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When marketing a restaurant, cafe or coffee shop newsletters and word of mouth are really
important.
Newsletters have been mentioned previously but are so important it is worth spending
more time on them. Newsletters should live up to their name .... They
should provide news. I don't mean just news of your latest special offer; I mean something
that will add even more interest for your customers, and bring them back again and again.
For example you could include an article about how you source some of your food. A piece
about sourcing truffles or a particular wine in France then becomes a travel and food feature
and will provide long term interest. Another piece on why you obtain your veg locally,
or why you choose farmhouse Cheddar rather than a mass produced product, will say a lot
about your ethos. It is quite permissible to mention special
offers and events (after all selling is how you make your living,) but you don't want
the newsletter to be perceived as a hard selling tool. The more enjoyable it is the better.....
people will follow up on your offers more readily if you link your piece on cheese to
a cheese themed event, or new cheese dish, rather than give the hard sell.
In previous videos we've said that however great your food you could still fail.
But let's remember that your aim should be to provide great food and service. If you
do this then your reputation will spread by Word of Mouth.
Word of Mouth is the greatest form of marketing known to man. Not only is it free, but people
hearing it from their friends believe it , simply because they are friends and trusted. And
of course their enthusiasm will be infectious and others will want to try your place as
well. So, don't forget newsletters and word of mouth.