Should a part of your restaurant marketing plan include treating your customers like dogs? After watching this marketing tip, I think you'll agree with me that yes, you should. _
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About Restaurant Marketing Plan Reach and Frequency
Let's drill down on reach and frequency and why frequency is the most important part of your restaurant marketing plan. In a typical small restaurant, you are looking for boosts in restaurant traffic. So you reach out to your ad rep, and he says you should target a really big region with your mailer. Now, the ad rep stands to make a little more money on the 3,000 pieces this will be, but really, you only want to reach out to around 1,000 people. The reason is people don't buy when you send them an ad. They buy when the timing is right for them. The ad you run is not going to hit every one of those customers during their buying cycle. Plus, you're competing with the big chains. They have unlimited budgets, which allows them to blanket those same customers over and over again. Their restaurant advertising drowns out your restaurant advertising when you're only sending out one ad every few weeks or months.
To solve this, narrow your reach and increase your frequency. If you're sending out one mass mailing of a restaurant coupon, you're going to miss a large chunk of those people's buying cycles. Your ad only has a few days of life in it before it's yesterday's news. Instead, narrow your reach to a small area or region and send multiple ads to this area. Put an ad out once a week for six weeks and you'll reach everyone at or around their buying cycle. And if you want to attract new customers, you have to be in there with enough repetition that a new customer sees your ad so many times they finally look at it and think, "We should really try this place."
Back to the dogs. Line up 50 dogs and give the command to sit. How many dogs are going to sit? You might get one or two, but if you take one dog, and you work with it, giving it the command 50 times, with a good reward, that dog is going to sit on command for you.
If you want to start owning your trade area, you have to start with what's close and own it. Then go out further and own it and so on. Narrow your reach and increase the frequency. This will get more and more people coming in on autopilot and that's what you need.
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More About Kamron Karington...
Kamron bought a rundown, nearly bankrupt pizzeria while on a phone call to get tickets to the Rolling Stones (huh?).
Overwhelmed by dumb employees, failing equipment, and flatlined sales, he decided to sell the place and get out. But, after a night sleeping on top of the walk-in cooler, he woke up with an “a-ha” idea that changed everything.
Sales more than doubled from $12,000 a month to $28,000 in just 30 days. Three years later, sales hit a staggering $149,000 a month. That's more than 1,000% higher than when he started.
Kamron published the 400+ page Black Book Restaurant & Pizzeria Marketing Guide detailing every ad, promotion, and up-selling phrase that drove the explosive growth. The Black Book sold out on every continent except Antarctica at $600 a copy.
His marketing articles have been featured in Pizza Today, PMQ, Restaurant Startup & Growth, and Nation’s Restaurant News. His marketing seminars pulled the most massive crowds Pizza Expo has ever seen.
Kamron founded Repeat Returns in 2008 with the goal of providing an all-in-one, done-for-you marketing platform to help restaurant and pizzeria owners make the transition from hand-crank marketing to data-driven, fully automated smart marketing.
Today the Repeat Returns platform is growing sales for high-volume independents, multi-unit and franchise operators nationwide. It’s been recommended by the largest food distributors on the planet to over 400,000+ accounts.
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