Down St Restaurant has been identified to aid in the analysis of the public relation concepts. It is noteworthy that the restaurant is located in New York City. Public relation ideologies revolve around exploring restaurant as illustrated by goods and processes. It is the creation of consciousness to convince potential clientele why the hotel is the finest. It uses various modes of announcement like media and Internet.
The chief aim behind the public relations initiatives is to attain and keep hold of customers. The Down St Restaurant should apply the following public relation initiatives so as to maximize their profit.
One of the finest public relation initiatives is the utilization of Relationship Marketing (RM).
It strikes an association between acquisition and retention of customers. This concept was initiated in 1983 and became more accepted in the 1990s (Donald 2005). The process of correlation marketing aims at networking, associations and exchanges during market strategies. “Quality, customer care and promotion strategies must be put together, the initiative focuses on combining the trio into one, thus realizing their concerted effort” (Donald, 2005).
RM involves allowing the customer to assess your services. This will enable an individual to identify the loopholes within the restaurant. This will enable one to take corrective measures on subsequent occasions. It also involves rewarding significant proportions of outstanding customers. The result will be gaining maximum knowledge in consumer desires and wants. This will see the restaurant offering the finest services to their customers. The customers will also experience enhancement in the services when they revisit the restaurant. The main challenge in implementing RM as a strategy is that it requires the attention of the whole organization.
All players in the restaurant should gather enough information relating to the purchaser. The initiative requires a lot of time and may consume numerous resources before actual realization of the returns. Some customers may as well give flawed information during assessment. This is to please the hotel owners.
Another strategy that will see Down St Restaurant riding higher than its competitors is the use of advertisement (Malin, 2009). The aim of advertising is to make the restaurant as attractive and enticing as possible. This strategy allows the restaurant to communicate to the general public about their services and why they are the best place to be.
The initiative involves both indoor and outdoor marketing channels of advertisement. They include print displays, broadcast advertisements, which are aimed at reaching out to masses. The trick here is the choice of the best media for various groups of clients. Choose the best place to position your billboards and other print displays.
The restaurant should major more in outside advertisement, but indoor techniques should not be left out. The hotel should appear in the media when it offers discounted rates to draw in more people. Advertisements can also be put in magazines, directories and newspapers. Magazine is preferred because it read by many people. It can also contain specialized services to various segments of people. Any communication strategy should be straight to the point for it to have a positive impact on the business.
The major drawback of this initiative is that, it may prove to be too expensive. Channels like television are exorbitant, yet the feature passes out very fast. It is always an enormous challenge when the advertisement displays more than what is in the offing. Customers will shy away when their expectations are not met.
Donald, D. (2005).
Strategic planning for public relations (2nd edition). New Jersey: Routledge Malin, H. (2009). Hotel a Case Study. University of Gavle Retrieved on September 17 2010:www.scribd.com/doc/13981610/Hotel-a-Case-Study