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welcome dot are empty and share the bushmen your host in this is the rest
from marketing show and i have mr jimmy nichols here restaurant marketing ideas
ji ko i_t_c_
marketer of the year and i think they'll no here's here's
that is the glazer kennedy inertial call
and all that really means is jimmy really knows what the hell is talking
about sir
i'm really proud that money
jimmy read very first interview for the whole show we're just kick in this thing
off and i really appreciate you coming on
no problem and i'm i'm glad to be here and now
you know i know you're interested
rest from marketing interest is in trouble world
niche that needs a lot of uh... of your service so i'm glad to be here to help
anyway i can't
make your preaching
yeah they do need a lot of la helper at
you know when we look at
businesses
it seems like restaurants
part they have like everything else going from
and then they just don't know what to do marketing there just to stand up their
hands up on
what am i gonna do man market humming gets more people in here and how many
can come back more often it just seemed they seem to be at a loss to know
revamping the menu you know no brainer they do that day in and day out but when
it comes to
getting a few more customers in the door the seemed
really lost in there
so hammered was sold
many different kinds of
phone calls everybody in the dog call them up and
trying to get into bias your services are trying to get into by a mobile apple
or something like that and we're really trying to
you know help 'em get the real deal doing salim so they can really survive a
but this year i see so many emba come another part of a
really grow statistic
all right
let me ask you what with your favorite restaurant many return air ticket so
moving freely on the spot you have to pay right now
acquired my fear extras i will try restaurant called tony he's anyone in
connecticut
and i'm
there's a few things you reason why i'm not going there
uh... first people run
typically comes over decision feel like a million dollars
you know and and uh...
that personal services always smiling too
uh... scene
in any business and remind uh... a restaurant but it so it's just nice one
your clients there by three when your friends
and usages trisha
but you're the man nuts and uh...
talented through his plan will you what
uh... so that's always good end and not
your prices are not cheap but they're not
extremely expensive
alonso mortgages for citizens feel home air date bringing entertainment
on saturdays name
uh... archive as you know all kinds of the for music and salon form
dislike for middleware
is there it is there anything like does marketing lines
that like really stands out i mean either stand is personal
the personal prostrate amina that i call that unique marketing item he's making
a big chunk of his marketing about him and
uh... you you getting to know him
actually sell
ironically he doesn't market at all
and he is business stoppers for math
you know what i favor business
their ca it could certainly be improved tremendously
uh... with
with simpson strategies
that could easily be implemented
but these issues is not to do so so that you have it like a particular we'd like
to other kids you like it all the personal attention to the slower
helped me you know saturday nights he brings his front-runner cheering every
time
every saturday
uh... and he also brazen enough for states relatives so we checked out
thursday so you know bite bite having that consistency
you know you're going what you're going to get type thing
uh... and it's an amazing experience outside edges of food
you know that none itself i guess you would consider a certainly up for market
even though he's not really doing
a lot of outbound uh... marketing nor
you know i i'm always a big fear restaurants of memberships
of you know beat being part of our our platinum
uh... close where you know when you get
x_ amount of um...
discount sir
you know uh... special nights that only you can come to
those types of uh... it those types of things that you speak
so that it
if i were a restaurant it definitely implement
uh... that
one make sure that's one of our are many strategies that we do but
uh... what your thoughts on the
yellow membership
you're getting some continuity into around a huge fan of loyalty i called
loyalty programs in general but
uh... you know the become a bunch of different flavors they've got everything
from that
let me punch my card ten times refine the sandwich here too
uh... during the v_i_p_ club and you get really special deals at certain times of
the year restaurant marketing ideas
uh... you know we we actually throw parties that are really just for our
private members kinds of things so it became a lot darker flavors
let me ask you mentioned it
if you were never open a restaurant
what would you do
communicate
i'm sure the very first thing you do you probably wouldn't get the menu downing
you'd be like
on the on the marketing and phyllis place up and then we'll figure out what
the
exactly
exactly
so obviously
taking care of eight customers that come through the door
in capturing their information
is number one
you know having systems in place to get the email address is to get
phone numbers with text messaging
uh... if they if they want to go
and give you their phone number
uh... a lot of restaurants youngbleaux
i don't like a texas is full
that's fine you don't like it but you can use this as a tool on your business
back in the proactively getting people in
uh... when you're doing special promotions or bring in special
entertainment
and it's a service to your
your customers you and i know the value of
have analyst rate that all of my customers on a list so that i can kick
it
but i don't think that a lot of restaurant owners understand the real
value of that i mean
if you came to them on the surface and said would be great if you knew who all
of your customers are they doing trooper course
but don't think the really understand the value of
collecting this list it
talk about that just nibbled
you may have heard in one-way one formal wherever
you know the value of any businesses in the list the gold is in the west
once you've built all list of
loyal customers and uh... loyal fans
detained become
you salesforce
you know they can be out there
talking about you your case restaurants
that you're working with it to be talking about how green experiences in
you'd be reviewed the incident
you know it's not late
many restaurants would have a salesforce otherwise you know out there you're
selling for them
but they certainly could
if they have all these thousands and thousands of reading cns
on that are out there so
by having
strategies in place
and even the ability to intake
the email addresses text messages
uh... those sorts of things
it you need to be there so now go back to you if i had
or restaurant and the one of the first things and make sure that
would have
also
i have a review system
in place to get reviews
in also
you know be able to triage those review so that
you know that positive ones you're asking those who go once a
google yells
netanyahu being citysearch
those types of websites
uh... because what we're finding
interviewed in the restaurant so we work with and also with no any business and
we're working with
that done more reviews you have
on
google
on yall on these websites
the higher gear former also drinking
is
if they're positive
you know could also
be negative
so in order to get those pas reviews you can make sure bernard at product and
service
under experienced atmosphere that's in the simpson arm noblest
reviews
also first the programs
uh... asking people wouldn't get wouldn't get there information
and see what should work they were certainly reverser
because you could have a ongoing marketing system campaigns go into your
existing clients
which in turn a happy birthday
you know a few weeks in advance and
we welcome you to celebrate your birthday with us if you come in on your
birthday will be the actual isay type thing
uh... work
during your birthday month
type deal you could have these systems in place and also from an external cm
for another centers out there
that will
market to people on their birthday
uh... or near their birthday from a cold
listen you get some sort of promotions event to get down in the door and
you could use similar things are feasible
you know in terms of trying people on their birthdays
wanted to get exposure needed to be a discussion with what you get the latest
customers they have a great experience
they're going to come back
when executed
one of the things that i
state you know that
if yes the tip of a restaurant owner
uh... right for you to do all this stuff is by now they're glazed-over right all
that stuff i can't
how can i do all of those things
might take a is what hike is i sign up for everything and i i go to a
restaurant they have any kind of marketing program
i signed up so i want to see what they're doing and
remarkably
even the ones that are like collecting information contact information
they suck at it third they're not good at it so
my response to that is look just do some of the stuff on you're way ahead of
anybody else right start picking the things that you can do that
i agree with you the most important thing i can do this
connect with that customer would be any email or some way that i can have a an
ongoing
conversation with them over a long period of time
this poster hoping they come back so i can say hi to when they walked in the
door
martin
then even the ones that i see that
so they do collect it
use or to have this uh... broadcasting mentality
here's the special of the day and that's what they tend to
by in their emails are their communications they'd say it's like spam
here's our right
that the special but one special today is blah blah blah
uh... restaurant marketing ideas
give us a little nichols tour of what you think that communication style
should be
between the restaurant and uh...
the customs
uh... more conversational and more personal
lanting
in
maybe some things outside of the restaurant here in terms of personnel in
a big fan of getting personality into your body
uh... so
you know that
customers a restaurant would love to feel that connection with the owner of
rostropovich at work
you know thirteen members of spiro spotlighting different people a lot of
times
in a restaurant one staff will be
do has a second job sites and so highlighting
to greet people that are at a restaurant you know they're not
they're they're doing more than just serving tables
getting more personality into the marketing
uh... and then maybe having some sort of offer
on some of the the messages in this very common internet marketing world to do
you know floor
two seven
pieces of
harbor sent down reporters any offer at all
build that relationship though that value what the media it's
about you know a recipe as there's a restaurant locally here that
bill duma bob you know like cooking classes will actually come in the they
set up
uh... in their restaurant an area that is set up for demonstrations and cooking
in skin out becomes a whole experience
that you know our couple can do to get their or spears recently somebody that
sort of stuff
are holding orbits
restaurants
in terms of networking but that's about it becomes more of just
uh... our relationship
while to get your because mortgages selling
food in selling of products
you could be offering different value added services so that you become top
mine awareness for
you know i was in since i was just being a restaurant
yeah did agreed i i think that it has to be that
uh... much more personal connection going on
on the email he was even more so that it does in person
it's that
one-way at a time problem right time singing something the u_n_ and you'd sit
there and think about what it is i say even if it's the least bit spamming you
may never read another one
so it idea might be guided review that has to be
some real value at so
so you're thinking like
profile my waiters profile my share for maybe
shoot a little video of the chef cook and something in send it to to people on
you know
a big fan of the uh... because you do it once
and out to be leveraged over in over people working over again our top of it
executioner little video clips
of uh... you know sample
many maybe
two-three minutes let's
of different dishes or what not
now you can tag
knows videos on youtube which
uh... you may or may not know that google lends you to self you know more
videos that you have out there and that's where i'm used to will also help
you with your overall global rankings
is well
and again you do it once again i want to be seen over and over and over and over
again by by people
what do you think about my camp
the quality that those videos have to be uh...
activist particular time
uh... i would say
having
good quality content you're getting some personality into
into the video if you can
we've seen great video center sharma mindful
you know simple as that the flip video cameras you know if you want to get
there also to depend on your under restaurant on the externship trying to
provide you know if you bring in blossom
professional video services
uh... we've seen
let's just have effected videos just a regular for pineal camera compared to
hero for overall production
uh... i would say if you can
if you can afford and budget before the professional production and it certainly
would
and
it would be very helpful to do some
but if you can't you know began immediately dot and you can start with
tissues in your your cell phone
and easily upload those videos free to uh... you june
may be able to share them
again with your network if you have any e-mail is that they had a taste of the
mph
uh... that's receptive now gives you a reason to follow up with your customers
without having to sell limited
so something is better than nothing
uh... but if you can afford the pros always go with the brochure
attitude that always it's always
yet unity going what kind of make it please let u
right if you're a casual place the video should be kinda casual if you are casual
place and you do stuffy
videos people might get the wrong idea about the kind of pleasure and then your
tracking the wrong customer they get their they're disappointed
it doesn't quite look like the video vice versa sorts of things up
yeah i agree that to me that's probably the best bet is to get something going
be yourself uh... right people petrified of video that way
you know operate camera on somebody in the just freeze like tearing the
headline eggs effect yeah i talked to be but these interviews summer-like to
adjust to audio
here in the marketing business but do you think it is alright
but the scares people
status yang and i would tell you when i first heard him very are a few years ago
compared to the isn't it a simply we get there
uh... in terms of product
and how i am i camera so
always safe practice
and
eat you know here before you can't be that starr after a year older than you
guys are somewhere
so it's a good idea to start
uh... sooner than later
and you can remember and you know this online stuff you can always change it
it's not like we're running out for that in yellow pages and that's
yet we're stuck with for the whole year
or really forever if that
book seize on that person's uh... debts for
that they were ever that's a great points so if i go
was take my flip phone and go into the
kitchen and shoot
ten videos and in
three months from now i decide that's top quality i want to own up level my
game i just
go onto youtube and believe them
they're gone with you know that they're no longer there misrepresenting me
but put that bad and yellow pages of stock there all year long
the exactly exactly so
you know in terms of being comprar camera to afew couple quick tips i i was
here my clients is that
sink all of the favorite person in your life
that you would love to talk to them
and just talk to that person
and you will
connect with your viewers
in a different way than if you were trying to talk to a thousand people
you know just a kid i prefer to persuade the
assignment daughter one person
uh... best friend best favor a client
could be any of those people and you know just just focus in on that made the
other day thing is
a lot of times if if
unjust
soar up over and over and over again
i will leave the room
go for a walk for a minute
completely closed eyes you breath
and for me it's music
it's a certain type of music dot song in particular
that gets me in the zone
and it's it's it's funny uh... it's an ems
song uh...
whose usual which is
e it's it's a rap song we recently got one opportunity one chance in person
whatever reside here that's all it just puts me in his own
all play that's yellow grass arctic popped up
going there never be himself
uh... there's a difference
techniques you can do
to just be comparable on-camera try to get the in his own an act of people are
times
you know if you take that opportunity and and the smile if you tend to do
those types of things
i see that you're not doing that in the video
i'll stop here
in aspen culture
insead gives you more yourself more relaxed
uh... because that when you can be more natural just comes across a much better
you connect with some of the people well
no one of things they see when people do shoot a video is that
kind of looks like
it's like they're shooting a commercial
right
you know that the commercial is sort of the broadcast medium thing it's sort of
you're trying to get that
ultimate message across two thirty seconds or less in
men you take them translated to the internet medium where you didn't
actually go higher than it is feeding crafted that message in it
finally homeaway
she teases the other day i'm watching royal call out the name of
restaurant new york city that
must to spend a fortune on this at but the message is just completely lost in
this probably sixty seventy second long
promotional like video that they
up obviously hired a
production tonya may have missed at dollies and cranes in the whole nine
yards out there too
to shoot this
video
i sat and watched that that while that looks beautiful but i can remember who
you are where you are what you're doing
so and they and they just had one
it did
the video
in terms of like the frequency and content in their chemistry lab
what would you recommend there
now i would say is often as you can
uh... at the extreme to the everyday
uh...
weekly monthly and minimum
and what you can do is this let's say you know you want to spend the day you
do restaurant marketing ideas
ten billions
well you don't have to really salt and the same day
it's right out over the next ten months
uh... if you wanted to
uh... but you know that speaks good i would say to do is often as you can
went to a woman trunks
so you're not taking you know every single day time area didn't you
ulterior video there you can certainly
dumas once in a group determined
nasa minimum over time
and i think that something you're not
you know as a restaurant owner you want to be a part of
*** certainly team up with some sort of america to carry out for dinner
internal
how do you get back video out on social media in terms of peaceful weather and
all that sort of stuff
you know depending on on the budget
what you said earlier wherever you can hire the pros are the pros
and and
dribble it out there so that there's like that
kinda ongoing conversation going with your
your customer base of does not like
here's the video well hope that really rocks it for us and i think that quite a
bit just kind of surprising that
there's that
mentality but i think it comes from the we do yellow pages ad and we do uh...
radio spot and the food co
huge budget we did that television commercial right
uh... salute you
one-shot wonders of all those things is expected to know
producer restaurant marketing ideas
i think this going online medium which social media and all those kinds of
things
big za
much smaller format much more personal format much more
conversational format
that's the
here's our
broadcast message to you soon
yeh frequency i think is a probably that
the biggest key that you have no but then that begs the question where i get
all this content
what am i going to talk about if i but was really ambitious about this is a
restaurant owner i wanted to have
like the video of the day
so i spent all month or something
doing
all these video they detect things from
to take care of the holy
where megan you get that
laundry list of topics to cover its
that since long difficult
it depends on the
if you go with them i said this can be difficult so difficult to you can really
debate outside the box in order to really do it one
you could ask uh... clients customers
for video testimonials that could be
videos each teacher summary up
and maybe get tougher deserve a shot at the they do a video testimony on the
kind of fun video camera right there
on its own when you know who though sakin trainer district for real
testimonial on you could do on this in
cooking up dishes of not sure what you're doing
in the kitchen etc works for
uh... could be a video
you could do
you know immediately healthy dishes heidi healthy
you know unique at home verses coming to the rest of the city of service to
people
well now maybe you could help the you have felt that this is your restaurant
if you don't even the good the good dishes that you make it
there's so many different opportunity do
speaking to start thinking outside the box and maybe it's a promotion
uh... on the specific motion
i would just
basically make a list
and
and also the adding client testimonials dispute realtors mullins is huge yeah i
think testimonials as probably the most
the biggest *** for the buck but if that's all you're doing that kind of
would get old
skipping exactly ten is that you need to spice it up with the mix of uh... of
different topics
do if you videos on your employees to dvd is on the issue of putting something
fw fw fw fw videos of you off
uh... doing something in the community you are at an event that your *** and
then do a few more testimonial videos and
maybe it's also to like uh...
different drink signatures recently happened
and uh... beers on tap in the offer does nothing like making people's mouth water
wish they were with you
create that in the work
one of my dancing here i should be down there were there and you know
having certain and one so
with that
yes it is
it's kind of interesting just
trying to relate that
feeling to people who were you and i we live in this marketing world where we
tender thinking these terms with
real world is worrying about what the cooks messing up and what the
dishwashers not doing the right
uh... destroying the carried it on top of all stuff
is the bit difficult
so
i but i know that you've written some books you've got uh... small business
marketing uh... the ultimate guide
in which by the way it's amazon
bestseller awesome graduations younger high i would
by the way i love the book that i would highly recommend everybody don't get
that
uh... it's a great place to start
understand what you really want to be doing with your marketing
it that's a huge service by the because so many people
all about the craft of their business the art of their business and
the marketing
i see this even with marketers perfect people react talk about marketing
dr king great job of marketing and business disrupting attention to the
room
work there so focused on the crash so
by always recommend people look understand strategy
go get some books on marketing and ca
treadmill this time but you've got some stuff on your website that status and
bike freebie uh... take things too
of joe practiced a little bit about that
sheriff so uh... the book you can get jerry's marketing book dot com
and you know were of the mindset
servant build the relationship as much as the ten
source restaurant marketing ideas
uh... before we ask for any sort of money or anything like that because it
see if there's a cassette pendant
our clients are prospect and agree with our philosophies inside of me but that's
okay
will use it you know
attractive clients benoit i work with
and you know you could do the same thing
all restaurant
in terms of maybe some sort of free give-away
uh...
do you know to get people in the door to start that relationship
i remember the local pizza place here
their signature was you would come in
me waiting for your piece of me or wheat free urging her to come
he would give you the lol
slice of pizza
for free while you wait
frogmen people search talking about then create a conversation use
and it's the same type things that will be united
and and and out you know sent via
and i record pizza was on a regular beads in order to record pizza zet
well repeats i've had a few listeners that have the uh...
the handed down through the family secret recipe
and they're like yet it's something when i might kiss give it away
nate look at me like for you and saying we can we can't give it away like
give the recipe awake till tell your customers who love that
tco try to make it at home right as you know
you've made this a
thousand times they're not going to be able to do it
the way you do it right no matter what americana now have a hot enough grill or
a hot enough stover of something
torii
pull off your secret
stars
so alternately they're probably
be sitting home eating it one nine go
now we have to go back and you don't get the real deal
right could take some convincing to to convince them to do that once they
realize they they're sitting on this valuable asset that a lot of their
patrons would kinda like to have
but that other has the differently i'm right but
join our v_i_p_ club in will give you
secret sauce recipe
their list explodes like instantaneously everybody that has ever been coming in a
free period time sees that goes yeah i want that silly drawing like immediately
cost you nothing them seriously
if i mean you got most of our just afraid that some competitors gonna get
their secret barbecue sauce or something and
interview with a man i think that's kind of one of those misnomer
problems with that but they're sitting on premiums that they can use to
to increase their market
you also have something you have the the
we called the ultimate marketing success kit
right describe that a little bit
so race is basically we have a series of videos that go well online
uh... to our prospects over
a couple month period
and also that we send in the mail a package
of uh...
acting out dvd audio cd
separate set instructions and
how to help identify your if your client
have to uh... develop the corporate way cycle of a customer weakness in the
dining through that separates at and then
you know any points it also comes with a thirty min a strategy session
where one of our hallmark incestuous will go over
you know your own player that involves working with us help you with some of
the sudden them instantly
we're happy to do so elaborate if it doesn't that's that's hard to re
our mission is simple to help organizations forum succeed
uh... we feel that we're giving you a list of modern success that were given
rebellion
not to our prospects
and act at the end of the day
and i think needs to us work together great not
you know we have once again but a few dollars movement time
and that's kind of a great model of mean even for a restroom right find some way
to offer
more value than anybody would expect
to via lit connect with them
you know maybe it like you say even if it's not a good fit today maybe it's a
good restaurant marketing ideas
fifty two
riding absolutely you're bound to come up with new products or in the case of a
restaurant owner man maybe someday you open another restaurant down the street
you know you're
your italian restaurant today but uh... next
gear you open the chinese restaurant down the block
urine you want to be able to invite your customers did maybe you just don't like
italian but decided they're not attain fans
you want to keep them on that list and you want to give them enough reason to
join the list that
even something to three years down the road might come of that relationship
just don't where it out in the meantime and
try to keep them informed and educated may be entertained a little bit so that
they don't
go away so that the today do you have something real
well you belong to them they can pick you up on it
axel
absolutely
well hey i really appreciate your joining me this was just uh...
incredible stuff
uh... i'll let you go but uh... i releasing appreciate really do
appreciate it
uh... and restaurant marketing ideas
to our after here is if you would like a little bit uh... more info go to jimmy
marketing dot com in that'll get you started in jimmy hero definitely c we
can do to help you out thanks again sir appreciate it very much they hear back
from today