Market Your Restaurant With A Rifle and NOT A Shotgun.

Every week, restaurants come to us to discuss having us take over their marketing initiatives. When they do so, this is a two way interview. Obviously the restaurant wants to see what we are all about, and if we are suitable for their needs. We however also want to interview the restaurant, learn about them, what they have been doing with their marketing, where they want to go with it, and then determine if they are a good fit for us.

When going over a restaurant’s marketing history, one of the things that consistently comes up is the fact that many of these restaurants started out with a pretty decent marketing plan, but as time went on, this plan started getting diluted and less and less effective. Sometimes it’s because the cavalcade of vendors that come into the restaurant to sell them the “newest, best thing”. Sometimes though it’s simply that the restaurant finds it tough to stay the course and follow the disciplined plan they set out in the beginning, opting instead to do a little bit of everything, when time permits, and to try and be a little bit of everything to everyone.

Is what you are doing today, to market your restaurant, building on what you did yesterday or are you starting from scratch…again? So often we find that restaurant owners and management are jumping from one thing to another, to another, to another but never getting any significant results, never getting ahead.

Why? Because they are spreading themselves too thin.

To have a quantum leap at almost anything in life and really have a significant impact, it is not going to be the result of trying to do everything. It is going to be the compounded result of doing only the most important activities for your restaurant and it’s marketing plan, over and over again. You need to do fewer activities more frequently. You should be shooting at your targeted activities with a rifle and not a shotgun. If you do those few, most important activities, consistently, over and over again, at some point your restaurant will reach the tipping point. It will explode into a quantum leap.

Getting the desired results you want, and reaching your goals for your restaurant is not complicated, but it is difficult. It involves doing the important activities, not the urgent ones. The difficult part is being disciplined enough to do those important, not the urgent activities consistently, and doing them over and over again until you have that Quantum Leap breakthrough.

Why is it so hard? Because you have to do it over and over and over again for long periods of time with what appears to be little or no results. But if you have the discipline to stick with it, all of a sudden out of nowhere, one day you will have a radical breakthrough. The hard part is not to quit when you feel like you are running into a brick wall with no results. Because when the wall comes down, it won’t come down one brick at a time. The accumulation effect of hitting it over and over again will bring it tumbling down all at once. It will happen when you are exhausted and beyond wanting to quit. You will hit it again and BANG!!!!

That is one of the things that make the restaurant business so difficult. Your job is demanding, requires an inordinate number of hats to be worn, and can max out your time like you wouldn’t believe. Think of it this way:

Your restaurant is known for it’s great service and fantastic menu, not because of a single meal, but because of the cumulative effect of many diners eating there, over a period of time and having a great experience.

Even though you are tired and busy, you always take time to ensure that these things stay consistent. Treat your marketing with the same dedication, discipline to stay on course, and cumulative strategy and you will be amazed at what you will accomplish.

Have you lost your way and want to get back to a targeted assault on your marketing goals? Have you decided that you need to outsource these activities, to maximize your results? Would you like to keep doing it on your own, but would just like some free advice? Contact us anytime. We would be more than happy to help you with any Marketing and Social Media questions and needs you may have.

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Tags: consistency, consultation, for, marketing, restaurant, restaurants, targeted

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Comment by Chris Leo on April 25, 2012 at 8:04am

Thanks Vickie! Relentless consistency is the most difficult element of any long term initiative.  As they say though, "to the victors go the spoils".  Thanks for reading my article.

Comment by Vickie Frisbie on April 25, 2012 at 7:50am

I've always liked the statement...fire, fire, aim...because that's what we often do in this business with our marketing strategy, development plans, recruiting efforts, et al. You are 100% correct when you say do it and do it consistently, over and over again even when it seems that your results are not leaping out at you. You are building momentum, a culture of consistency, a method and a message. Stick to it and watch it stick! It's beyond time for us to ready, aim, fire! Great post! Thank you...

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