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Ready for the business day to begin

Ready for the business day to begin

GETTING NEW CUSTOMERS WITHOUT SPENDING BIG BUCKS

Do you wish, just once, you could find out what an ad in your local paper would do to boost business? Do you wish, just once, you could get a fabulous PR person to promote what is awesome about you and your business? And do you wish, just once, you could see how a Facebook Boost or a Twitter ad would increase business, without spending a dime? 

Like Dorothy in The Wizard of Oz, let me click my heels and take you home to the truth! 

Burroughs Market, London City Center

Burroughs Market, London City Center

First, some bad news.

As you probably already know, mass marketing only serves large restaurant groups and chains who have enough leverage to make it an affordable deal. And, it takes months, even years, to see returns on mass marketing. 

 

So why not PR? Isn’t that free marketing? Writers are picky and it’s simply not easy to get noticed. You could hire a PR firm with strong connections to the right food writers but they are expensive! 

 

How about social media? This is a big time sucker! You could hire a social media expert but that’s more money off your bottom line.

So now the good news!

Anything is possible.  Like most things, it is persistence of great hospitality with a quality product that pays off.  Restaurantowner.com makes this point in last week’s newsletter, “Restaurants spend thousands of dollars annually trying to draw first-time guests in hopes of turning them into repeat customers. Considering that repeat customers make up as much as 80% a restaurant's sales, impressing those new customers enough to make them want to return is absolutely essential.”

... more good news!

Like most things, it is persistence of great hospitality with a quality product that pays off.  Restaurantowner.com makes this point in last week’s newsletter, “Restaurants spend thousands of dollars annually trying to draw first-time guests in hopes of turning them into repeat customers. Considering that repeat customers make up as much as 80% a restaurant's sales, impressing those new customers enough to make them want to return is absolutely essential.”

 

So here are three goals to keep your guest coming back:

1.  Quality

Quality product, presented well, each and every time. serve a quality product every day with well-trained staff.  You do not know when you will be interviewed, reviewed or mentioned, but if your operation is running well, it will get attention and maybe some good PR!   

2.   Stay In Touch With Social Media

Regularly scheduled blogposts and newsletter are essential…and cheap when you do it in house.  You forget, when you are in your business each and every day, how many interesting things happen each and every day.  As I stated earlier, this is a time consuming project so you need to plan well. Schedule time into your day, or, better yet, get your staff involved. Your customers will like hearing from everyone. Generally it is best to assign one or two people to manage the job of social media marketing but there could be many other staff members who could take turns writing Facebook posts and snapping photos for Instagram. 

3.  Regularly Scheduled Staff Training

This should be a monthly, weekly, even daily habit. Structure your training to consistently reinforce these four points: making a personal recommendation; focusing on guest delight; giving people something to talk about; and, inviting guests back on a specific day for a specific reason. Role-playing, coaching, rewards and positive reinforcement are all necessary pieces of your sales-building program. 

BIZ Bootcamp is around the corner:  In April.  BIZ Bootcamp will give you some great skills you can take back and use immediately in your own business. Mary Romeo, a social media expert, shares how best to improve you social media, effectively!  And Martha Lucius will lead a working group on how to improve your customer service and the culture of your business.  Sign up to receive updates. 

Simply delightful lunch in San Miguel de Allende

Simply delightful lunch in San Miguel de Allende

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