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Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
Restaurant Marketing Mistakes
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Restaurant Marketing Mistakes

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If you own or manage the marketing for a Restaurant or Food Service Business, this is a presentation you cannot afford to miss. …

If you own or manage the marketing for a Restaurant or Food Service Business, this is a presentation you cannot afford to miss.

Discover the biggest Restaurant Marketing Mistakes being made, and how you can avoid them.

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  • Transcript

    • 1. Restaurant Marketing Mistakes... Presented by Jay Estis www.MassiveResultsMarketing.NET
    • 2. Who am I, and why should you listen to me?• My name is Jay Estis. I help online and offline Business Owners & Entrepreneurs (Restaurant Owners) package & promote their products & services so they can get their message out to their market in a BIG way so they can better connect with their customers, make a greater impact on their market, reducing their competition, and drastically improve their Income & Lifestyle.• Retired Police Officer (injured in the line of duty), Business Owner, Entrepreneur and passionate Marketing Professional.
    • 3. What We’re Going To Talk About Today...• Today is all about Marketing your Restaurant.• Some of this might be very different from what you’ve heard before, or even different from what you thought about Marketing before.• I am going to ask that you be open-minded about what I cover.• And, I am going to ask that you suspend any disbelief, at least until the end.
    • 4. What is Marketing?• Wikipedia: “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”• Dictionary.com: “the act of buying or selling in a market. The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing and selling.”
    • 5. What is Advertising?• So what’s the difference between Marketing and Advertising?• If they’re different, which one works better for your Restaurant?• Do you Advertise your Restaurant, or do you Market your Restaurant?
    • 6. What is Advertising?• Everything I’ve read defines Advertising as “The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.”
    • 7. What is Marketing?• I am going to be up-front with you about something.• I think Advertising and Advertising Agencies SUCK!• What about Marketing?• Marketing is still NOT good enough!
    • 8. Introducing...“Direct Response Marketing”• What exactly is “Direct Response Marketing”?• My definition: “a form of marketing specifically designed to solicit a direct response which is specific, trackable, quantifiable and measurable. It can be done using all forms of media (print, radio, Internet, SMS//Text/Mobile, TV, direct mail, etc.), and it is personal & should engage your customer for the purpose of building a long-term relationship.”
    • 9. So What’s Really The Difference?• Think of “Advertising” as more about “Image” or “Brand Building”. Trying to grow name recognition. Remember, it’s non- personal.• Who uses Advertising?• Think of “Marketing” as what puts money in the till. It is directly responsible for the customer buying.• Who uses Marketing?• Which is better for your bottom line?
    • 10. Advertising Agencies...• In my opinion, Advertising Agencies are more often concerned with winning awards, not helping their clients win more customers.• Ever watch a commercial and then afterwards you can’t remember what the product was they were selling?• That’s an Advertising Agency Ad.• It’s NOT about getting customers, it’s about Brand building/awareness.
    • 11. Are You Advertising... Or Are You Marketing?• Going forward, every dollar you spend to attract new customers or sell to existing customers, should be measurable, specific and quantifiable.• You want to be thinking about building a “relationship” with your customer.• Otherwise, you are throwing your money in the Advertising Toilet!
    • 12. Why Do Restaurants Cut TheirAdvertising In A Bad Economy?• The first thing to get cut is the advertising/ marketing budget, right?• Why is this?• Because they cannot specifically measure the “Return On Investment”, or “ROI”.• Do you know your Marketing ROI?
    • 13. Marketing ROI?• For every $ Dollar you spend to attract new customers, or bring back existing customers to your restaurant, how much do you earn?• Restaurants that do not know or understand their Marketing ROI, are the one’s that cut the advertising budget first.• Marketing, especially Marketing that works, would never be cut if it’s making you money!
    • 14. Only 3 Ways To Make More $$• Charge higher prices• Get more new customers• Sell more to your current customers
    • 15. Which Of These Is Easier?• Do you want to raise your prices?• Do you want to get more new customers?• Do you want to get your current customers to come back more often, and spend more when they do?
    • 16. 3 Keys To “Direct Response Marketing”• Market - Message - Media match!• Get all 3 right, you have a successful marketing campaign every time!• Get even one wrong, and your marketing will fail miserably!
    • 17. The BIGGEST Marketing Mistake Restaurant Owners Make... • When you advertise/market, why do you do it? • What is your main objective with your marketing? • You might be missing the BIG Picture... • This is the BIGGEST Marketing mistake Restaurant Owners make!
    • 18. Why You Should Make A Sale?• Are you trying to make a sale, or make money?• The ONLY reason you should EVER want to make a sale is to gain a customer.• Sales = single transactions• Customers = many transactions!• **But ONLY if you treat the customer right!**• You must think long-term, and not make the mistake of using your marketing just to make a sale/money.
    • 19. Shift Your Mindset...• It’s not easy at first, but to be successful you must think in terms of using Marketing to gain a customer, NOT to make a sale.• Once you can fully appreciate the subtle difference, you can better focus your marketing on attracting more new customers, and getting your existing customers to come back more often and spend more when they do.
    • 20. Shift Your Mindset...• This shift in mindset will allow you to approach your marketing differently• Your mindset should be, what am I willing to do to get a new customer, and then keep that customer coming back?• Think more in terms of the “lifetime value” of your customer, and stop thinking in terms of chasing a few dollars today.
    • 21. Palm Beach Post...• “Eateries forced to swallow higher food prices”• Article discusses how the rising food costs, higher gas prices, etc. are hurting the local Restaurants as we move into the slower summer months.• “The thing for us is maintaining market share. And we can’t do that unless we’re relentless about not raising prices. So we’re simply making less money.” - Paul Emmett Owner of Duffy’s Sports Grill chain.
    • 22. What Are You Going To Do?• Are you going to settle for making less money?• Not once in this article did any of these Restaurant Owners discuss using Marketing strategies to make up for the lost revenue by finding new customers, or by getting their existing customers to come back more often, and spend more when they do.• What is YOUR plan for the slower Summer?• Many Restaurants won’t make it through summer.• How about YOU?
    • 23. Another “Fatal Flaw”• In addition to not using “Direct Response Marketing”, there is another fatal flaw Restaurant Owners make...• “Buried In The Business Syndrome”• They get too buried working “in” their business that they stop working “on” their business. Hiring, training, payroll, vendors, food costs, taxes...• REMEMBER, the MOST IMPORTANT job at any Restaurant is MARKETING!
    • 24. It’s Marketing...• It’s okay if either you’re not interested in the Marketing aspect, or you just do not feel it’s your area of strength, or where you provide the most value to your Restaurant.• It’s okay... as long as you recognize this, and you find someone who is passionate and has a good understanding of Direct Response Marketing.• It’s not about “who” does it, as long as they’re qualified, it’s about someone doing it and doing it extremely well.
    • 25. It’s Marketing...• There are many skills required to be successful in the Restaurant Business.• But the most important job to be done is the Marketing of/for that Restaurant.• It used to be... Location, Location, Location... But that’s NOT enough anymore• Now it’s... Marketing, Marketing, Marketing... Because without Marketing, you do not have Customers, and without customers you have no business.
    • 26. Can I Ask You...• Have you ever noticed in your Restaurant how many people are sitting there texting on their cell phones? Crazy, right?• Do you ever text on your cell phone? I do. The cell phone and texting have become a necessary evil...• And everyone seems to be doing it, right? It’s not just the kids any more.
    • 27. What Should A Cell Phone Really Mean To You?• Think about this... There are 4 cell phones for every single computer in the World• 82% of US cell phone users do not leave their house without it. For me it’s 100%• 95% of smartphone users have looked for local information on their phone (like a restaurant)• 88% of those take action within a day, with 77% contacting a business (like a restaurant...)
    • 28. What Does This Have To Do With Marketing?• As of July 2009...• 90% of Americans own a Mobile Phone• Roughly 154 million Americans are regular users of text• More people text than talk on their phones• 99% of ALL texts are read, with 97% being read within 3 minutes of being received.
    • 29. Just A Quick Point...• Remember Market - Message - Media match?• Mobile is another type/form of “Media” that can be used for Marketing your Restaurant.• It also happens to be the BIGGEST of ALL medias right now.• Bigger than even FaceBook• In fact, bigger than the entire Internet!
    • 30. Just A Quick Point...• And it’s being used by the largest segment of your Market.• So it’s the largest Media used by the largest segment of your Market.• All they need is the right Message and you have what just might be the biggest and best marketing campaign ever!• Have you even thought about using Mobile Marketing for your Restaurant?• You NEED to, and NOW!
    • 31. Just A Quick Point...• I wanted to mention this before we end this presentation because I want to make sure you also watch the “Restaurant Mobile Marketing” presentation.• Visit www.MassiveResultsMarketing.NET and on the bottom of the page there is a box where you can enter your name and email address.• Things like this I ONLY share with my Private VIP Members.You NEED to see this!
    • 32. Questions? Comments?• I would love to hear your thoughts on what we covered today.• Was this helpful? Do you disagree with anything I’ve said?• Your opinion matters. So if you’re watching this at www.MassiveResultsMarketing.net please feel free to leave a comment or question below.• If you are watching this on YouTube, FaceBook or somewhere else, I still want to hear from you.
    • 33. Thank You!• Thank you for watching. I know your time is valuable.• This is why I make these videos for you, so please let me know what you think.• Your questions and comments are always appreciated!
    • 34. What I Do?• I work one-on-one with Restaurant Owners and/or their designated Marketing Representative, to help them attract new customers and get existing customers to come back more often and spend more $$ when they do.• This is done by using Direct Response Marketing techniques and strategies.• One of those techniques and strategies having the biggest impact right now is Mobile Marketing (Aka: SMS/Text Marketing)
    • 35. Warning:• Don’t fall into the “Mobile Marketing Trap”• There are people and companies out there who want to sell you the “technology” for Mobile• The problem is, without solid Direct Response Marketing strategies, the technology, or Media, will fail you!• Market - Message - Media!
    • 36. How can you reach me?• My name is Jay Estis, President And Chief Marketing Strategist of Massive Results Marketing• I can be reached at:• www.MassiveResultsMarketing.net• Jay@MassiveResultsMarketing.net• 561-208-6549• FaceBook/JayEstis

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