CAPITALIZE ON MARCH MADNESS.

College basketball fans elevate themselves to a fever pitch this time of year and seek out watering holes view the NCAA tournament games. I hope you are prepared!

My firm has designed so many different types of in-store bracket games it would be too much to list here but the point is- you should be working right now on your program and implement as soon as the selections are in.

Restaurant Marketing, successful restaurant marketing-  is many things.

Here is a short list of items that serve to sabotage successful restaurant marketing:

• Shotgun advertising
• Listening to advertising agencies who have never analyzed your local market
• Failing to mingle in your local community
• Worrying about your location
• Complaining about your location
• Complaining about the economy
• Worrying about the economy
• Allowing a bad attitude to exist within your staff

I could go on, but I see these characteristics repeated in many of the struggling restaurants that I consult for.

For the purpose of this brief article, I want you to know that I can turn the first three items on that list around for you, but you’re going to have to change the others within yourself first.

Kids

Without a doubt we are seeing more direct, tangible results from local store marketing to kids.

When I talk about kids I’m speaking of the 6 to 12 year old, free kids meal sector. If your restaurant is conducive to this demographic then by all means drop whatever else you’re working on and start reaching out to bring these young ones in. GIVE THEM FREE KIDS MEALS WITH NO PURCHASE NECESSARY.

To find them you’ll look no farther than elementary schools, dance studios, gymnastic academies, karate schools, boy scouts, girl scouts, etc. Find the principal, teacher, instructor or whomever and GIVE THEM some free kids meal coupons to award to their students. If you want some incredible samples of ready to order coupons, email me: Email Scott For Kids LSM Coupons

Here’s the moral of this story, upfront:

Purposefully train your entire staff to look for opportunities to create a “star moment” with a customer.

Now to my story. Last week I had my days mixed up and pulled up an hour early to my local Starbucks for a caffeine fix. After tugging on the locked door I headed back to my vehicle. “Hey, where you going?”, rang out behind me. I turned to see a young lady at the door.

Her name was Maria and she was in the middle of opening, but invited me in. Maria whipped up a white chocolate mocha and continued with her duties. Impressive.

Ask yourself these questions…

Was this a big hassle for Maria? Probably not.

Did Starbucks make a killing on this one sale? No.

Do you understand why this action is so critically important for you and your staff? (I hope you answer yes here.)

There are 4 copycat coffee houses within 4 miles of where I live and work. To this point I could care less which ones I frequented. Often I would meet customers or friends in whichever location was closer at the time.

Now, there is one coffee house I will visit.

Does Starbucks train their staff to create these “star moments” on purpose? Probably, really doesn’t matter though. What matters is if YOU do.

Had a great phone conversation with a long time friend who has lived in Atlanta for the past 10 years. He was the best man at my wedding and we don’t get a chance to catch too often.

Very bright guy, MBA from Ohio State- works for a large software firm specializing in accounting software. Knows nothing about local store marketing and doesn’t really care to.

Curiously he asked again what I’ve been up to during the past few years and I mentioned (for the 100th time) that I specialize in Local Store Marketing for restaurants.

Silence.

He re-phrased the question, “But what benefit do you offer to these people?”

Hmm. Not a bad question. He was forcing me to articulate the benefit, not just the feature.

After thinking about the restaurant owners and managers that I help, I came back with this- “I dramatically increase restaurant sales…by teaching the owner Local Store Marketing.”

At this point, you’re wondering what this has to do with you and your restaurant. Possibly a lot.

If your restaurant has an identity, or if you can invent an identity, you can begin to differentiate your local personality.

First time customers may come into your restaurant because they’re hungry- but if they return, they are doing so because of how your place made them FEEL. It may have been your televisions, it may have been the way they were treated, it may have been a combination of things.

If you don’t know why your regulars are regulars- ask them. And then market your identity!