjoy.

The 5 types of brand personality

In advertising and marketing, there are five defined personalities that work as a framework to describe a brand. Each dimension is divided into a set of facets that can add depth and complexity to a brand’s overall personality. The five types or dimensions of brand personality are generalized as:

Sincerity – being down to earth, wholesome, unpretentious. Just like the sushi restaurant we invented in this intro.

Excitement – spirited, rebellious, imaginative. Dick’s Last Resort is a chain known for its outrageous, surly employees who dish out plenty of sarcasm and insults to their patrons alongside their fare. Feeling sensitive today? Don’t eat there or you may leave in tears.

Ruggedness – tough, wild, untamed, weathered. Dinosaur BBQ, Outback Steakhouse, and Holy Hog come right to mind.

Sophistication – glamour, romance, intelligence. You’re a 4-star Michelin restaurant atop a high rise building in Manhattan. Your reservations are booked up months in advance.

Competence – responsible, efficient, reliable. Every time I walk into a Panera Bread, I always get the same vibe during my experience.

The five types of brand personality were developed as a framework created by Jennifer L. Aaker in the 1990’s at Stanford, who also concluded in her studies that brand personalities are also derived from what they caused consumers to believe and dream in an aspirational way. According to this model, ruggedness and sophistication are two brand personalities that speak the most to the consumers’ sense of aspiration.

Brand archetypes

BrandZ, a global brand equity platform, analyzed nearly 15,000 brands internationally and identified archetypes for brands that tended to perform better than others.

For instance, some of the most inspirational personality archetypes include the Explorer – brands such as Jeep, GoPro, and Red Bull encompass the philosophy that “where’s there’s a will, there’s a way.” Other successful archetypes that have a profound effect on consumers are the Hero archetype. Think of brands such as Nike, TAG Heuer, the brands that let consumers overcome obstacles, slay dragons, and bring out the best in themselves and others.

How to choose your restaurant brand personality

While you may aspire to have a certain brand personality or archetype, first understanding your audience and values is of paramount importance in defining your brand personality. As a restauranteur, you’re familiar with the power of your restaurant’s atmosphere. Your dining room is not just a place to buy and eat food. It’s an extension of your restaurant’s brand personality. Consider what your restaurant offers that truly distinguishes it from the rest, and how your audience perceives it.

Brand personality is the summation of all the consumer’s experiences with the brand. It is unique and long-lasting. To learn more about developing your restaurant brand personality, contact us at Absolute Marketing Solutions and discuss our Tampa brand identity and design services. We can help you shape your restaurant’s brand personality to achieve success in the highly competitive hospitality industry.

You Might Also Like:

Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

Ripoff Report

Posted on January 25, 2018 by absolute.admin3

Ripoff Report is a privately owned and operated for-profit website founded by consumer advocate Ed Magedson. The Ripoff Report has been online since December 1998 and is operated by Xcentric Ventures, LLC which is based in Tempe, Arizona. Ed Magedson is the site’s current Editor-in-Chief.

You Might Also Like:

Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

Online and offline

Posted on January 25, 2018 by absolute.admin3

The terms “online” and “offline” (also stylized as “on-line” and “off-line”) have specific meanings in regard to computer technology and telecommunications. In general, “online” indicates a state of connectivity, while “offline” indicates a disconnected state. The concepts have however been extended from their computing and telecommunication meanings into the area of human interaction and conversation, such that even offline can be used in contrast to the common usage of online.

You Might Also Like:

Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

Defamation

Posted on January 25, 2018 by absolute.admin3

Defamation—also called calumny, vilification, traducement, slander (for transitory statements), and libel (for written, broadcast, or otherwise published words)—is the communication of a statement that makes a claim, expressly stated or implied to be factual, that may give an individual, business, product, group, government, religion, or nation a negative or inferior image.

You Might Also Like:

Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

Facebook has changed…. Again. What does it mean for your restaurant?

Posted on January 22, 2018 by absolute.admin3

If you have a Facebook page for your restaurant or business, you’ll want to pay particular attention to the changes that are getting rolled out over the next few months.

In January 2018, Mark Zuckerberg announced upcoming changes to handle the way content appears on news feeds. These changes would define what users see, and with what frequency. What this means is that posts from your brand will show up less and less on users’ feeds.

The changes are meant to increase user activity with the platform. Rather than showing than content put out by brands, media companies, and publishers, Facebook wants to put the power back into the hands of users, rather than content publishers.

How Facebook marketing used to work for restaurants

In the early days, it was all about the number of likes you had. Surely, that was an important indicator of legitimacy, and meant the more the likes, the more the customers. Facebook later told us that having a verified page was a critical visibility factor, and that your business may not be easily found if you did not take the steps to verify your listing. “Likes” became less important as users then became focused on online reviews, the response rate by which you could answer questions about your business, and your ability to carry out customer service. Good reviews became increasingly important, and since you couldn’t delete them, your users paid close attention to how you handled them.

>> Related post: The delicate art of responding to customer complaints

Coupled with this, Facebook showed preference to publishers that created short, catchy, and engaging forms of content. Often, this took shape in the restaurant industry as “snackable” videos – short videos of branded content that enticed users to learn more.

While maintaining customer service on your social media channel, and creating valuable content are still very important to maintain for your brand, Facebook is now focusing on bringing people together to share and watch content together, and bring the “social” back to social media.

So… what does the new Facebook news feed algorithm mean for your restaurant now?

More than ever before, engaging content is only as valuable as it brings people together, and makes people want to share it with their family, friends, and colleagues. Here are some immediate effects of the change:

People will spend less time on Facebook
People will see fewer posts by brands, including your restaurant
You have a narrower window of opportunity to be seen by your followers (because Facebook will display your content even less frequently)
Influencers will have a bigger impact on your social media visibility than ever before

Why did Facebook do this?!?

Facebook has done some soul-searching and wants to improve users’ lives, and expose them to fewer divergent views, opportunities to argue, or passively consume content.

If you think about it, the move totally makes sense. Think of all those hours you’ve spent on your phone, mindlessly scrolling through your feed, clicking through cat videos and quizzes about what Game of Thrones character you are, and other types of content from publishers, rather than engaging with friends and family. While Facebook has been decreasing the organic reach of content published by companies and brands, that’s made the platform increasingly pay-to-play, with publishers dishing out advertising spend just to get in front of the very people they wish to target.

Facebook used to be about the people; but in recent days, has been criticized for being a platform for dividing people, spreading “fake news,” and becoming an ad platform. This move is an attempt to cut through that and restore the sense of community and social engagement that the company started out pursuing.

How can I make sure my audience still sees my content?

Don’t panic; these changes may seem drastic, but they could help your restaurant’s position in the Facebook community. Doing this will motivate brands and companies only produce high-quality, highly-sharable, highly-social content. Here are two ways that restaurants can start planning their Facebook marketing strategy to rise above their competitors.

Watch Party

Rolling out with this change is a new product called “Watch Party,” a feature that will let groups of Facebook users watch a video at the same time.

Restaurants should certainly take advantage of this feature, which is different from live videos but is inspired by the video feature. Facebook said that live videos create six times more interactions than regular, non-live videos, and the reason for this is because people watch them together. When users are watching the same video, no matter where they are and are commenting, liking, and engaging with it, it creates a community.

Host an event, reveal news, or feature other exciting content that is so awesome, your restaurant fans will want to watch it together and share it with their friends. Make users want to visit you after seeing you announce a special new holiday special, a limited-time offer, or another promotion at your venue.

Influencer marketing

If you haven’t found local influencers in your community, you haven’t tapped into one of social media marketing’s most valuable resource. Influencers are tastemakers; people who have trusted followers and can endorse and enhance the reputation of brands by standing behind them.

With the newsfeed algorithm change, influencers will get a boost in value because they not only are engaging content producers, but because their content is user-generated, and their fans are authentic. Facebook is giving the opportunity for influencers to double down on this opportunity, and so should your restaurant.

Having an influencer outreach strategy is of vital importance, and coupled with an engaging content calendar, can massively improve your online visibility and help your brand stand out amongst a sea of competitors who are now racing for finite space on the social media platform.

How can I use Facebook marketing for my restaurant?

As a restaurant owner, you know how important it is for your patrons to visit your establishment with their friends, family, their tribe, and to connect and build experiences there. From here on out, your social media strategy has to reflect the same values of personalization to survive the new ecosystem.

To learn more about social media marketing for your restaurant, contact us today!

You Might Also Like:

Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.

Has your restaurant been slammed by the Ripoff Report? Here’s what you should know

Posted on January 9, 2018January 12, 2018 by absolute.admin3

EXTORTION!!!! SCAM!!! That’s how many describe the review site Ripoff Report. Ripoff Report is a for-profit website that many claim runs on the philosophy of being a BBB – “bad” business bureau. The website claims that it serves consumers by providing a platform for anonymous complaints. Having worked with numerous businesses that have been listed on Ripoff Report, I know the frustration that hardworking honest business owners feel when their reputation is being attacked online by anonymous sources. If this is the first time that you have been hit by a tarnishing review on the Ripoff Report, and you are looking for answers, then I hope this post proves helpful.

When you are listed on Ripoff Report, there are two unfortunate truths you must face immediately.

People Will See It

Ripoff Report ranks very highly in Google’s search results and typically appears on the first page when a user searches for your business’ name.

Legal Action Won’t Likely Help

Despite dozens of lawsuits, very few, if any, reviews have ever been deleted from the website.

The founder of the Ripoff Report, Ed Magedson, has defended more than 100 defamation lawsuits since the website’s inception in 1998 – and has never lost a single case. Magedson describes his website as the following:

“The “Ripoff Report” serves people who are concerned about being cheated. This website allows people to be armed with the opinions, comments, and experiences of others like them so they can determine for themselves if they want to do business with certain listed companies or individuals.”

Unlike many review sites, Ripoff Report allows its review authors to remain anonymous by practicing the first amendment that free speech includes the right to remain anonymous.

What Can I Do?

Ripoff Report offers a limited number of ways for businesses to respond to a negative listing. One program called the “Ripoff Report Verified” to restore your business’ reputation, but because it is pay to play. Restaurant or business owners can go through the process to become a Verified Ripoff Report business, where they earn a badge and can display their comments above any other negative complaints. Ripoff Report insists that it is a trustworthy way for businesses to repair their reputation and would complement any other public relations strategy.

Regardless if you intend to play the Ripoff Report game and go through the verification process, there are activities you can engage it to mitigate the damages of a public relations crisis resulting from a devastating complaint or review from the website.

>>Related post: A guide to fake restaurant reviews, and what you can do about them

That Sounds Like Extortion! Isn’t There More That I Can Do?

Step 1: Remain calm

The last thing you should do at this time is to make a hotheaded public statement about the reviewer, the review, or the Ripoff Report website itself. No matter how outrageous, false, or defamatory the review is, your reputation should suffer even more if you demonstrate anger, denial, or attempt to brush off the review. Analyze and examine the complaint, and investigate it thoroughly. Is it valid? Is it fake? Assemble a crisis management team to prepare approved statements and messaging should you be contacted by the media about the review.

>>Related post: How to handle the media during a PR crisis with former Fox 13 Consumer Lawyer Eric Seidel

Step 2: Issue a response

If the complaint made is a valid one, make a public response to them that shows you care about the customer’s experience and have every intention of making it right. Many restaurant owners must juggle between discerning fake reviews from legitimate ones, and their response to your earnest attempt to correct the situation will indicate which category their complaints falls under. Be sure to provide them with a phone number or customer service form so you can not only get more information about the incident but take the conversation offline and out of the Internet’s eye.

Step 3: Put your white hat on

In the search engine optimization world, “white hat” refers to all activities that are legitimately used to improve search rankings for websites, unlike black hat tactics which involve link farms and other shady practices. Issue a PR release about something your restaurant or business is doing, perhaps donating to a charity, hosting a fundraiser, or another activity that is beneficial to the community. If you can generate positive comments from customers and get the attention of the press to cover your story, you will suppress the negative remarks from Ripoff Report and move them further down the search results page.

Step 4: If it applies, consider arbitration or a lawsuit

A recent change to the Ripoff Report’s service is that it now offers a VIP (Voluntary, Impartial, Private) arbitration service which costs $2,000 to file a complaint if the statements are false and can be proven as such. You will need to provide evidence that the facts of the review were false, and there is no guarantee that the review will be removed, as Ripoff Report typically favors the consumer as it considers itself a platform for the public, not business owners.

However, if there are comments of a highly defamatory nature involving rape, violent crimes, or other accusations of that nature, you have the option of hiring a libel attorney to represent you. Your attorney will produce a court order to demonstrate the falsehood of the accusations, and if granted, Ripoff Report will remove the false statements.

(While the author is not an attorney, please bear in mind that this blog does not constitute legal advice. However, research has shown that attempting to sue Ripoff Report will get you nowhere, because it is protected by the first amendment and freedom of speech.)

Step 5: Hire an experienced marketing company to manage your reputation

If your business has been maligned by a negative review on Ripoff Report or elsewhere, you may consider hiring a team of digital experts to monitor, maintain, and manage your online reputation. While it may seem like the end of the world when a customer tears your restaurant apart online, these comments are opportunities to turn your haters into advocates. Contact Absolute Marketing Solutions if you need help repairing, managing, or elevating your restaurant or business’ reputation. We’ll start with a free digital audit and devise a strategy to make you in full control of your brand.

You Might Also Like:

Miné Salkin

Miné Salkin is a multimedia producer with a specialty in marketing, tech writing and digital storytelling.