Instagram as a visual marketing tool for a restaurant

The main goal of the thesis is to promote the Kasarmina restaurant via social media. In order to achieve this goal, the following objectives were set: analyze different types of marketing; review visual marketing and visual content types, describe the influence of colors used in marketing on people; review Instagram marketing, tools used in it and Instagram marketing strategy; demonstrate the use of Instagram in the particular case. In the first – theoretical part of the thesis – various aspects of marketing in general were considered, visual and Instagram marketing were considered in detail. The main types of content used in visual marketing were characterized. The psychology of color in marketing was considered, and how certain colors affect people was described. Statistics were provided showing the current power of Instagram. The main tools used in this social network were described in detail. A marketing strategy plan for Instagram was presented. The second part is dedicated to how can Instagram be employed as a visual marketing tool in a particular case – Restaurant Kasarmina. First of all, the author determined why Instagram is a relevant platform for promoting a restaurant. A survey was conducted among the students who are target audience of the restaurant. And the interview was held with the director and cook of the restaurant, which allowed to find out their attitude to Instagram promotion of the restaurant. In the last chapter, the content-plan for Kasarmina restaurant’s Instagram profile was offered. The color scheme was suggested, the profile picture and bio were created. Seven posts (pictures and captions) were created in order to visually show what a profile might look like. In conclusion it can be said that the goal and objectives were achieved. Suggested posts and content plan can be employed for the restaurant’s promotion in the future