It's difficult to pinpoint a single marketing strategy that is capable of turning around a struggling business. Yet one feature seems to be part of the shared DNA of all effective marketing programs.
What to know the characteristics that distinguish leading Central European restaurants from other businesses in the industry? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.
Smartphones have added a new wrinkle to small business marketing. Equipped with GPS components, today's smartphones give consumers the ability to perform navigation and other geolocational tasks. If you are a Central European restaurant owner, geolocational features can be a powerful weapon in your marketing arsenal. Exploiting geolocational capabilities requires sophisticated tools and marketing strategies. There are many ways to influence consumers through mobile GPS. However, in its simplest form, geolocational marketing enables consumers to identify a Central European restaurant that is closest to their present location.
Strategic partnerships offer Central European restaurants economies of scale, not to mention a larger promotional footprint. Think about it: even on your best day, your company has the ability to influence a certain percentage of potential customers. But when you partner with a complementary supplier to perform a joint marketing campaign, you multiply your customer base and generate a more powerful market presence.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. With the help of marketing professionals, media monitoring can provide up-to-date assessments of the amount of influence your Central European restaurant has in the public sphere. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
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