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Marketing is an investment, just like a savings account. You need to see a positive return with the results compounding on a weekly basis. Things will start slowly, but as you add new guests and existing guests keep coming back, you will build a network of superfans.
If you start with a list of 250 engaged guests and consistently increase that by 5% a week, after a year you will have a list of over 3000 guests who have been in your restaurant.
The key is it takes patience, determination and consistency to get the most out of building your marketing strategy.
No matter your marketing strategy or how big your budget is, all the marketing will not overcome selling an average experience.
Expectations are higher than ever, and the bigger your check average is, the less margin you have for error.
People will easily forgive a mixup on a $5 value meal but forget something on a $50 dinner, and you may never see that guest again.
As an operator, you need to focus on serving the guest and ensuring their experience was nothing less than exceptional.
Your restaurant needs to shift its focus from providing something to eat to providing an experience based on great food, service and atmosphere.
Only then can your marketing help accelerate your restaurant's growth.
But don't take our word for it; read the book.
Amaze Every Customer Every Time by Shep Hyken
You first need to track your results.
What matters?
Followers? Post likes? Comments? Email opens?
Link clicks? Direct messages? Email replies? Contest entries?
Actually, non of the above.
Sales are all that matters.
You need to measure engagement with your marketing by how it transforms into sales.
It's no secret.
Other restaurants in your area provide great food.
Your guest is not exclusive to you and eats at these other restaurants.
So how do you make yourself memorable?
It's all about the experience.
Make it personal and engaging.
Excellent service and average food,
will always be better than
excellent food and just average service.
