This blog is all about helping you create a customer experience that will wow, amaze and excite people to come back to you. I know, I know you think food is just food, but it’s not. We’ve already been through the cost of bad customer service and the reasons clients leave a company and switch to a competitor, now it’s time to start looking at strategies that you can use to GROW your retail food service business, by getting MORE prospects to become clients and then KEEPING those clients so they return over and over and over again.

Exponential Marketing Case Study: Pizza Shop

This strategy comes from the World’s #1 Exponential Strategist, Dr Marc Dussault. He is constantly finding new and innovative ways to help his clients grow their businesses – exponentially. What that means is increasing sales 100 to 200% in 12 to 24 months. The only way to do that is by thinking as he calls it – antimimeticisomorphically.

Let me give you an example:

This is a classic strategy used over and over and over again – each time with remarkable success. It begs the question – if it’s so successful, why doesn’t everyone do it?

Great question, but that’s a topic for Dr Marc to answer – let’s get to the Pizza Shop Case Study shall we?

The strategy is a direct mail letter. In this instance it’s relatively short, but with a message that resonates like thunder. Keep reading!

On the front of the letter is a small bag of flour attached to it with a staple.

The letter starts with something like …

“Dear Neighbor, You must be asking yourself why I’ve attached a little tiny bag of flour to this letter? Here’s why:”

The letter goes on to talk about their ’secret flour’, the chemical structure of the flour, the high protein content, where they get their flour, and why they pay more for their flour than the competition does.

For this to work and NOT be a gimmick is to do an excellent job building the pizza dough and ingredients up, and play down the inferior ingredients your competition uses or pricing comparisons.

A great letter can talk about how your pizza is hand-made daily, in-house, while others farm it out to outside companies who mass produce a cheaper, lower-quality dough that shows up ready to bake.

A killer offer can include a guarantee: Something like “if it’s not the best you’ve ever eaten, we’ll refund your purchase price.  In fact, when you stop by in the next two weeks, I’d like you to have our signature Caesar salad with your dinner (my treat).”

Of course the final kicker is a coupon at the bottom with the free Caesar salad and Focaccia bread offer that people can bring in – You MUST HAVE A CLEAR CALL TO ACTION, otherwise it’s an impotent marketing campaign.

This is brilliant – so the question is – WHAT DO YOU DO THAT IS SPECIAL AND UNIQUE?

What (TRUE) story can you tell that will capture the prospect’s imagination?

It has to be TRUE and CONSISTENT with what you do and who you are – otherwise it’s a gimmick and just won’t work.

Hmmm….

Interesting – you’re struggling to think of ways you stand out from the crowd…

Interesting – that’s EXACTLY why you don’t have more clients lining up to buy from you. Solve that problem and watch what happens!

Psst! If you are not a gifted in the art of copywriting, hire a professional – it’ll be worth the investment. If you don’t get the words, story and approach right, trust me, it won’t work.

Sounds like a lot of work doesn’t it? It is and it isn’t.

The first time you do it, it is, BECAUSE it’s the first time – then it gets easier. So just get started and let me know how you go. I’d love to share your success story with our readers!