More Effective Restaurant Marketing
More Effective Restaurant Marketing
1. Everyone is cutting back on their advertising (most think falsely that advertising is marketing).
2. Because there is a lack of advertisers, the cost of advertising, across all channels, is rapidly falling.
3. If you have a marketing message that is relevant (something more than the next, great value deal!) there is much less noise to crowd it out of the minds of your guests (think mindshare) and therefore it should be easier to communicate to them more effectively and efficiently.
4. Research shows that businesses that continue to market themselves (or even increase their marketing) even during recessions perform better in the long run. In a McGraw-Hill Research study looking at 600 companies from 1980 to 1985 found that those businesses which either maintained or increased their levels of marketing during the 1981 and 1982 recession had significantly higher sales after the economy recovered. Specifically, companies that marketed themselves more aggressively during the recession had sales 256% higher than those that did not.
5. Price is only a factor if your core marketing strategy is based on consistently low prices, i.e. Wal-Mart.
6. Messages that address the value of your guest experience over others who concentrate on commodity pricing consistently win both margin and share.
7. Continuing to add to the level of consumer fear in your marketing just so you can talk about how your “deal” is what’s best for your guest’s pocketbook, makes no sense. Keep the message positive and focused on the value added.
8. You cannot continue to try and differentiate yourself from your competitors and then send out the next batch of coupons, BOGO’s and 2-for-1’s.
9. If you can feel the price sensitivity in your guests, does it honestly make sense to continue to use your marketing to justify your pricing strategy? Or should you choose a different message?
10. If you’re in a higher end market, you should be emphasizing the emotional appeal of your experience to your guests.
11. Don’t dilute your hard won brand equity by “going cheap” or decreasing in any way the value your guests feel for their experiences with you. Just the opposite. You should be looking to increase the value of the guest experience at every touchpoint.
12. Just as it is more expensive to go after new guests rather than taking care of the ones who make up your core business, so it is with “mindshare”. No longer talking to your market because you have cut back on your advertising is like excusing yourself from the conversation and letting your competition do all the talking. Guess who your guests will remember when the downturn is over? Guess how much more expensive it will be for you to try and recapture their interest? Why wouldn’t you want to be on the other side of that equation?
13. Don’t forget that your best marketing strategy involves running a great operation. Never forget the basics.
14. Positioning is a tremendous opportunity right now. If you can position yourself in your guests mind that you have their best interests in mind, you will win. Hint: you can’t do this by decreasing your experience value.
15. Segment your guests and stop sending out the same piece to everyone. Not all guests are the same so why do you market to them as if they were?. Aren’t you really growing the seeds of your guests resentment of you?
16. Have you looked at what channels your guests are utilizing to receive their information and communicate with each other? Is it still direct mail? How many of your guests are on LinkedIn? Facebook? MySpace? Twitter? Are you really trying to build your email database and capture their social media preferences as well?
More Effective Restaurant Marketing - To learn more about this author, visit Jeffrey Summers's Website.
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Yes there is a silver lining to every cloud!
1. Everyone is cutting back on their advertising (most think falsely that advertising is marketing).
2. Because there is a lack of advertisers, the cost of advertising, across all channels, is rapidly falling.
3. If you have a marketing message that is relevant (something more than the next, great value deal!) there is much less noise to crowd it out of the minds of your guests (think mindshare) and therefore it should be easier to communicate to them more effectively and efficiently.
4. Research shows that businesses that continue to market themselves (or even increase their marketing) even during recessions perform better in the long run. In a McGraw-Hill Research study looking at 600 companies from 1980 to 1985 found that those businesses which either maintained or increased their levels of marketing during the 1981 and 1982 recession had significantly higher sales after the economy recovered. Specifically, companies that marketed themselves more aggressively during the recession had sales 256% higher than those that did not.
5. Price is only a factor if your core marketing strategy is based on consistently low prices, i.e. Wal-Mart.
6. Messages that address the value of your guest experience over others who concentrate on commodity pricing consistently win both margin and share.
7. Continuing to add to the level of consumer fear in your marketing just so you can talk about how your “deal” is what’s best for your guest’s pocketbook, makes no sense. Keep the message positive and focused on the value added.
8. You cannot continue to try and differentiate yourself from your competitors and then send out the next batch of coupons, BOGO’s and 2-for-1’s.
9. If you can feel the price sensitivity in your guests, does it honestly make sense to continue to use your marketing to justify your pricing strategy? Or should you choose a different message?
10. If you’re in a higher end market, you should be emphasizing the emotional appeal of your experience to your guests.
11. Don’t dilute your hard won brand equity by “going cheap” or decreasing in any way the value your guests feel for their experiences with you. Just the opposite. You should be looking to increase the value of the guest experience at every touchpoint.
12. Just as it is more expensive to go after new guests rather than taking care of the ones who make up your core business, so it is with “mindshare”. No longer talking to your market because you have cut back on your advertising is like excusing yourself from the conversation and letting your competition do all the talking. Guess who your guests will remember when the downturn is over? Guess how much more expensive it will be for you to try and recapture their interest? Why wouldn’t you want to be on the other side of that equation?
13. Don’t forget that your best marketing strategy involves running a great operation. Never forget the basics.
14. Positioning is a tremendous opportunity right now. If you can position yourself in your guests mind that you have their best interests in mind, you will win. Hint: you can’t do this by decreasing your experience value.
15. Segment your guests and stop sending out the same piece to everyone. Not all guests are the same so why do you market to them as if they were?. Aren’t you really growing the seeds of your guests resentment of you?
16. Have you looked at what channels your guests are utilizing to receive their information and communicate with each other? Is it still direct mail? How many of your guests are on LinkedIn? Facebook? MySpace? Twitter? Are you really trying to build your email database and capture their social media preferences as well?
More Effective Restaurant Marketing - To learn more about this author, visit Jeffrey Summers's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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