Respond to the Economy with Inexpensive Grassroots Marketing
February 13, 2009 by Mary Ellen
Talk of cut-backs and stimulus plans dominate today’s conversations. Most businesses adjust spending to compensate for flattening revenues. However, expenditures by themselves don’t tell the whole story.
Grassroots marketing becomes MORE important in a tight economy. I talked with a number of businesses about the changes they’ve implemented to respond. Local restaurateur Myra Ghattas told me Slate Street Café is doing simple things more effectively and, in the process, enhancing its marketing efforts:
- Table tents advertise events and specials in the dining room. Customers can read these items as they wait to be served.
- Waiters and waitresses collect email addresses from their guests. The growing e-mail list is used to announce new menus, wine tastings, and special events.
- Most importantly, as owner, Myra walks the floor and talks with her guests.
Smart operators, like Myra, know relationships are key to success. At Slate Street, or in most retail operations, customers like to see and talk with the owner. This means an investment of time and yet this solution is often overlooked as an idea too simple to make a real difference. Myra points out the importance of talking with customers and letting them know you need their support. In addition, she emphasizes the necessity of providing talking points for the staff, sharing information they can discuss with their guests as appropriate.
I asked Myra what advice she’d give to other businesses:
“…if you are an owner or general manager you will need to work more, smarter, and harder. You have to set the example by putting in extra effort. You have to show your employees and your customers that you want to be here and you want to survive and that you are going to do whatever it takes to make it.”
During the coming weeks ProfitMeister will share other tips from businesses responding to the economy. Share your comments here or email us with your tip. In the meantime, feel free to join the Slate Street group on Facebook!
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