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Advertising can be expensive for any business, but the questionable return on investment (ROI) for a restaurant may make promotional efforts cost-prohibitive. But there are ways to spread the word about a local eatery that won't damage the bottom line.

Contact the restaurant review section of the town's newspapers and other local media, both online and off. Many reviewers are happy to visit a restaurant for a free meal, and will write a review in return. The wider the distribution of the reviewer's publication, the more people are apt to read the review. Just be sure the staff is prepared, the food is exquisite, and the service is beyond reproach. A restaurant will attract more patrons with a favorable review than a poor one.

Press releases are an excellent way to inform the public about a restaurant. Whether the restaurant is new, changed its menu, hired a new chef, or redecorated, there are any number of reasons to issue a news release to the local media. Though it's best to use the services of a professional writer to create an effective press release, templates with press release writing tips are available online. The templates are free and will make sure you include all the pertinent information a publication needs to print the news.

When submitting a press release, it's important to know there's no guarantee the release will get published. Chances of publication improve when a photograph of the interior or exterior of the restaurant is included with the release. If an item from the menu is used in the photograph, it's advised the shot be taken by a professional photographer. Food is difficult to photograph well, and if the release is printed in black and white on newsprint, the photo's reproduction may be poor. Unappetizing pictures of food can turn people away rather than bring them in.

Radio is another excellent advertising resource, and it doesn't have to cost a dime. There are two ways to utilize free radio advertising. Most stations conduct contests on a regular basis and are always looking for prizes to give away to their winners. A free meal for two is an attractive incentive for call-in entries and the giving restaurant's name and location will be announced along with the prize. Several minutes of free air time can accumulate as the contest heats up, ensuring radio listeners get the full scoop.

Radio talk shows frequently look for guests to feature on their programs. If a restaurant fits in to a talk show topic, an invitation could be offered for an on-the-air interview.

A restaurant can get in the news by participating in community events. Community-minded businesses are embraced by local media, which means sponsorship and donation to charitable causes has the potential to make a good human interest story.

Advertising doesn't have to break the bank of a budget-conscious restaurant. Creativity and ingenuity can often get the job done for free.

Learn more about this author, Karen Duvall.
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