Study case at Blue Gum restaurant: Tania James and Bill Johnson’s goals for the previous year included providing a quality dining experience, increasing profitability by 5 per cent, increasing the lunchtime trade, and enjoying themselves.
Their profitability increased by 6.5 per cent; they increased their lunchtime trade by 4 per cent; introduced new dishes to the menu; and sent their chef on a weekend refresher course. They also introduced a new service—dial-a-dinner—which had not been one of their original goals. The idea came to Tania and Bill when they took time off because they were feeling flat and unmotivated.
This analysis will give you some understanding of which marketing tools are working for you. But remember that some marketing takes time to be effective and many businesses give up on marketing before it has a chance to work. Customers or clients often need to hear about your business several times before they feel comfortable dealing with you.
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