60 Second Marketing

Advertising: Source of Profit or Peril?

"Without a constant influx of new buyers to your fold, your base will shrink to a point of closure. How much effort is spent in how those first time guests are treated before they even enter your front door?"

Just about every restaurant or catering operation invests in advertising and marketing with the purpose of uncovering new customers. Without a constant influx of new buyers to your fold, your base will eventually shrink to a point of closure. How much effort is spent in how those first time guests are treated before they even enter your front door? Before I opened my restaurant I played catering prospect with my competitors. I would pretend to be in the market for a catered event to see how my competition would handle the call. What I uncovered in the shoes of a prospective customer created a policy that I firmly believe has allowed us to prosper. Most of my competitors never answered their phones. Overwhelmingly, I received an answering machine or voice mail. If I did get a live person, they could not answer my questions. Imagine you are investing your lunch hour to book a catered event or find a party room and you get a machine. Most people go to the next name on their list or in the yellow pages. Your prospects want to talk to a live, intelligent human being. The fear of leaving a message and never getting a return call is more pressure than most people can handle. Even if a prospective customer calls in the middle of your lunch rush, make sure you thank them for their inquiry and promise a very specific time you guarantee to call them back by. To take this conversation a step further, consider playing phone prospect at your establishment. I think you'll be surprised at what you discover. Remember, no use in advertising for profits if the voice at the other end is perilous. Secret Dine everything in your business!

"Making Money From The Business Of Love"

February is here and that means Valentine's Day. This holiday ranks as one of the largest dining out days of the year. Who doesn't want to treat their sweetheart to flowers, chocolate and of course a romatic dinner. Restaurants count on Valentine's Day to deliver a flood of sales and profits. Why not get more bang for your restaurant marketing buck? No need to limit Cupid to just a single day of waiting tables. Dub the entire month of February, "Romance Month". This gives you four weekends to get your register ringing, not to mention the days in between. Here are some of the out-of-the-box profitable ideas to make the most of this restaurant marketing love-fest. The French call it a Prixe Fixe menu, I call it bundling. Create a romatic dinner for two that includes an appetizar, salads, two entrees, dessert and a bottle of champagne. By limiting choices, you can control your inventory and profits. Your chef and kitchen staff will appreciate less stress by simplifying the menu and process. Bonuses, or a little extras, will help you make the sale, or should I say reservation. Offer bottles of wine, movie tickets or roses with qualifiying purchase. Any ad specialty rep can find you low cost, high perceived gifts like freshwater pearls to give away with advanced reservation. You may want to cross promote "Romance Month" with other merchants and be the turnkey place to get limo service, day spa treatments or a hotel package with your meals. If your menu appeals more to men than women, offer a "men Deserve To Be Treated Too" Romance Month special menu or buffet. Help your customers look like heros with the love of their life and they'll reward you all month long.