Local Store Marketing Presentation

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Presentation that was created to help restaurant operators better understand what local store marketing is about

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Local Store Marketing Presentation

  1. 1. Local Store Marketing Growing Sales in Your Own Backyard
  2. 2. What is Local Store Marketing? <ul><ul><ul><li>Easy-to-do Marketing Strategies </li></ul></ul></ul><ul><ul><ul><li>Grow restaurant sales with little or no investment </li></ul></ul></ul><ul><ul><ul><li>Build meaningful, memorable relationships with current guests </li></ul></ul></ul><ul><ul><ul><li>Promote the restaurant as an active member of the community </li></ul></ul></ul><ul><ul><ul><li>Reach out to those who aren’t your current guests but should be </li></ul></ul></ul>
  3. 3. What Can LSM do for you? <ul><ul><ul><li>Build restaurant awareness and visibility in the community </li></ul></ul></ul><ul><ul><ul><li>Grow sales by tapping the resources you already have both in the restaurant and in your local store market </li></ul></ul></ul><ul><ul><ul><li>Energize your local team to take an active role in the restaurant’s success </li></ul></ul></ul>
  4. 4. Local Store Marketing Opportunities to grow sales inside the four walls of the restaurant Opportunities to grow sales within 1-2 miles of your restaurant $ $
  5. 5. GROWING SALES BEGINS INSIDE THE RESTAURANT INTERNAL LSM
  6. 6. Make the Guest Experience Memorable with Internal LSM <ul><li>Remarkable relationships with existing guests begins with you and your team! </li></ul><ul><li>Internal LSM is about the special touches that make the guest experience memorable </li></ul><ul><li>From the moment the guest walks through the door until they leave you and your team need to take an active role in the guest experience </li></ul><ul><li>Remarkable guest experiences are worthy of mention to friends, families & co-workers (Word-of-Mouth Marketing) </li></ul>
  7. 7. Ways to Impress Your Guests! <ul><ul><ul><ul><ul><li>Learn the names of loyal guests and greet them personally </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Introduce yourself to first time guests </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Provide first time guests with incentives and encourage loyal guests to make that extra visit </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Always search out opportunities to add that special touch that makes your restaurant stand apart from the competitors </li></ul></ul></ul></ul></ul>
  8. 8. Recognize loyal guests, new guests and special occasions with something special! <ul><ul><ul><ul><ul><li>Good Neighbor Card - A loyalty card that provides a 10% Discount on future repeat visits </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>$5 Gift Card – For special occasions such as birthdays, anniversaries or other special events such as graduations provide the guest with a special gift </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Server Contests – Hold server contests with special prizes for servers who bring in the most new guests or learn the most guests by name </li></ul></ul></ul></ul></ul>
  9. 9. <ul><li>Hand out table-to-table bite-sized samples of new entrée features or taster slices of new pies </li></ul><ul><li>Utilize table tents to encourage guests to learn more about the feature items </li></ul>Sampling is a great way to feature new items on the menu in the restaurant
  10. 10. Fish Bowl <ul><li>Network with local businesses and frequent diners by holding a weekly drawing for a free entrée </li></ul><ul><li>Put out a ‘fish bowl’ for people to drop their business cards in </li></ul><ul><li>Introduce yourself participating guests to discuss take-out menus, gift cards, Sweet Returns and LSM partnership opportunities </li></ul>
  11. 11. Fish Bowl <ul><li>Draw one winning business card weekly </li></ul><ul><li>Arrange a time for the winner and three coworkers to come in for their free breakfast or lunch </li></ul><ul><li>Make it a VIP event with balloons and a special “Reserved” table tent </li></ul>
  12. 12. Benefit Nights <ul><li>Select a slower weekday night to host a three-hour benefit event to raise funds for a local charity or school </li></ul><ul><li>Donate 10% of the sales from the event to the cause </li></ul><ul><li>The organization promotes the event to its supporters and encourages them to dine-in for the fundraiser </li></ul><ul><li>Decorate a special seating area for the event </li></ul>
  13. 13. Benefit Night Promotion <ul><li>Successful Benefit Nights depend on good promotion both in the restaurant and by the organization </li></ul><ul><li>Provide the organization with special promotional posters </li></ul><ul><li>To ensure a good turn out it is important to keep in close contact with the organization to make sure the event is being well promoted </li></ul>
  14. 14. TIPS FOR SUCCESSFUL INTERNAL LSM <ul><li>Successful Internal LSM provides guests with ways to actively participate in their restaurant experience </li></ul><ul><li>Engaged guests remember the experience and want to experience it again </li></ul>
  15. 15. LOOKING OUTSIDE THE FOUR WALLS TO GROW SALES EXTERNAL LSM
  16. 16. External Local Store Marketing <ul><li>Sales building tactics that reach out to the community </li></ul><ul><li>Promote your restaurant as an active, valued member of the community </li></ul><ul><li>Become involved in neighborhood activities that guests care about </li></ul><ul><li>Align your restaurant with charitable and community organizations </li></ul>
  17. 17. Examples of External LSM Opportunities <ul><li>Rotary Clubs & VFW Halls </li></ul><ul><li>Churches </li></ul><ul><li>Park District & Sports Centers </li></ul><ul><li>Libraries </li></ul><ul><li>Schools & Daycare Centers </li></ul><ul><li>Doctors Offices </li></ul><ul><li>Health Clubs </li></ul><ul><li>Corporate Headquarters & Factories </li></ul>
  18. 18. Blitzing is hitting the street to introduce yourself to local businesses, schools and organizations <ul><li>Introduce yourself to a GM of a local business, school principal, city official or charity </li></ul><ul><li>Drop off a pie, take-out menus, Sweet Returns brochures, $5 Gift Cards & coupons </li></ul>
  19. 19. Blitzing <ul><li>Strategy: </li></ul><ul><ul><li>Dropped fresh pies to the mayor and city council to announce the opening of the Kipling Village Inn Restaurant </li></ul></ul><ul><li>Results: </li></ul><ul><ul><li>With a small gesture of kindness and active community participation by the restaurant, Kipling was recognized with the 2008 Mayor’s Youth & Business Award </li></ul></ul>Tip for Success! Always seek out partnership opportunities with non-controversal causes or organization.
  20. 20. Fundraising programs are an easy way to show community support <ul><li>Examples of Fundraising Opportunities </li></ul><ul><li>Churches </li></ul><ul><li>Local Schools & PTA </li></ul><ul><li>Girls & Boy Scout Troops </li></ul><ul><li>Sports Teams </li></ul><ul><li>School Bands & Cheerleading Squads </li></ul>Promote Sweet Returns as a great way for local organizations to raise money!
  21. 21. Drive product and brand awareness by participating in a local event, fair or parade <ul><li>Set up a sampling table at community evens to pass out taster slices, gift cards and coupons </li></ul><ul><li>Distribute coupons, flyers or gift cards along a parade route, fairgrounds or sporting event </li></ul>Event Marketing
  22. 22. Success Story Event Marketing <ul><li>Strategy </li></ul><ul><ul><li>Participate in a no cost Halloween event at a local museum </li></ul></ul><ul><ul><li>Promote Sweet Returns fundraising opportunities </li></ul></ul><ul><li>Results </li></ul><ul><li>Sweet Returns sale of $1600 </li></ul><ul><li>Increased restaurant visibility in the community </li></ul><ul><li>Reached out to potential new guests by Introducing the restaurant to young families </li></ul><ul><ul><li>      </li></ul></ul>
  23. 23. B-2-B Partnerships <ul><li>LOYALTY PROGRAMS </li></ul><ul><li>Encourage employees of neighboring businesses by providing $5 Gift Cards or Frequent Dining Cards </li></ul><ul><li>CUSTOMER INCENTIVES </li></ul><ul><li>Provide business partners with $5 Gift Cards to distribute to their customers to generate sales for your restaurant </li></ul><ul><li>EXAMPLES </li></ul><ul><li>Banks – $5 Cards for opening a new account </li></ul><ul><li>Video Stores - $5 Card with each video rental </li></ul>Reaching out to local businesses through building and growing mutually beneficial relationships
  24. 24. Where do I begin? <ul><ul><li>What are we doing well? </li></ul></ul><ul><ul><li>What can we improve on? </li></ul></ul><ul><ul><li>What opportunities are there for growth? </li></ul></ul><ul><ul><li>What competitive threats or challenges do we face? </li></ul></ul>Start with evaluating your current situation
  25. 25. Know you Local Store Market! <ul><li>Become familiar with your local store market by exploring the area by car </li></ul><ul><li>Make note of potential partnership opportunities </li></ul><ul><li>Introduce yourself to neighboring business’s GMs, school principals and other local contacts </li></ul><ul><li>Where to Start </li></ul>
  26. 26. <ul><li>Begin by completing a LSM Questionnaire which can be downloaded from the Marketing page on InfoSource </li></ul><ul><li>Use the questionnaire to evaluate your current situation, areas for improvement and opportunities for growth </li></ul>LSM QUESTIONNAIRE
  27. 27. Keys to LSM Success <ul><ul><ul><li>Keep it simple. Make LSM easy to implement & maintain </li></ul></ul></ul><ul><ul><ul><li>Thoroughly train and provide ongoing support to the restaurant team on how to implement the program </li></ul></ul></ul><ul><ul><ul><li>Ensure operations and customer service are exceptional and can deliver a memorable experience to new guests </li></ul></ul></ul><ul><ul><ul><li>LSM is not an overnight solution but a series of efforts that build momentum and sustain growth </li></ul></ul></ul><ul><ul><ul><li>Be an enthusiastic ambassador of the brand and inspire your team to contribute to the restaurant’s success </li></ul></ul></ul>
  28. 28. LOCAL STORE MARKETING <ul><li>Proven way to grow sales & awareness in the community with little or no cost </li></ul><ul><li>Taps the resources you have in your own backyard </li></ul><ul><li>Builds loyalty with current guests and introduces the restaurant to new guests </li></ul><ul><li>Take an active role in your restaurant’s success with LSM </li></ul>
  29. 29. Need assistance with Local Store Marketing Programs? <ul><li>We’re here to help! </li></ul><ul><li>Contact the LSM Support Team </li></ul><ul><ul><li>Justin Krause Bakers Square IL/IN/MI/OH/WI </li></ul></ul><ul><ul><li>Barb Rosen Bakers Square MN/IA/CA </li></ul></ul><ul><ul><li>Corie Caldwell Village Inn CO/AZ </li></ul></ul><ul><ul><li>Emily Vaughan Bakers/Village UT/NM/OK/NE/FL </li></ul></ul><ul><li>Corporate Support Team </li></ul><ul><li>Emily Vaughan 303-672-2570 </li></ul>
  30. 30. Whatever you vividly imagine, ardently desire, sincerely believe, and enthusiastically act upon... must inevitably come to pass! Paul J. Meyer Inspirational Business Author
  31. 31. Questions?

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