We are also about personal relationships with our customers. If we are committed peronsally and show that we care about their children, families, how hard they work for their money they spend at our places . . . then we get a huge credibility bump and some more goodwill in case we make the occasional goof.
Our food costs are 30% . . . we gotta make it worth that other 70% or they won’t come back. They will want to see that enough iof going into their experience, and not perceived as going into some black hole. Connect with those customers personally and show them value for their dollar in food quality, exceptional personnel, service committment, cleanliness, HIGH INSPECTION SCORES, professionalism and participating actively in the community.
Advertising is all about getting customers to make comtact with your business. that really is all you are doing. Once they make contact, it is the rest of the game that keeps them coming back and telling others with FREE word of mouth.
I see marketing as everything else you do to generate andpropagate your brand, all that stuff I said. Advertising is sticking flyers on cars, door hanging, radio spots, newpaper ads. Marketing to me is a comprehensive plan of identifying the target market, developing a brand that attracts the customers and positions you effectively in the identified market . . . . then executing a plan that brings that brand to the customer, and analyzes the effectiveness of that plan.
Measure, plan, execute, and evaluate. If you aren’t doing these, you probably aren’t really marketing.
