Page 12 - BRS - 010_04

and a unique offer code. We also include a 7-day expiration When we did the targeting we selected people who did NOT
date to get them in the door fast! That’s important! like our business page and we also said don’t target anyone
who we have e-mails for already. So these were all new
When they come in to redeem that offer, the staff or customers that we targeted.
manager enters that code into their phone or tablet. Then
24 hours later, a very personal e-mail from the owner is sent I always use these stats, but Jon Taffer wrote in his book,
asking them about their visit, what they can do better next Raise The Bar, that it cost on average $60-$70 to get a new
time, and thanking them for their business. customer in the door using traditional media. And he’s 100%
spot on with those figures. So I’ll take $7.73 all day.
This personal touch really makes the brand and owner
stand out from the rest of the market because very few FOLLOW UP IS THE SECRET TO SUCCESS
owners put personalized systems like this into place. This
type of system is game changing and the best part is, it’s all What’s important to remember though is that we all live
automated and it builds trust with your customers. VERY busy lives. We forget about things. We’re human!
Which means, a good percentage of people won’t make it
WHAT KIND OF RETURN CAN I GET in with the offer. That’s normal as you know. However, we
FROM LEAD ADS? now have their contact information! So we can target them
again with other offers and promotions for many months
Here’s some stats from a on end, which will increase the
$150 ad campaign we did chances of them walking in at
for the first time. These “So if you do the math, so far another time.
were based on the ads you it’s cost us $7.73 to get them
saw above. That’s the difference the really
in the door for a 1/2 price successful owners have over

You’ll see that this only meal. Not to mention, we others. They have systems in
shows $139.20 spent so targeted NEW customers.” place for attracting and retaining
far and that it cost us on customers to maximize the ROI on
average $2.17 per lead their marketing dollars.
which is really good. Think
of the last time you spent $500 on advertising. How many
customers came in and what did they spend?
WRITTEN BY: NICK FOSBERG
Out of the 64 contacts who’ve signed up, we’ve seen 18 come www.BarRestaurantSuccess.com
in with their offer so far. There’s still more time on the expiration,
so we are expecting a few more to trickle in. So if you do the President Bar & Restaurant 
math, so far it’s cost us $7.73 to get them in the door for a 1/2 Success
price meal. Not to mention, we targeted NEW customers.

PAGE
12 NEXT PAGE >>