For small business owners, every dollar counts. Combine that with the fact that there are about a million different ways to advertise, and the concept of marketing may feel utterly overwhelming. Take a deep breath. While a small business owner…
Too many food service operators—particularly in casual restaurant formats, and specifically, the more premium casual restaurant concepts—misjudge the multiplier effect of a strong weekday lunch business. Sure, you can simplify the menu and turn over the tables a lot (sometimes)…
The best marketing strategy in the world can only have temporary results if it doesn’t account for the entire customer experience. Sure, our first job is to get people in the door, on the lot or to the website, but…
Marketing professionals are inundated with data. We have economic indicators, demographics, web analytics, SKU mixes, pivot tables to compare trendlines and dashboards to keep track of whatever random statistic the boss or the board is likely to ask about next.…
In every category, there’s a baseline level of competence that customers expect. But long-term brand success depends on the consumer preferring not just your product, but the experience of doing business with you. If the food is perfect, but…
Any plan for identifying, targeting and attracting customers to your brand almost always involves some sort of analysis of the customer journey. It’s the path from the Zero Moment of Truth, through something like a Sales Funnel, and leading…