Small Business Marketing Programs

Here's an article by Bill Marvin "The Restaurant Doctor". I think it's a good reason for small business owners to use a marketing program where the work is done automatically.

(Don't) Do The Work!
You Can't Fix The Car While You're Driving It!

I am concerned that too many independent operators are actively tanking their restaurants even as they think they are being clever by pulling a shift and eliminating the need to pay another employee. The theory is not only short-sighted but dangerous.

How effectively can you implement a marketing plan if you are putting in 8-10 hours working the line? What sort of coaching can you provide? How can you create the connection that will tie your guests to the restaurant as economic conditions create more pressure on them to stay home?

Your responsibility as the leader is to lead ... and you can't perform that task while you are bussing tables. Besides, you are depriving someone else of a much-needed job!

You have work to do in times like this, no question about it ... but it is the work of the leader, not the work of an employee.

Do that work and you will own the market. Fail to do that work ... and somebody else will own you!

Give your customers a reason

In this week's Joel Cohen's RestaurantMarketing.com Wow Newsletter, he makes a great point about the success some restaurants are having in this down economy. Marketing Expert Joel Cohen recognizes that by giving your customers a reason to return really pays off…

"I'm hearing that you have an email list of 3,000 people who have been to your restaurant ... who are only too eager to return ... when you send them your latest and greatest discount coupon."

Super Bowl Sunday

Here is an article from Bill Marvin, The Restaurant Doctor. He makes great points about consumer's purchasing behavior on Superbowl Sunday. Here are his thoughts...

"Super Bowl Sunday is one of the biggest days for home parties. For what it may be worth, Hallmark estimates the average attendance at a Super Bowl party is 18 people.

Unlike Thanksgiving or other sit-down-dinner holidays, Super Bowl entertaining is decidedly casual, with pizza, snacks, dips and frozen hors d'oeuvres the most popular. Food selection mostly revolves around two things: Can it be munched while watching TV, and does it go with beer or soda?

According to National Restaurant Association research, roughly one out of seven (15 percent) Americans order takeout or delivery food from a restaurant for a Super Bowl gathering at their house or someone else's house. For younger adults (ages 18-34) who watch the Super Bowl that figure rises to 22 percent.

Of those who ordered takeout or delivery, 58 percent ordered pizza (Pizza Hut alone plans to sell 2 million pizzas that day, a 39% increase over the average Sunday), 50 percent ordered chicken wings, and 20 percent ordered subs or sandwiches.

Those living in larger households (three or more members) were more likely than others to order takeout or delivery on Super Bowl Sunday, as were those living in a metropolitan area, and those living in the Northeast. In addition, approximately one in 20 Americans (4 percent) watch the big game at a restaurant or a bar."

Social Proof

Psychologists tell us that human beings look for what is called "social proof" before they buy. They want to know that others have bought and have "survived." No one wants to be the guinea pig. That's why testimonials are so powerful. And quoting statistics. And saying how long you've been in business. And stating you're a member of the Better Business Bureau, or local merchant association. And that you offer a satisfaction guarantee. Always thinking, "How can I boost my credibility so people will believe my claims?" will serve you well in advertising.

Forget me not

It’s crazy! You spend a fortune placing ads, and after you finally attract customers and sell them, how often do you follow up? Auto shops, for example, all have their customers' phone numbers, yet hardly any of them do. That's why doing so makes a tremendous impression. Cost? 1 minute of your time. Worth it? You bet your life! Start this week!

Use "Story Movers!"

A "story mover" is an old sales term that refers to a dramatic story a salesperson would tell his prospect to help influence them to buy. It's a powerful technique that works equally well in print advertising. For example, let's say you’re having a sale. Just advertising "SAVE 25%" has limited impact because it's so commonplace. However, if you tell people that the reason you're having a sale is because, for example, Mondays are typically slow days and you want to stimulate business and keep your (mechanics, cooks, bakers, drycleaners, employees of any kind) working, you’ve played the credibility card and given them something that makes sense. Try it in your next ad!