The other day a restaurant owner and I were discussing the challenges he’s facing in these economic times. His food costs are up…utilities are up…health insurance for employees is always going up…taxes are higher, and on and on and on. Everything is headed up—except his sales volume.
The number of customers visiting his restaurant was down slightly. The average ticket was down, too. More and more moms and dads were splitting dinners to economize. Even sales in the bar were down. I guess that means people can’t even afford to “drown their sorrows.” What to do?
He did make some modifications to his menu which did, in fact, help. Then he freshened his advertising to reflect the new dinner entrees available for under $10.00. But even with the increase in traffic, receipts were still well short of where they needed to be. He sheepishly admitted that the thought had crossed his mind to cut back on his advertising efforts. Fortunately, he came to his senses. He asked, “How can I possibly get any customers in my restaurant if I don’t invite them?” I suggested that, in addition to his advertising efforts, he should be doing everything possible to attract new customers and invite past customers to return. I recommended a complete review of his Marketing Bridge to be certain every area of his business was in tip-top shape. I also suggested some permission marketing (e-mail blasts) as a very low-cost way of getting his message out to his data base of over 5000 past customers. “Have you been doing that?” I asked. I knew the answer even before I asked the question. No.
So…you have all these names and e-mail addresses of past and current customers from comment cards they filled out at their table offering their opinions about your food, your service, and your restaurant…and you never contact them? Ever? And these are all self-confessed satisfied customers? Each and every person had given permission to be contacted about new menu items, special events, whatever. Never a contact?
I remarked how his story reminded me of a comment once made to me by my life mentor and founder of Marketing Firepower, Norton Warner. It was after one of my less-than-intelligent actions or inactions…not sure which (in 35+ years I’ve had several of each.) It was something I had done improperly…and I knew better. Norton knew that I knew better. He looked me in the eyes…smiled…and spoke the words I’ve never forgotten; “It’s alright, Van…none of us farm as well as we know how.”
Think about it. Are you taking advantage of all the skills and know-how in your business? Do you realize how much better you could be if you just worked a little smarter? If you simply used the common sense you’ve always possessed?
I would challenge you to make the most of every resource you possess. Get creative. Brainstorm with your spouse and your employees. Do everything possible to keep your customers coming back. Make sure your customers remain “your customers.”
Van is vice president of Marketing Firepower with decades of experience in helping small business succeed through the effective use of advertising.
