If most of your trade is (or is going to be) local, maybe even the office lunchtime fraternity, advertising in the press may not be your most productive, cost effective option.
Your local paper may boast of a readership of 80,000 – but 99% of those may not even be your target audience. There are many reasons why people buy a paper. How many people do you know who only buy it for the sports pages, or the motor-mart? My experience (depending on the type of establishment) has usually shown a poor return for my pound.
And how much of that readership is really in your catchment area?
Marketing, however, can be very targeted. My last venture, the trade came mainly from people already in town, especially people who work there & buy lunch locally. On 2 occasions I rode around the town centre on a bicycle in the evening with a big carrier full of my professionally printed menu, attached to it- a special offer leaflet with a powerful hook. ‘All Jacket Potatoes Half Price With This Voucher!’
My fillings were varied (offering something different!) & the quality was excellent.
I did a letterbox drop of every business in a 2 or 3 minute walk from my lunch bar. This type of marketing is very effective at drawing in lots of new trade – but the secret is,… [Read more…] about Marketing Versus Advertising/Secondary Marketing