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National Restaurant Association - Social media gains as marketing tool

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Social media gains as marketing tool

In an attempt to increase customer base and dollar share, restaurateurs' use of social media as a marketing tool is starting to gain alongside other more traditional methods, such as television and newspaper advertising, research from the National Restaurant Association has found.

The new study determined that while many operators found traditional methods of communication, such as television and newspaper advertising, direct mailing and couponing, effective in increasing revenue, the use of social media is increasingly attracting customers.

Among restaurateur respondents who participated in the study, traditional methods of communication, such as television and newspaper advertising, couponing and direct-to-consumer mail, registered in the high 80- and 90-percentiles as an effective marketing tool.

Social media made a big push as well. Eighty-four percent of respondents said posting daily deals on social media sites served as an effective way to increase revenue.

Among quickservice operators, television and newspaper advertising, couponing and direct mail also registered in the high 80- and 90-percentiles. Nevertheless, the study found that 87 percent of respondents said social media was an effective way of communicating with customers and increasing revenue.

Among fullservice operators, television and newspaper advertising, couponing and direct-to-consumer mail registered in the high 80- and 90-percentiles as an effective marketing tool. Still, 84 percent respondents said posting daily deals on social media sites was an effective method of communicating with customers and increasing revenue.

The study was conducted in partnership with online marketing communications company LivingSocial and released earlier this month.

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