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Marketing, Advertising and Image
The name you choose for your business will have significant impact on the degree of success you can expect, and should therefore be approached seriously and given a great deal of thought.
The name of your catering business should reflect the not only that you cater, but preferably the type of catering you do, as well. ‘Cutesy’ names that seem catchy and hip will fall flat if your customers can’t tell what you’re selling. They also project less professionalism.
Consider where the name will appear in the phone book. Businesses often tack “AAA” in front of their names – they’re not only alluding to the quality of their services, they’re guaranteed to always be listed first! We’re not suggesting that you use this example – it’s a bit overdone – but you get the idea.
Here are a few tips on choosing a name (from an article in the San Antonio Business Journal):
- It should be easy to pronounce, preferably no more than three syllables
- It should be memorable and timeless
- It should be provocative and attract attention to arouse interest
- It should convey the proper image and have a strong association with the nature of the product or service
- It should be legally strong – more than 120,000 trademark applications are filed each year
It is also important to put some serious thought and effort into making your business’ sign and facade look professional. This is a major factor in whether or not your clients and customers decide to do business with you. The appearance of your business serves as advertisement – consider a fresh coat of paint, a new architectural feature, or something unique to set it apart.
Advertising media includes newspapers, magazines, radio, television, charity calendars, place mats, coupon booklets, and public bulletin boards. You can get free advertising by sending press releases about your business or human-interest articles about your clients and customers to local newspapers.
One of the best and cheapest forms of advertisement is fliers and mailers (made on your own computer). And don’t forget to have some nice business cards (you can make these, too) to give to your customers to pass along to their friends. Regardless of the type(s) of advertising you choose, make sure your ad answers the question, “Why should I hire this caterer?”
Your shop’s sign will play a large role in advertising your business. You’ll need to contact your local Chamber of Commerce for information on city ordinances regarding size and placement regulations. If possible, your sign should be visible from all directions and be large enough to be read from at least one block away. Make your sign distinct to set your business apart from the others – it’s part of what makes your first impression with your clients and customers.
Last, but most certainly not least, create an Internet website and get your business online. These days, it’s nearly as essential as having a telephone. If you don’t have a “dot com”, most will consider you to be living in the dark ages. And there’s a good reason for that: the Internet allows you to reach a global market in an instant. Television can’t even do that, and the costs are incomparable – maintaining a website can cost you less than $200 a year, while television advertising can cost you $200 a second. Developing a website is relatively simple, but if you have no interest in learning how to do it yourself, there are many companies offering inexpensive web page design and website hosting. Whether you do it yourself or have it done, here are some things to consider:
- Be sure to let visitors to your website know how they can contact you.
- Can your products or services be ordered through your website?
- Is the purpose of your website to entertain or inform?
- What will your customers or clients want to get from your website?
You can also list your catering service online with Catering Web (http://www.cateringweb.com) as well as with Catering Magazine (http://www.cateringmagazine.com), to which you may wish to subscribe.
