The Restaurant Doctor - Electronic House Call

ELECTRONIC HOUSE CALL - October 23, 1998

A BLINDING FLASH OF THE OBVIOUS?
I met Howard Black of Mt. Holly, NC at a seminar series I conducted for the Duke Power Company in Charlotte last week. He just sent me this note and I thought there might be an insight or two for the masses in here.

Bill, I just woke up and realized something! I have been trying to advertise my local restaurant in the small newspaper in town (2000 circulation) and having very little response. You know what I finally figured out? I was probably spending about $250 a month for a couple of ads in the paper. I realize that they probably helped with word-of-mouth advertising and it stirred things up....but the fact is I only got a couple of responses per month from these ads.

I had some "free" cheeseburger tickets printed up on business size cards. I hand these out everywhere I go and tell people about the restaurant. Guess what I'm getting more response out of this than I ever did the newspaper. I figure I can give out 111 coupons each month and spend the same amount for advertising and get a lot more results. If I figure the cheeseburger at cost I can give out probably 250 to 300 per month.

Sometimes my brilliant mind just amazes me! I'm not stopping the newspaper advertising, but I have cut down on it tremendously. It's still good for getting word of mouth advertising started and keeping our name in front of the public.

A NOTE FROM THE DOC
I think newspaper ads can be good reminders for people who have already heard of you, but I don't think they are likely to generate a response from people who haven't. Spend your money on the people who are already spending their money with you and give them something to talk to their friends about!

OFF FOR DOWN UNDER
Margene and I leave this evening for three weeks in Australia and New Zealand. With the International Date Line and all, our bodies don't get there until Saturday . . . and our brains should arrive a day or two after that! I will post a daily diary of our travels (sort of a "what did I learn from my life today?" essay . . . with photos) on my website at www.restaurantdoctor.com. Drop by and check it out. I will also be sending my EHC (roughly) on schedule. While I am gone, I will still be available by e-mail or fax and Jim Laube in Houston will get my phone calls. We'll be back in mid-November.

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