This document discusses direct marketing strategies for restaurants, focusing on direct mail campaigns. It argues that most restaurant advertising produces only short-term results, while direct mail can build a business's sales and customer database over time. The document recommends a 4-step strategy: 1) Create a personalized 3-step direct mail campaign, 2) Identify the target "sweet spot" customer segment using POS data, 3) Obtain and scrub a mailing list of those customers, and 4) Mail the campaign pieces to the list at least 3 times for long-term results. Personalized direct mail is presented as a more effective marketing investment than other forms of advertising.

3. Good marketing and business
practices are not prejudice to the
size or type of business . . .
YOUR business is not different!

4. I have nothing to offer you
regarding the operations of
your business . . .
outside of dish washing!

5. Are you tired of people trying to
sell you advertising at the local
level that produces
only short term results?

6. Want some sneaky “under
the radar” marketing that
really works . . . that 98% of
your competitors will NEVER
hear about let alone do?

8. Do you want to leave today
clearly understanding ;
The Wrong Way
The Right Way
An EZ 4 Point Plan to

9. Alan Donatelli
Dona Vito’s Italian Grille in Ohio.
Started working with him October 2011
• Record December 2011
• Jan. 2012 sales HIGHER than his DEC. 2011 sales & (30% higher than Jan. 2011).
• February 2012 sales were 28% higher than the previous year.
• Set a very big personal goal to meet by the end of 2012 . . . a goal that he would
have NEVER thought possible. Goal was reached.
Want to Know How?

10. Ready ?

11. FIRST
A VERY Important
Question:

12. How Many Countries are there in Africa?

14. Relevance?

15. US$ 300+ Billion

20. Over $40 Billion in Annual Sales
100% travel - globally first seven years!

21. Mr. Fat Passports.
40+ Countries

26. Why I am here with you!

29. Went out for Dinner!

32. Walked out the Owner!

36. 25th oldest & 5th oldest

42. Not knowing what to do I made a
very high caliber strategic
move . . .

43. Please name those
pizza / restaurant
marketing experts.

45. Bill Marvin
Joel Cohen
Phyllis Ann Marshall
Rory Fatt
Lee Milteer
Paul Hartunian
Michael Attias
Kameron Karrington
Big Dave Ostrander
Jeff Slutsky and about 20 more

46. $100,000 Club!

48. Some Serious Reading Time

49. Pat, what are you doing!?
The rest is history . . .

50. A Few
Key Things

51. Warning!
Having the Right Mindset
is
Critical!

52. Kennedyisms
What business are we in?

53. Marketing:
The only way you can spend
money that makes money
come back.

54. Purpose of a customer
is to get a sale.

55. Purpose of sale is to
get a customer.

56. Lead vs Customer

57. Everything that happens
is the result of systems.
Good or bad.

58. How many ways can you
market your business?

60. Why do most
businesses
“advertise”?

61. “I need more customers.”
REACTIONARY

62. Why over 90% of restaurant
advertising is dead wrong.
Message – Market - Media

63. Suzy “Space Seller” and William
“Whip Something Up”.
Besides, their way starts with the
last step first. What would you
expect the results to be?

64. Pretty Simple:
Fills Space and Looks Pretty
or
Makes people respond . . .
And give you

65. Critical Components
• Compelling Headline
• Strong Offer
• Testimonial
• Guarantee
• USP
• Call to Action
• Payment Options
• URL
• Social Media
• QR Code
• Contacts
• Hours of Business

68. Do YOU
Sell Prices?

70. 14%
*Nations Restaurant News
Unless price is your selling
point (Little Caesar's) don’t
focus too much on being price
competitive in your market.

71. With a 10% Price Increase . . .
You would have to lose thirty
percent of your sales BEFORE you
started destroying your previous
level of profit.

72. The Longo family for raising $7,824.69 at Pizza
for Paws! This fundraiser was 3 days long and
was held at Longo's Pizza and Joey's Italian
Grille. They sold 681 pizzas and gave us 100%
of proceeds! We truly appreciate your
generosity and support for our organization!

76. Customer Loyalty
• Airlines
• Hotels
• Casinos
• Grocery Stores
• Restaurants

77. It is significantly
easier and less expensive
to get the customers you
already have to visit
more often and spend more
. . . than it is to get
new customers in the very
first time.

79. Survey Says:
•Latest Technology
•Done for Me
•Works

80. Totally Automated . . .
Done 4 You
. . . and available TODAY!

81. Businesses with a detailed
customer database and their
buying history can be sold
for up to 30-50% more.

82. Great Easy and
Inexpensive Way to
Get NEW Customers . . .

84. “We Cater”
The most popular restaurant
catering marketing campaign.

85. Attack
Your Top 100 Businesses
EZ Drop Off Catering

86. How do you “stick out”?

90. Think of Social Media as jewelry.
It helps your marketing convert
at higher rates by keeping your
name and brand out there.

91. Red Mango

93. Lewis Howes
Linked Influence $97

94. Email

95. Not automated.
Single “broadcasts”.
For the record, the automated emails in the GRS
Sales Builder system contain professionally
written “copy” using the best direct response
marketing techniques in the world.
Copy writing value = $30,000 - $50,000

96. Raise your hand if you get a wave
of hungry customers willing to pay
any price . . . for hours and even
days . . . after each broadcast email
YOU send out.

98. Common Subject Line:
Dinner for Two Only $19.99

100. John, Bad News . . .
Please Don‟t Read This . . .
Cathy, Was it You?
Tom, Don‟t Be Shocked But . . .
It‟s True . . . We Are Closing . . .
Sandy, I Wanted to tell You First . . .

101. OK,but then
what do I say?
Read this . . .

102. 2013
If you do not have a solid web
and mobile presence today . . .
That is like NOT being in the
telephone book 25 years ago.

103. Produce and mail a monthly,
personalized Newsletter.

104. Hot Seat

105. Describe your market

106. Main Reasons We Lose Up to 20%
of Our Customers Annually:
• Unhappy (80/20)
• Relocation (Job, Divorce)
• Economics
• Death
• Jail

107. How much would
you like to increase
your sales?

108. A Simple Calculation!
My (Increase) Goal _____
Average Ticket _____
Annual Customer Value _____
New Customers Needed _____

109. What are you waiting for?
Go get „em!
Suzy and Bill are ready to help!

111. 4 Steps to Get you There
Keep in mind all your “other
marketing” is still going on.
The purpose of this strategy is to build
your sales and database by a specific
amount and replace lost customers.

112. It is proven year after year that
more people will respond to
type of marketing more than
anything else, by far.

113. Hmm . . .
Ever been to a wedding?
Paid a Bill?

114. Personalized, Emotional,
Direct Response Marketing
Communicated via
Direct Mail / Postal Mail
And that won‟t change anytime soon.

115. My Conversion Rates
Birthday Greeting
Email 15%
Postcard 24% (60% Higher)
Rewards Certificate
Email 41%
Postcard 61% (49% Higher)

117. Step #1
Build a Unique, Personalized,
3 Step, Direct Mail Campaign.

118. Step #2
Identify your “Sweet Spot”.
Use POS data to find it.
Ticket average and zip code.
YOU may already know yours.
Who else has YOUR list?

119. Step #3
• Obtain a List and scrub it.
• Let‟s Calculate how big of a list
we need.

120. Step #4 Mail, Mail, Mail!
On Tuesdays

122. No Less Than
3 TIMES
Next to Content
That Is What Sets You Apart

123. Stick Out
A - B - C Mail

124. Stories

129. PLEASE
Do not confuse yourself
with your customers .

130. Important
We‟ve invested a lot.
Therefore, incentivize staff to
“sign up” all customers.

131. “Shock and Awe”
New customer
welcome pack.

132. In Summary . . .
They Don‟t Care Who You Are.r
------------
They Want to Know What
You Can do for Them.
---------
And what sets YOU apart.

133. ROI

134. • Cost of list
• Cost of mailing
• New customers and their life time
value.

135. Who likes the 3 Step
mailing idea?

136. The actual campaign
(3 mail pieces)
becomes an ASSET of your
business. You can use over
and over again year after
year to generate new
customers and revenue.

137. YES
You have a story!

138. Direct Response Copy
Writing is an Learned Art.

139. Copy Writing Components My #1
Raw materials
Business Process
Interview
Research
Outline
Second path
Subliminal triggers
Calls to action

140. Don’t spend any more
money.
Just spend some of the
money you already do in
a better way . . . on a
great $$$ making asset.
Your Investment

141. Why direct mail thousands of
homes and people over and over
again that will NEVER patronize you.

142. Shot Gunning vs
Sharp Shooting
Quantity vs Quality

143. A Better Investment than:
 Newspaper and other ads
 Radio spots (that cannot be tracked)
Flyers and other weak mail
that the vast majority ends
up in the trash . . .

144. Interested in a Professionally
Written, 3 Step Campaign that
will get results?