Ad serving tips for restaurants and hotels during the pandemicIt’s hard to think of an industry that has not been impacted by the pandemic, but people would agree that the hospitality industry is probably the most negatively affected. The harsh reality is that restaurants were forced to close very suddenly, and for those that were able to survive and re-open, many were limited to how many people they could have in their building at any given time. Hotels have also been put in a tough position, as many people are not traveling until the worst of the pandemic passes, which could still be quite some time yet. Business needs to go on, though, and that means continuing to use advertising to let people know that you are surviving and ready for business. Let’s take a look at some ways in which the hotel and restaurant industry can use ad serving during the pandemic.
Share your story and your futurePeople are looking for positive stories during this tough time, so they will almost certainly react well when reading about how a restaurant/hotel managed to survive when so many others were forced to close. There can, though, be a fine line between sharing your story and simply looking for sympathy. The story should be told in a way that is positive and uplifting, which could include sharing what you learned during the pandemic and how it will shape the way in which your business operates in the future. That could be something like adding delivery service or contactless check-in that was not available before.
Highlight safety protocolsPeople want to feel safe when they decide to venture out for a bite to eat, which is why so many businesses in the food and hospitality industry are going to great lengths to show how they make that happen. Restaurants running ads should talk about what they are doing to keep their restaurant clean, while also talking about how food is prepared and delivered to guests. Hotels should emphasize their staff training, protection equipment and facility cleaning.
Promote transparencyAny restaurant or hotel that is not active on social media needs to rectify that as soon as possible. An ad can only tell a small part of the total story, so it’s always a good idea to get online, connect with existing and potential customers and let them know what is going on in terms of things like rules within the building and updates on what you are preparing when things go back to a more normal environment. Customers will want to know about social distancing protocols, wearing masks, and other details that will almost certainly be important to anyone planning to dine in a restaurant or stay in a hotel.
Ask for community supportOne thing that we have seen a lot of during the pandemic is people getting out and doing all they can to help support local businesses and service workers. There are a lot of businesses and individuals that have been hit especially hard during the past year or so, but the sense of community that we have seen across the board has been outstanding. Even now, it is still a good idea for restaurants to push the idea of eating locally when they run ads.
Posted in AdServer for Advertiser AdServer for Ad Agency by Watson F February 11, 2021
- Five ways online advertising can help your restaurant
"Starting your own business always involves a lot of risk, as it can be tough to break through and get noticed in a crowded marketplace. This is especially true in the restaurant industry, where many new places close their doors in just a few months. " More
- Considerations for business after the pandemic
"We are not quite out of the woods just yet, but all signs are beginning to point to us being in the waning days and weeks of the pandemic. When all of this began in early 2020, businesses needed to find a way to adapt to stay alive. " More
- Ad serving during the re-opening stage
"We have all become used to life during the pandemic, going as far as calling it the new normal. There is still a way to go before life returns to the way it was prior to the arrival of COVID-19. " More
- How many ad placements should you have in your email newsletter?
- Impact of ad blocking on advertisers and publishers
- Basic ad serving metrics: impressions, clicks and click-thru rate
- Serving ads during the re-opening phase
- Challenges for business with ad serving during the pandemic
- Advantages of a self-service ad serving program for publishers
- Advantages of online ad serving during the pandemic
- Tips to manage multiple ads effectively in your ad server