Marketing 101 - identifying your target market

Do you feel like you're balancing the impossible: trying to attract new customers while still keeping your core happy? Well, managing a business is just that. You juggle multiple balls with the only hands you have. But, on the other hand, if you did your homework and identified your target market, then your hands should be enough. Did you do your homework? Are you focused on the right customers?

In the next few posts YOU and I will spend some time reworking your current target market strategy. We'll start with measurable demographic data and finish with geographic positioning. If you find this information useful, be sure to post a comment. Remember, this is knowledge we gain together.

Now, let’s take a quick look. Think of this as a 101 on identifying a target market.

Your first step is identifying your demographic segment. These are measurable statistics. You could find this information by going to FreeDemographics.com. Similar sites or your local census official might be able to provide you with this data, as well. The information you'll want to gather is measurable. In other words, you shouldn't look for arbitrary figures. Below are some key categories to focus on first:

• Age
• If you're a family dining establishment then no other regional statistic is as important as the age of the local population. Your concern here is on the number of children and young parents in your area, right? Will your concept cater to a young audience with families, or not? Is your local area full of retirees? If so, then you might want to reconsider your concept.
• Income
• Can your target market support your restaurant prices? Let's face it, if your entrees are high priced and your target market is young families with moderate incomes, then you'll have to pinpoint another target market. On the other hand if you're trying to engage this type of market then income is a key consideration - moderately-priced entrees with a strong kid's meal selection is probably a good bet!
• Occupation
• Is your target market, or regional area full of office administrators or construction workers? Occupation is one of the key target market considerations for your restaurant. An office administrator might have to grab and go. A construction worker might enjoy a cold one at your bar before eating a hearty dinner on a Friday night. It all depends on your target market.

All in all, the demographic of your target market can't be overlooked. The look, taste and smell of the consumers you want to attract are critically important. It is paramount to retrieving new customers virally. Think of it this way: if your target market is young families then your restaurant will be full of children. This would drive a single person away in two shakes of a lamb’s tail. On a more positive note, the young family wouldn't be troubled recommending your concept to another young family if you a have kid-friendly environment. What is your target market? Interested in learning more? Keep tuned to our blog...

Can you summarize your online optimization in three words?

Inspire, interest and intrigue - these three words should be paramount to your online marketing.

If your online guests aren't inspired to become interested then the potential for actionable intrigue will be lost. In other words, you have to build your marketing effort from the ground floor with the idea that they want to learn about your food and drinks! They want to be captured with your ambiance. And, your patrons will want to take action from their computers.

But, I'm a busy restaurant owner. How can you expect me to spend all this time researching this information?

The answer to this question is simple - stay tuned to Restaurant Web Marketing for the preparations of our journey together to expand your online potential. Stay focused on this blog for information about the new internet. And, keep this blog part of your routine: wake up, check blog, eat breakfast, go to work. The tools will be at your disposale, it is all how much you choose to participate.

Who is doing your marketing?

"In football you always get judged on your last game. Whoever you are, or how amazing you are, it's the last game that everyone has seen."

Thierry Henry is at his best on the soccer field. He works with his team to win each and every game. And, with the world cup going on, you can bet he is putting in even more effort. So, if Thierry is only concerned about his last game, then shouldn't you also be concerned about the last time you interacted with one of your customers?

Who is on your marketing team? Is it just you? Or, do you have a team you recruited to deliver fancy brochures to 2000 people in your region? Realistically, I'd bet a Buffalo Nickel that it is you and your staff - your servers.

The front line of any marketing effort is the people who touch your customers. In other words, your team consists of you and your staff, but what about your current customers. Are they involved in your marketing program? According to an article on Hospitality.net, the restaurants that combine word of mouth marketing and mass promotions are destined to win. In other words, if you turn customers into little marketers, then you're going to gain a "vested" new customer. Their article goes on further to suggest that word of mouth is even more powerful than the hundreds of dollars spent on mass marketing. So what's the answer? How do you turn a customer into a billboard?

I'm all about ideas, so let's start compiling some:

1. If you have a new customer in your midst you might want to consider passing a free coupon to them for a free drink with their next meal. Tell them you have one more free drink card for them if they give you an email address. Remind them that you'll send it to the email address they provided. Do you think they'll come back? Do you think they'll check your email? You bet!
   
2. Ask one of your best patrons to contribute a few positive words about your restaurant to the local paper's food critic. Almost every paper in the United States posts the contact information of their editors, so be sure to have the email handy.
   
3. If you serve families then talk to the kids about their experience. If they enjoyed something on the kid's meal then ask the parents if you could send an email coupon on their child's birthday. Be sure automate the email for timing accuracy.
   

With all of these ideas, your goal is to *give* to your customers so they promote you! It is all about pulling customers into your marketing team. To do this, all you have to do is give...