Effective…Err…NOT SO Effective Marketing

So a few weeks ago I went out shopping on a Saturday with my roommates to the RioCan Centre. After a while we decided that we needed to get lunch. Wanting a restaurant in walking distance, I saw the signs of a few well known chains like Montana’s and then I saw this.

 

 

 

While the composition of the banner is eye catching and the promotion is clearly stated, I seemed to notice one major flaw. There was no signage to tell me what company or brand this was. This banner was at the back of the building that overlooked a major parking lot with interconnecting roadways that went through the outdoor complex.

Here’s why branding is important:

• Creates brand loyalty

• Creates brand recognition

• Differentiates brand for competition

• Gives employees direction

 

What I Did Next

So I walked around the side of the building and still didn’t see any signage. My roommate pointed out the blue awnings and said that she thought It might be Kelsey’s. But there was nothing on the building or in the many windows. When we got around to the front of the building and saw that it was Kelsey’s.

I found it hard to believe that there was only one sign on the building stating the name of the restaurant. Especially given the buildings location. And the only time the Tuesday night promotion was advertised was on a banner on the backside of the building. The promotion was not advertised on the side or front of the restaurant, on the windows, the doors, the lobby, by the hostess or by our waitress.  There was absolutely no personal selling involved. In addition to not having any signage in the restaurant supporting this promotion the hostess and waitress did not talk to us about it.

The only thing that told us about the promotion was a menu insert that stated the exact same thing as the outside banner.

 

What would you do to sell a weekly promotion?

 

This is part one of two, click here to see what I would do if I were in charge of this promotion!