Despite all of his responsibilities as the owner of Taco Box restaurants
in Clovis and Portales, N. M., Martin has recently begun to focus on
marketing in a whole new fashion. “For the past 20 years I have been working
with a local advertising agency which mostly managed our advertising budget
by purchasing bulk radio ads and print ads. We had a birthday club and had
gathered some addresses, but our account representative didn’t really know
how to work with it,” says Martin.
“We were never really able to track the results of our advertising
dollars. I knew there had to be a better way.” Tom began looking for a
software program that would help him work with his birthday club and help
him with his other marketing as well.
In a typical restaurant, 30 percent of the customers are bringing in 70
percent of the business. So one of Martin’s goals is to get his existing
customers to increase their frequency to his restaurants. By building a
database of his frequent customers and marketing directly to those loyal
customers, Martin can accomplish those goals.
In addition, Martin wanted to encourage new customers to come to his
store. “I have put together a new move-in program. Clovis is a military
town, so there’s high turnover. They will automatically go to the national
fast food chains. I want them to see and taste the difference that we offer.
Past research shows that people who have lived in our area for more than two
years prefer Taco Box over the national chains. That isn’t the case with
those who are new to the community. They first need to try us before they
can build brand loyalty,” says Martin.
In addition to the New Move-In Campaign, Martin has developed a
“Boxpitality Club,” where customers are asked to fill out a card indicating
their birthdays and anniversary. As members, they are offered free products
on their special days and receive redeemable offers throughout the year.
“By offering redeemable offers that are time sensitive, I will know
within a short amount of time exactly how profitable the promotion was and
what the return was on my investment,” adds Martin.
He continues: “At this point in my career, after having spent 35 years
building my business, I need a shot in the arm. I believe I have found that
with the RestaurantMarketingGroup.org… I can’t believe all the creative
campaign ideas that have been presented to me.”
Martin is starting to look at his exit strategy and plans to retire in
another six years. Before he does that, he wants to see how far he can build
his business with sound marketing principles. The success he has experienced
so far has been very exciting.
ABOUT THE AUTHOR:
Since 1981 Ron Wilkinson, the Founder and President of the
RestaurantMarketingGroup.org, has been helping restaurants increase
their profits all across North America. Ron is a noted author and speaker on
restaurant marketing with 52 years of experience in the restaurant industry.
Contact Ron at (888)776-3484
