Mr. Pat Saign

GLG News^SM Analyses by Pat Saign(?)

Communicate, Add Value, and Improve Service

December 16, 2008

Analysis of:More restaurants serve up promotions for these lean times | www.orlandosentinel.com

As traffic slows down in Q1 due to the economy, 2009 diets, and increased competition, restaurants have to execute three basic marketing tactics.  First they have to build up a database of email addresses and then communicate and keep their brand in the guests face twice a month via email blasts, offers, and specials.  A birthday club is the most efficient method of gleaning email addresses.  Second, owners should be adding value rather than just discounting.  Every guest should receive a bounce back certificate with their check encouraging a quick return visit for a free bottle of wine, appetizer, dessert, or family special.  And finally, operators should improve their customer service by 50% through training, suggestive selling, and incentives.  Today's consumers want great service first and will return only if the service, price/value, and experience are outstanding.  It is far easier and more efficient to get an existing guest to return than it is to generate a new customer visit.

How's Your 2009 Marketing Plan?

October 29, 2008

Analysis of:Stock market takes dip out of dining | www.freerepublic.com

Hospitality marketing is changing.  How's your 2009 Marketing Plan? Database marketing, special events, bouncebacks, suggestive selling, and positively outrageous service should all be a part of your new marketing. The most efficient and personal strategy to communicate with your customers is with an email blast to your database every two weeks. Start a birthday club as a tactic to glean email addresses and watch your database grow, as well as birthday dinners. Hold weeknight specials for several months and watch weekday business grow.  Encourage lunch and dinner guests to return quicker than usual with bounceback certificates given with every check. Train your staff to increase their suggestive selling skill sets and reward them with incentives. This practice can increase check sizes by 15% or more.  Increase your levels of customer service, using guest names, wowing them with added service, and higher levels of customer satisfaction will result.  Develop a plan today for tomorrow.

Market Locally with Specials for Target Guests

June 9, 2008

Analysis of:Hotel CEOs Lament Softening Demand, Foresee Some Discounting | www.btnmag.com

As consumers cut travel and look locally for leisure pursuits, the hospitality industry has to adjust its marketing and offer specials for more local targeted audiences.  With increasing capacities for both hotel rooms and food and beverage establishments, room nights and dining room tables can be filled with consumers looking for a family dining deal, a romantic night away from the kids, and a fun summer slumber party for the kids.  Offer an online birthday, anniversary, or branded club to glean email addresses to build a local database.  Use this database to efficiently communicate weekly dining specials like burger nights, family pasta, fish and chips, or pizza nights.  Market romantic room/dinner packages to local couples in need of quality time, in a romantic setting, without breaking the budget. Promote a weekend slumber party packages for families with young teens who love pizza, movies, and pool time.  All these experiences save time, gas, and money.  LOOK LOCAL!