Jay Estis discusses critical marketing strategies for restaurant owners, emphasizing the importance of direct response marketing over traditional advertising to build long-term customer relationships. He highlights the significance of measurable marketing efforts and understanding the return on investment, encouraging restaurants to adapt their strategies to attract and retain customers. Additionally, Estis advocates for utilizing mobile marketing as a powerful tool to reach and engage the customer base effectively.

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 Their
Advertising 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