Offline/Online Marketing Ideas for Restaurant?

[Paul Coleman]

Hi guys,

Well, I took the advice of David Preston, Andrew Cavanagh, and Stef. I went out and talked to some Business Owners. I am close to getting a deal, and I want to present to the Owners some marketing ideas.

It's a gourmet pizza place. Fun, laid back place. The owners are young. Free WiFi. The location is not great, however.

Ok, my ideas so far:


Online

1) I have a restaurant review blog. I will feature their place on it.

2) Build Squidoo lenses targeting restaurant related keywords for San Diego.

3) Target travelers to SD with Squidoo, EZA, etc.


Offline

1) There's a Real Estate place nearby. I'm thinking of a Joint Venture with them.

2) Joint Venture with any transportation hub: train station, airport. (But, this may be expensive.)

3) JV with hotels.

4) Capture customer contact info at Point Of Sale, and then market to the list.


That's what I've come up with so far. Ready to hear your brainstorms.

[ShayRockhold]

If it is a fun place, have them come up with an event or angle and send out a press release to the local media.

Have them sponsor a contest - have people create a new, never-before-seen pizza and celebrate the New Year with a new pizza creation.

Winner gets free pizza for a year.

Announce the upcoming contest and then announce the winner - complete with photos.

[ShayRockhold]

Is it family-friendly? Have them sponsor a coloring contest for the kiddos.

Kids have a blank circle - and they draw their favorite kind of pizza.

Winner gets free pizza for a year.

Announce the contest - then announce the winner (with photos).

Send a periodic press release about how many free pizzas the winner has gotten so far. With pics.

Have the event every year.

[Paul Coleman]

ShayRockhold - Nice. People love events and they certainly love free stuff. Thanks. Great ideas.

Free pizza for a year? I might have to enter the contest.

[Paul Coleman]

Kids have a blank circle - and they draw their favorite kind of pizza.

Hmm, maybe tie that in with a charity. Hmm...

[ShayRockhold]

Originally Posted by ic7

ShayRockhold - Nice. People love events and they certainly love free stuff. Thanks. Great ideas.

Free pizza for a year? I might have to enter the contest.

LOL Obviously you would need some kind of limit (can't bring in the soccer team each week), but giving away a few pizzas would certainly pay off.

[ShayRockhold]

Originally Posted by ic7

Hmm, maybe tie that in with a charity. Hmm...

Sure!

You could do a joint event and get even more publicity.

Civic marketing pays off.

[myob]

I have a portal site for a local city listing all the major services; restaurants, auto repair, hotels, real estate, moving companies, attorneys, insurance, chiropractors, accountants, etc. I charge $75 a month per listing. What I do is contact local businesses, and show the website on my laptop computer, and propose to build their 5 page website for $2,000 and $75 a month for maintenance and promotion. Ironically, this is much easier than marketing online because what IMers take for granted is often new to brick and mortar business owners. The website is promoted by members themselves and through my own newspaper, billboard, and media (cable TV is surprisingly cheap) advertising.

[ShayRockhold]

Is there a hospital nearby with a children's ward?

Is there a group home?

A Big Brothers/Big Sisters?

Crisis Pregnancy Center?

Orphanage?

Any of these would be a great charity event idea.

[Paul Coleman]

Originally Posted by myob

I have a portal site for a local city listing all the major services; restaurants, auto repair, hotels, real estate, moving companies, attorneys, insurance, chiropractors, accountants, etc. I charge $75 a month per listing. What I do is contact local businesses, and show the website on my laptop computer, and propose to build their 5 page website for $2,000 and $75 a month for maintenance and promotion. Ironically, this is much easier than marketing online because what IMers take for granted is often new to brick and mortar business owners. The website is promoted by members themselves and through my own newspaper, billboard, and media (cable TV is surprisingly cheap) advertising.

I like. I did something similar. I brought my laptop and showed my review site to the Owners. Really breaks the ice.

[Paul Coleman]

Originally Posted by ShayRockhold

Is there a hospital nearby with a children's ward?

Is there a group home?

A Big Brothers/Big Sisters?

Crisis Pregnancy Center?

Orphanage?

Any of these would be a great charity event idea.

All great ideas. I'm going to do a search around their restaurant.

[Paul Coleman]

...what IMers take for granted is often new to brick and mortar business owners.

And I have to agree with that. I was presenting really basic IM ideas, and their eyes were popping out of their heads.

[Lance K]

Originally Posted by ic7

Offline

1) There's a Real Estate place nearby. I'm thinking of a Joint Venture with them.

Good idea. Let all their agents give both buyers and sellers a cupon for a free large pizza (dine in only) at closing. You're going to have to explain customer aquisition cost and lifetime customer value to them (as well as bumps/upsells).

When the customers come in to redeem their cupons, chances are they'll get more than just a large pizza. And you can give them another cupon to get them to come back again. Perhaps a buy one get one free (or 1/2 off). Or free sodas or a free pitcher of beer or something like that. Anything to get them back for a second experience.

Also, hold a free pizza party at the RE office to announce the program.

[Paul Coleman]

Originally Posted by Lance K

Good idea. Let all their agents give both buyers and sellers a cupon for a free large pizza (dine in only) at closing. You're going to have to explain customer aquisition cost and lifetime customer value to them (as well as bumps/upsells).

Also, hold a free pizza party at the RE office to announce the program.

Wow. I like that. A free meal and a welcome to the community. Thanks!

[jan roos]

I am building alist for a restaurant and we started friday night by handing out a little card to each table saying that they should go to the website and enter a chance to win a free dinner for 2 each month plus other really cool specials etc they'll receive via email. Last night and tonight we did it and so far we have 0 subscribers and the restaurant was packed both nights.

I know its still too early to see any results but if it doesnt work I think I'll make cards so that people can enter their email and name right there and then and I'll just manually upload them to the list.

Regards

[Paul Coleman]

I charge $75 a month per listing.

Paul - what's the pitch? Do you talk about traffic?

[ShayRockhold]

Originally Posted by jan roos

I am building alist for a restaurant and we started friday night by handing out a little card to each table saying that they should go to the website and enter a chance to win a free dinner for 2 each month plus other really cool specials etc they'll receive via email. Last night and tonight we did it and so far we have 0 subscribers and the restaurant was packed both nights.

I know its still too early to see any results but if it doesnt work I think I'll make cards so that people can enter their email and name right there and then and I'll just manually upload them to the list.

Regards

Instead of having them enter at home, why not collect the cards in a fishbowl when they pay?

Have a drawing every month, and also let them know that they will receive coupons and specials just for signing up.

[Paul Coleman]

I'll make cards so that people can enter their email and name right there...

Hi Jan, I was thinking of something similar. Even if I have to stand in the restaurant and write each one down. I want to jumpstart things.

[ShayRockhold]

Originally Posted by ic7

Hi Jan, I was thinking of something similar. Even if I have to stand in the restaurant and write each one down. I want to jumpstart things.

Why not have an all-day event? Have a drawing every hour. Name and email is all that is required. Winner will receive the coupon via email. Publicize the heck out of it.

[Paul Coleman]

Originally Posted by ShayRockhold

Why not have an all-day event? Have a drawing every hour. Name and email is all that is required. Winner will receive the coupon via email. Publicize the heck out of it.

Sounds good to me!

[Lance K]

As a marketer, I think it's a great idea in theory.

But as a restaurant patron, I don't want Tuesday night's special clogging up my inbox. And I'm for SURE not gonna go home and sign up.

I would think that you would have to either collect cards at the restaurant or else have a computer set up so they could do it there. Offer to give them 20% off their bill that night or a free drink at the bar or something like that if they do it. Or have a $250 drawing each night for those who enter. Or perhaps $100 every hour.

And you should try to present the list as something more than a repeated sales pitch. You could provide info on how to eat healthy when eating out, etc. You could also introduce new dishes and explain the story and inspiration behind them. People like stories. Getting blasted with deal of the day type emails will turn them off rather quickly.

Originally Posted by jan roos

I am building alist for a restaurant and we started friday night by handing out a little card to each table saying that they should go to the website and enter a chance to win a free dinner for 2 each month plus other really cool specials etc they'll receive via email. Last night and tonight we did it and so far we have 0 subscribers and the restaurant was packed both nights.

I know its still too early to see any results but if it doesnt work I think I'll make cards so that people can enter their email and name right there and then and I'll just manually upload them to the list.

Regards

[jan roos]

Originally Posted by ShayRockhold

Why not have an all-day event? Have a drawing every hour. Name and email is all that is required. Winner will receive the coupon via email. Publicize the heck out of it.

That is a good idea thanks.

I'll give it a while and see how it goes.

regards

[sevenish]

I love the ideas you've gotten so far.

I'm not sure if their/your area is similar, but in my area (downtown NYC) there are some restaurants to which families with younger children flock at around 6pm or so because their serving hours are suitably early. These excellent artisan restaurants have special accommodations for strollers and plenty of high chairs and booster seats. In my neighborhood, these places are packed from 5:30 - closing. The families with young children provide an extra "seating" before the serious dinner crowd gets there.

Perhaps developing a list of those sorts of local families and sending out offers appropriate to their needs might also be an option.

[ShayRockhold]

Originally Posted by Lance K

As a marketer, I think it's a great idea in theory.

But as a restaurant patron, I don't want Tuesday night's special clogging up my inbox. And I'm for SURE not gonna go home and sign up.

Maybe not, but I know I have made dinner plans because of a well-timed email. ("Oh! Pizza King has a buy-one-get-one-free deal! Let's do that!")

[myob]

Originally Posted by ic7

Paul - what's the pitch? Do you talk about traffic?

Online advertising is more cost-effective than traditional advertising. Companies are turning to online prospecting and advertising because their customers often begin their search online. I show prospects monthly hits to the website and to the category of the business. It's in a Powerpoint presentation format and the traffic segment includes traffic pattern graphics for each month over the past 18 months (since I started). The best prospects are those who have Yellow Page ads, or are doing some significant advertising. In many cases, they are already paying hundreds of dollars per month in advertising. If you have your presentation on your laptop, it adds to the awe and makes it easier to close sales. You can offer a free optin page for their customers to sign up for discounts or free samples if applicable.

And monthly billing is easy. You will get the odd customer who doesn't pay; just disable or delete the site from the directory after a couple of months or so of non payment. They WILL come back! LOL! I guarantee results to my customers, and everyone is happily giving me $75 a month!

[Paul Coleman]

...special accommodations for strollers and plenty of high chairs and booster seats.

Hmm. I'm going to have to check that. Good point.

[Paul Coleman]

...because their customers often begin their search online.

Very good point. I will memorize those words. I'm starting to love this whole Offline Marketing idea.

[jhongren]

Hi Paul,

About the part on tying up with charity, I can share with you about my experience.

I do work in Non-profit organisation and we had a Christmas function. The sponsor roped in a restuarant which offer food catering.

The food was delicious and what is my point here.

The connection is between the sponsor and the charity. Normally such events have many people participating and if the food is really delicious, people do talk about it and will visit it again.

So again, it is seeking where there is alot of potential crowd (high traffic) and letting people talk about it (another viral mechanism = word of mouth)

My 2 cents,
John

[Paul Coleman]

...if the food is really delicious, people do talk about it and will visit it again.

Good point. That's one of the reasons I picked the food biz. Makes people happy.

[jan roos]

Originally Posted by Lance K

As a marketer, I think it's a great idea in theory.

But as a restaurant patron, I don't want Tuesday night's special clogging up my inbox. And I'm for SURE not gonna go home and sign up.

I would think that you would have to either collect cards at the restaurant or else have a computer set up so they could do it there. Offer to give them 20% off their bill that night or a free drink at the bar or something like that if they do it. Or have a $250 drawing each night for those who enter. Or perhaps $100 every hour.

And you should try to present the list as something more than a repeated sales pitch. You could provide info on how to eat healthy when eating out, etc. You could also introduce new dishes and explain the story and inspiration behind them. People like stories. Getting blasted with deal of the day type emails will turn them off rather quickly.

I agree with you about being a patron and not to get bombarded with emails which isnt what I'm planning to do. I know to provide real value etc and then also market to the list. It's just to get people to opt in. i think the 10% off for signing out right there and then is a good idea which I will test in the future.

The restaurant was voted number 2 in CA for best beef and we run $9.99 for 14oz NY strip specials and who doesnt want an email like that?

Cheers

[Nonny]

You don't say what the layout of the restaurant is, but what about bringing live music? Musicians are always looking for new places to play, and it could be a draw on slow nights.

[Paul Coleman]

Originally Posted by Nonny

You don't say what the layout of the restaurant is, but what about bringing live music? Musicians are always looking for new places to play, and it could be a draw on slow nights.

It's narrow inside, but there's outdoor seating behind the building. Nice area out there. Good idea. We could use that outside area.

Paul

[Mark Riddle]

Being a Former Restaurant owner AND internet marketer, I can tell you first hand the card idea for sign ups simply is too much of a disconnect to work.

The ONE exception is if the card is stapled to the receipt.

But still not the best option for restaurants.

Here is what worked for ME.

I could care less about how FEW people sign up initially, that's not were the power is.

The Type of restaurant is vitally important for this to work effectively.

If this is the kind of place that you ONLY go for special occasions, (Typically Higher end places) Price incentives are not all the big of deal, you plan on something special and price isn't going to get you to choose one place over another.

For High priced places, its what goes along with the meal that counts, Dinner including Roses and VIP instant seating that is ONLY available to the VIPs, is important, the only way to be a VIP ? That's right sign up on the web.

For Premium dining its the experience that your web promotes.
Example:

Only Available to our VIP Guests
There is a limited supply of our special Veal medallions, on a bed of rice with our own special secret seasonings, with baby snow peas and a garnish of our chefs special cream sauce or rare white mushrooms ala-glaze.

Complete with our Tiffany cream cake, topped with hand selected black walnuts rolled in imported dark cocoa.

This is NOT available on our menu and we only can prepare a limited number of these exqusite items, please set your reservations for next wednesday, so you can enjoy this special limited delight.


For LOW END Resturants,

Its about price and speed,

HELP WE GOOFED, Our order agent messed up our order but it works out to benefit YOU. You see we ordered a case of our tenderloins, these are the same plate sized tenderloins that are on our menu, but WE GOOFED, you see they couldn't read the writting on the pad so we have 10 cases~!

So Take advantage of this goof up and come in now through wednesday with a copy of this email and you can have our tenderloin meal, grilled or breaded and deep fried for 1/2 off. PLEASE don't spread this around, just come in an show us this email and you get you meal 1/2 off no matter if one or 100, this special will run through wednesday.


Now in both cases, do you really think anyone is going to keep the secret?

Nope not at all, they are going to tell everyone they know to sign up for the notices and get in on the deals too.

The key is the business sees a traffic increase, NOT THE WEBSITE SEES A TRAFFIC INCREASE.

Read the above line again, its VERY important.


Mark

[Paul Coleman]

Good ideas, Mark. Thanks. And I agree with you about traffic for the business. That's the proof that I am effective.

Paul

[Paul Coleman]

PLEASE don't spread this around, just come in and show us this email and you get you meal 1/2 off...

Upon further pondering, I realize that this is absolutely great. May I steal it?

[jan roos]

Originally Posted by netmalls

Being a Former Restaurant owner AND internet marketer, I can tell you first hand the card idea for sign ups simply is too much of a disconnect to work.

The ONE exception is if the card is stapled to the receipt.

But still not the best option for restaurants.

Here is what worked for ME.

I could care less about how FEW people sign up initially, that's not were the power is.

The Type of restaurant is vitally important for this to work effectively.

If this is the kind of place that you ONLY go for special occasions, (Typically Higher end places) Price incentives are not all the big of deal, you plan on something special and price isn't going to get you to choose one place over another.

For High priced places, its what goes along with the meal that counts, Dinner including Roses and VIP instant seating that is ONLY available to the VIPs, is important, the only way to be a VIP ? That's right sign up on the web.

For Premium dining its the experience that your web promotes.
Example:

Only Available to our VIP Guests
There is a limited supply of our special Veal medallions, on a bed of rice with our own special secret seasonings, with baby snow peas and a garnish of our chefs special cream sauce or rare white mushrooms ala-glaze.

Complete with our Tiffany cream cake, topped with hand selected black walnuts rolled in imported dark cocoa.

This is NOT available on our menu and we only can prepare a limited number of these exqusite items, please set your reservations for next wednesday, so you can enjoy this special limited delight.


For LOW END Resturants,

Its about price and speed,

HELP WE GOOFED, Our order agent messed up our order but it works out to benefit YOU. You see we ordered a case of our tenderloins, these are the same plate sized tenderloins that are on our menu, but WE GOOFED, you see they couldn't read the writting on the pad so we have 10 cases~!

So Take advantage of this goof up and come in now through wednesday with a copy of this email and you can have our tenderloin meal, grilled or breaded and deep fried for 1/2 off. PLEASE don't spread this around, just come in an show us this email and you get you meal 1/2 off no matter if one or 100, this special will run through wednesday.


Now in both cases, do you really think anyone is going to keep the secret?

Nope not at all, they are going to tell everyone they know to sign up for the notices and get in on the deals too.

The key is the business sees a traffic increase, NOT THE WEBSITE SEES A TRAFFIC INCREASE.

Read the above line again, its VERY important.


Mark

Thanks for the post Mark it makes a lot of sense. How did you capture your subscribers initially before word of mouth took over?

Thats one thing I did mention to the business owner, I think we should work the list so that people feel exclusive and they get deals the others don't. That way people will start to scramble to get on the list as well.

Cheers

[Keith Boisvert]

I like the email list idea, but I have had problems getting patrons to sign up for it.

What I have had success with was an online survey. I put up a survey on a website made up of questions looking for the restaraunt...such as how was the service(rate 1-10), how could we make your experience better(fill in), what would you like to see on the menu that we don't have, etc.

When the patrons would fill out the survey and clicked submit, they automatically got redirected to a page that asked them to if they would like to sign up for the email list for special 'members' only weekly discounts, and also on that page was a printable coupon good for one free meal.(it was a mexican restaraunt).

Now the key was to train the employees to bring this up at the end of each meal to the patrons. They would say that there was no obligation, but they would appreciate the input and if they would fill out the simple survey (no more than 5-10 questions) they would get the free meal coupon automatically.

I designed up some simple business cards with the company logo and website so that they could be handed to each customer with the bill or when they paid.

Again, the key was training. Each employee had to understand what the goal was and to ensure they mentioned it and handed out the cards.

This worked pretty well and now people had gone to the website, and by the stats the people were returning. I used a blog format so one of the owners was able to post the updates, daily specials etc without my assistance.

The key is to use the offline traffic to drive online traffic. Granted, you want them ranked well so people can find them, but take advantage of the current offline traffic to retain these customers and create a buzz. The website is just one tool in the arsenal, and it is an excellent customer retention avenue.

Anyway, that is just an experience I had, maybe it will help, maybe it wont, as each location is different.

~keith

[MaskedMarketer]

Maybe I missed it, but I didn't see anyone mention the most obvious answer to get your store packed full. We do it all day online....

and thats offer them something free.. Not just offer them something free- but you should offer a Free Day of food. Maybe only between cetain hours anyone who comes in gets free food. If you're food is good then it'll work.

When I worked on wall st. (before the crash, lol) there was a new place that opened up. I didn't know about this place because it was a few blocks away, but a friend mentioned he got a flier mentioning free food for lunch (You can use the flier idea too- it goes viral). Everyone loves free food and will come miles away for it.

So we went to lunch at this place. It was for 2 days. Of course it took about 30 mins until we could enter the place because it was packed full and the line was down the block.

When I got in, they had a Buffet of free food. Seconds, Thirds, as much as you want. The food was excellent. I told myself I wouldn't go back because it was too expensive.

I lied to myself, I went back multiple times as the food was so good. I would have never went there if it wasnt free and it worked. The place wasn't even near wall st. so it wasn't getting as much traffic.

This idea works great at a business because when at work when people want to eat, they will go to you because they remember you gave them great free food.

Although this method 100% works and will pack the store, you have to have a good plan, excellent food, and the money to back it up.

You can take it even futher by having press releases, in local newspapers, in local radio, in local TV. Imagine you had a free food day and it was all over the media in your area. I think that should outpull a couple online marketing tactics.

And this is not theory. It works in the real world and worked on me personally.

I appreciate good marketing.

[jan roos]

Originally Posted by MaskedMarketer

Maybe I missed it, but I didn't see anyone mention the most obvious answer to get your store packed full. We do it all day online....

and thats offer them something free.. Not just offer them something free- but you should offer a Free Day of food. Maybe only between cetain hours anyone who comes in gets free food. If you're food is good then it'll work.

When I worked on wall st. (before the crash, lol) there was a new place that opened up. I didn't know about this place because it was a few blocks away, but a friend mentioned he got a flier mentioning free food for lunch (You can use the flier idea too- it goes viral). Everyone loves free food and will come miles away for it.

So we went to lunch at this place. It was for 2 days. Of course it took about 30 mins until we could enter the place because it was packed full and the line was down the block.

When I got in, they had a Buffet of free food. Seconds, Thirds, as much as you want. The food was excellent. I told myself I wouldn't go back because it was too expensive.

I lied to myself, I went back multiple times as the food was so good. I would have never went there if it wasnt free and it worked. The place wasn't even near wall st. so it wasn't getting as much traffic.

This idea works great at a business because when at work when people want to eat, they will go to you because they remember you gave them great free food.

Although this method 100% works and will pack the store, you have to have a good plan, excellent food, and the money to back it up.

You can take it even futher by having press releases, in local newspapers, in local radio, in local TV. Imagine you had a free food day and it was all over the media in your area. I think that should outpull a couple online marketing tactics.

And this is not theory. It works in the real world and worked on me personally.

I appreciate good marketing.

Thats a pretty good idea but I'm not sure how easy it'll be to convince a restaurant owner to give free food away for a day.

[Mark Riddle]

Originally Posted by ic7

Upon further pondering, I realize that this is absolutely great. May I steal it?

Naa ya can't steal it Its FREE

Mark

[Daniel Deegan]

There is a course by a student of Dan Kennedy designed for restaurant owners and consultants. It could be a big help and make you look good...It's by Rory Fatt - Restaurant Marketing Systems

[Mark Riddle]

It has to be something that they WANT to take home with them, Or some type of incentive.

As David has said and I think Andrew has also mentioned, what worked for me was the charge card receipt.

Nothing fancy just:

Join our VIP Club whoeverwhatever.com

Cash register receipts are supposed to work as well, but I didn't use one so I don't have personal experience with that.

Mark

Originally Posted by jan roos

Thanks for the post Mark it makes a lot of sense. How did you capture your subscribers initially before word of mouth took over?

Thats one thing I did mention to the business owner, I think we should work the list so that people feel exclusive and they get deals the others don't. That way people will start to scramble to get on the list as well.

Cheers

[Paul Coleman]

Again, the key was training. Each employee had to understand what the goal was and to ensure they mentioned it and handed out the cards.

Good info. Thanks.

[Paul Coleman]

a friend mentioned he got a flier mentioning free food for lunch (You can use the flier idea too- it goes viral). Everyone loves free food and will come miles away for it.

Genius. I'm going to suggest that one to the owner.

[Paul Coleman]

Originally Posted by netmalls

Naa ya can't steal it Its FREE

Mark

D'oh!

ten characters

[Paul Coleman]

Originally Posted by Gorilla Writer

There is a course by a student of Dan Kennedy designed for restaurant owners and consultants. It could be a big help and make you look good...It's by Rory Fatt - Restaurant Marketing Systems

Thanks. Will check that out.

[Paul Coleman]

Originally Posted by oneandonly

Viral Marketing and backlinks is a good choice for building traffic

Thanks. Will definitely start a backlinks campaign.

[JohnMcCabe]

Originally Posted by jan roos

I am building alist for a restaurant and we started friday night by handing out a little card to each table saying that they should go to the website and enter a chance to win a free dinner for 2 each month plus other really cool specials etc they'll receive via email. Last night and tonight we did it and so far we have 0 subscribers and the restaurant was packed both nights.

I know its still too early to see any results but if it doesnt work I think I'll make cards so that people can enter their email and name right there and then and I'll just manually upload them to the list.

Regards

Depending on the way the tickets are produced (thermal printer, hand written on a pad, etc.), I would put the sign-up form right on the ticket itself. "Join our email club tonight and we'll take 10% off your tab just to say thanks."

If that isn't practical, I'd have some cards made up with basically the same message and include them in the folder with the check...

Another (kinda sneaky) way to drive subscribers is to make sure the restaurant is listed on the review sites like TripAdvisor. Post a review (glowing, of course), then throw in a comment about (saving money or special holiday promotion or whatever) people can get by joining the email club on the website (include the url).

[MaskedMarketer]

Originally Posted by jan roos

Thats a pretty good idea but I'm not sure how easy it'll be to convince a restaurant owner to give free food away for a day.

They gave food away for 2 days for 2 hours each day or something like that.

If you could get hundreds of loyal, repeat customers, then its worth it. Thats what they did. Do you realize how much competition there is near Wall St. for a new business? What they did was daring and it worked...

If the business owner can't realize that then it probably won't work for his business anyways because it takes planning and work to make successful... and money...

[Jillian Slack]

Get their email address IMMEDIATELY and give them an immediate reason to WANT to sign up for the ezine. Otherwise, if you give them a card or something asking them to go online and sign up for the ezine later, you've put the ball in their court and given control to them. You might end up with a lot of people who never sign up.

Give them something RIGHT THEN in exchange for their email address.

"... and if you sign up for our ezine tonight, your drinks are on us."

Something like that.

Take a laptop in, set it up by the register with their new web site on display to brag about it. As people pay, tell them, "Here's our new web site. Isn't it great? And if you click right here to sign up for our free ezine, I'll give you a coupon for __% off next time you come in."