The Brickman Blog

November 2024

A new food-themed business plus a fundraiser creates PR magic and this combination garnered lots of valuable PR.

The newly launched Rosemary and Thyme High Teas is holding a special fundraiser to benefit Monterey History & Art Association’s historic Casa Serrano Adobe in Downtown Monterey.

At a Glance:

What: Rosemary and Thyme High Tea Fundraiser for Casa Serrano Adobe

Sip, savor & save history! Enjoy a special High Tea at Casa Serrano with petit sandwiches with scones and real Devonshire cream plus hot tea prepared in the English style, all while supporting preservation! Experience the perfect blend of tradition and delight with this high tea fundraiser which will be fun for all ages. Dot Findlater, the London-born Founder of Rosemary and Thyme High Teas, will host the tea and also offer a brief presentation on the fascinating history and tradition of High Tea.

Locals and visitors are invited to be part of this Rosemary and Thyme High Teas Fundraiser, with all proceeds benefiting the preservation of Casa Serrano Adobe, managed by the Monterey History and Art Association. Participation in this event helps ensure the continued protection of this important piece of Monterey’s history. Bring friends or family for an afternoon of elegance and history, all while supporting a meaningful cause and enjoy a long-term popular English tradition.’

For more details, to go http://www.rosemaryandthymehighteas.com

October 2024

Valuable Media Research

When you are trying to increase your publicity in the media, the task of media research is important. The first step is creating a spreadsheet of target media that can be local, regional, national or international. You should record the name of the media outlet, a list of relevant editors and reporters initially who cover businesses or food news — and thankfully, there are a lot of food reporters still standing although somewhat fewer business reporters. If you end up collaborating with an art gallery or offer music at an event, those are additional reporters you may want to track.

Add their emails and phone numbers for starters. as well as the topics they cover. The non-profit you choose to collaborate with may have a different area of expertise such as health, for example. Create sections for print media, radio, television, bloggers and influencers.

You can search websites for the latest staff and ideally their emails will be listed. Television stations often have an umbrella email to use and they will share with many of their news directors and reporters. Just give them a call if it’s not listed.

Next, you want to start to monitor what these journalists are covering specifically. Gain ideas from what they write about and see how might be able to create your own news and events that will be worthy of coverage. You may want to have separate pages with your notes of what has recently been covered. You cannot just copy someone else’s event or promotion but be inspired and create your own. Research national trends and read your restaurant trade newsletters and magazines for ideas, too.

As you move beyond your own City and County, the bar raises in terms of coverage. The national and international media are barraged with media pitches and are often hard to reach. I first recommend subscribing to a service like Mailtrack.io to see if people are even looking at your emails. It doesn’t mean they have read them. Follow up calls for key media are important but be polite and brief on your voice mails because they rarely answer the phone or even email back. They’re overworked and so are you! Do not do more than 3 follow up calls on an event or promotion and space them out a week apart at least. When appropriate, invite them to come as your guest to experience your restaurant or the news you’re featuring at the time.

Look to your local visitor’s bureau and be sure get to know their PR and group booking staff. Determine your own criteria for free hosting of a journalist and do your homework when asked to pay for a lunch or dinner for two, for example. Will it cover alcohol or not?

Your visitor’s bureau staff can help you obtain regional, national, and blogger/influencer coverage which is very helpful as the stories can be republished on your social media. In the case of tv programs, it can be repeated yielding additional coverage time and time again. Think of the program, “Diners, Drive-ns and Dives” for example – lots of episodes are repeated thankfully. Your restaurant has to differentiate itself in terms of quality and service to be of interest to both your visitor’s bureau and to journalists and programs as well so that’s always a key important to achieving coverage from the journalists you’ve now researched.

This media outlet list you’ve researched will need to be updated at least every 6 months as staffing changes continuously but it will be a very important resource for your marketing efforts.

Google is a great resource for finding your local media but national media can be more challenging.

For a helpful and low cost starter source of national media, go to http://www.mediabistro.com

September 2024

Important Collaborative Partnerships with Non-Profit Organizations

Partnering with non-profit organizations in your community is an excellent way to drive positive impact while advancing your business goals. These collaborations offer the potential for both parties to benefit: the non-profit receives much-needed support, while your business gains increased visibility and engagement from new audiences.

For example, restaurants can organize special themed events where a portion of sales is donated to a chosen non-profit. This initiative not only helps fund the organization’s work but also invites your customers to participate in a cause that resonates with them. Non-profits often have substantial communication platforms, such as dedicated email lists, active social media accounts, and well-trafficked websites. By collaborating with an organization that can effectively promote the event, you can extend your business’s reach to their established audience, drawing attention to your brand and your role in supporting local causes.

Selecting the right non-profit is key to a successful partnership. Look for organizations with a strong following, consistent outreach, and an active presence in your region. This ensures the promotion of the event is comprehensive and effective, driving engagement and participation. A well-executed collaboration can increase donations for the non-profit and bring new customers to your business, creating a win-win situation.

By reaching out to a non-profit that is important to you, you can propose a partnership designed to elevate their cause while benefiting both parties. A joint promotion not only enhances the organization’s mission but also establishes your business as one that cares about making a difference in the community.

In short, a well-chosen collaboration with a non-profit can have lasting benefits for both sides. It demonstrates your business’s commitment to supporting local causes while fostering goodwill among your customers and the broader community. Such partnerships can lead to stronger community ties, a positive brand reputation, and meaningful impact for all involved.

August 2024

Radio Interviews are very valuable!

If you can get interviewed on a Radio program, that can be very valuable. Often there are more opportunities on radio programs than on other media.

Go on the Internet and research what programs focus on restaurants in your city and even in your region or nationally. Also, some will have general program themes and may include entrepreneurship and strategies or events!

Learn who the host of the program segment is and reach out to them directly indicating the topics you will cover on your interview segment.

Be sure to promote your interview before and after it takes place. You can often get an audio file to share on social media.

Remember…PR Pays!

July 2024

Photo Ops!

Another PR strategy is to create eye-catching photo ops for your customers to enjoy. For starters, have a great sign outside and invite someone well-known to pose next to it and in front of your restaurant. Then share widely on social media. Perhaps initiate a photo contest tied to a holiday where they take photos of themselves and their families next to your sign and share on social media. Then, you can enter them in a drawing to win a free dinner! Check out the images below. Jimmy Fallon is posed next to the recognizable Old Fisherman’s Grotto Restaurant on Old Fisherman’s Wharf in Monterey, California. He also took a photo next to the Old Fisherman’s Wharf iconic sign and showed it on The Tonight Show while discussing his experience in Monterey and his favorite clam chowder at the Grotto. Also depicted below is Darth Vader and Chris Shake, the owner of Old Fisherman’s Grotto which also received lots of engagement on social media.

Although social media is quite challenging these days because few posts are not shared widely by the algorithms, this idea is helpful when used appropriately with your restaurant to increase engagement and shares! In addition to a well-known celebrity or costumed character, a company such as Mirrorimages.co can provide a “lookalike” to accomplish this strategy. See below to become inspired!

June 2024

PR Pays!!!

If you can get interviewed on a TV program, that can increase awareness of your restaurant and grow sales.

Do some research and become aware of what programs focus on restaurants in your city and even in your region or nationally.

For example, in San Francisco, the NPR KQED TV show “Check Please” has always reviewed restaurants in the San Francisco Bay Area.

For their season premiere, they decided to expand to include some restaurants 2 hours south to Monterey.

Cafe Fina on Old Fisherman’s Wharf was selected to be profiled on the show.

Not only was the restaurant review and restaurant owner interview terrific but the social media posts about it garnered tremendous interest and engagement. There was also lots of SEO which benefited Cafe Fina as well.

This photo with Leslie Sbrocco, host of Check Please, Domenic Mercurio, owner of Cafe Fina and one of the judges, Travis Elder, garnered tremendous engagement.

And best of all, sales increased for the restaurant!

Check it out: https://www.youtube.com/watch?v=MnA-Km0x8SU

May 2024

Just wanted to share a very successful experience with a restaurant client for you to emulate in your region!

We held a very successful booksigning event outside of a local restaurant, Old Fisherman’s Wharf in Monterey, CA, with a friend of the owner. In this case, it was an author who had been an NBA Champion in the 1970s with the Warriors, Clifford Ray, Jr.

He wrote a charming $35 book with a co-author, Laynie D. Weaver, recently published for children and everyone about his life and the experience he had when using his 4-foot arms to pull a silver bolt through two stomachs of a dolphin at Marine World in Northern California.

We implemented a very effective public relations and marketing campaign and he sold 100 books and it drew lots of diners to the restaurant. Because the book was rather expensive, every purchaser received a certificate for a whale watching trip. This was a great collaboration as generally, there is more than one person who goes on a whale watching trip, typically with a friend or family members.

How could you do something like this at your restaurant?

April 2024

The Vital Role of Publicity for Restaurants

In the competitive world of dining, restaurants should continuously seek ways to stand out and attract patrons. While offering delicious food and great service are essential, publicity plays an absolutely critical role in ensuring a restaurant’s success. Here’s why publicity is paramount for restaurants:

1. Increased Visibility: Publicity efforts, whether through media coverage, social media engagement, or local events, help grow and sustain a restaurant’s visibility. Being featured in newspapers, magazines, blogs, on radio or TV, or on social media platforms shares the restaurant to a broader audience, attracting potential diners who may not have otherwise known about it.
2. Building Reputation and Credibility: Positive publicity helps build a restaurant’s reputation and credibility within the community. Favorable reviews, endorsements from influencers, and mentions in reputable publications contribute to increasing trust among diners. A great reputation results in repeat business and word-of-mouth referrals, which are invaluable for sustained success.
3. Driving Traffic and Sales: Effective publicity efforts drive traffic to the restaurant, resulting in increased diners and sales. Special promotions, events, and collaborations highlighted through publicity channels can create buzz and incentivize customers to visit. Additionally, being recognized as a popular dining destination attracts tourists and out-of-town visitors, further boosting revenue.
4. Differentiation and Competitive Advantage: In a crowded market, effective publicity helps restaurants differentiate themselves from competitors. Highlighting unique features, culinary specialties, or ambiance through publicity channels sets the restaurant apart and gives it a competitive edge. A distinct identity attracts customers looking for memorable dining experiences, leading to long-term success.
5. Innovation: Publicity channels provide restaurants with excellent opportunities to showcase their adaptability and innovation. Whether promoting seasonal menus, craft cocktails, themed events, or innovative dining concepts, publicity allows restaurants to stay relevant and capture the interest of discerning diners. Keeping customers engaged through fresh and exciting offerings ensures continued patronage and loyalty.

Publicity Pays! It is a powerful tool that restaurants can leverage to enhance their visibility, reputation, and profitability. By investing in effective publicity strategies, restaurants can position themselves as top dining destinations, attract a loyal customer base, and thrive in an constantly-evolving industry