1. Do you stand on a table in the middle of your restaurant and scream out the daily specials?
2. Do you have a server approach the table, say hi, introduce themselves and create a rapport. After finding out information from the guest, like if it's their first visit, they can adapt their recommendations to resonate with that specific group?
How does this relate to marketing?
1. Seth Godin refers to this as interruption marketing. Social media, radio, billboards and even generic email newsletters are like using a megaphone to scream your message into a crowded room.
2. Seth refers to this as permission marketing. You are building a relationship with your audience, which creates long-term trust.
"Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them." — Seth Godin
Wouldn't you want to have your marketing reflect this important relationship-building online to mirror the experience you provide in your restaurant?
But don't take our word for it; read the book. Permission Marketing by Seth Godin