That means if you actually want to make income you can rely on that means...
...gift card sales. Private events. Catering. Income that you can RELY on year after year.
But how can you get those LONG TERM sales?
Well that's the thing that most restaurant owners don't understand... Most just take for granted some of the money that's staring them in the face. They just don't know how to get the money that's just sitting out there ready to be grabbed?
(Or more likely, maybe those owners and managers understand what it takes, but just don't know how to get there without spending thousands of dollars).
Some owners will go the route of traditional media to get the word out. And that's fine.
I have no problem with people who use traditional media to drive sales. In some markets, things like radio, TV and even billboards and direct mail still works.
But be careful and smart when you do it. Traditional media expensive, and at the end, what do you end up with?
You end up paying HUGE amounts of cast without a digital asset!
Huh? Without a digital asset, you say??
Yuuuuup....
That means when you run a radio ad, you get NO EMAIL LIST. No list of people subscribed to a Facebook messenger bot. Heck, most of the time, you're not even left with a physical mailing list that you can use again. The radio or TV ad hits, and *poof* it's gone forever.
Until you pay for another one.
All you have when that TV or radio ad is over is a hope and a prayer that people listen or watch and then take action. Maybe they're driving around in their car and hear your ad with a website at the end, go home and log on to your site. You sit there by the phone, smashing the refresh button on your email praying for rain.......
Hoping and wishing for a customer that sometimes shows up.
Then there's really no way to know if your ad is actually WORKING! It's not like you're asking every customer that comes in if they listen to the radio. You just have to believe the radio ad salesperson that it works.
That takes a lot of faith, if you ask me.
In my 13 years of marketing for restaurants, the most important thing I've learned is that you need to OWN YOUR MESSAGE and OWN YOUR PLATFORM. That means getting your customers to sign up for email lists and creating automated subscriptions to a messaging bot. This means understanding the Facebook Ads platform enough so that it's working for YOU and not the other way around. You need to build a digital asset that THE RESTAURANT OWNS.
It's time for restaurant owners to take our marketing back.
This means building long-term buckets of cash that we can go to time and again when times get tough.
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There are some that scoff at new methods of marketing such as Facebook and Instagram.
"But I've tried Facebook ads and they didn't work"
"But my Facebook posts don't get any reach. Only 2% of my fans see my posts!!"
"Isn't Instagram just for young people"
These are all myths. It's a dangerous game. It's a game that needs to end.
WHY?
Facebook and Instagram remain to be two of the most important platforms for restaurants. That's not going away. THIS IS NOT A FAD!
Almost 2.5 BILLION PEOPLE use the two platforms monthly. That's a THIRD of the population of humans on earth.
And Facebook and Instagram make it easier than ever to reach out to exactly your target audience through the right ads.
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If I was able to market to your exact audience to turn on the cash flow faucet for 1/5th the cost of traditional media, would you listen?
Maybe you've tried to market your restaurant on Facebook and Instagram and maybe you've had some success.
Good job, smartypants.
You've joined some of the smartest marketers on the planet.
But it's not enough to just be online. You need to know the keys to position your brand for long-term sustained success.
What I'm all about is trying to make the best of this stuff. How can you take what you do best -- sell food and drink things -- and create multiple long-lasting income streams?
But the thing that most people don't understand about digital media is that it's just a 100x more efficient (than traditional media) way to target EXACTLY who you want. And if we're in the business of getting long term assets and cash flow for miles, we need to be in it for the LONG-TERM.
None of this dip-your-toe-in-the-water stuff. Dive on in. The water's fine!
It's really as simple as...
1. Figuring out what you stand for
2. Tell a story around that over and over
3. Make offers to people to get them to buy stuff
Simple, right? You need long term income streams. And you need to own your own list.
That's why I've created this webinar for you. This message NEEDS to get out. Restaurant owners and marketers need to turn the page on the past.
So are you with me? Can I count on you join me on this free webinar on Wednesday, January 16th at 7pm Central Time?
My clients pay me tens of thousands of dollars per year to give you this information that I'm going to give to you for FREE in this webinar.
Let's get more butts in the seats! Click the link below to sign up to learn how you can do just that.
Your Pal,
Phil K. James
P.S. But here's the bad news... I'm capping the webinar at just 30 people.
(It's more cozy that way anyway). So get in on it and see you on Wednesday the 16th at 7pm CST.
