| Synopsis: The concept of farming, marketing to guests through ever-deepening relationships, has been explored in previous newsletters. This issue creates a 'picture' to make it real, rational, and imperative. |
| Issue #46 | June 25, 2003 |
Guest
Relationship Marketing
- King Arthur from Camelot
Even as we focus on the technical matrix of activities that make up an effective Guest Relationship Marketing effort, let us not forget, we are in the Experience Creation business. We are here to feed and nourish our guests with both superb food and hospitality and a unique branded experience. Let our restaurants be "the third place" our citizens crave.
The Guest Relationship Marketing Matrix outlines six inter-related areas of focus, some which directly generate increased traffic and sales and some which foster deeper, more personal, more competitively pre-emptive relationships. These produce increased sales and traffic, as well as, raving fans that cannot be stolen away by price, clever promotion or gimmicks.
They are broken into two groups:
1. Sales Generating:
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Marketing to your current guest through e-mail, recognition and gift card redemption.
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Offering convenient access to your product.
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Offering incentives for your guests and staff to refer others.
2. Future-Sales Generating/Wisdom Gathering:
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Offering an organized, rapid response feedback system.
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Committing to regular research, both statistically valid and informal, 'guest-centric'.
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Measuring key numeric indices for both trends and marketing outreach opportunities.
The key to remember: these are inter-related programs. The power of each part of the matrix is enhanced geometrically with the addition of the others. And, for all you wise-guys out there, I am not talking about that "Matrix".
Have any questions about this issue? Please feel free to email me at rick@rickhendrie.com, or call me at 617-547-5123 or 617-335-1011. I'll do my best to help you out.
Mr. Bartley's Burgers
From now on, in every issue, I will offer a brief, impassioned rave for an operation that embodies some aspect of Method Marketing. Today we salute Mr. Bartley's Burgers in Cambridge, Massachusetts. I am a connoisseur of hamburgers, and Mr. Bartley's produces the best hamburger I have ever eaten. The place is a chaotic, mish-mosh of Boston related memorabilia, detritus from by-gone eras and a selection of hand-concocted photos of politicos in various kinds of kinky outfits, all reflecting Mr. Bartley Senior's view on life. The experience is a combination of noise, the erotic aroma of searing beef, idiosyncratic decor and the prefect 7 oz. hand formed and grilled burger, produced with exactitude. With all due respect to Fuddruckers, which I also love, this beats them all, hands down.
We combine theater technique, classic marketing skill and operations know-how to create a profitable, "WOW" guest experience.
[click here for more information]
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"It's Showtime Baby, & And You're The Show!," gets published
every three weeks and concentrates on concrete ways you can take
advantage of the emerging "Experience Era".
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© 2003 Richard K. Hendrie , LINK Inc. Method Marketing® |
