I recently began attending the local Glazer Kennedy Chapter meetings. Now I am very familiar with Dan Kennedy and his style of direct marketing. And there are some things about his style that just don't fit me and my business. But there is no arguing the guy knows his stuff. He is probably THE pre-eminent direct marketing guru of our time. He knows how to get clients and retain them.
So I am keeping an open mind and hoping to learn more about effective direct marketing. Both for my business and to share with my clients. Toward that end I recently read Dan's book, "No B.S. Direct Marketing." It's a direct marketing book for non-direct marketing businesses. Now, Dan will argue that direct marketing is right for any business, and that's a big part of what this book is about. It includes case histories for a variety of businesses and industries that you wouldn't typically consider candidates for direct marketing and how they have used direct marketing to get and retain clients, and build their market share.
Case in point ... I just read a chapter on direct marketing for restaurants. And, I have to say it included some untraditional marketing techniques for restaurants, but they were all so SMART! It really just makes sense when you read about it. It's all about establishing relationships with your "guests" (they don't call them customers because that implies a one-time purchase). And doing little things to bring your guests back to eat at your restaurant over and over again - this is called client retention.
One example was publishing a monthly newsletter sharing insights about the restaurant, and the food. And, including promotions and special offers to encourage guests to come back in. And it works. The restaurants profiled were very successful in increasing their profits even while cutting back on traditional advertising.
And the funny thing is I just experienced an example of this myself. Prior to reading this book, I may not have thought too much of it. But on the heels of reading this chapter, it stood out to me. I'll share more in a few days about my restaurant direct marketing experience.