Birthday market revenue, marketing-conscious restaurant management teams are making birthdays a timely treat for local consumers and a huge new profit center for their establishments. Why? Statistics shared by the National Restaurant Association® tell us that seven out of ten adult consumers eat out on their special day. Even in today's budget-focused economy, birthdays still rank first for eating out, followed by Mother's Day and Valentine's.
So, how are knowledgeable business owners engaging, attracting, and keeping these valuable customers? They deploy a powerful combination of data, relationships, and direct response marketing. “Targeted and time-bound are the key components that our customers rely on for successful marketing campaigns,” shared Jim Schimpf, executive director of Opportunity Knox Direct Mail Solutions. "There is no budget for 'buckshot marketing' in today's economy. Accurate data, delivery, and direct offers are no longer available, they must have. Relevance drives feedback, and nothing is more relevant than a personalized birthday offer on someone's birthday." Not even! So high, that we're quantitatively tracking the 11.2% response rate for some of our birthday mailing customers."
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What Birthday Ideas to Use on a Birthday Party
"There's a 'perfect storm' in the minds and shopping habits of today's consumers right now," says Donna Anderson, owner of Hospitality Resource Solutions, a Florida-based restaurant training organization. Their expectations are at an all-time high. And for less Their tolerance is always low. It's not just about the price points and any more part. Everyone is in that game. Now to compete for both business and long term, repeat customer loyalty, restaurant managers and employees serve And really stepping up your game in terms of smart marketing."
Let's take a look at the winning ingredients that top restaurants and clubs across the country are using:
Accurate Data: While not a new strategy; Database marketing is the turn-around choice for entrepreneurs who are eager to get the most out of their marketing dollars. Data experts repeatedly explain the importance of successfully matching your message to your market segment, using geographic and demographic factors such as age, date of birth, income bracket, proximity, etc. to dramatically increase your response rate. Huh. For example, statistics from the National Restaurant Association show that the average consumer chooses a restaurant within 3.0–3.7 miles of their home. Another study showed that consumers with household incomes of $35,000 or more, two-member or dual-income families, and college students were more likely to eat out on their birthdays and three out of ten married respondents were more likely to eat out. It was likely his spouse's birthday.
Smart restaurants are now taking advantage of that type of valuable demographic information to plug into powerful systems like Opportunity Knox and take a more "laser-beam" approach to how they spend their marketing dollars. “Having a comprehensive consumer database definitely gives our customers a competitive edge,” shared Mr. Schimpf. As such, they're not spending precious dollars marketing to unlikely customer candidates -- only those who have the highest potential for repeat visits to their restaurants."
Relationship Building: While we're on the topic of how to best spend your marketing money, consider the nationwide statistics that indicate returning customers spend an average of 33% more than new customers and 100% More than % likely to provide valuable referrals to non-customers. Add to that the fact that sales and marketing experts tell us that it takes about $10 in "new customer business" to replace every $1 of lost business and that you have to treat your customer base like a VIP. There are many good incentives.
How do you build relationships effectively? high-quality service, regular recognition, and genuine appreciation. Here are some ideas on how to start building (or keep) that trust:
- Monthly "touch up" your customer base. This creates a "top-of-mind" awareness that creates familiarity and comfort. In wise words or remember Elizabeth Arden, internationally renowned businesswoman and entrepreneur, "Repetition builds reputation and reputation creates customers."
- Get everyone involved in the action. In a restaurant, everyone is aware of the vital importance of customer service. Something that each individual can add to a positive customer experience. Employees in a high percentage of businesses feel that their opinions are undervalued or not even considered. Change that trend in your organization and you will empower your employees with the ownership of ideas and look proudly as soon as they step up to the plate. "Inspire them, train them, care for them, and make winners out of them," said hotel icon JW Marriott, Jr. We know that if we treat our employees right, they will treat the customer right. And if customers are treated well, they'll come back."
- Ask and listen. Ask your best patrons what they'd like to see through special offers, new items, or services. Then listen to what they've shared and implement their best suggestions. Be sure to follow up with a thank you note to each.
- under-promise and overdeliver. Nothing can sour a relationship as much as the failure to fulfill a promise. For example, don't say no if you can't make lunch within twenty minutes or have the lowest-priced steak in town.
- Commitment. Building a business relationship is a lot like maintaining a friendship or a life partner. They take work and commitment. Go the extra mile every day.
Direct Response Marketing: "Build it and they'll come." "Ask and ye shall receive." Both are good examples of how success really requires action. You have to invite customers to do business with you. Building your brand and your long-term business depends on it. "Sophisticated brand managers are now using direct feedback to achieve much more than a sales transaction," shared Jim Warren, owner of Infomercial.com. enhance a company’s image, drive sales, and generate leads, just to name a few – all long-term customers. With the goal of developing relationships, not just single transactions."
Successful direct response marketing includes these five components:
- Personalization (one-to-one marketing variables)
- Proposal
- USP (Unique Selling Proposition)
- call to action
- hook
Done right, birthday marketing offers a unique and historically effective way to wrap all of these key ingredients into a streamlined birthday bow. “A unique offer with high personalization such as a free meal, bottle of wine, dessert, etc. really drives those double-digit response rates,” said Mr. "The real beauty of birthday marketing So if you just got a 10% response from a mail of 500 personalized postcards, that would mean 50 new parties for your restaurant. Average party limit 4-8. In today's market, and you have a new marketing focus that makes good sense."
In a challenging economy, harnessing smart, out-of-the-box systems and solutions can be a gift you give yourself as a restaurant owner. Whenever you can generate new business, make customers feel appreciated and special, and increase word-of-mouth referrals, you've got a winning combination. Get started today to see the elements described here to learn how and why birthday marketing could be the boost you've been looking for!
Julie Escobar has over 24 years of experience in the sales, marketing, and speaking industries, and is a contributing editor for several nationwide sales publications. In their headlines this month: Opportunity Knox, a Florida-based, nationwide marketing organization that works hand-in-hand with customers and business leaders across North America to develop powerful, open-door, direct marketing solutions. With a dynamic direct response creative team and cutting-edge industry technology, they consistently deliver high-impact, result-producing, automated systems that meet and exceed the expectations of entrepreneurs and business owners.