Under Your Nose

Let's face it - as marketers we've all done it. We've spent a large part of our marketing dollars on trying to capture the potential customer.

How many months or years have marketing budgets focused on the masses with mediums that target large numbers? The more people you get your message in front, of the more people that will come through your doors, right? Not necessarily so. Focusing on new customers is only part of the equation. The other part is building business through current customers. Your greatest earning potential could be right in front of you.

Here's a story to illustrate the point.

Last Friday night, a small group met at Anthem Country Club in Anthem, Arizona. Since it's May, the nights are still warm but not unbearable (it's a dry heat). The country club was not serving dinner or drinks on the patio since its (quote - unquote) summer. So we opted to sit outside anyway and enjoy the sunset -- with each of us taking turns to go inside for refills. The bartender and waitstaff never checked on us, never offered us dinner, and never mentioned that the kitchen was closing. Again, we knew they were not serving outside so our expectations were tempered -- but the country club restaurant and bar did not appear busy as the evening progressed. And we could see four or five servers standing in a group visiting with one another. Doesn't anyone want to make money here?

Little did the management the country club know, but friends in our group are considering a membership. The club is currently open to the public, but as soon as membership quotas are met, it will turn private. At $20,000 + dollars a year (for the membership fee only) how many people are going to consider this a good investment when they've been ignored by the waitstaff? A $100 night of bad service could cost this country club approximately $100,000 in membership fees over the next 5 years.

Restaurant operations, golf management, and club management should be working from the same page so every employee is aware of the club's sales goals.

Bottom line...Remember to take care of the people who are currently spending money with you. You don't have to spend money marketing to them -- they are already on their way to being loyal customers.

Oftentimes your best customers are right under your nose.

A Smart, Smart Company

Recently a friend of mine shared this story. I can't think of a better way to illustrate the philosophy of four-wall marketing. And it's a real testament to empowering your staff.

My husband and I stopped off at In and Out for a burger last week. As we sat in our clean little booth gobbling up our fries and "Animal style" cheeseburgers, I noticed a group of guys (all in their late 40's) walk in. Not only were they all dressed the same (tailored shorts, expensive golf shirts - your typical golf attire), but they also looked somewhat lost. So I assumed that they were from out of town. Anyway, my curiosity waned and I went back to eating.

Then the most amazing thing happened - at least I think so.

As we sat there, the group of men sat down and waited for their number to be called. And I overheard one of the guys saying to the others (to the effect), "Wow. It's been a long time since I've seen a menu like that. Talk about simple." At that, I gave a little internal chuckle thinking "yeah, I was right."

But, apparently, I wasn't the only one to overhear the statement. An In and Out employee (a girl about 17 years old) who was standing a few feet away, and in the middle of throwing out trash, also heard it. Immediately, she stopped what she was doing, smiled and went over to the table with the group of men. Then she said (again, to the effect), "It looks simple, but actually there's a lot of ways you can have your burger...there's "animal-style", which is grilled onions with extra pickles, the "3x3" - three patties, "protein" without the bun, and....." She went on to mention 6 or 7 different ways to have a burger." Which isn't what I think is the amazing thing - In and Out regulars already know this. What had me so impressed was the fact that here was a 17 year old girl who cared enough to go over to the table of a group of men and share some information about In and Out.

After I witnessed this event, I thought, "Wow, I'd never ever see that happen at any other fast food restaurant - ever." Caring, helpful employees who go the extra mile. Think about it, she didn't have to go over there. She would've still been a good employee if she kept to her business of cleaning up. Instead she went from employee to "saleswomen/evangelist" in a matter of seconds - and it was never scripted - it was real. So many fast food restaurants try to help their cashiers sell by giving them a script - which they painfully recite and customers instantly reject.

Anyway, it made me sit up and take notice. It speaks volumes for In and Out as a company -- a smart, smart company.