Marketing Daily TipsNo, customers aren’t bloodsuckers (well, maybe a few are!) and they don’t come out only at night. According to legend, vampires don’t come in until they are invited. And that’s true of customers, too.
Several years ago, “networking” was the hot buzzword. Everyone was talking about building their network, because this was the secret to becoming incredibly successful. Well, yes, networking is a great way to build a business, but not necessarily the way a lot of people went about it.
When you attend networking functions, what kind of name tag do you wear? One of those sticky things you scrawled your name on, or something a bit more sophisticated? For just a few cents to a few dollars, you can have a classy, customized name tag that will draw attention and comments and help you make the most of every networking opportunity.
Before you can market, you need to know who you are marketing to. Who is your customer? How will you market? Will you cold call, mail, set appointments or employ a walk in approach? Be careful with the walk in approach as many businesses do not permit soliciting. You might just want to drop off information and follow up with a telephone call.
In order to determine who your market is look at your business plan. How did you define your average customer? What was your estimate of total market size? What territory did you intend to service? You might want to make a table for the following: Product/Service - list your product(s) or service(s). If you offer a variety of models or types, list them separately. This will more clearly define your market. The more specific the answers to these questions, the easier it will be to determine a marketing plan. What marketing techniques did you delineate in your business plan? Are you using them, and if so, how effectively?
One of the best ways to determine what works best is to look at your competition.
What is your competition doing.? How are they marketing? What services do they offer? How do their prices compare to yours? Some of the ways to determine this information is to talk to prospects who are now using your competitors products or service. Ask them, “How can I offer and deliver the same things my competitors do - or better?” Obtain and study your competitors literature, for example, promotional materials that outline price, what services they offer, products they are selling, etc. Keep all the materials obtained on your competition and update this information on a quarterly basis. If there is a industry publication that contains information on your competition, subscribe and read it. You may be surprised to find stories that reveal important information on your competition. Attend trade shows, exhibits, and conferences for your industry. Read the local papers and papers in the area your competition is located. Ask your customers what they like and dislike about your services or products.
Copyright DeFiore Enterprises 2000
The following tips have come from a wide variety of sources; some from other successful businesses we know, some from our Home-Based and Small Business Support Group meetings and some we’ve developed by trial and error.
Some of the ways to get clients are: contact previous employers; mailing lists; cold call your target market; attend group meetings and seminars for your target market (conventions for doctors, lawyers; computer seminars); attend local Chamber of Commerce meetings; join groups related to your target market; if your target market uses a specific system, for example accountants use the SafeGuard system, contact them and tell them that you are available to teach them how to use the system or you can do it for them. Knock on doors and call others in your line of business for overload work, or clients they have trouble working with. Send surveys to your clients. This will also help you to obtain testimonials. Do a general survey of your target market. This will give you better leads. For example, for my classes, I have a survey I use that contains, what type of equipment is being used, what type of programs they are using, and whether or not they do desk top publishing in-house. This survey gives me the name, address, and phone number of the person to send my class listings to, in addition, to determining whether or not they are a desk top publishing prospect.
Copyright DeFiore Enterprises 2000
Without new business, your restaurant won’t be able to grow. You need a constant stream of new customers to replace those you lose as a result of customers relocating, switching jobs, or changing dining habits. Here are six strategies for getting more customers through your doors.
1. Market Your Restaurant In Hotel RoomsBusiness travellers and people on holiday may not be familiar enough with your town to know where to find an excellent meal. You can give them a hand simply by doing some hotel room marketing. Talk to hotels within your three-mile radius area and ask if you can place menus and advertisements in their rooms and lobby area. Some hotels have a “Nearby Attractions” list which they provide for their guests. You can ask to be added to the list. When guests get hungry and start trying to figure out where to eat, you’ll be one of the first restaurants to come to mind.
2. Form A Strategic Alliance With Event VenuesAfter a concert or sporting event, people are hungry and want to eat. Remember that people sometimes travel a long distance to come to these events, so they don’t want to travel home on an empty stomach. One venue in the United States showed a nearby restaurant’s advert on all of the venue monitors between concert acts. After the concert was over, that restaurant was packed with concert goers. You can do your part by promoting upcoming events of that venue at your restaurant.
3. Enter ContestsOne of the biggest ways to get some media attention and, therefore, to attract new business is by winning a contest. For example, enter your chef in a cooking contest. Read restaurant publications and browse the Internet to find out about any contests you may be able to enter. If all else fails, create your own contest and invite local restaurants to participate. Then, even if you lose, you’ll still generate great publicity and get new patrons in your door.
4. Sell Gift CertificatesYour loyal customers may want their friends and family members to give you a try. Provide them with your gift certificates, so they can buy these as presents for loved ones. A gift certificate allows the recipient to try your restaurant completely risk-free since they usually don’t have to pay anything for the experience. Plus, each gift certificate serves as a referral to your establishment. Make sure your gift certificates come in flexible amounts so that buyers have the freedom to decide how much to spend.
5. Give Samples Out At Busy LocationsSend your food on the road if you really want to lure in new customers. Go to locations that have a lot of human traffic, such as shopping centres, supermarkets, parks, etc, and offer samples of some of your most tasty food to everyone that passes by. When they stop to take a sample, give out a menu, business card, or a coupon so that they’ll know exactly where they can go in order to taste more of your scrumptious food.
6. Offer “Happy Hour” SpecialsAt the end of a hard day, many workers want to relax and unwind before heading home, so invite them to your restaurant for some “happy hour” specials. Drink specials and low-price finger food buffets are both good ideas. You could also have Frequent Diner cards for happy patrons so that after so many drinks they receive a free drink or a discount on their meal if they decide to stay for dinner. Inform all local businesses about your offer.Copyright C 2004 Habiba Abubakar and Emprez. All rights reserved.