
Search:			Main :: About Us :: Privacy :: Terms of Service :: Add Your Link :: Add Your Article

IT Marketing: Find the Decision Makers

IT marketing requires you connect with the people who can make the decision to hire you. Get to know ... - Joshua Feinberg

9 secrets Mark Twain taught me about advertising

Whether he knew it or not, Sam Clemens had quite a bit to say about advertising. Here, among his man ... - Alex A. Kecskes

Why Your Customer??s Buy: 3 Motivators Small Business Owners Should Know About

What motivates people to buy and how you can apply this knowledge to help make your business more su ... - Robert Warlow

Get Out Of The Rut And Back On the Track

Do you sometimes find yourself just going "through the motions" of your business from day to day? Ha ... - Jim Donovan

Ready, Fire, Aim!

You probably read my headline and thought, wait a minute, isn't that backwards? Isn't it supposed to ... - Debbie LaChusa

M a n y w o m e n r e s t a u r a n t o w n e r s a n d m a n a g e r s h a v e l e a r n e d h o w t o d r i v e a s t a r v i n g c r o w d t o t h e i r r e s t a u r a n t s o n a s h o e s t r i n g b u d g e t . O n t h e o t h e r h a n d , m a n y m e n r e s t a u r a n t o w n e r s a n d m a n a g e r s s e e m m o r e l i k e l y t o s t i c k w i t h t h e s t a t u s q u o a n d m a n y k e e p u s i n g c o n v e n t i o n a l m a r k e t i n g t e c h n i q u e s e v e n w h i l e t h e y c o n t i n u e t o l o s e m o n e y . T h e p r o b l e m w i t h c o n v e n t i o n a l r e s t a u r a n t m a r k e t i n g t e c h n i q u e s i s t h a t t h e y a r e g e t t i n g m o r e a n d m o r e e x p e n s i v e w h i l e t h e y a r e p r o v i n g t o b e l e s s a n d l e s s e f f e c t i v e . M a y b e a p s y c h o l o g i s t s c a n e x p l a i n w h y w o m e n a r e t a k i n g t h e l e a d o f u s i n g u n c o n v e n t i o n a l r e s t a u r a n t t e c h n i q u e s i n t h e r e s t a u r a n t b u s i n e s s . T h i s s e e m s o d d b e c a u s e w e k n o w t h a t m e n a r e u s u a l l y m o r e w i l l i n g t o t a k e r i s k s . N e v e r - t h e l e s s , w o m e n s e e m t o b e t h e m o r e a g g r e s s i v e g e n d e r w h e n i t c o m e s t o r e s t a u r a n t m a r k e t i n g . H e r e a r e s o m e o f t h e m a n y u n c o n v e n t i o n a l m a r k e t i n g t e c h n i q u e s w o m e n a r e n o w u s i n g : 1 . W o m e n a r e u s i n g f a r l e s s r a d i o , T V a n d p r i n t a d v e r t i s i n g . 2 . T h e y a r e d o i n g a m u c h b e t t e r j o b o f c a p t u r i n g c u s t o m e r d a t a s u c h a s n a m e s , a d d r e s s e s , b i r t h d a y s , a n n i v e r s a r i e s a n d m o s t i m p o r t a n t e m a i l a d d r e s s e s . 3 . W o m e n a r e d o i n g a l o t o f d i r e c t m a i l p r o m o t i o n s a n d t h e y a r e d o i n g e v e n m o r e e m a i l p r o m o t i o n s t o t h e i r c u s t o m e r d a t a b a s e . 4 . T h e y a r e t a k i n g a d v a n t a g e o f t h e p o w e r o f p r e s s r e l e a s e s . M a y b e t h e y a r e m o r e s u c c e s s f u l i n t h i s a r e a b e c a u s e a g r e a t p r e s s r e l e a s e m u s t s t r i k e a n e m o t i o n a l b u t t o n i n t h e r e a d e r a n d w e a l l k n o w t h a t w o m e n e x c e l w h e n i t c o m e s t o t u n i n g i n t o e m o t i o n s . 5 . W o m e n k n o w w h a t t h e i r " U n i q u e S e l l i n g P r o p o s i t i o n " o r " U S P " i s a n d t h e y c a n c l e a r l y e x p l a i n i t i n o n e t o t h r e e s e n t e n c e s . T h e y d o n ' t t r y t o b e a l l t h i n g s t o a l l p e o p l e w h e n i t c o m e s t o m a r k e t i n g t h e i r r e s t a u r a n t . 6 . T h e y k n o w t h e d e m o g r a p h i c o f t h e i r c u s t o m e r s . T h e y d o a b e t t e r j o b o f l e a r n i n g w h a t i t i s t h a t t h e i r c u s t o m e r s l i k e a n d d i s l i k e . 7 . W o m e n d o a m u c h b e t t e r j o b o f n e g o t i a t i n g a n d w i t h t h e s e s k i l l s , t h e y a r e a b l e t o b u y a d v e r t i s i n g f o r 1 0 % t o 5 0 % o n t h e d o l l a r . A f t e r a l l , e v e r y d o l l a r s a v e d o n a d v e r t i s i n g a n d m a r k e t i n g ( a s l o n g a s t h e a d v e r t i s i n g b r i n g s i n t h e s a m e a m o u n t o f b u s i n e s s ) g o e s s t r a i g h t t o t h e b o t t o m l i n e a s p r o f i t . 8 . T h e y s e e m t o w r i t e h e a d l i n e s t h a t b r i n g i n t w o t o 1 0 t i m e s m o r e b u s i n e s s f o r t h e s a m e a d . T h e y p r o b a b l y d o t h i s b e c a u s e t h e y a r e a b l e t o d o a b e t t e r j o b o f p u t t i n g p o w e r f u l e m o t i o n i n t o t h e i r h e a d l i n e s . 9 . W o m e n a r e u s i n g t h e p o w e r o f t h e I n t e r n e t t o b r i n g i n c u s t o m e r s a n d s a v e u p t o 9 0 % o f t h e t y p i c a l c o s t o f b r i n g i n g i n a n e w o r r e p e a t c u s t o m e r . 1 0 . F i n a l l y , w o m e n d o a b e t t e r j o b o f t r a c k i n g m a r k e t i n g c a m p a i g n s t h a n m e n d o . T h i s f a c t a l o n e p r o v i d e s t h e m w i t h t h e p r o o f t h e y n e e d t o d r o p c o n v e n t i o n a l m a r k e t i n g t e c h n i q u e s t h a t a r e n o t w o r k i n g a n d e x p a n d t h e u s e o f u n c o n v e n t i o n a l r e s t a u r a n t t e c h n i q u e s t h a t a r e w o r k i n g . - - - - - - - - - - - - - - - - - - - - - - - - - T h i s a r t i c l e m a y b e f r e e l y p u b l i s h e d a s l o n g a s i t c o n t a i n s a l i n k t o h t t p : / / w w w . M a r k e t i n g Y o u r R e s t a u r a n t . c o m T h i s i n f o r m a t i o n i s f r o m J e r r y M i n c h e y , e d i t o r o f t h e s u b s c r i p t i o n w e b s i t e , h t t p : / / w w w . M a r k e t i n g Y o u r R e s t a u r a n t . c o m . J e r r y M i n c h e y i s a n e n g i n e e r a n d a r e s t a u r a n t m a r k e t i n g c o n s u l t a n t . # # #