Are you spending your hard-earned money on advertising to grow your business in this difficult economy? Do you expect results? Are you getting results? Is the result of your advertising increased sales and a positive attitude toward your product? It should be!

The biggest waste of money is to advertise and not be able to turn the leads into a sale. Let me give you a couple of examples that happened to me recently. I needed a dentist for an emergency. (My regular dentist was not available.) My wife looked in the local newspaper and found an ad for a dentist she has seen advertising for months. She called and made an appointment for me. When we arrived at the office at the scheduled time there was no one in the waiting room or behind the receptionist desk. I proceeded to fill out the paperwork I took from the counter and fifteen minutes later we were still alone. I started whistling to the background music in an effort to let someone know we were there. After five more dry mouth minutes my wife went to the receptionist counter and said loudly. “Hello, anyone there?” No response! We looked at each other and left the office. A total of over twenty minutes had gone by and not one reply from the staff.

The second example is based on an experience from one of the companies that advertises in TRN. Sad to say it but here goes. I was called by as friend of a reader asking for the services that one of our advertisers could provide. During the course of a year I get many opportunities to direct business to our advertisers and they are appreciative and I enjoy doing it for them. I called the advertiser and left a message that I had a hot lead for him. Several days went by with no response. In the meantime another person was looking for the same service on our Business Network and I again called our advertiser and left another message. Still no answer. I then sent an email and still no response. Unless something is very wrong personally the advertiser is getting response but no sales. Worse yet he doesn’t even know he is getting responses.

In these economic times with business so hard to come by it is imperative that if you do advertise, and you should, you must have your systems in place to handle the business you will receive from the ad. Make sure your staff is aware of the ad you place and any special offers you may be running in the ad. Customers are hesitant to spend money now and you can’t afford to give them any excuse not to use your service or eat at your restaurant.
Be aware, stay alert, be smart and be tough. Keep advertising; use coupons or special pricing to attract attention. In the long run it will pay off.

Views: 3

Tags: Advertise, restaurant


You need to be a member of FohBoh to add comments!

Join FohBoh

Comment by Jagadish C on September 4, 2009 at 8:47am

Thanks a lot for the post and makes a lot of sense. At Pow!, we help restaurants fill tables by promoting deals and incentives. We empower restaurants to promote deals and drive traffic through web, facebook, twitter, widgets, sms, email, iPhone/Blackberry (will be released soon).

We also help restaurants manager their twitter accounts and facebook pages, and post the deals an specials on their accounts in addition to Pow! accounts.

Please check us out at and please give me feedback. I look forward to connect with you.

Comment by Howard Appell on March 30, 2009 at 11:05am
I know that there is a ground swell to bury print media but I still believe that for at least the next 10 yrs. there will be a demand for it. It may be less than today but still there. We debate the possibility of going online with our newspapers each day and I still have no clear cut information that would lead me to going all net based. I think I may be a dinosaur but It's nice to be the king, for now anyway. For the services you provide it seems a perfect fit and the only way to go. I wish us all good luck.
Comment by Ivan Collins on March 30, 2009 at 10:10am
Howard, not being prepared for your traffic when they do show up is just poor management. I doubt you'll keep those customers long as they're not likely to stay in business Measuring advertising has traditionally been a difficult thing to track exactly....especially in the world of push media such as TV, radio, print. Online advertisers are building good tools to help you measure it. Google Adwords system has everything you need to know if they're coming to your website, but not into the restaurant per se. Reservation Genie actually tracks from which website a reservation is made and generates a report of affiliate site traffic that you can filter for a specific date range. Obviously not all eyeballs convert to reservations...some are converted to walk-ins and some don't convert at all. But it does give you a relative indicator of site efficacy. And because you can filter the traffic by date range, you can measure the effect of upgrading your ads on those sites.
Comment by Brad on March 30, 2009 at 5:43am
Howard - I could not agree with you more, and especially in today's economic environment, every advertising dollar has to generate a return. One of our key issues is helping determine which advertising is actually working and which is not. The old adage used to be that "I know half of my advertising is working, the problem is I just don't know which half?" I would say that with all of the advertising clutter that we are bombarded with on a daily basis, the amount that is actually effective is far less than half. Knowing which media are effective and which are not, helps allocate advertising dollars to those that generate the best return.




Social Wine Club for Craft Wineries


Kids LiveWell atwitter over Twitter party

In its continuing effort to promote more nutritious and flavorful children's menu options, the NRA will hold a Twitter party  -More

Starbucks could become top on-premise wine seller in U.S.

Starbucks is planning to slowly expand its evening sales of wine, beer and small plates to thousands of selected stores throu -More

The evolving nature of snacks

Snacks have shifted from an after-school treat to a meal alternative as meal times become more fragmented.  -More


Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Wahlburgers Announces Expansion Plans Including Franchise Agreement in Philadelphia

Wahlburgers has signed a franchise agreement with Hingham Associates, LLC that will bring five Wahlburgers to the metropolitan Philadelphia area over the next several years. The franchise group is actively looking at sites and is targeting a late 2014-early 2015 opening for its first restaurant.

Chipotle Mexican Grill, Inc. First Quarter 2014 Revenue Up 24.4%

Comparable restaurant sales increased 13.4% - Restaurant level operating margin was 25.9%, a decrease of 40 basis points

Jamba Juice Announces Grand Opening of New St. Louis, MO Location

Jamba Juice Company announced the brand’s continued expansion in the St. Louis market with the opening of a Jamba Juice® store at 11477 Olive Blvd. on April 16, 2014.

Expert in Real Estate Analytics Joins Luna Grill

Luna Grill, the San Diego-based Mediterranean restaurant chain, is welcoming retail real estate industry veteran Greg Thorburn to its leadership team. Thorburn has been brought on board to fill the newly created position of Vice-President of Real Estate.

Rita's Italian Ice Awards Area Development Agreement for Kansas

Rita's Italian Ice has awarded franchise and area development agreements for Kansas and the Kansas City area, which extends to the Missouri side of the city, to franchisees and local residents Jay Miller, Jeff Miller and Pat Reilly.


If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.


TED: Matthew Carter: My life in typefaces - Matthew Carter (2014)

Pick up a book, magazine or screen, and more than likely you'll come across some typography designed by Matthew Carter. In this charming talk, the man behind typefaces such as Verdana, Georgia and Bell Centennial (designed just for phone books -- remember them?), takes us on a spin through a career focused on the very last pixel of each letter of a font.

TED: Jeremy Kasdin: The flower-shaped starshade that might help us detect Earth-like planets - Jeremy Kasdin (2014)

Astronomers believe that every star in the galaxy has a planet, one fifth of which might harbor life. Only we haven't seen any of them -- yet. Jeremy Kasdin and his team are looking to change that with the design and engineering of an extraordinary piece of equipment: a flower petal-shaped "starshade" that allows a telescope to photograph planets from 50,000 kilometers away. It is, he says, the "coolest possible science."

TED: Norman Spack: How I help transgender teens become who they want to be - Norman Spack (2013)

Puberty is an awkward time for just about everybody, but for transgender teens it can be a nightmare, as they grow overnight into bodies they aren't comfortable with. In a heartfelt talk, endocrinologist Norman Spack tells a personal story of how he became one of the few doctors in the US to treat minors with hormone replacement therapy. By staving off the effects of puberty, Spack gives trans teens the time they need. (Filmed at TEDxBeaconStreet.)

TED: Jennifer Senior: For parents, happiness is a very high bar - Jennifer Senior (2014)

The parenting section of the bookstore is overwhelming—it's "a giant, candy-colored monument to our collective panic," as writer Jennifer Senior puts it. Why is parenthood filled with so much anxiety? Because the goal of modern, middle-class parents—to raise happy children—is so elusive. In this honest talk, she offers some kinder and more achievable aims.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service