I've think I've met maybe three people in my life who love grinding away on the phone to generate new business. Most of us hate it and most people who get the calls hate it to: they are a waste of time, adding no value at all.
That is.... until now.
This is a brilliant outline on how to use voicemail and outbound calls to your advantage-
7 Voicemail Messages for Successful Ad Agency New Business Development
Thursday, February 23, 2012
Monday, February 20, 2012
Gift Baskets- They Key to Everyone's Heart
The Basket Campaign
This campaign is intended to book parties where you can drive big sales (over $3000).Many times these parties will be brought to you by Destination Management Companies (DMC's). You can find a list of these companies if you go to these sites and click your city:
http://www.dmcnetwork.com/partners/
http://www.conworld.net/dmc/
You can also do a Google search for "destination management companies" AND "YOUR CITY NAME" to get a listing. Note- this program also works for larger corporate customers and is a great way to get their attention or other VIP style customers or partners.
It's the one thing we've done over the years where recipients actually pick up the phone and call the pub to say thanks because they are so appreciative.
What's in the basket?
Items that are symbolic of the Pub- authentic, quality, Irish, fun. For example:
(1) Fado t-shirt
(2) Guinness Glasses
(2) Bushmills Glasses with a bag of Reg. Coffee and a bag of Decaf Coffee
(2) Small bottles of Bushmills with an instruction book how to make a proper Irish Coffee
(1)Box of Lyons Tea
(1)Banquet Package (Folder, pub sheet, banquet menu, other things that make us look great)
The baskets are filled with straw type basket filler available at any craft store and are then tastefully wrapped in plastic with a bow. Each basket will cost $30-$40 to assemble. The cost should be coded to Advertising.
Sending the basket
The basket is either personally delivered by someone from the Pub, or in the event the delivery point is far away or someone from the pub can't get there, a courier service is used. The basket needs to be personally addressed to a senior decision maker with a personalized note from the main point of contact at the Pub with phone and email address included. You should send 10 baskets at a time minimum.
Follow up
Three days after the basket arrives you should make a phone call to the decision maker introducing yourself and asking if you can host them and 5 or 6 people from the Company at the Pub for the purpose of showing what the Pub is able to do for catered events. Ask them if they received their gift.Sunday, February 19, 2012
4 Ways to Build New Sales Inside the Four Walls
We got these tips from Mallory in Chicago and Helen in Atlanta; simple ways to create group / event business from customers in the pub today. 4 Tips for Internal Marketing
How to Pour Bottled Beer
The right way to pour a bottled beer... and why. Courtesy of our friend George Reisch from AB, filmed in the Chicago pub.
Wednesday, February 15, 2012
We're not in the burger and beer business
When you dig into what's going on inside customers heads, you realize people don't come to us to eat and drink. They come to us to feel something- something fun, lighthearted, different and a little 'off'. They expect a type of hospitality (not service) that they don't think they can get elsewhere.
They want to be taken through an experience.
Our beers are foreign to most (believe it or not)
Our food is different
Our style of service is authentic ...
and customers just want to let go when they come to see us.
They don't want to be asked what they want because they don't know. They want you to help them figure out what they will like and then make a great recommendation.
They want you to do something unexpectedly nice for them. Look after them like they were in your home.
They want to be taken through an experience.
Our beers are foreign to most (believe it or not)
Our food is different
Our style of service is authentic ...
and customers just want to let go when they come to see us.
They don't want to be asked what they want because they don't know. They want you to help them figure out what they will like and then make a great recommendation.
They want you to do something unexpectedly nice for them. Look after them like they were in your home.
Working with Office Building Property Managers
Here is an easy summary on meeting with office building property managers, they are the key to building business from office towers.
I have done this in a couple of markets personally and have never NOT been met with interest. In each office tower there is an office for the property management company, the company in charge of tenant communication and running the building.
Go in and tell the receptionist who you are and that you want to understand how to market our programs to their tenants. Ask for the Property Manager or Assistant Property manager. If they are busy make an appointment later, if not, meet with them.
Here's what I usually say...
"I wanted to introduce myself and ask about marketing some of our business programs to your tenants. We do special lunch and happy hour programs for office buildings. Everyone is a little different so I wanted to see if it's something you normally do with businesses like ours and if so how you have seen it be successful."
They'll ask what we want to offer, explain the 20% off lunch (on Thurs or Fri only, do not deviate from this early on- later week lunch with us is an easier decision for non customers) and the shifty Happy Hour party ideas.
Redemption for tenants should be easy- they just have to mention what building they are from, no coupons, business cards, etc. Again, don’t deviate from this. Make sure you setup a button internally on Micros so this program is trackable.
Then, just start a conversation, with lots of questions in order to define next steps-
Do you do make tenants aware of offers like this?
How do you communicate it?
What info/materials do you need from me?
Can we put together a party for you and your team here in the management office so you can recommend Fado with confidence?
I have done this in a couple of markets personally and have never NOT been met with interest. In each office tower there is an office for the property management company, the company in charge of tenant communication and running the building.
Go in and tell the receptionist who you are and that you want to understand how to market our programs to their tenants. Ask for the Property Manager or Assistant Property manager. If they are busy make an appointment later, if not, meet with them.
Here's what I usually say...
"I wanted to introduce myself and ask about marketing some of our business programs to your tenants. We do special lunch and happy hour programs for office buildings. Everyone is a little different so I wanted to see if it's something you normally do with businesses like ours and if so how you have seen it be successful."
They'll ask what we want to offer, explain the 20% off lunch (on Thurs or Fri only, do not deviate from this early on- later week lunch with us is an easier decision for non customers) and the shifty Happy Hour party ideas.
Redemption for tenants should be easy- they just have to mention what building they are from, no coupons, business cards, etc. Again, don’t deviate from this. Make sure you setup a button internally on Micros so this program is trackable.
Then, just start a conversation, with lots of questions in order to define next steps-
Do you do make tenants aware of offers like this?
How do you communicate it?
What info/materials do you need from me?
Can we put together a party for you and your team here in the management office so you can recommend Fado with confidence?
Charity Bartender Event
When people call the pub and want a donation, flip them over to an event in the pub to raise even more money. That's what the 'Guest Bartender' event is all about.
Good charities can organize 40-50 people to come out over happy hour.
Here's how it works- A popular member of the charity gets to play bartender for an hour or two. While they are behind the bar, there is a tip jar out that charity members fill with tips ($500-$1000). We provide everyone their first round of pints and some light food. On average everyone will stay for 2-3 drinks (they pay for these) and they raise significant funds for the charity which is a great thing.
They also have a lot of fun in the process. You can do it at least quarterly, a couple a month doesn't hurt as it's not something you need to promote in the pub. Has worked well for many years in Columbus and if you need something to jumpstart happy hour this should be part of your playbook.
If you have questions on this, email Scott Neff sneff@fadoirishpub.com
Good charities can organize 40-50 people to come out over happy hour.
Here's how it works- A popular member of the charity gets to play bartender for an hour or two. While they are behind the bar, there is a tip jar out that charity members fill with tips ($500-$1000). We provide everyone their first round of pints and some light food. On average everyone will stay for 2-3 drinks (they pay for these) and they raise significant funds for the charity which is a great thing.
They also have a lot of fun in the process. You can do it at least quarterly, a couple a month doesn't hurt as it's not something you need to promote in the pub. Has worked well for many years in Columbus and if you need something to jumpstart happy hour this should be part of your playbook.
If you have questions on this, email Scott Neff sneff@fadoirishpub.com
Profit From Charities
Great idea from Toni and Gerry in Seattle...
Friday, July 22, 2011 9:
This is s a great story of bringing people into the pub to support Fri nights and something that you can replicate in your markets. Since last week, Sarah (referred to below) has referred two additional parties (no discounts) to the pub, 75 people total, just because she’s passionate about Fado.
It’s one person generating 130 people worth of business with no discounts. Pretty awesome. Remember, your best source of new business comes from those who know us and love us; it just takes a little creativity and proactively finding those people to make it happen.
From: Gerry Leonard Sent: Tuesday, July 19, 2011 2:10 PM T
JP, as I mentioned to you earlier we are beginning to see momentum around this and also seeing the fruits of Toni’s work with groups and charities. Last Friday we had a great night, in large part because we were able to bring in Gorillas FC and their hook with Child Advocacy group CASA.
In two weeks we have the Seattle Singles group coming in and two weeks after that we have a Breast Cancer Foundation night. The girl who was behind last Friday’s event came in to see me last night. She was very excited about how everything went and wants to hold more nights. She is a young lawyer and is very active in the charity/helping the community network.
The next group she is looking to tie in with Ladies 80’s is Seattle Works which has over 400 members and is a young, professionals organization that does volunteer work throughout the city. She seems exactly the type of person we want to be involved with. Even yesterday there were little side benefits like Sarah not realizing we had free wi-fi, now she is going to suggest us to friends and colleagues as a great spot for meetings.
The hook for them last Friday was we would give them Gift Cards to the value of $10 per lady they brought to the pub, she brought 62! She loves this incentive and I think going forward it makes every kind of sense and is a much better value for us than giving free drinks (which we will still use when needed, e.g. Singles).
What I like about the gift card incentive is:
1) Does not affect sales on the night.
2) Gets us promotion at other events when they are used as raffle/door prizes.
3) Especially with Sarah’s events at the pub, these cards are going to be used at events involving the type of demographic we are looking for. Young professionals.
4) Let’s us be seen as being involved in the community.
5) Going to bring people to the pub to use their cards that might never have been here before.
One great thing that Sarah did was have every lady sign in as they came in. She explained it to me as a way to make them feel their presence actually meant something, made them feel that their presence really counts. We are not just handing over a donation but a donation whose amount is directly tied to the amount of bodies who show up.
Friday, July 22, 2011 9:
This is s a great story of bringing people into the pub to support Fri nights and something that you can replicate in your markets. Since last week, Sarah (referred to below) has referred two additional parties (no discounts) to the pub, 75 people total, just because she’s passionate about Fado.
It’s one person generating 130 people worth of business with no discounts. Pretty awesome. Remember, your best source of new business comes from those who know us and love us; it just takes a little creativity and proactively finding those people to make it happen.
From: Gerry Leonard Sent: Tuesday, July 19, 2011 2:10 PM T
JP, as I mentioned to you earlier we are beginning to see momentum around this and also seeing the fruits of Toni’s work with groups and charities. Last Friday we had a great night, in large part because we were able to bring in Gorillas FC and their hook with Child Advocacy group CASA.
In two weeks we have the Seattle Singles group coming in and two weeks after that we have a Breast Cancer Foundation night. The girl who was behind last Friday’s event came in to see me last night. She was very excited about how everything went and wants to hold more nights. She is a young lawyer and is very active in the charity/helping the community network.
The next group she is looking to tie in with Ladies 80’s is Seattle Works which has over 400 members and is a young, professionals organization that does volunteer work throughout the city. She seems exactly the type of person we want to be involved with. Even yesterday there were little side benefits like Sarah not realizing we had free wi-fi, now she is going to suggest us to friends and colleagues as a great spot for meetings.
The hook for them last Friday was we would give them Gift Cards to the value of $10 per lady they brought to the pub, she brought 62! She loves this incentive and I think going forward it makes every kind of sense and is a much better value for us than giving free drinks (which we will still use when needed, e.g. Singles).
What I like about the gift card incentive is:
1) Does not affect sales on the night.
2) Gets us promotion at other events when they are used as raffle/door prizes.
3) Especially with Sarah’s events at the pub, these cards are going to be used at events involving the type of demographic we are looking for. Young professionals.
4) Let’s us be seen as being involved in the community.
5) Going to bring people to the pub to use their cards that might never have been here before.
One great thing that Sarah did was have every lady sign in as they came in. She explained it to me as a way to make them feel their presence actually meant something, made them feel that their presence really counts. We are not just handing over a donation but a donation whose amount is directly tied to the amount of bodies who show up.
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