Send me quality, or don't send me at all...

There is a way to measure quality. The book Zen and the Art of Motorcycle Maintenance did it. In the book, the intellectual narrator goes on a cross country journey with his son. During their epic adventure, they discover the connection between logic and mysticism is closer than once perceived. In the end, the narrator focuses on the definition of quality. He finds that quality is the singularity: the measurement of all things.

Robert Pirsig, the author, did one thing very well in his book: constructing the idea of quality. His underlying message was that quality matters in the human experience. That quality can be measured by human intellect and intuition. And, that quality is not just opinion. As a restaurant owner you would do well to consider quality in your marketing messages.

Are you delivering *quality* to your customers?

The answer to the question I just poised is hard. There are three elements in delivering a quality marketing message:

1. Perceived Value: is your offering *worth* a consumer's paycheck or time?
2. Staying Power: will your marketing message seep into the brains of the consumers you're trying to reach?
3. Communal-in-nature: will a consumer accept your marketing message and spread it to their friends?
   

Obviously, these elements are very *internet* in nature. That's because the best medium to deliver quality is the internet. It offers more media and content options to work with than traditional advertising. Furthermore, if you have your ducks in a row a consumer may act (click to your website, make an online order, ask for a reservation, send out invites to your events, etc.) on a message; thereby increasing the perceived value of your marketing.

In considering your marketing quality, ask yourself if each message you are delivering has the elements listed above. Let's walk through an example. We'll pretend a restaurant is sending out emarketing messages about their opening night.

Restaurant Name: Big Country Dance Hall
Restaurant Concept: music venue, casual dining, nightclub
Restaurant Message: "More Sawdust on the Floor so you can do the Electric Slide"

If we consider the Big Country Dance Hall's target market then we're probably on the safe side to assume the owner is trying to make an impact regionally. The region is probably small town America.

My friend at Big Country Dance Hall has a list of emails and he wants to send a quality message. Let's say the subject line of his email message is "More sawdust on the floor means Electric Slide heaven". Is this a quality message?

The answer is yes!

Let's look at the elements:

• Perceived Value: is your offering *worth* a consumer's paycheck or time?
• I mean if there is MORE sawdust on the floor than any other place, well, by all means, I'm going to boogie!
  
• Staying Power: will your marketing message seep into the brains of the consumers you're trying to reach?
• If you received that email would your interest pique?
  
• Communal-in-nature: will a consumer take in your marketing message and spread it to their friends?
• Dancing is communal by nature, so to spread the word about the establishment is second nature.
  

This is just one message, but you see the careful consideration of my friend at the Big Country Dance Hall. I'm sure further messages about the steak fries and chicken fried steak would be sent with quality assurances. In other words, even he, the owner, cannot afford to waste time with low-quality marketing!

Are you delivering quality?