Imagine that in the future, you find an antique lamp at the seashore. You rub it and, hi there presto, a genie pops out to offer you one desire.
You sit down and assume awhile. A cool couple of million? 50-yard tickets to the Super Bowl?
You determine that you want to herald customers in your restaurant who are going to spend extra and go to you greater frequently.
Well, the genie restaurant owner database waves his magic wand and Abracadabra! Up pops a crowd of hungry diners. And even higher, they may be all clones of your high-quality customers.
Pretty slick. Unfortunately for you, genies are in short deliver in recent times. And human cloning is pretty debatable besides.
But there may be some thing you can do. It’s not a magic lamp, but it’s the subsequent first-class element.
With a bit savvy records series and analysis, you may speedy become aware of and goal possibilities who’re much like your nice customers. And once you realize your target consumer, then you may intention your advertising efforts squarely in that path.
Why is that this approach a better manner to marketplace?
If you had unlimited advertising dollars, you can market to anyone on your community, or metropolis, or state. If you are in that lucky role, excellent. But the relaxation of us should decide in which to allocate our scarce assets.
And no matter what your restaurant idea, it will attraction to some groups greater than others.
For instance, clients of a connoisseur steakhouse probable may not be similar to customers of a pizza parlor.
Of course, most of the clients of the steakhouse will even go to the pizza parlor. But in case you had to bet, you would expect that the steakhouse customers could be a distinctive set of parents. Even without asking them, you may write down a few knowledgeable guesses approximately the steakhouse clients.
You would possibly guess that, as compared to the pizza parlor customers, clients of a connoisseur steakhouse:
Would be greater affluent
Would be older
Would be more likely to stay in certain excessive-stop neighborhoods
Would be much less possibly to stay in sure neighborhoods
Would be less possibly to dine with kids
Conversely, you might wager that the pizza parlor clients are much more likely to be on a budget, devour with their kids, be near the restaurant, and so on.
Now, if you had a gourmand steakhouse, who would you rather market to? The older, prosperous crowd? Or the younger, circle of relatives-oriented crowd? Or every other organization totally?
Either way, you’d be taking a wager. And walking the hazard of throwing away your tough-earned advertising and marketing dollars.
Data collection and analysis will take your educated wager about who your customers are, and turn it into certainty. And then permit you to make the maximum effect by way of targeting your spending in which it’ll do the maximum accurate.
Here’s a easy 5-step plan to laser in for your excellent prospects:
1) Figure out who your existing clients are
2) Understand why they arrive into your eating place
three) Start building up a patron database
4) Develop a profile of your ideal purchaser
five) Market your restaurant to your present clients and to potentialities becoming your ideal consumer profile.
Start by means of speakme to a number of your existing customers who are usual of the human beings you need to attract.
Why they visit your eating place
How they first found out about you
How you stack up towards your competition
What’s important to them while deciding on a eating place of your kind
Their favored and least favourite menu objects
Suggestions for development
Key demographic statistics if you may get it – age variety, marital fame, vicinity of job/house, and so forth
You would possibly want to develop a quick list of questions that will help you stay on venture. Recording the conversation will make sure you don’t pass over anything, however ask permission first.
After some discussions, you need to begin to see a few patterns so as to let you know some key traits approximately your current customer base.
Once you discover what your first-rate customers have in commonplace, it is going to be loads less complicated to figure out what you need to do to draw extra folks much like them. And all with out a unmarried “Abracadabra….”