Lending My Expertise to the Food Network Channel

As you may have already guessed, I’m a marketing
fanatic. And I finally realized just how serious my
“condition” was during my off-time last week when my
DSL service was down… (and to top it off, my modem
burned out!)

Yes, I was without Internet for one week.

So, what is an Internet marketer to do without the
luxury of traveling the wonderful World Wide Web? (I
mean, besides pulling my eyelashes out…) Well, observe
offline marketing strategies, of course!

I was watching a show on The Food Network where they
follow the progress of people with dreams of starting
a business in the food industry… like a restaurant,
catering service, personal chef, etc.

This episode featured a group of friends who wanted to
start a fast food business. Because they relied 100%
on word of mouth marketing, they were always barely
breaking even. Nobody was getting paid, and they were
making just enough to pay the rent and supplies.

So at least they were able to make enough to barely
stay in business, right? That means they had a group
of loyal customers who regularly came in to eat at
their restaurant.

Anyway, because they didn’t have the budget for a
marketing campaign, they decided to have some sort of
“free food party night” event where they invited all
of their friends, family, and other local small
business owners.

They had a great turn out, and everyone had a blast…
but after weeks, even months after the event, they
still didn’t see an increase in profits.

By that time, I couldn’t take it anymore and I threw a
roll of toilet paper at my TV while screaming,

“Are You Guys NUTS???”

Let me bring your attention back to this part:

“That means they had a group of loyal customers who
regularly came in to eat at their restaurant.”

Their party night idea was fantastic! But their guest
list sucked. Why? Because they invited their friends,
family, and business owners to come eat for free.

Think about it… friends and family usually expect
freebies… and their recommendations are not as
effective as one that comes from a real customer (you
know what I mean)… and local business owners are too
busy running their own shows.

What they should’ve done was to invite their regular
customers (their core customers) and ask them to bring
two or three guests who have never been there before.
These loyal customers already come to eat at their
restaurant on a daily basis, so you KNOW they must
really like what they’re paying for… and if you invite
them to a free food party and ask them to bring some
friends who have never been there…

Cha Ching!

Next day at work or at school…

“I went to this party last night at
Insert-Cool-Name-Here and they served the BEST
‘whachamacallits’ and ‘whatnots’ I’ve ever tasted! I
know Friend’s Name always hung out there for the food,
and now I know why! Wanna head out there for lunch?”

As opposed to…

“My son runs a restaurant and they serve
‘whachamacallits’ and ‘whatnots’… it’s very good!
Would you like to join me at his restaurant this
afternoon?”

Do you see it?

Until next time…

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