I constantly get this question asked when talking to restaurant owners: “Where should I spend my advertising or marketing dollars?”
Normally I answer with a big smile and ask them what are you trying to accomplish with your advertising? Now, I’m not trying to be a smarty, but if you’re going to spend your hard-earned dollars then you should know what you’re trying to accomplish!

There are only 2 types of marketing:

1. Marketing to acquire new guests

2. Marketing to have existing guests come back more often

These objectives require different types of media… here in this blog, I’m only going to discuss marketing to acquire new guests.
Here’s the best type of media to use to acquire a new guest… use any media that can be brutally and honestly measured and that also brings in a guest at “Break Even or Better” cost…

All media works but at what cost to acquire a new guest? Know your numbers because as stated, all media works, but at what cost?

New guests will cost you more to acquire. However, that being said… always do your math. If it cost you $1000, $2000, or $3000 to get a new guest.. (remember, they are WORTH $500 a year with what we call “Lifetime value”), spend the money.

Also, never rely on one source or one media to bring in more new guests. The Federal Government might jump in and start taxing e-mails or raise postal rates to 85¢ a letter, making marketing prohibitive using that type of media… so be diversified.

AND, always know your ROI (return on investment)

New Rant: So how come all waitstaff always says the same things no matter what restaurant I go to?

1. Decide on the Who… this is probably the number one strategy in marketing… Find out Who’s your best guest, then target them!

2. Decide on the What… What will your message be and how are you going to tell your story? Remember this saying, “Facts just tell, Stories Sell!” Tell them why you are offering them the discounted free appetizer, free drink, or whatever… You Must Have A Believable Reason!

3. Decide On The How… How are you going to deliver your message? Coupon Book? BillBoard? Radio, TV, Postcard, Special Message?? Whatever you decide, make it the best way to reach your best customer and make sure you can brutally and honestly measure your results!

4. MOST IMPORTANTLY: as Nike™ says, “Just Do It!” You must implement your system over and over to continually reach new and existing customers.

DO IT!