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6 Marketing

Advertising and Promotion= Marketing

Peter Drucker (Management Scholar and Writer)

“The only valid definition of business purpose is to create a customer.”

Ask Yourself “What business am I in?”

  • Service
  • Production
  • Entertainment
  • Dining

Whatever it is, you need to be making a profit. Always consider the 4 P’s of marketing:  product, price, place, and promotion. You will need to brand your business to communicate your brand through a unified message.

Having a marketing plan for your catering business is essential for long-term success. Here are some reasons to have a marketing plan:

Clear Direction & Goals

  • A marketing plan outlines who your target clients are, how to reach them, and what you want to achieve (e.g., more wedding bookings, more corporate clients).

  • Helps you stay focused and use your time and budget wisely.

Maximizes Your Budget

  • Instead of spending randomly on ads or events, a plan ensures you invest in strategies that bring returns.

Builds Brand Awareness

  • Consistent branding and marketing help potential customers recognize and remember your name when they need catering.

  • It sets you apart from the competition.

Attracts the Right Clients

  • A good plan defines your niche (e.g., weddings, corporate events, luxury parties) and helps you speak directly to those clients through the right channels.

Increases Sales and Bookings

  • Strategic marketing—such as promotions, referrals, and seasonal offers—drives more inquiries and converts leads into paying clients.

Prepares You for Slow Seasons

  • A plan helps you stay visible and proactive, even during off-peak months, by offering creative services or deals that keep business steady.

Allows You to Track Results

  • With a plan, you can measure what’s working (like email campaigns or Instagram ads) and adjust as needed.

Professionalism & Confidence

  • A marketing plan shows that your business is organized and growth-minded, which builds trust with clients and potential partners.

What Marketing Is Not….

  • A magic bullet
  • Difficult
  • Always expensive
  • Only be done when the business is good or bad

Methods

  • What is #1 ?
  • Word of Mouth
  • Advertising and Promotion
  • Know who you are before you start your marketing plan!
  •  Define Your Niche

Choose what kind of catering you want to be known for:

  • Corporate events

  • Weddings

  • Funerals
  • Private parties
  • Food Truck
  • Onsite vs. Offsite

  • Specialty (vegan, gourmet, BBQ, etc.)

Public Relations (P.R.)

Know your budget

Approximately 2.1% of Sales (WI Average)

  • Purchase brochures, business cards, and stationery with your logo

The Marketing Plan

  • Set objectives for identifying target customers and their needs
  • What do your customers want and/or need?
  • Creates ways to meet sales objectives/needs
  • Develop an interest in your services in a variety of ways
  • Measure the success of your advertising
  • Changes are necessary over time
  • Innovation is necessary to stay on top.
  • What promotions will you run?
  • What are you trying to achieve?
  • Increase customer awareness
    • Entice first-time buyers
    • Create brand loyalty
    • Create repeat customers by having successful events.
    • Increase sales
    • Target a particular day or month; when are sales needed most?
  • Use a variety of ideas:
    • Target Market
  • Market Research
  • Clearly identify your audience
  • Develop an appropriate Logo
  • Collect other caterers’ brochures

 Build a Strong Brand

  • Name, logo, colors, and tagline should reflect your vibe (e.g., elegant, fun, picnic, health-conscious).

  • Have professional photos of your food, staff, and events.

  • Keep your messaging consistent on all platforms.

How will you reach your market:

  • Newspaper
  • Relationship with schools and Chamber of Commerce
  • Outdoor Banners/Billboards
  • Yellow Pages or Mailing Targeted Flyers
  • Radio and TV
  • Cards at events
  • Computer (Social Media, website, etc)
  • Mailings or Tie Ins with other businesses (rental center, florist, bakery, dress shops, musicians)
  • Specialty Papers (Wedding Guide or Church Bulletin)
  • Word of Mouth-#1
  • Social Media

You don’t need to be present on every platform; but do a good job on the platforms you choose.

Create marketing policies:

  • Be clear on who is responsible for managing the platform?
  • How often?
  • What is our voice?
  • How will we react to certain scenarios? (questions/concerns/criticisms)
  • Create attractive and current brochures
  • Save customers time
  • Image is important
  • Evaluated your printed materials
  • Good Copy Sells
  • Highlight what you CAN provide
  • Encourage a meeting to discuss options
  • Put brochures where your customers are
  • Keep Current

Ask yourself:

  • What is the purpose for the platform?
  • Where/who is my audience?
  • Where are my competitors?

Having a Website is a must!

  • A clean, mobile-friendly site with:

    • Menu ideas

    • Pricing tiers (or starting rates)

    • Testimonials from customers

    • Contact form and booking info

    • High-quality images of your event space and food

A Few Social Media Tips

  • Focus on Instagram, Facebook, and TikTok:

    • Behind-the-scenes prep; be consistent in postings

    • Gauge client reactions and interactions

    • Post recipe teasers or tips; keep people engaged.

  • Use local hashtags: #RhinelanderCaterer #WeddingCateringRhinelander #cateringNorthernWisconsin

  • Post consistently and interact with comments to boost the reach.

Partner with Event Planners and Venues

Reach out to local:

    • Wedding planners

    • Music providers
    • Flower shops
    • Bakeries
    • Event venues
    • Corporate offices (especially HR or admin teams)

Email Marketing

  • Collect emails at events or through your site.

  • Send seasonal menus, holiday specials, or booking reminders for big seasons (e.g., graduation parties, holidays).

Referral Program

Offer rewards for word-of-mouth:

  • “Refer a friend and get 10% off your next event”

  • Or a free dessert tray or appetizer upgrade

Attend/Host Local Events

  • Participate in food festivals or wedding expos.

  • Offer samples, business cards, and maybe a giveaway (like a free tasting for up to 6 guests).

  • Host a fundraiser for a good cause.

Testimonials & Case Studies

  • Share real stories and photos from successful events.

  • Include client quotes, before/after shots, and custom menu examples.

License

Icon for the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

Catering Copyright © 2025 by Nicolet College and Vicki Mendham is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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