In this conversation, Shane Murphy interviews Robert Brill, the owner of Brill Media, about the intricacies of paid media and marketing strategies for restaurants. Robert shares his extensive experience in digital advertising, emphasizing the importance of eliminating guesswork in marketing. He outlines a systematic approach for restaurants to validate their marketing messages, engage customers, and effectively utilize various advertising channels. The discussion also covers the significance of attribution in tracking customer engagement and the need for a strategic marketing plan that aligns with a restaurant's unique circumstances.

takeaways

• Robert Brill has 22 years of experience in digital advertising.
• Brill Media aims to eliminate guesswork in marketing.
• Restaurants should validate their marketing messages before running ads.
• A compelling headline is crucial for capturing attention in ads.
• Micro conversions are essential for driving sales in restaurants.
• Attribution helps track the effectiveness of marketing efforts.
• Understanding customer needs is key to effective marketing.
• Different marketing channels serve different purposes in a strategy.
• Restaurants should not spend money on ads without a clear strategy.
• Building trust with customers is vital for conversion.

In this episode, Shane Murphy interviews Tony Nash of AZ Branding Solutions to explore branding strategies for small businesses in the restaurant and hospitality space. Together they talk through valuable restaurant marketing tips, the importance of crafting compelling brand stories, common pitfalls, and practical advice for business owners. Tony shares expert insights and success stories from his work with customers over the years

Keywords
restaurant coaching, marketing strategy, restaurant profitability, Chip Klose, restaurant industry, P3 Mastermind, restaurant marketing, customer acquisition, customer retention, differentiation

Summary
In this conversation, Shane Murphy interviews Chip Klose, a restaurant coach and author, who shares his journey from theater to the restaurant industry. Chip discusses his role in helping restaurant owners improve profitability and growth through effective marketing strategies. He emphasizes the importance of understanding the fundamentals of marketing, including audience identification, differentiation, and customer retention. Chip introduces the ABCDs of marketing and the triangle principle, which focuses on customer acquisition, retention, and evangelism. He provides tactical insights for restaurant owners to enhance their marketing efforts and drive success.

Takeaways

• Chip Klose transitioned from theater to the restaurant industry.
• Profitability and growth are crucial for restaurant success.
• Understanding your audience is key to effective marketing.
• Differentiation is essential in a competitive market.
• Marketing should focus on solving customer problems.
• Customer acquisition, retention, and evangelism are vital.
• Organic social media has limited reach; use it wisely.
• Every choice in a restaurant impacts customer perception.
• Word of mouth can be strategically encouraged.
• Tactical marketing strategies can drive restaurant success.

Titles

• The Art of Restaurant Coaching
• The ABCDs of Restaurant Marketing

Sound Bites

• "You can't connect the dots looking forward."
• "Revenue does not cure all sins."
• "Marketing is just two things."

The Three Tactics to Grow Your Restaurant’s Revenue webinar, hosted by ChowNow and Boostly, provides actionable strategies for restaurant owners to increase sales and customer loyalty. It covers the importance of collecting and using customer data to send targeted SMS and email marketing campaigns, driving repeat business and boosting order volume. The session also explores the concept of menu engineering, where restaurants can strategically highlight high-margin items and encourage upselling to maximize profits. Additionally, the webinar emphasizes the need to maintain a strong online presence, ensuring that restaurant information is accurate and optimized across platforms like Google and Yelp to attract more customers.


Takeaways

• Own Your Customer Data: Restaurants should focus on owning customer data to increase repeat business and maintain direct relationships with customers.
• Leverage SMS and Email Marketing: Using targeted, behavioral-based SMS and email campaigns helps drive customer engagement and increase order volume.
• Optimize Your Online Presence: Ensure consistency and accuracy across all online platforms, and actively manage your Google, Yelp, and TripAdvisor listings.
• Menu Engineering for Profit: Structure menus to promote high-margin items, and use upselling and bundling techniques to increase average order value.
• Respond Thoughtfully to Reviews: Handling negative feedback with a professional, solution-oriented approach can improve customer relations and protect your restaurant’s reputation.