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Marketing
Services
 There's
a lot of talk about marketing in business in general and
the restaurant industry is no different. Putting your
business in front of potential customers allows them the
opportunity to make a choice in the marketplace,
hopefully in your favor.
The question is: How effectively do you put your best
foot forward and continue to do so?
The objective of marketing is to establish and nurture a
one-to-one relationship between your business and your
customer. The strong connecting elements in that close
relationship are found in the targeted communication
strategies you develop and the specific tactics you
deploy. Clearly establishing and keeping a strong
connection with your customers is extremely powerful and
may be the most important marketing objective for your
business.
How Do You
Measure Your Marketing Efforts?
Traditional marketing programs are difficult to measure.
How many people responded to the ad you placed in the
newspaper? How many people responded to the card you
sent in the mail?
If you can't measure it, you can't manage it. And if you
can't manage it, how do you know if your marketing efforts are
paying off?
The Keys to
Revenue Building Marketing
A successful marketing program for any restaurant that grows
revenue and builds customer loyalty requires a three pronged
approach:
A
pre-paid program.
Utilizing a stored value gift card card to bring in new
customers is very cost-effective, and the results are 100%
measurable and trackable. Well-designed programs can bring ROI
of 400% or better.
A
rewards program.
A systematic loyalty or frequency program of a rewarding your
customers that continuously encourages them to return and
lessens their likelihood of spending time with your competitors
is a very powerful marketing tool.
Delivery or communications mechanism.
Remaining is contact with your customers is critical to
maintaining your relationship with them.
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Email.
E-mails to your customers cost mere pennies, are extremely
tightly focused,
practically waste-free as an ad medium, and will be welcomed by the
recipient who provided
the address and gave you permission to send your offers and
information.
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Direct
mail.
Direct Mail that is highly targeted to geographic and/or
demographic prospect
groups. Use a professionally created, attractive mailer and always
include a gift card with
solid value and no odd offers. Keep in mind that you are inviting
an important prospective
customer to visit you, so make a good impression and make it worth
their while.
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Guerilla
marketing.
Typically, guerrilla marketing campaigns are unexpected and
unconventional; potentially interactive; and consumers are targeted
in unexpected places.
The objective of guerrilla marketing is to create a unique,
engaging and thought-provoking
concept. For example, these programs might include wide
distribution of a less expensive
free item or “try me” cards to encourage sampling of your
restaurant.
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Social
networking.
Social networking is the active process of reaching customers
outside
the normal business channels to create and maintain a relationship.
Several avenues exist,
such as Twitter, FaceBook, and MySpace.
When these components are in place in a way in which they can be
measured, then a successful marketing program can occur.
We Understand Restaurant
Challenges
Abacus understands the challenges that surround successful
marketing programs. You must be able to manage the solutions you choose.
Your system must be capable of supporting such programs so that they are
measurable, understanding what is and is not possible. You must have the
reporting capabilities to track your efforts to fine tune marginal
programs or expand successful ones. Your programs must have loss
prevention protections against internal scams that can circumvent your
efforts. Finally, you must decide if an integrated or interfaced
solution is right for you.
We'll Train You or We'll Do
It For You
Not everyone has the time or money or skills to create and manage the
tools you need for success, so we'll build those tools and show you how
to use them. You can then decide to manage on your own or have us manage
for you.
Considerations
Marketing
Services Choices
Email Campaigns
Direct Mail Campaigns
Guerilla Marketing Campaigns
Stored Value Gift Card Programs
Abacus can design stored value gift card programs incorporating
multiple features:
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Stored value gift cards balances viewable by customers on your
website
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Sell stored value
gift gift
cards on your website
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Sell stored value
gift
cards through other retail outlets
Loyalty Programs
Abacus can design loyalty programs
in which loyalty
cards points are viewable by
customers on your website.
Web Services
Abacus can provide a host of online services, including emailing
campaigns, mailings,
website maintenance, and business audits.
Abacus. You can count on us.
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