| PizzaPeel.com, Inc.™
April 8, 2001 Issue |
| The
Local Store Marketing Newsletter |
| A PizzaPeel.com, Inc.
Restaurant Marketing Newsletter |
| =============================== |
| IN THIS
ISSUE: |
|
1) Today's Feature Article: Hotel and Motel LSM Ideas
|
|
2) Editor's Note -
PizzaPeel.com, Inc. Demonstration Software |
|
3) Today's Quick Click
Specials - Pizza Marketing Quarterly, Restaurant Marketing and
QSR Magazine |
| =============================== |
|
Quick Clicks – QSR Magazine
Get the latest Quick Service Restaurant news and
information at http://www.qsrmagazine.com.
Each issue highlights marketing and restaurant trends
within the Quick Service Restaurant industry.
Their site features the latest breaking news for national
and regional chains in the industry, as well as neighborhood
marketing, training, and restaurants in the spotlight!
Please visit http://www.qsrmagazine.com
for more information.
|
| =============================== |
| 1)
Hotel and Motel Ideas |
| |
| More
from the PizzaPeel.com eMail Room! We
received an email from reader John Fazzel with the following
comments, and I thought that this would be an interesting topic
for the Newsletter. |
| |
| “I
have several local motels and major hotels in my delivery area,
and we have placed our coupons in their lobby’s for guests,
but I am not seeing any increase or results from my coupons.
Any thoughts or comments as how to get a bigger bang for
my advertising buck? Thanks, John Fazzel”
|
|
|
|
The
hotel/motel segment of your business is an area to aggressively
leverage in your overall sales growing plans.
The opportunity to grow your sales in this segment is
huge due to the fact that your potential customer market changes
overnight! And this
is a good thing. |
| |
| Let’s
do some quick math. Let’s
say you have one hotel in your area that has 200 rooms.
Their occupancy rate is consistently 60% on a weekly
average. Your new
potential customer count total is 120 guests each and every
night. For the
week, the customer count grows to 840 new customers a week. |
| |
| Ok,
let’s dream a little here.
Assuming that 10% of the weekly guest count (840) chooses
to order from your store, a potential of 84 new orders a week.
Your average guest check is $12.00 per order, which means
your weekly potential sales growth from a 10% return from the
hotel is over $1000.00 for the week!
What if you had 5 hotels in your trade area? |
|
|
|
The
most substantial piece here is that every
night, you have a new target group of customers
as well as an opportunity to grow your sales. |
|
|
| How
important is Local Store Marketing to Hotels and Motels in your
trade area? Plenty. |
| =============================== |
|
Quick Clicks – Restaurant Marketing Magazine
Find more Restaurant Marketing Information from
the publishers of Restaurant Marketing, at http://www.restaurant-marketing.net/.
Their site features excerpts from their publication,
ideas for increasing revenues, and special departments to give
you insight into marketing tips and techniques.
Visit their site at http://www.restaurant-marketing.net/ |
| =============================== |
| Partnering
with the Hotel/Motel manager is quite simple.
Both of you are interested in exceeding the expectations
of your customers, and you want to provide an additional service
for the guests of the hotel.
There are plenty of passive marketing ideas that you can
do with the hotel: |
| |
| 1)
Place coupons and menus in the lobby
|
| 2)
Contract to place table tents in the guest rooms
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| 3)
Create a delivery hot line button on each guest room telephone
that dials directly to your store
|
| 4)
Contract an advertisement in the Hotel Directory of Services
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| 5)
Place menus and coupons in the rooms |
| 6)
Door hang guest rooms (believe it or not, some hotels permit
this…)
|
|
|
| I
believe that these ideas have merit and will generate some
response, but to John’s email comment above, I suggest a more
active approach to Local Store Marketing your product in the
hotels. |
| ---------------------------------------------------------------------------- |
| Think
about the last time you or your family stayed in a hotel.
You had a long day of traveling and you’re tired;
it’s late. You
don’t feel like going out to eat and your going to order in.
You’re going to order pizza, but being an
“out-of-towner”, what is the most likely and easiest thing
to do? |
| |
| 1)
Go down to the lobby for coupons?
|
| 2)
Try to find the Yellow Pages and choose from an unfamiliar list
of pizza stores? |
| 3)
Look for coupons or table tents in your room?
|
| 4)
Look for a hot line button for pizza delivery?
|
| 5)
Dial ‘0’ and ask the front desk “Who do you recommend for
pizza delivery?”
|
| ---------------------------------------------------------------------------- |
| I
would bet the front desk gets a lot of phone calls. |
| |
|
Now,
how are you planning to get your 10% or more sales from the
hotels’ customer base?
You
can take a chance that the front desk clerk knows your pizza and
loves it, or you can feel a little bit more confident about the
response by actively marketing your product to get the staff to always
suggest your store. |
| |
|
What
can you do for the Hotel Staff to get them to suggest your
product to their guests? This
is the heart of active
Local Store Marketing.
Here are some active strategies to consider motivating
the Hotel staff to suggest your store: |
| |
| 1)
Driver Sign-In Sheet – The sheet has 8 or 10 “Signature”
lines for your drivers to sign each time they make a delivery
|
|
to the hotel. When all
of the lines are signed, the hotel desk clerk uses the sheet as a
'coupon’ to redeem at your |
| store for a free
large one topping pizza.
Explain that suggesting your store will not only benefit
hotel guests but the |
|
staff as well. |
| 2)
Find out how to use your product as an incentive for the Hotel
Management to use as a reward for hotel employee |
|
performance. |
| 3)
Create a suggestion contest with the hotel manager between the
different clerks
|
| 4)
Provide your product free of charge for hotel staff meetings,
gatherings, and events
|
| |
| Other
Ideas to consider: |
| |
| 1)
Meet the Hotel Sales Manager and brainstorm together ways to
benefit parties and events. |
| 2)
Talk about how to get your logo in their promotional materials |
| 3)
Promote the hotel locally – Local businesses use hotels for
parties, banquets, meetings, training workshops and |
|
business events – Schedule pizza packages for the events! |
| 4)
New trends in hotel bookings show that local families use hotels
in their area as a “mini-vacation” getaway.
They get |
|
the “away from home” satisfaction, and take the kids to the
pool or spa. |
| |
| In
closing, I would use both the passive and active suggestions
above, but the key always comes back to word of mouth.
For greater results, actively market your store with a
partnering mind-set: “How
can your store benefit both your partner’s customers and
employees?” |
| |
| =============================== |
| 2) EDITOR'S NOTE |
| |
| PizzaPeel.com, Inc. is pleased to announce the release of our
FREE Local Store Marketing Guide Demonstration software package.
The Software is available for you to download and review.
You'll need to unzip our installation, and we recommend
WinZip (download a trial version of WinZip at http://www.winzip.com).
|
| |
| The Local Store Marketing Guide features the 7 Principles of
Local Store Marketing, Over 100 LSM Ideas, Training Agenda, Help
and Tips, Team Member/Partner/Planning Modules, and Reporting
Functions. The Planning Sheet is designed to allow the set up of
specific objectives, targets, and strategies, and the planning
of step-by-step activities.
Assign activities to team members, note promotional
materials required for each step, calculate labor dollars, labor
hours, and promotional items for your plans, and follow up with
target completion dates while holding your team accountable to
your goals.
|
| |
|
Your may download the Local Store Marketing Guide or purchase
our sales building software for only $99.00 (US) at http://www.pizzapeel.com. |
| |
|
===========================================
|
|
Quick Clicks – Pizza Marketing Quarterly
PMQ is preparing to be your premier Local Store Marketing
Resource!
Get Free local store marketing ideas for your
business by visiting Pizza Marketing Quarterly. They've added multiple features to enhance your marketing
expertise, including the Think Tank Discussion Forum, Idea
Forum, and introducing the PMQ Newsroom.
Visit their site at http://www.pmq.com.
And don’t forget to visit the grand opening of the
first Pizza Industry Site featuring up to the minute coverage of
Pizza News and Events at http://www.pmqnews.com. |
|
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| |
| We would like to thank all our
readers for reading our Network Newsletter. We hope you find
this information useful. |
| |
| Sincerely, |
| |
| Alan Nally |
| PizzaPeel.com, Inc. |
| Copyright
© 1999-2001 PizzaPeel.com™ All rights reserved |