A few weeks ago I get a call from one of my competitors who is located “out west”.

This business focuses on local marketing fora variety of service businesses, not just restaurants- but on this particular occasion, the owner wanted to pick my brain (for free of course), in order to help one of his restaurant clients.

His request started something like this, “Scott, I really need a good hotel tactic that my pizza client can use in a nearby hotel to drive new business. But I think I’ve seen everything and you’re probably not able to help, are you?”

At this point I’m thinking to myself, “He’s seen everything because he copies my stuff…”

But I respond, “No Bob, you haven’t seen everything because I’m going to give you a quick and easy tactic, free of charge.”

Silence on the other end, although I think I hear him scrambling for a pen and paper.

“Bob”, I continue…”I’m going to email you an image of an  8 1/2″ x 15″ Pizza menu printed on card stock- the top 2″ of this menu has a bold headline- FRESH HOT PIZZA DELIVERED TO YOUR DOOR .”

“The rest of the menu has my clients full menu and name and number, with pricing.”

Bob jumps in, “Where do we leave the menu, at the main desk?”

Nope.

Bob continues, “Why is it 15″ long?”

Good question Bob.

My clients get these menus placed inside each phone book found in each room (I have secrets for doing this.)

The phone books are 11″ tall, meaning our headline -FRESH HOT PIZZA DELIVERED TO YOUR DOOR- sticks out!

You’re probably wondering why I help my competitors. I believe we are all in this together, and most of the time I gain their respect and trust, many times getting referrals from them.

If you are a frequent reader of our material- you’ll hear us talk a lot about marketing to the 6-12 year old age group to drive traffic with Free Kids Meal Award Coupons. Well here’s another tactic that might get you in the door…the cafeteria door.

If you can find out from the school or PTA, about their field trip schedule- volunteer to be the lunch provider en route. Assuming you can put together a portable lunch, you will create the bagged lunches for the field trip and have them ready and at the school in the morning. It may be wise to have two or three basic food options prior to the trip.
That’s the basic concept- there are many details I’ve worked out, such as putting a sticker in each bag that the student can put on their shirt offering a free kids meal at your place with paid adult.
 

Just spoke to a guy who owns three franchised locations in Pennsylvania.

Sounded very “beaten up.”

I didn’t get into a lot with him, but his biggest concern about hiring us was that he  has lost a small fortune over the years from two different ad agencies (both recommended by his franchisor).

He said he was sick and tired of hearing about theories, branding and market share. He wants techniques to get clients in his door tonight.

So- “What makes you so different?” , became the question.

At the risk of sounding corny, our difference is explained perfectly by the old adage :

“Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.”

Our systems are built to make it easy for the restaurant to perform and maintain long term.

Instead of preaching from the mount, we get into the foxholes with our clients and show them how to use tactics that bring people in the door, quickly.

I have had a large number of readers come to this site over the past couple of years and I want you to know I appreciate it.

As you may be aware- LSM University.Com has been rolled out! The site is truly a one stop shop for everything related to marketing a restaurant.

You may try the site out for only $2.00- but I want you to have more of an incentive.

Send me an email and Mention “15 For Free” and I will allow you to schedule a free 15 minute consulting call with me to address any of your marketing issues.

Thanks Again,

Scott

Many years ago an Italian economist named Vilfredo Pareto came to the realization that 80% of the Italian Tax revenue always came from 20% of the population.

Taking notice of this relationship, Vilfredo wondered if this 80/20 relationship applied to other endeavors. He studied workers performances in factories, salesmen in certain companies and many other business performance models.

And almost to a few percentage points, he found that 20% of the sales staff accounted for 80% of the companies sales. 20% of the factories workers were responsible of 80% of the overall production. He even found a soccer team that, you guessed it had 80% of their goals scored by 20% of the players.

You’ve probably heard of this 80-20 rule before and you’re probably wondering what it has to do with the subject of firing customers.

Your customer list can probably be divided into a top 20% and bottom 80%. There is also a strong argument to be made for focusing the majority of your efforts on your top 20% and running with that strategy.

That’s not to say you cut ties with the 80%, because you have some potential 20% people in there.

But I am saying that you can take a hard look at those residing in your bottom 10% and politely let them move on to a competitor.

These are the types of customers who complain, want something for nothing and will dump you in a heartbeat if a better price comes along. Identify and cleanse your list of customers who do not value what you offer.

Scott