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Marketing

Marketing

If your local market is typical, you've probably noticed the number of eating establishments in your area increasing at a faster rate than the number of people available to frequent them. As an independent operator, chances are you don't just have more competition, but in particular, more competition from chain operators who are very focused on capturing market share and have the marketing budgets to get lots of attention.

While the chains can be serious competitors, independents have definite advantages. You'll learn strategies and tactics to take advantage of your independent status and ways to effectively market and promote your restaurant without resorting to the traditional means of expensive and often ineffective mass media advertising.

Our objective in this section is to bring to light many approaches and ideas for you to consider in the area of increasing customer counts and sales volume through creative and "low cost" marketing and promotional activities.

As you know, marketing a restaurant is not an exact science. What works for one restaurant, may not work for another. But what we do know is that doing nothing fails 100% of the time.

A key component of successful restaurant marketing is to keep trying. Constantly experimenting with inexpensive ways of attracting attention and creating interest in your restaurant will eventually lead to positive results. We'll give you a wide variety of proven ways to enhance your marketing skills and create more customers.

DOWNLOAD: School Fundraiser Tracking Template
DOWNLOAD: School Fundraiser Tracking Template Use this template to track the sales, costs and profit of the school fundraiser promotion. You can also use it to validate the number of certificates that were distributed and returned. . . . more >>
How to Generate $35K in Sales in Two Weeks with a School Fundraiser Program
How to Generate $35K in Sales in Two Weeks with a School Fundraiser Program Bring in instant revenue and foster great PR within the community with this compelling school fundraiser gift certificate marketing strategy. This easy-to-implement offer not only immediately benefits the school of your choice, it also has potential to generate new customers and repeat business. . . . more >>
Generate as Much as an Additional $69K a Month In Sales with the "Red Envelope" Promotion!
Generate as Much as an Additional $69K a Month In Sales with the "Red Envelope" Promotion! The "Red Envelope" promotion is a proven "Ready-To-Go" restaurant marketing program that can help you generate as much as an additional $69K a month in sales. When you implement this amazingly simple, step-by-step system you will see measurable, consistent and outstanding results! . . . more >>
DOWNLOAD: Birthday/Anniversary Promotion Letter Template
DOWNLOAD: Birthday/Anniversary Promotion Letter Template Birthday and Anniversary mailings are proven winners. This simple letter invites the customer to celebrate their birthday or other special occasion and offers a free entrée on their next visit. The easiest way to get more business is to get your existing customers to come back more often and the personalized offer gives them an incentive to do so. . . . more >>
How to Implement a Highly Lucrative Birthday Marketing Program THAT WORKS!!
How to Implement a Highly Lucrative Birthday Marketing Program THAT WORKS!! Take the opportunity to recognize one of the most important days in your customer's life. Your acknowledgment and invitation will be appreciated and you have an excellent chance of having one of the most profitable marketing activities you've ever undertaken. . . . more >>
DOWNLOAD: Red Envelope/No Peeking Promotional Flyer Template
DOWNLOAD: Red Envelope/No Peeking Promotional Flyer Template The Red Envelope Template mailers are part of a step-by-step, easy to implement system that automatically causes your Customers to return twice as often and spend three times as much each year in your restaurant. The best way to get more sales is to get your existing customers to come back more often. . . . more >>
Success Focus Video: How to Handle Donation Requests
Success Focus Video: How to Handle Donation Requests If your restaurant is like most, you get a steady stream of donation requests. Learn how to convert these requests into increased sales and free advertising by implementing benefit nights. . . . more >>
DOWNLOAD: Birthday/Anniversary Promotion Postcard Template
DOWNLOAD: Birthday/Anniversary Promotion Postcard Template Birthday and Anniversary mailings are proven winners. Back post card invites the customer to celebrate their birthday by bringing in this card that offers a free entrée on their next visit. The easiest way to get more business is to get your existing customers to come back more often and the mailer gives them an incentive to do so. . . . more >>
The #1 Most Profitable Group Of People You Can Market Your Restaurant To . . .
The #1 Most Profitable Group Of People You Can Market Your Restaurant To . . . Systematically target the number one most profitable group of people that can consistently deliver the best return on your advertising dollar. Your existing customers! Follow these simple steps to develop powerful marketing tools that will give you ammunition to fire some pretty powerful weapons towards the customers you already have. . . . more >>
DOWNLOAD: Restaurant Marketing Promotion Tracking Template
DOWNLOAD: Restaurant Marketing Promotion Tracking Template Many restaurants spend from 2-4% of revenue on marketing. The most successful ones track their promotions so they "know" which ones work & which don't. Use this template so you can concentrate your efforts & dollars on your most productive marketing activities. . . . more >>
WEBCAST: Marketing Best Practice - No Peeking / Scratch Ticket Promotion
WEBCAST: Marketing Best Practice - No Peeking / Scratch Ticket Promotion Watch as veteran operator Peter Troutman shows you his variation of the 'secret envelope' promotion that's resulted in a 30%+ year to year sales increase in one of his slowest months. Learn in detail what he does, his results, costs, prizes, changes he's made over the years, and more. . . . more >>
WEBCAST: Why Birthday Marketing Works & How to Create Your Own Birthday Marketing Program
WEBCAST: Why Birthday Marketing Works & How to Create Your Own Birthday Marketing Program Many RO.com members report big success with a birthday club. Yet, most independents miss out by not doing any type of birthday marketing. Find out how a simple yet effective birthday program can mean more new guests and repeat business throughout the year. . . . more >>
Success Focus Video: Customer Newsletter
Success Focus Video: Customer Newsletter Some highly successful members claim that the most effective way to grow their repeat business and their sales has been to mail out a customer newsletter every month. Watch this video to learn why. . . . more >>
DOWNLOAD: Benefit Night Startup Checklist
DOWNLOAD: Benefit Night Startup Checklist A Benefit Night at your restaurant is a great way of saying "Thanks" to the people in your community that have helped make your business a success while raising funds for a local nonprofit organization. It will also increase your visibility, develop new, repeat patrons, and generate a positive perception that your restaurant cares about the community in which you do business. . . . more >>
WEBCAST: WOW: The Ultimate Guide To Building Word Of Mouth, Getting A Great Reputation And Becoming Fabulously Famous In Your Neighborhood
WEBCAST: WOW: The Ultimate Guide To Building Word Of Mouth, Getting A Great Reputation And Becoming Fabulously Famous In Your Neighborhood The best marketing tool and easiest way to increase your sales happens when people say good things about you. Learn twenty top ways to encourage your guests to have positive conversations about your restaurant. . . . more >>
How and Why Operators are Weaning Themselves Off Unsustainable Discounting Practices
by Howard Riell
How and Why Operators are Weaning Themselves Off Unsustainable Discounting Practices When you do look back over the recession there are a number of concepts that didn't go down the discounting path, and that have continued to do well. And those are the ones that are really focusing on what's important to the consumer. . . . more >>
DOWNLOAD: Restaurant Newsletter Templates
DOWNLOAD: Restaurant Newsletter Templates Get a jump on the creation of your personalized customer newsletter by downloading these ready-to-use templates. They're available in four different styles to fit your unique restaurant's image . . . more >>
AUDIO: Why YOU Need a Customer Newsletter & How To Make It Your #1 Marketing Tool
AUDIO: Why YOU Need a Customer Newsletter & How To Make It Your #1 Marketing Tool Independent operators Gina Schubert & Jennie Cook would NEVER stop publishing their monthly customer newsletters. Find out what makes their newsletters so effective at creating loyal, repeat customers and everything you need to know to start doing it in your restaurant. . . . more >>
Word-of-Mouth Marketing: How to Get More Guests to Spread the Word About Your Restaurant
Word-of-Mouth Marketing: How to Get More Guests to Spread the Word About Your Restaurant Give your guests something to talk about! Don't ignore or leave this critical aspect of restaurant marketing to chance. This article discusses ways independent operators can encourage your guests to spread the word about your restaurant in ways that generate sincere and enthusiastic testimonials and more customers. . . . more >>
DOWNLOAD: Restaurant Marketing Planning Calendar
DOWNLOAD: Restaurant Marketing Planning Calendar Today, sales growth doesn't just happen, it requires proper planning and execution! Take control of your marketing plan with this great tool to organize your promotions for the entire year onto a single spreadsheet that shows the dates of each promotion and the tasks required to make them happen . . . more >>
DOWNLOAD: Bounce Back Comment Card
DOWNLOAD: Bounce Back Comment Card The Bounce Back post card thanks the customer for completing the Customer Comment card and offers a free appetizer on their next visit. The easiest way to get more business is to get your existing customers to come back more often and the mailer gives them an incentive to do so. . . . more >>
WEBCAST: Social Media - Answers to Your Burning Questions on Facebook, Yelp, Twitter & More
WEBCAST: Social Media - Answers to Your Burning Questions on Facebook, Yelp, Twitter & More In our Social Media webcasts we received many more questions than we can possible respond to. So this program focuses on the most common questions we get on all aspects of social media. This webcast will cover topics such as Yelp, Facebook, and Pintrest. . . . more >>
Six Ways to Drive Sales during Seasonal Slumps
by Joe Abuso
Six Ways to Drive Sales during Seasonal Slumps Keeping your restaurant full during certain times of the year can be a challenge as we all deal with the ebb and flow of the business cycle. To get large groups of new customers through your doors during the slowest times of the year, think outside the normal scope of your operations. . . . more >>
DOWNLOAD: Customer Database Template
DOWNLOAD: Customer Database Template This download features an Excel spreadsheet that can be used to build your own customer database for birthday clubs and other promotions. It also includes a printable form for customers to fill in their contact information. . . . more >>
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