Marketing Tip: Making the Business Connection

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Are you making the connection to businesses in your area? Don't miss out on this potentially lucrative marketing target!

Keep in mind that marketing to businesses requires a slightly different strategy than your traditional residential marketing. It helps to have your POS system segregate your customers so you can keep track of who's who.

Introductions

Be sure to introduce your restaurant to businesses nearby. Hand out free samples, menus, magnets, plastic cups and coupons to the office party planner as well as individual employees. This is a great opportunity to introduce yourself and explain some of your party or catering packages.

Tempting the Tastebuds

Keep in mind three great business selling points – 1. Hungry employees deciding where to go for lunch, 2. Office planners who might have party or catering needs, 3. Hungry employees who have to think about what's for dinner on their way home from work!

Timing is everything for all of the above. Using fax and e-mail communications is a great way to keep in touch with potential business customers at just the right time.

Although many operators are worried about the negative effect of "spam", customers who voluntarily sign up for your weekly e-mail specials won't be offended. Just be sure to send it out right before lunch ... or nearing the end of the day ... with a juicy offer they can't resist!

Following Up

If you do have the opportunity to do a lunch party or catered event for a business, get creative about the follow up. For instance, you might want to provide individually bagged utensils with a wet wipe and a coupon for the employee to use individually on their next lunch or dinner order. Or send the party planner a personal thank you for a free pizza for his or her family after the event. You'll be sure to be on the top of their list for future events!