Restaurant Marketing 101
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Is Mass Marketing is Dead?

     Mass Marketing is dead in the restaurant business for the independent restaurant.   But the news of its demise has yet to reach the obituary pages. And that's unfortunate. Because it's time that restaurant businesses gave up the antiquated notion that mass marketing is the panacea to everything that ails their bottom lines. Here's why you should give your mass marketing strategies a proper burial and shed not one tear for their long overdue death.

     Why is mass marketing a fatality in the competitive war for the consumer's dollar? Because the battlefield has changed. If you're still using conventional marketing weapons, or if your arsenal is the equivalent of rusted cannon balls sitting in front of the town hall, it could mean the death of your business.

     I propose that you get away from shelling your market with everything in the Madison Avenue advertising arsenal, such as TV, radio, outdoor advertising and FSI's (free-standing newspaper inserts), and fight your battles where you can win them -- in your own backyard.

     This goes against everything you've been told, such as: "Spend more money and your profits will soar." "Tell it to the world, and the patrons will come." If you throw enough money into a mass marketing campaign, hit enough markets, and make your message compelling, you'll succeed."

     Those are the principles that marketing leaders have had pounded into their heads for decades. Sadly, despite sinking time, money and creative juices into mass media campaigns, business that should be selling their products and services to consumers wind up going out of business or teeter on the brink of financial disaster.  The reason for this is quite simple.

These businesses are targeting the wrong audiences in their marketing campaigns.

The only way to succeed in restaurant business is to focus on consumers within a 10-minute drive time of your establishment. These people make up 75 percent of your customer base. Consequently, nearly 100% of your marketing dollars should be spent within the four walls of your store, property line and immediate neighborhood.

Patron Profiler is a first step in taking control of your own marketing, and saving countless thousands of dollars in advertising spent in traditional the medias of print, radio, TV and magazine advertising.

You can currently buy our eBook on Restaurant Email Marketing
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Watch for our book due out in 2006 entitled Restaurant Marketing 102
We assume you read 101 when you opened your Restaurant.
We want to give you the next lesson on how to grow it.

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