 |
 |
|
"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
|
MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Guerrilla Marketing 101
By: Fred Minnick
Published: 11/06 - Fast Casual Magazine |
| |
The end of the year is near. Do you know what your marketing budget is? If those dollars
have shrunk to absorb high-energy costs and increased salaries, you may want to get creative with your marketing
tactics. Here are 10 "Guerrilla Marketing" maneuvers that will work in any market.
10.) Offer $1-off menu items after the lunch rush. "This is an incentive to draw customers in, but you stick have
to think about labor," said Phil Wilkins, McDonald's operator and author of The Weekly Entrepreneur, "The last
thing you want is not to be able to staff the demand."
9.) Give them free food. "Provide customers with mouth-watering samples of new menu items you want to
push," said Peter Koeppel, founder and president of Koeppel Direct, a media buying and marketing company.
"Then invite them to try out a full meal."
8.) Create punch cards. Wilkins said they are cheap to produce - modern PCs and printers can crank out 500
homemade cards at the click of a mouse - compared to plastic loyalty cards.
7.) Meet the locals. "There is nothing more powerful than meeting the owner of a business," said Bob
Phibbs, international marketing consultant and author of You Can Compete - Double Sales Without Discounting.
"If you connect with 30 percent of your neighborhood over a week, that's huge. Connecting a name to a place
makes your restraint stand out."
6.) Offer business owners gift certificates for their employers. They look like they're from the boss, but
really they're a coupon. Stuff "Great Job! Have Lunch on Me" certificates in paychecks. "I used this at a
couple larger employers with great success." Phibbs said. "It drove trial. Increased recognition. Increased
catering business and the GM-owner looked like a hero while it didn't look like we were couponing in the
business."
5.) Accept competitor coupons. Let the other guys bear the burden of print costs and media buys.
4.) Establish a free-lunch drawing and deliver the meal. Phibbs said operators can really put on a show when
delivering the meal. "When you arrive and are stopped by the receptionist-gatekeeper, inform them that you
have to deliver it personally," he said. "As you walk through the building, people will notice the balloons/food
as they ask you about it. Hand out your menus. When you arrive, snap a photo of the winners next to the
company logo."
3.) Partner with non-competing businesses. "Tap into their existing client bases," Phibbs said. "Pass out
coupons that say Got sauce on your shirt? $5 off your next dry cleaning order at_." In return, the cleaner
might hand one out that reads, "Celebrate in your freshly cleaned suit. Free glass of wine with dinner at _."
2.) Host events. In Louisville, Ky., Nancy's Bagel Grounds donates floor and wall space to local artists six
times a year for "Gallery Hop," where locals take a trolley around town and enjoy local art. As many as 1,000 tar
enthusiasts drop by, and many leave with coffee and bagels in hand.
1.) Send e-mails - loaded with food photos - just before lunch. "Gather customers business cards and e-mail them
special offers that will bring them back to the store." Koeppel said. Who can resist a food picture on an
empty stomach?
Click Here To View The Entire Article
|
| |
|
|
|
