1. What is marketing and why is good cuisine not enough today?
- What really is marketing in the catering and event industry?
- Why doesn't marketing start with posting?
- How do guests choose a restaurant, wedding hall or event venue?
- The importance of first impressions – from Google searches to on-site visits.
- How does marketing support sales, reservations and recognition?
- The most important trends influencing the decisions of modern customers.
2. What does the venue actually sell?
- Offer, location, interior, atmosphere, service and guest experience.
- Why is food quality alone not enough?
- Consistency between what the venue promises online and what the guest finds on-site.
- How to find an element that distinguishes a premises from the competition?
3. The specificity of catering and event marketing
- How does promoting a restaurant differ from promoting a wedding hall, conference or corporate event?
- Selling daily visits versus selling events planned in advance.
- How to promote:
- restaurant and regular offer,
- weddings and family parties,
- conferences and training,
- corporate events,
- thematic events,
- catering and group offers.
- Seasonality in gastronomy and events.
- How to plan communication well in advance?
- How to use one event to promote subsequent projects?
4. Target group – who are we really addressing our offer to?
- Who is the ideal venue guest or event client?
- Differences in communication: restaurant, bistro, pizzeria, hotel, club, wedding hall and conference room.
- Who decides on the venue for the event?
- How to match the language, offer, images and communication channels to the audience?
5. Marketing strategy – what is it and why do we need it?
- What is the difference between a strategy and a post plan?
- What elements should a marketing strategy include?
- Business and marketing goals – why shouldn’t every venue communicate the same way?
- How do you define what a brand should be known for?
- How do you set priorities so you don't try to do everything at once?
- How to check if marketing activities are bringing results?
6. Brand, communication and consistent image
- What is a restaurant brand and how to build its recognition?
- Brand communication – how should a brand speak to its audience?
- Key visual: colors, fonts, photo style and character of graphics.
- Consistency between online and offline communication.
- Menu, website, social media, on-premises signage and event materials.
- Emotions, experience and storytelling in gastronomy and events.
How to show not only the offer, but also the atmosphere of the place? - Why do random graphics and inconsistent messages undermine trust?
7. Google as one of the most important sales tools
- Why is a Google Business Card important for restaurants and event venues?
- How to set up a Google Business Profile step by step?
- How to complete the verification process?
- How to complete correctly:
- name and category of activity,
- address and service area,
- opening hours,
- telephone number and website,
- company description,
- offer, services and menu,
attributes of the premises.
- What photos should be included in a business card?
- How to publish news, promotions and events?
- How to increase your company's local visibility on Google?
- The most common mistakes when maintaining a business card.
8. Opinions, Comments, and Referral Marketing
- Why do reviews directly influence guest decisions?
- Where do customers most often check out the premises?
- Google, Facebook, Instagram, Tripadvisor and industry portals.
- How to systematically get opinions without asking too much?
- When and how to ask a guest for a rating?
- How to use the QR code and post-event communication?
- How to respond to positive reviews?
- How to respond to criticism and negative comments?
- How to move a difficult conversation from the internet to face-to-face contact?
- When should you not engage in a discussion?
- How do I report a review to Google?
- What opinions can be submitted and when is the submission likely to be taken into account?
- How to respond to fake reviews, spam or competitor actions?
- How to turn a negative opinion into an opportunity to rebuild trust?
9. The team as part of marketing
- Why does service influence image more than many advertisements?
- The role of reception, waiters, managers, kitchen and event coordinators.
- How does the team influence customer reviews and returns?
- How to inform employees about current promotions and events?
- How to engage your team in content creation?
- Authenticity and artificial marketing.
- How to prepare employees to appear in photos and videos?
10. Website, PR and other promotional channels
- What role does a venue's website play?
- What information should be included on it?
- Separate tabs and offers for catering, weddings, conferences and corporate events.
- Contact forms, reservations, menus and event inquiries.
- Basics of local PR.
Collaboration with media, influencers and partners. - Referral marketing and local collaborations.
- When is it worth using event and booking portals?
- How to choose channels for your purpose instead of being everywhere?
11. Introduction to social media
- Why does a restaurant or event venue need social media?
- Social media as a tool for building trust and supporting sales.
- Differences between Instagram, Facebook and TikTok.
- What role do posts, reels and stories play?
- How to use social media to promote events?
- Why isn't follower count the most important metric?
12. AI in catering and event marketing
- How can AI support the daily work of a restaurateur or manager?
- Creating ideas, descriptions, posts, offers and advertising content.
- Preparing event communications.
- AI as a strategy support, not a replacement for brand knowledge.
- How to use AI without losing authenticity?
- Overview of useful tools: ChatGPT, Canva and automation tools.
