Twenty Two Costly Marketing Mistakes – Part 2
Here, in the second of a three – part article, are six more marketing mistakes restaurant operators should avoid.
Mistake 11: Failing to have a system to generate word of mouth advertising. If you want your customers to tell their friends and relatives about your restaurant, you need to encourage them by rewarding the customers who send them. To encourage referrals, you might offer current customers a cash award, discount, free food or other incentive.
Mistake 12: Changing methods when your current marketing method still works well. When restaurant operators grow tired of their ads, they usually change them. This is a terrible mistake. The only time you should change an ad or a marketing method is when it quits working. When you see your response dropping, then you test a new ad, not before. Remember, your customers don’t see you’re ad as often as you do. And, when they’re looking for a new restaurant to try, you want to be sure your most powerful ad is there waiting for them.
It makes good sense to test a new ad to see how it compares with your current ad. If it works well, you can add it to your advertising program. But don’t replace any ad or marketing method because you’re tired of looking at it. Replace your ad or change methods only if it stops working, or if the new ad brings better results.
Mistake 13: Failing to test new marketing methods. Never stop trying to out-do your current methods of promotion for two reasons: 1) your competitors are probably testing similar methods and you want to stay ahead of your competitors; and 2) once you find a more profitable method you make your promotions even more cost effective.
Mistake 14: Expecting your ads to convey your entire marketing message. Because of their high cost, ads are no longer a cost effective way to deliver a complete marketing message. You can use ads to generate inquiries from interested prospects. Then you can provide complete information over the telephone or by mail.
Mistake 15: Assuming your prospect believes what you say. Prospects are skeptical. They won’t do business with someone they don’t trust. To establish your credibility, present facts that are positive and specific. Use language your prospect understands. Explain what you do, how you do it, and how the customer will benefit from your services. In addition, show letters of recommendation from current and past customers.
Mistake 16: Relying on only one method of promotion. Advertising, yellow pages, door hangers, publicity, direct mail, entertainment books, they all work to some degree. But they are more effective when they’re used together. When one method supports and reinforces another, the results are greater than any one method working alone.
Rory Fatt is President of Restaurant Marketing Systems and the Controversial Critic of Normal Ways Owner’s Promote Their Restaurants. To get a copy of his FREE REPORT “How To Double Your Restaurants Profits in 119 days Or Less” click here.