Dining out with the Marketing Manager

The key to the success of any good restaurant is its ability to continue to attract customers. Their customers will either be new people – or those who have enjoyed the restaurant in the past. Attracting additional and increased turnover from your existing customers will be much easier than trying to attract new customers.

It is just so important to build up a database of customers and prospects which you can use to attract new business. Indeed the database is the single most crucial marketing tool you possess - but an astonishing number of restaurants and pubs fail to record their customer's details!

If you can accumulate a database of around 1000 prospects and customers you will (not should, mind!) have sufficient prospects to enable you to rely on database marketing initiatives to fill your establishment – particularly for special occasions, events and themed evenings.

Segment the database into corporate and and personal data and you can personalise the marketing messages accordingly.

Securing more data is a challenge but one that should form the basis for the bulk of your short term marketing efforts There are a number of sources of data – some more easy to generate than others - but all requiring some effort! how about:

• collating all your existing customer records, business cards etc and then segmenting into corporate and personal and into customers and prospects

• visitors to your restaurant should always be asked for their contact details – either by asking them to complete a contact card, asking them to complete a 'customer satisfaction' card, by leaving their business cards – or all three! There are opportunities to secure these details by displaying material on tables, by enclosing them with the bill and by leaving a receptacle close to the till and restaurant exit for business cards. It may become a chore for staff but it should be stressed how important it is!

• initiating data capture exercises – marketing material distributed to potential customers

• capture data at exhibitions - try exhibiting at some of your local business exhibitions

• PR exercises such as competitions can also attract details that can be added to your database

Finally, you can always look to carry out a data capture exercise to source local business details – this is something you can either do yourselves by searching local directories, websites and publications or you may wish to consider outsourcing.

Once you have your database you can then begin to market your restaurant. A regular programme of both postal and electronic communications should enable you to attract enough enquiries to help you to fill your restaurant for special promotions and events.

You can also use the database for:

• special taster events for local businesses

• open evenings

• wine tastings

• charity dinners with entertainment

• launching new or special occasion menus

The Marketing Manager has extensive experience of using both electronic and postal databases to maximise business opportunities in the restaurant sector. Why not get in touch to find out more?