Getting started with local store marketing

Every now and then I look back at posts to see how the conversation has evolved. I sometimes see that I get longer over time, writing articles instead of posts (I'm passionate, what can I say?).

I also notice that there's a wide mix of readers here. Some are old hats looking to tweak their game, others are just getting started.

So here are the basics of local store marketing for restaurants, just to get the ball rolling:

1. People choose restaurants based on word of mouth, not advertising
2. The other reason people choose restaurants is convenience - if your location is great, great. If not, you need to market.
3. Given the choice, consumers purchase from someone they know and like
4. Given the choice, people will support businesses that support their community
5. The lifetime value of a customer is more important than the one-time profit
6. Word of mouth is the best form of advertising, your marketing should encourage it
7. If your product is good, and the experience is memorable, people will talk about you and come back
8. You should remove all barriers to trial of your product
9. They're called guests for a reason, don't treat the transaction as a transaction
10. Community involvement is good business

That should get you started. Local store marketing is how it was done in the old days. Now that customers have to pass dozens of restaurants to get to your location (usually when they're hungry), owners are starting to realize that 90% of their business comes from the 3-5 mile radius surrounding their stores.

Successful local store marketers try to meet as many people within that radius as possible.

If you'd like more ideas, have ideas to share, or just want to discuss local store marketing with others in your shoes, visit The CommonMan Group: http://forum.commonmangroup.com. It's like an ad agency for the little guys.