Chelsea, AL (PressExposure) May 03, 2012 -- Spending money and time on marketing is easy as pie. Restaurant Consultant, Restaurant Expert Witness, and CEO, Howard Cannon says, "It's easy to spend money marketing your restaurant. You can spend a lot of it fast. Spending it wisely is more difficult." The tactical approach has proved to be most successful. He explains, "Successful marketing is like a recipe. If you take it step by step, you can cook up a great marketing strategy. Resist the temptation to jump into something flashy for the sake of your own ego and take some time instead to figure out the right way.
There are really only three ways to increase sales. First, increase the frequency of visits from current customers. Second, increase the check average of current customers. Third, find new customers and entice them to the restaurant. "Spend three or four days considering all kinds of marketing concepts and ideas," says Cannon. "You'll come across dozens and possibly hundreds of good ones, but you can't do them all. Once you complete this marketing brain dump, take your entire list and begin to whittle out the ones you don't want to use. All the while, keep in mind, the three ways to increase sales. If the tactic won't bring new customers, or make your current customers visit more often, and/or spend more money, then find a new tactic."
Cannon has a few more words of advice for the restaurateur marketer, "A handful of well-placed words is significantly more memorable than a 500-word dissertation on why someone should order your new lemon chicken dish. Marketing has to fit your restaurant's core message and theme. Don't try to be everything to everybody." He adds, "Some examples that have probably left an indelible mark on you, as well as the rest of America, are: 'Have It Your Way,' 'We Love To See You Smile,' 'Beef: It's What's For Dinner,' 'Where's the Beef', and 'Got Milk?' . . . Short, simple, memorable." What are we selling? What is the core message? Who is the target? These are excellent long-term marketing focus points, and Cannon advises, "Get clear on those and you're well on your way to successful restaurant marketing."