Executive Summary. Why This Marketing Program Works. How the Program Works. Requirements for Success. The Tools Required for This Program to Work

Transcription

1 Executive Summary The That s Biz Word of Mouth (WOM) marketing program has been tested at several restaurants and will deliver guaranteed results if executed properly. You will experience: 1. A year over year increase in sales. 2. New customers that try your restaurant. 3. Lower advertising costs. Why This Marketing Program Works In any business the number one way to get new customers is a referral from current satisfied customers. Our marketing program incents your satisfied customers to tell their friends about your restaurant AND gets their friends to come into your restaurant and try your food. This all happens through the power of the That s Biz Marketing System with our Social Blast Technology. You do NOT have to spend any money on local print advertising to achieve the results outlined above. The money you save from eliminating local print advertising will fund your one day promotion that gets new customers to try your food. How the Program Works On a day that you select you will offer your customers an awesome offer they cannot refuse to come in and try your restaurant. Naturally you will attract existing customers. However, through marketing and social media (Facebook and Twitter) your existing customers will spread the word about your awesome one day promotion to their friends. Once again, you will NOT spend any money on local advertising promoting your one day event. Your advertising savings will fund the food costs for this promotion. Requirements for Success The long term success for any restaurant is to provide great food, great service and an overall great experience for their customers. This marketing program will get new customers in your restaurant. It is up to you to make sure that customers rave about your restaurant on their first visit and every visit. The Tools Required for This Program to Work You will need the following tools to make this program work. 1. Marketing with Social Media Integration 2. POP flyers promoting the awesome one day promotion offer. 3. club sign-up slips to capture addresses in your restaurant. The following tools are not necessary but will improve the overall results. 1. Facebook Fan Page 2. Twitter Account 3. Customer Feedback System 4. Rain Check Cards or Slips

2 Program Overview The following is a brief overview of how the program works. We also provide you a detailed check list that you can use to manage the entire program. 1. Select a target date for your awesome one day promotion six to ten weeks out. 2. Select an awesome promotion that will make your customers say, WOW! That is a great deal. Free food or entrees are the best offers and will guarantee a huge response. If not free then make it an unbelievable deal. 3. Post signs in your restaurant where your customers will see what the promotion is and the date of the promotion. (See attached sample.) 4. This promotion REQUIRES a coupon and that coupon will be ed to your Club members at 9:00am the day before the awesome promotion. 5. Aggressively get new Club sign ups AND encourage your customers to share the promotion with their friends. Note that your That s Biz Welcome to the Club letter makes it easy for customers to share your initial offer and club sign up form with their friends. A strong initial offer can also encourage a customer visit prior to the one day promotion. 6. OPTIONAL If you have a Facebook Fan Page and/or Twitter Account promote your one day promotion with a posting and the URL for your club sign up form. It is up to you whether you will only the coupon to members of your club or if you will post it on your Facebook Fan Page and/or Twitter account. 7. In your one or two regular marketing messages prior to the awesome one day promotion promote the event and encourage your customers to share the club sign up form with their friends. Note that your on-going messages created by That s Biz already includes this feature. 8. PROMOTION DAY Get ready to rock! You will double sales; you will see new customers; you will see customers you have not seen in a while; and of course you will see your regular customers. Repeat the Program? You can repeat this program as long as it continues to bring in new customers and pays for itself. Make it clear to your customers that you appreciate their business and are looking to them to spread the word about your restaurant to their friends, family and colleagues. This marketing program can also be very effective for the introduction of new menu items. As you know it is always difficult to get customers to try new items. Promoting the item with an awesome one day promotion can be a great way to get people to try your new item and to get feedback at the same time. Conclusion The That s Biz Word of Mouth (WOM) Marketing Program delivers guaranteed results. It will grow your business, get you new customers, and lower your advertising costs. Our marketing program will get new customers in your door to try your food without creating a coupon/discount image.

3 Program Check List The following check list assumes a twelve week timeline for your promotion event. You can shorten this timeline by four weeks if you like. The objective is to give you enough time for you to build your list and get your customers to share the event with their friends, family and colleagues. 12 Weeks Prior to Event Select One Day Awesome Promotion Review Club Initial Offer Make sure your initial offer incents club sign ups and sharing with friends. Send any changes to your initial offer to That s Biz so your Welcome to the Club message can be modified. 11 Weeks Prior to Event Create in-store flyers promoting the one day Awesome Promotion (see sample below). Train staff on promoting the event and getting club sign ups. (Consider an internal contest to incent your staff to get club sign ups.) 10 Weeks Prior to Event Post in-store Awesome Promotion flyers where they can be easily seen by your customers. 3 to 10 Weeks Prior to Event Aggressively promote the event in your restaurant and get customers to sign up for your club. Send in locally captured club sign up slips on a weekly basis to That s Biz. Your That s Biz Marketing System with Social Blast Technology will make it easy for your customers to share their initial offer with friends and encourage their friends to be part of your club. Promote the event in your monthly messages to your customers. Monitor any customer feedback you are receiving to insure that you are delivering great food, great service and an overall great experience for your customers. Fix any issues. OPTIONAL If you have a Facebook Fan Page and/or Twitter Account you can start promoting the event with postings. You can try teasing your Facebook fans and Twitter followers and tell your customers they need to stop in and see what Awesome Offer you are making. Or, you can tell them what the offer is and how they can participate. Decide if you are going to require them to be a member of the club or will you post the coupon on Facebook and Twitter the day of the promotion. 1 to 2 Weeks Prior to Event Get last minute club sign up slips into That s Biz so they can be added prior to the promotion . Plan your food orders and staffing plans for the one day promotion.

4 Decide if you will offer rain checks to customers if you are overwhelmed on the day of your promotion. We suggest that you have some rain check cards or slips prepared that will allow your customer to come back within the next two weeks and take advantage of your Awesome Offer. Be careful how you distribute these slips so people do not try and get multiple slips. It is better to give your customers the opportunity to come back than to make them wait too long. Day Before Promotion Your Awesome Offer will be sent to your customers at 9:00am the day before the promotion by That s Biz. OPTIONAL Consider a message on Facebook and Twitter telling you fans to look for the coupon the next day. I would recommend posting the coupon on the day of the promotion. It is very easy to share your offer with friends. If you decide to post the coupon on Facebook and Twitter you may attract a lot of customers depending on how good the offer is. Promotion Day OPTIONAL Post the coupon on Facebook and Twitter. Be prepared to rock. Meet with your staff at the beginning of the day and prepare them for a lot of customers. Customers are required to have the coupon. Consider allowing your customers to show you the coupon on their mobile devices. You can also consider allowing customers to sign up for your club on the day of the promotion. This can work if you have a WIFI connection and they sign up using your online club sign up form. Monitor the situation and make sure people are not waiting too long to take advantage of your offer. Hand out rain check slips or cards with a two week expiration to keep wait times to reasonable levels. Consider stapling their coupon to the rain check slip and initialing the coupon to prevent misuse. Make sure your customers are delighted with the food and service and ask them for their feedback. Day After Promotion Review your results. What were overall sales? How many new customers did you see? How many customers did you see that you have not seen in quite some time? Analyze and document what went right and what you will do the next time to improve the results. Plan Your Next Promotion

5 Sample Flyer On Tuesday December 8, 2009 AWESOME DEAL (We will the coupon to you on December 7, 2009 at 9:00am.) You must have a coupon to get this deal!! It is good only on December 8th. Join our Club Today!!