How To: your area, offer them a great deal, wow them with your food and service — and ta-da, you’ve got loyal customers!
4. Attract New Customers with a Great Offer.
2. Birthday Marketing. According to the National Restaurant Association, 70% of adults visit a restaurant on their birthday or someone else’s. You want that restaurant to be YOURS, don’t you? Make sure your mailing list opt-in form asks your guests for their birthday. If they know it means getting
a warm, personal touch. But here’s the big thing about birthday marketing: People don’t usually go out alone on their birthday, right? I mean, some do but most don’t. So even if you offer them a free meal or dessert, odds are that they will bring more people maybe even a large party that will spend a lot more.
When people are trying to decide where to go out to eat, market researchers the NPD Group found that deals and special offers drove more than one-third of the decisions. Everyone loves to get a good deal. But you know what people love even more? FREE stuff! According to direct marketing pioneer Bob Stone, buy-one-get-one offers generate a 40% better response than dollars-off or percentage-off, even if it is the exact same discount. Here are some of the offers that have generated great results for my clients: • $25 off • Buy one sandwich, get one free • Buy two entrees, get one free Make it valuable. Whatever you give away is nothing compared to what you stand to gain!
a good deal when their special day comes around, they’ll usually be happy give it to you — especially if they enjoyed their meal! If you haven’t built up your database yet (or even if you have) you can also buy a mailing list of people surrounding your restaurant who have birthdays coming up and send them a postcard wishing them well and offering them a great deal at your restaurant! And with today’s printing technology, it’s easy to send personalized postcards that address your prospects BY NAME, which really grabs their attention and adds 16
3. NEW Loyal Customers.
5. Repetition.
According to the USPS, more than 40 million Americans move every year, and 70-90% of those people are families new to the area. They’re already looking for new places to eat; give them a reason to try yours! Check out these statistics: • 80% of new movers redeem coupons from merchants before, during and after a move • New movers spend $9,000 on average within the first 180 days of relocating • 39% of consumers try a business for the first time because of direct mail advertising Send a postcard to new movers in
Do you jump at every advertisement the first time you see it? I’m guessing not. Probably what happens is this: You see an ad for, say, a cool new gift shop. You think, “I’ll have to check that place out sometime.” And then you forget. But then you see it again and you’re reminded that you wanted to give it a try. And you may forget again. Then comes your Aunt Martha’s birthday. You have no idea what to get her — and up pops that gift shop ad again. Problem solved! Repetition is paramount in marketing. You have to hit your
Bar Business Magazine August 2016 www.barbizmag.com
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When people are trying to decide where to go out to eat and drink, market researchers at the NPD Group found that deals and special offers drove more than one-third of the decisions made by consumers heading out.