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Article Title:
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Do Your Restaurant Marketing Before You Need It.
Article Description:
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You know I have been involved in many businesses and I continue
to advise many more, from large corporates to small business. We
own Macdonald's Gourmet Burgers and a winery. Very diversified
interests! However it never ceases to amaze me that I see so many
businesses leave their marketing efforts until they urgently need
them...or often until well after they that all important
marketing boost. And at that stage it is often too late!!
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575 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-12-21 10:00:00
Written By: Ian Macdonald
Copyright: 2006
Contact Email: mailto:ian.macdonald@
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Do Your Restaurant Marketing Before You Need It.
Copyright (c) 2006 Ian Macdonald
Macdonald's Gourmet Burgers
http://www.Macdonal
You know I have been involved in many businesses and I continue
to advise many more, from large corporates to small business. We
own Macdonald's Gourmet Burgers and a winery. Very diversified
interests! However it never ceases to amaze me that I see so many
businesses leave their marketing efforts until they urgently need
them...or often until well after they that all important
marketing boost. And at that stage it is often too late!!
In the restaurant business, owners should know when their quiet
times are and also pay attention to what is happening in the
economy. The restaurant industry is one of the first to be
affected in both economic downturns and also economic upturns.
Studies that I am aware of have shown that in many instances
marketing results do not pay off for some three to six months
after they are set in motion. By making marketing a daily part of
your restaurant business, (or any business), you help keep your
profits higher and your customer base growing.
Many restaurant owners discount the natural attrition factor that
occur in daily life, such as customers moving away, having to
change their diets for medical reasons, going on holidays,
getting sick and all sorts of criteria that affects their trade.
Another mistake is to rely on just one method of marketing. To
put your marketing efforts into one medium or into one type of
marketing is very short sighted and fraught with danger.
We use a marketing consultant in our businesses that specialises
in low cost marketing. And we have lots of fun doing it too. I
recently read an article that he wrote where he talks about a
lazy attitude to marketing that I often see restaurant owners
making. He states that many just use the standard traditional
form of marketing, such as advertising in a newspaper and nothing
else because it's easy and no effort.
His name is Darrell Berg-Smith and he states:
"The main reason traditional marketing doesn't work is the small
business owner doesn't really know much about marketing, and
relies on the salesman of the marketing media to tell them what
they need. The problem is they use the "trust me" method which
is: "Give me your money, I'll run your ad and trust me; the
leads will come rolling in". Heard that before???? They strong
arm you to spend your whole budget with them and then....you
guessed it, it doesn't work.
That's like asking a car salesman which type of car you should
buy!!!
Another reason is Laziness. Business owners that do not
understand marketing, very often just want the easy way out. They
just think..... And we can all be guilty of this at times... that
"well I'll just run an ad for a while, and that should bring in
some sales". If only it was this easy.
Advertising copy is a highly specialised field that very few
advertising sales people know anything about. They are selling
ads....they don't write them, and they rarely understand what
makes them work. Yet they are usually the ones that are asked for
advice. It's just crazy."
Here is the link to Darrel's article titled: "Great
Advertising.
Too!" at www.darrellberg-
There are lots of great low cost marketing ideas too.
So why don't you look at what you are doing now, that you would
like to see the results of in the near future.
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Ian Macdonald as founder and owner of Macdonald's Gourmet
Burgers combines his passion and knowledge of food, wine
and nutrition with savvy business tactics. He is also
the MD of a corporate consulting firm that advises on
strategic negotiation, dispute resolution and workplace
change. Clients are mainly from top 100 corporations.
For lots of free resources from their extensive
website go to: http://www.Macdonal
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