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If you are paying for marketing services and can't measure how many NEW GUESTS are dining-in or taking-out with your restaurant, you are wasting your money!
The Process can be straightforward.
Use paid advertising to generate contact information.
Use that contact information to connect and create actual paying guests.
Track it, measure it, and modify to maximize your return on investment.
When you overthink your social media posts with the intention and hope to go viral and soar your business into fandom instead of being consistent in posting messages, this is lottery ticket marketing.
Everyone has heard of the stories where someone created a post, and it caught on, and everyone shared it. Their life and business were forever transformed. Did you know that you have a better chance of winning the lottery than having your post go viral?
Think about it, 8. 95 million photos and videos are shared on Instagram per day.
Your posting strategy should be in being consistent. Post once a day; repeating a post from the past is better than not being consistent!
Every restaurant has them; successful restaurants have lots.
But what good are superfans if you have no way to communicate with them when you're community is in lockdown?
Find a way to collect a first name and an email address from every guest who takes-out or dines-in.
If you're not doing this, the rest of your marketing efforts are pointless.
This list will be priceless to your future self!
Typically, you would be heading into the busiest three weeks of the year. However, just like everything else in 2020, this holiday season is a lot different.
You are just hanging on, trying to make it through.
But whatever you do, don't give up on your marketing.
At the very least, collect a name and email from every guest that visits you this month.
Then in the first week of January, send them an email to thank them for the visit and support.
Offer them an incentive to come back for another visit.
Marketing to people who have had a great experience in your restaurant has the most significant return on your effort.
