T.G.I.%20Friday

1
T.G.I. Fridays PR 101

• How Public Relations Can Help You Drive the Right
  Traffic and Build Sales

2
Why Public Relations? Public Relations can help
create positive brand awareness through media
coverage and if done effectively and proactively,
can help you drive profitable guest traffic,
increase guest frequency and drive sales.
3
What is PR?

• Dictionary defines PR as the business of inducing
  the public to have understanding for and goodwill
  toward a person, firm or institution.
• For T.G.I. Fridays, proactive PR is the perfect
  complement to local store marketing efforts, as
  it can lead to media coverage of any newsworthy
  event you may have in your restaurant.
• The payoff is positive media coverage that will
  drive profitable guest traffic and build sales.

4
How Is PR Different?

• Advertising/Marketing

• Public Relations

• Paid Placement
• Creative Control
• Placement as often as you want to pay
• Coming from the company effective vehicle but
  not considered news

• Natural (Free) Placement
• Journalistic Slant
• Placement is once but builds media relationships
• Third part effect independent source so it is
  considered news

5
Benefits of PR

• Economical and high return on investment
• Promotes awareness and demand
• Credible
• The more visible you become in your market, the
  more media you will attract
• Media coverage can turn readers and viewers into
  guests
• Profitable guest traffic SALES!

6
Press Release

• Generally accepted means by which journalists and
  assignment desks make coverage decisions
• Effective and well-written press releases can be
  the difference in obtaining coverage in your
  market
• DFPR can write and distribute news about your
  event
• You should have a local contact for the media

7
Media Advisories

• Another form of notifying the media typically
  used for events.
• Think of them as heads up to the media for an
  upcoming event.
• Just the facts dates, times, place, description
  of event and media contact

8
Events that Work

• Bartender Competitions
• Canned Food Drives
• Make-A-Wish or local charity events
• Local Watching Parties for sporting events or
  even movie nights.
• Examples BTC, Football party, Halloween Party,
  Mardi Gras, etc

9
Photo/Video Opportunities

• Always consider what would make a great photo or
  TV clip.
• The news is more fun with visuals.
• This is especially important for TV if you have
  a story that you can SHOW and tell, your coverage
  opportunities are greater.
• Reminder Always accompany the photographer,
  video crew and no BOH shots.

10
Examples of PR that Works

• 2008 World Bartender Championship
• Worlds Largest Inauguration Party
• New Sandwiches Salads
• St. Patricks Day Party
• Punt Challenge
• All resulted in positive brand awareness and in
  almost all cases, increases in traffic and/or
  sales were seen.

11
How PR Uses Social Media

• Easy, cheap way to get message out
• DFPR posts all press releases to Twitter with a
  link to the news and posts all applicable,
  newsworthy videos to YouTube
• T.G.I. Fridays has a fan page and communicates
  specials and deals directly to fans
• Not recommended for local marketing however
  without corporate approvals