With all the new technology-based marketing opportunities available to you, you might come to the conclusion that traditional channels like direct mail are no longer useful—dead and gone. Absolutely not! What is gone is the use of huge mailing campaigns that blanket a community or marketing areas with a mailing piece.
Traditionally, a large (and very expensive!) Yellow Pages listing—often in several directories—was the cornerstone of every restaurant’s marketing program. A huge portion of your marketing budget had to be spent there to maintain your visibility and compete in your community. NOT ANYMORE! Many of your current customers and prospects have never even opened a “Yellow…
Yes, of course you’ve heard the fable of the hare who raced in bursts of speed but lost in the end to the tortoise who kept a steady gait.
As you’ll see, there’s a clear parallel in this to marketing and promoting your restaurant. What kind of marketing does the hare represent?