Bad LSM

When people ask for local store marketing advice for their restaurants, chances are what they really mean is: "Do you have any new ideas?" For the most part, local store marketers are confident in their tactics and if something isn't working then they don't need to modify their tactics, they need new ones.

Those who know me know that I usually examine what is currently being done before I'll give any new ideas. The reason is because, for the most part, the value in LSM is being face to face. Nearly any tactic will work PROVIDED you have the right objective and give the right offer.

The manager of an English pub asked me for some new ideas. He was already doing LSM, but he needed new ideas to get people through the door. The restaurant was (past tense) at the base of one of the largest office buildings in the Southeast.

I asked what he was currently doing and he said he had been taking food over to the buildings, trying to get on the good side of the gatekeepers so he could get more business. The problem? The "food" was cupcakes, items that aren't even on his menu.

So instead of making up some appetizers in his kitchen, he was spending time going to a bakery and spending money on something that, even if they were to-die-for cupcakes, the recipients couldn't get at his location. Well, at least his food costs were still in line. The business closed one week after our initial conversation. By the time he asked for help, the restaurant was already close to closing.

Good Local Store Marketing for office buildings:
- Going to the buildings is a good idea, so he didn't need a better one
- Take food that you serve - you're providing an example of your food, if it's good people will visit
- Don't just "drop food by", find an audience before you leave (your fishbowl is a good place to start)
- By-pass the receptionist / security guard: by saying "you've won free catering for 10" you get invited past the gatekeepers
- Bring them to you: pull winners from your fishbowl a few times per week; those people don't eat lunch alone and you'll expose new people to your menu
- DO NOT offer standing discounts (10% to all employees, just show your badge); you can't ever back off of these discounts and people will become addicted to the discount
- INSTEAD, offer a value-add to employees: 'FREE drink with purchase' one month, 'FREE cookie' the next; 'FREE upsize' the next; keep them coming back by making them special, NOT by discounting
- Use your newfound traffic to promote party size, happy hour, or dinner specials (only one at a time, please)

Good luck, and let us know how things worked out for you: Gossamer Marketing