The Why Factor

We’ve all seen it when someone “gets it” for the first time, when their face turns from a blank stare to a “Oh, I get it now.”  Well, that’s a why moment.  You finally know why something is the way it is.   In sales you have to bring out the why right along the features and benefits; kind of like what came first, the chicken or the egg which honestly is a really good question.

In order to reach your why with social media we first need to identify your why not. The statistics are huge to support why however rather than me trying to talk you into it, let’s look at why not. Why aren’t you using these tools to increase your revenue, lower your food costs, connect with your customers, and to take control of your marketing?  What is holding you back.

Steven Groves, of TSMB Media reminded me recently that we can always make more money however I can not make more time.  Words of wisdom.  Social media does take time to learn, to implement, and to maintain however once these tools are learned you and your company will be empowered to really uses these resources to your highest potential.  Working with a social media specialist will help you reach those goals.

Understanding traditional forms of marketing for your business is something I’m sure you are familiar with; with this in mind I recommend approaching social media under the same pretense as there are a lot of similarities.

Traditional

  • Marketing Plan– what are your goals, options, time, and tools available
  • What- Products, promotions, new menu, new menu items, and anything else you what to tell the world about your business.
  • Marketing Schedule- when do you need to have your information finished by; deadline for printing.
  • Cost– what is the cost per customer gained; your ROI

Social Media

  • Marketing Plan– what are your goals, options, time, and tools available
  • What- Products, promotions, new menu, new menu items, and anything else you what to tell the world about your business.
  • Marketing Schedule- when do you need to have your information finished by.
  • KPI- Key performance indicators
  • ROI- Return on influence
  • Cost- what is the cost per customer gained; your ROI
  • Real Time Marketing- No waiting, immediate delivery of message
  • Once of the reasons for the why on lowering your food cost is you can market specials in real-time.  For instance, if you have too much inventory or you have an opportunity to purchase a product at a great price and can send out a really great offer.   I am not encouraging discounting of your food however if you are able to buy- in an item to run as a special you of course have more flexiblity on your pricing.

    Madonna Kash

    Restaurant Marketing Partners/ Foodservice Geeks
    www.FoodserviceGeeks.com
    madonna@foodservicegeeks.com
    @restaurantmkt
    voice    602.492.8419
    mobile 602.692.1135

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