Sports Pool Marketing

Restaurant Marketing 101

Marketing can't change customer behaviour; it can only influence existing behaviours. To maximize your restaurant advertising and marketing dollars, you should spend those dollars where you will achieve the most “influence” and therefore the best return on your marketing investment.

Conventional restaurant marketing theory suggests that you can increase your sales in four ways and that every promotion or advertising campaign you initiate will have an impact in one of these four areas.

New Customers : Obtaining new customers is the most expensive category to build, as guest acquisition is typically 7 to 10 times more costly to execute. Newspaper ads, radio, community marketing can all help, but they may also have lower ROIs. However without customers, it is impossible to increase sales in the other 3 areas.

Frequency : Increased frequency is generated through the development of good customer relationships with your guests. You can strengthen those relationships with great service and excellent food, but it is generally accepted that you must reward customer loyalty to increase frequency. A free dessert or a round on the house are great ways to say “thanks, we appreciate your business”. But a less costly way to build frequency is by presenting a promotional offer and/or a value added proposition for guests to return at a later date with friends and family.

Check Average : Check averages are positively increased with suggestive selling by your staff and with complementary menu selections. If appropriate, you can introduce merchandizing and other add-ons. And of course check averages will increase when menu prices increase.

Party Size : Whatever your average party size number is, most restaurants will want to devise programs that encourage guests to bring more of their friends and family with them for each visit. Birthday parties and community marketing, i.e. sponsoring sports teams and local community organizations can help here, but ROI may not always be very high.

According to global management experts Bain & Co., repeat customers spend 67% more than new customers do. The most cost effective way to spend your marketing dollars and the one with the highest ROI would be those methods focused on increasing frequency.

Once you decide to invest in building frequency, you can promote a return visit while your guests are still in your restaurant by providing them with a promotional offer for a later date.

A better way is to promote a return visit after they have left your restaurant, providing you have some way to communicate with them. That better way is with a personalized direct mail piece, or preferably using Internet marketing and permission based email.

But most customers won't just give you their home address or email address if you're simply going to send them a newsletter or the occasional coupon. There has to be a better reason, one with more intrinsic value to them.

Why Sports Pool Marketing:

Sports Pool Marketing provides you the marketing edge you need in an innovative yet personal way. People, not just guys, love sports! They love watching, love playing and love talking about it. With Sports Pool Marketing, your customers are invited to visit your customized & branded sports pool site, and once there, they choose their online jersey and number along with their sports pool picks.

Your customers are updated with their stats, restaurant events, prize winners and special promotional offers via email featuring your imagery & branding. Your customers & their friends are enticed and invited back interactively via email twice monthly during the entire sports season. With Sports Pool Marketing, you can expect to see your customers more often, and with a copy of their email in hand so you can track your success!

Please visit the Return On Investment page.