PR
Ruth’ s Chris can engage its target audience through a variety of public relations efforts, including blogger collaborations, special events and content marketing. Blogger Collaborations Our target values both verbal and digital word of mouth when making fine dining decisions. One platform for digital word of mouth is blogs. Ruth’ s Chris should collaborate with influential foodie and lifestyle bloggers to promote its food and restaurants. This gives the restaurant a more human element, and according to secondary research, blog articles are the number one type of online content consumed by millennials. Special Events Several Ruth’ s Chris locations already host special events, such as wine and bourbon tastings and events for the holidays. Ruth’ s Chris locations should continue to host these events, but should tie the events to a charitable cause, as secondary research shows that millennials prefer brands that support causes. Individual locations could choose local charities that align with their values and host special events that benefit those causes. Media Outreach / Content Marketing Ruth’ s Chris can leverage its expertise and influence on steak, business dining and women’ s entrepreneurship by conducting outreach to both local and national media. Whether it is pitching to be featured in a city magazine’ s“ top ten happy hours” article, doing a cooking demonstration on local news, or writing a blog post about tips for women entrepreneurs, Ruth’ s Chris can create brand awareness by sharing its story through digital and traditional media.
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