Essential: a marketing campaign should score locally
By Daan Prest
In response to the article of the national marketing campaign, ‘Street Dine’ of the JRE (Jeune Restaurateurs d’Europe) in the Netherlands, Mr. Jan Vrielink, owner of, among others, the restaurant ‘Het Schellinkje’ in Meppel drew our attention to his campaign ‘Street-Dining’ organized in 2012 and 2013. As his restaurant is located outside the direct city center of Meppel he surprised shoppers with a prepared table, a glass of wine and an appetizer. A good example of what we want to achieve with Horecatrends.com (Hotel, Restaurant, Café trends): entrepreneurs who inspire each other to perform their own marketing campaign, adjusted to the capabilities of the organization and location. Most important is; the effect should be locally measurable! The action and the publicity in the local newspaper and on social media should inspire guests to come dine at your place. Learn how the employees of ‘Het Schellinkje’ have performed the campaign and the reactions from their ‘guests’…
‘Het Schellinkje’ in action:
Shoppers in the city center of Meppel where raided at various locations with the question if they knew restaurant ‘Het Schellinkje’. Regardless of their response, they were asked if they wanted to taste a small bite. At that moment two employees of ‘Het Schellinkje’ appeared with a prepared table and two chairs which were placed at the center of the shopping promenade. The guests were offered a glass of wine and a special dish. In no time these tables, with guests enjoying their dishes and glass of wine, generated a lot of attention. As from the first, somewhat hesitant, guests and from the shoppers ‘Het Schellinkje’ got a lot of nice comments. Photos were taken and a lot of messages where placed on Facebook and Twitter.
Website: Het Schellinkje
