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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Polina Iurova
Promotion of Small Restaurant Business by Means of Integrated Social Media Campaign
Advertising and Public Relations
(Bachelor’s programme)
8
2016
This study is intended to cover the main issues related to the promotion of the restaurant. The general purpose of this project is to detect the most important attributes and tools needed to create a successful integrated marketing campaign for the restaurant. The basis for the present study is provided by a large empirical experience. Consequently developing on-line trends arouses a lot of interest. Social media dependence has much impact on consumers decision making tactics, the internet now is a primary source of information. This fact significantly affects the standard approach to restaurant marketing. Through a deep literary review, several tools have been identified as necessary for successful marketing campaign. These tools are; online reviews and recommendations, content marketing, promotions and client resource management. Within the present environment of increasingly aggressive competition in the restaurant sphere – customer loyalty is regarded as one of the most important competitive advantages. Now it is possible to increase the number of loyal guests by relevant content in social media without huge costs of TV commercials or outdoor advertising. This issue has come to occupy a central place in the marketing strategy of small independent restaurants. A step-by-step procedure of collecting empirical data provide a big number of hypotheses. The goal of the research will be achieved by analysing the results of different online applications and different creative content used in "Durum-Durum" case study. In this study it would be presented as a comparison of marketing activities both online and offline to disclose some specific peculiarities concerning required marketing activities. The project is devoted to the exploration of most effective marketing tools and methods that will attract new customers and bust general stretagy. Recomendations for promotion of the small restaurant will be developed based on this research.

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