2002 hasn’t been a good year for many restaurants. The September 11th attack on the Twin Towers really hurt sales.

But rather than help make excuses, Jeff Mohler in the Marblehead Grille and Chowder House in Easton, PA decided to adopt offensive. He began concentrating on Neighborhood Marketing throughout the first quarter of the year. 2nd quarter results demonstrated a 24.4% enhance over the previous year or so (after all discounts), and also Third Quarter final results showed continued development with 36.2%. Nevertheless Jeff was finding it very difficult to find the perfect time to manage his promoting as his volume increased. In the Next quarter, Jeff put in and began running an automated marketing software program.

In Q4 Jeff demonstrated a 59.3% enhance over October in the sey underwear previous year. The next result: Business was up 32% for the year or so, thanks to Neighborhood promoting and software which allowed Jeff to control his new promoting.

RESTAURANT MARKETING Success JOURNAL – Considering that January 1, 2000

HISTORY 2001:
Ahead of tragedy on Sept 11, things were being coasting along nicely within 2001 on aim for for a 5%+ increase. Due to impact of 9/11,4 seasons ended with only a 1.4% sales enhance.

JANUARY 2002:
I am choosing to take the plunge into Immediate Response. I found any bucket of several year old Entry Card blanks from our 3rd Birthday Contest in Mar 1999, called out there about 150 Earnings birthdays, designed and also sent a cards offering a “FREE One-pound Lobster Dinner” to those 150 folks. We also began giving away guest Information Types (GIFs) to gather data from the guests. By the end in the month we had used 28 cards bringing in 90 guests, designed $ 2,335.25 within sales, gathered details totaling 1800 new maternity swimwear folks for our database and also posted a sales decrease of 4.5%, to get January.

FEBRUARY & Mar 2002:
Things did start to improve slowly and also by the end of the 1st Three months we had worked our own way back to a Four.4% sales increase using the database surpassing Several,000 people’s anniversaries and anniversaries.

The spring – JUNE 2000:
The 2nd Quarter seriously became the convincing precious time for me as we mailed 600, 900 and also 1,000 Bday cards, redeemed virtually 1,000 (in close proximity to 40%) and generated $48,000 in sales just after discounts, a Twenty-four.4% increase. We also added Anniversary Cards to mailing beginning in 06 with about 500 handmade cards being mailed to the month, 182 redeemed and also created over $7,Five-hundred in added sales. The guest-per- card variety was lower than anniversaries. I guess people receive friends to help enjoy birthdays but perform the anniversary thing largely as couples.

JULY- November 2002:
Data control became more complicated since we passed 12,000 entries. Excel and also Mail Merge were being handling the work and also spitting out labels. Them, now numbering about Three hundred a week had to be marked, stamped with the conclusion date and a press – a lot of work, but worth it. I’d read about various software systems and ordered any (software) package….. That arrived in mid-July as we were being in the throes regarding Little League Champion baseball, spending pretty much three weeks on the road.

A neat things about the particular restaurant marketing software programs are: 1) stamping the address, birth date and expiration day all on the handmade cards at once (you can actually perform the postage at the same time likewise, but I haven’t vanished that far), plus 2) the ability to sign redemptions and track buyer usage. I thought this to be useful as we move forward as well as do more sophisticated checking and developing regarding specific Guest Lists.

The 3rd Quarter boomed and mainly in my absencewhich felt good. Some sort of 56.8% sales enhance moved us to be able to 27.3% after seventy-five per cent. I was ecstatic and also slowly being assured this Direct Reply was good stuff : controllable, measurable and also profitable.

OCTOBER : DECEMBER 2002:
A 4th Quarter brought about some marketing originality bose speakers in the sense that we wouldn’t want too many people redeeming handmade cards in December, typically our biggest sales month of the year. We stopped mailing handmade cards from December 7 – 26, but nonetheless ended the month up 24.4%, a nice number but an enormous drop from October and November. We ended the year upward 31%.