RPM Circle Two – In-Store Marketing
Perfect for: Restaurant Marketing, Retail Marketing, Small Business Marketing
Benefit: Customer Service, Suggestive Selling, WOM Marketing, Customer Loyalty, Employee Motivation, Crew Incentive
Idea: Name-That-Customer! Crew Incentive
Where we stole* it: Relentless Marketer.com
Remember the theme song to CHEERS: “…You wanna be where everybody knows your name”?
People love to be recognized, to be treated as special. If your team members greets guests and customers by name, your restaurant or store is where they’ll want to be. In marketing terms, that means increased visit frequency, increased customer loyalty, increased sales-per-customer and, for your servers, higher gratuities and sales.
Your overall service will improve if your crew members see a particular guest or customer as “Mrs. Henderson,” or “Mr. Rodriguez” rather than just “the lady complaining about her food” or “the guy returning the ugly tie.”
How can team members learn all those names? Make it fun. Have an ongoing contest where every employee competes to know the most customer names. Ask customers if you can take their pictures for your restaurant “family album” or bulletin board. A digital camera makes ir easy. Print out color pages with thumbnail photos and names, using a basic photo software (or use a Polaroid and a marker). Put’m in an an album that you keep it in the break room or post’m like flash cards on the bulletin board. At your weekly crew meeting (or meetings), quiz them all on 10-20 photos. Whoever shouts the most names fastest wins gift cards that you bartered from Best Buy, Circuit City, Blockbuster, the movie theaters, etc.
Important: Include everyone, even the back of the house. Encourage them to greet guests by name, in and out of the restaurant. Make it fun. Make connections. Reward them for knowing – and valuing – your customers.
[Source: Relentless Marketer]
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Relentless marketer Sean Kelly is a 20 year veteran of the franchise industry, and founder of the award-winning marketing firm IdeaFarm. In 2006, he founded the FranBest franchise network, best franchise opportunities, the top new franchises, franchise marketing, franchise public relations and small business marketing. Contact him at seankelly[at]ideafarm.net.