This week, The Pizza Insider turns to Linda Duke, owner of Duke Marketing, PMQ’s resident marketing maven, and author of Recipes for Restaurateurs, for advice on potential marketing mistakes and how you can easily bring new customers—and increased sales—through the door by giving away something you make every day.
1. What
are three marketing mistakes currently being made by most pizzeria
operators?
a. Not
getting out of their stores to generate sales.
b. Not
being actively involved with their business on a day-to-day basis.
c. Not
spending any money or food cost to promote their brand.
2. What
are three proven ways to bring more customers through the door?
a. Get
out into the community with pizza and menus to drop them off at large
businesses and generate large sales.
b. Get
more involved in your restaurant and motivate your crew to be more involved and
provide great service.
c. Always
be marketing---take pizza to area businesses, post photos and engage guests on
Facebook, and get creative with original promotions.
3. What
percentage of profit should be put back into marketing each month, and where is
the most valuable place to spend it?
Operators
should plan to spend at least 2% of their gross sales on marketing. Many will
find that they spend less than 1%, and that is a mistake with so much
competition today. The most valuable place to spend marketing money is with
food—taking pizzas to generate news at TV and radio stations, generating
catering sales and large to-go orders all by dropping off pizza! Get your
food into people’s mouths!
4. Can you give
an example of a great marketing promotion that brought in a lot of business?
Giving
the First 100 Guests Free Pizza for a Year at a grand opening and again on
their anniversary. Guests love to eat for free, and the promotion should
be advertised on radio, newspaper and Facebook-social channels. The first
100 guests share their prize and spread the word.
No comments:
Post a Comment