|  Understand
the Brand
Your patrons are looking for more than just physical benefits.
They are looking for an emotional connection. A strong brand
will meet the needs of both.
 Select
the Audience
Your restaurant cannot be all things to all people! Focus
on your brand to fit our target patrons rather than what
you "should" be providing for everyone else.
 Determine
the Objective
Each ad should have an objective, whether it is to invite
the reader to try something new or to take action. What
is the message you want to give your target audience? How
do you want them to respond? How do your goals for this
ad relate to your overall marketing strategy?
 Choose
a Style
Develop a style for communicating with the patrons based
on your brand. Consistent communication has powerful effects
and leverages the value of your brand. Logos, slogans, and
similar advertisements are all effective in doing this and
building recognition and credibility.
 Write
like a Professional Copywriter
Copywriters use methodical techniques for writing ads. The
text in an ad is called the copy. It is the single most
powerful element in an ad.
 Create
the Layout
The layout consists of the spacing, size and arrangement
of items within an ads. Strategically organizing these items
will make the ad easy to follow and read.
 Add
a Splash of Colour
Colour attract attention to convey emotion, mood and help
create an identity. The different hues, tones, intensities,
and contrasts between the colours play a vital role in conveying
your message. An easy tip is to choose one dominant colour
and a few secondary colours.
 Put
it All Together
Placing all the elements of the ad together takes knowledge,
expertise, and creativity. The elements must be interesting
and consistent with your brand. All elements should be visually
appealing, be easy to follow, grab attention, and reinforce
your brand.
 Review
and Revise
Revise, revise, and revise. Go back and review your plans
outlined in Steps 1 -3. Does it fit your final draft? Do
you need to re-evaluate your plan or adjust the final draft?
Get a second opinion to review your design. Think: If you
were your patron, how would you react to the ad?
 Publish
the Ad
Work closely with your printing supplier to learn exactly
how the ad will turn out, and ask for a proof before the
final job is printed. Printing mistakes can be very expensive.
It is based on precision and technicality, so make sure
your supplier is knowledgeable and experienced.
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