Always measure your marketing success or failures
In reality certain aspects of marketing are not measurable, or vaguely measurable. Vague results are always better than zero results. Always measure your marketing success or failures and stop guessing or throwing money down a bottomless hole. Your server’s or bartender’s everyday dialogue should include the phrase “How did you hear about us” or “What brought you in today?” This should be a mental tally and discussed at pre-shift meetings or weekly meetings.
I don’t expect the FOH staff to write this all down or record it but for them to have an educated mental list of responses. When someone answers with “I just Googled it” or “I follow your page on Facebook and saw the post about the new menu” this is quantifiable data of what approach is working and what isn’t bringing people in the door. If you are spending hundred of dollars on a print piece (which I can’t stand) or online campaign but the servers are saying no one is mentioning it, this is the most accurate feedback you’ll get. Time to switch it up.
Do your homework and figure out what statistically works first
Read my blog on The Most Controllable Way to Bring People in the Door here. Facebook is quickly becoming worthless as they are squeezing our organic reach down to near 1%! Don’t put blind faith in this one, stick a fork in it, it’s just about done. Read my buddy Nick Fosberg’s article on this here The Death of Facebook Marketing.
Start with a good mix of search engine optimization and reputation management and you should see quick results. This is where NEW customers will find you. If you think you will find new customers from Facebook you’re dead wrong. If they don’t “follow” your page already, how would they ever see your posts??