Page 20 - BRS - 007
P. 20

Step One:

                     What’s your goal?




         Are you trying to pick up a specific night of the week? Are you
         trying to attract new customers? Are you trying to get existing
         customers coming back in more often? Are you trying to increase
         numbers by “x”? Do you have live entertainment coming in and
         you’re trying to pack the house?


         Figure out what you’re after first. Think with the end in mind. Then
         move on to step two.


            Step Two: Map Out How

                 You’ll Reach The End





         So you want to double your Wednesday nights? Ok, so how are
         you going to do that? First think of who you are going to target       doing what THEY want and NOT what the market wants. That’s a
         that is most likely to come in on Wednesday nights. And are these      recipe for failure. Some owners know they should ask but they let
         Wednesday nights from 5-9 or is it 10-2 (bar example here)?            their damn ego get in the way. “What do they know about the bar /
                                                                                restaurant business. I’m the owner. I know it all! They can’t help me!”
         Depending on your answer, you’re dealing with two totally
         different demographics of people to go after. So first get clear on    I’m sure one of your competitors is like this huh? haha. There’s one
         the WHO.                                                               in every city!


         The offer: After you know exactly WHO you are trying to attract,          Step 3: How Do You Get
         put yourself in their shoes and think of what will attract them to
         come into your doors on Wednesday night. Not sure? Don’t worry,                       The Word Out,
         that’s actually a good thing.                                                  In A Profitable Way?


                          Here’s Why…


                                                                                Now that you have a goal in place, the crowd you’re after, and the
         Ultimately what is going to get you to your goal faster then           offer or promotion that is going to drive your crowd in the door,
         anything, is giving your customers what they want, right? So ASK       you now have to get that word out.
         them! Anytime I have a promotion that is losing it’s flair after a
         period of time, it’s time to go back to the drawing board!             Easiest way is to of course hit your customer list with texts,
                                                                                e-mails, and targeted Facebook ads.
         I send out an e-mail to my list
         and give them 2-3 ideas I have                                                                             But lets say you want NEW
         in mind and let THEM decide!                I believe we can accelerate                                    customers to come in for
         Or I’ll ask for their opinions if                                                                          this promotion. This is
         they have something else in                 our acumen, performance                                        where you go back to step
         mind. Why? Because they are                                                                                two with WHO you’re trying
         the ones who are going to help              and success by leveraging                                      to attract and figure out
         me reach my goal! They are the              our associations and                                           where are the best places
         ones telling you whether they                                                                              to put your offer, your
         will cover for this promotion or            spending time with people                                      message, so they see what
         not.                                        better than us.                                                you have to offer.


         You’ll get so much value from                                      Robin S. Sharma                         If it’s an older demographics,
         just asking your customers for their                                                                 would it be newspapers? Mailers?
         input. Where some owners go wrong is





                                                                            PAGE
                                                                            20                                                NEXT PAGE >>
   15   16   17   18   19   20   21   22