High Return, Low Cost Restaurant & Catering Marketing Ideas
Home | Discussion Forum | Tell a Friend | Text Size | Search | Member Area
 Join Us
Gain immediate access to all our articles, features, how-to's, discussion group, archives plus. Click here for details.
Marketing Manuals
Quick-Start Guide
Marketing Videos
Marketing Audios
Four Walls Manual
 Ad & Salesletter Templates
Ad Templates
Catering Reply Devices
Catering Table Layouts
Envelopes & Labels
Forms & Surveys
Kids Club
Marketing Pieces
Piggyback Marketing
Post Cards
Press Releases
Sales Letters
Table Tents
 Marketing Campaigns
4 Walls Catering
Auto-Pilot Post Cards
Black Friday Promos
Bridal Show
Button Promotions
Catering Lead Generation
Christmas in January
Coaches Letters
Cookie Drops
Email Campaign
Fraternity Campaign
Free Corporate Catering
Graduation Parties
Holiday Party
Hospital Week
Hot Catering Leads
Hotel Promotion
New Movers
Odd Items Catering Leads
Pharmaceutical Reps
Picnic Open House
Police Fundraiser
Restaurant Anniversary
School Fundraiser
School Student Cert
Soccer Moms
Sports Banquet
Thanksgiving Thank You
Top 100 Employers
United Way
Vision Catering Top 100
 Monthly Newsletters
Power Marketing Letter
Profit Points Coaching

home | Sample Articles | Advertising: Source Of Profit or Per . . .

Advertising: Source Of Profit or Peril?
Michael Attias
Printer-Friendly Format

Just about every restaurant or catering operation invests money in advertising and marketing with the purpose of uncovering new customers. Without a constant influx of new buyers to your fold, your base will eventually shrink to a point of closure.

How much effort is spent in how those first time guests are treated before they even enter your front door? Before I opened my restaurant I played catering prospect with my competitors. I would pretend to be in the market for a catered event to see how my competition would handle the call.

What I uncovered in the shoes of a prospective customer created a policy that I firmly believe has allowed us to prosper. Most of my competitors never answered their phones. Overwhelmingly, I received an answering machine or voice mail.

If I did get a live person, they couldn't answer my questions. Imagine you are investing your lunch hour to book a catered event or find a party room and you get a machine.

Most people go on to the next name on their list or in the yellow pages. Your prospects want to talk to a live, intelligent human being. The fear of leaving a message and never getting a return call is more pressure than most people can handle.

Even if a prospective customer calls in the middle of your lunch rush, make sure you thank them for their inquiry and promise a very specific time you guarantee to call them back by.

To take this conversation a step further, consider playing phone prospect at your establishment. I think you'll be surprised at what you discover. Remember, no use in advertising for profits if the voice at the other end is perilous.

Michael Attias, the countries foremost expert on high return, low cost direct marketing strategies for restaurants, speaks from experience in the trenches. He operated a close to $3,000,000 a year restaurant in Nashville, TN that he used as his marketing "laboratory". He now helps restaurant owners increase their sales by adding or expanding a catering profit center through his company The Results Group. You can download his FREE Report: Tapping Into Your Hidden Catering Profit$ and subscribe to his free e-zine: The Restaurant Marketing Minute at www.ezRestaurantMarketing.com.

Printer-Friendly Format