Often the difference between a successful business venture and a complete failure is a successful, cost effective marketing program that is as inviting to our customers as the food and hospitality we offer. Just a decade ago, online marketing was almost unheard of for restaurant owners.
Speaking from experience, the cost of newspaper, cable, direct mail and printed newsletter advertising cost many operators their restaurants in year´s past. Now, email marketing is one of the most cost effective- it cost less than twenty dollars per week to broadcast effective emails to 2500 recipients — methods of marketing communications.
The problem most of us have with the online marketing wave is the lack of knowledge, experience, or confidence in our ability to direct a worthwhile campaign to our customers. For months, I have professed the importance of capturing customer email addresses specifically for online marketing. Now, it´s time to put all those email addresses to work.
The National Restaurant Association is hosting a free Webinar on email marketing opportunities. By participating in the online marketing seminar, you may learn some basic techniques about online marketing. For those who have never participated in a Webinar, it´s simple. Basically, it´s a conference call online.
You can drop in or out whenever you like. According to the NRA, "E-mail Marketing: Increase Sales and customer Loyalty" will help participants learn to draw customers to their restaurants and keep them coming back.
The Webinar is a partnership of the National Restaurant Association, Fishbowl Marketing and Nation´s Restaurant News. E-mail marketing is one of the most effective ways to get customers through the door. According to a national study, consumers are more likely to open e-mail from restaurants than any other retailers.
That´s encouraging news. It also is flexible, interactive and guarantees a greater return on investment at a lower cost. That´s even more encouraging. In order to take advantage of all the interactive benefits of email, we need to learn how to use it.