Today: “Buen Appetito”

 > The Situation:
Said it before. And you know I’ll say it again: "Now is the time to take market share from competitors who are not using it." (Because they’ve reacted to the downturn by cutting back on their marketing and sales.) Today’s example comes from our intrepid seminar Registrar, Doreen Brown. She called to tell me about an email she received from Michael Olesen, proprietor of The Sonoma Grill, in Langley, BC. Listen in.

 > The Idea:
Michael packed three powerful promotions into a single email:  1) Chilean Winemakers Dinner. Featuring wine consultant Lynsey Croll, Chef Robert Wentz–and a seven course dinner paired with the great Cabernet Sauvignon and Carmenere wines of Chile. Mmm.  2) Launching of "The Sonoma Lunch Club,"with special menus to be emailed to members three times a week.  3) A dinner promotion called, "Two Can Dine For $59," featuring two appetizers, two entrees, and two glasses of wine. (Great value!)

 > The Risk:

What if you build it and no one comes? My advice? Do it anyway. And. If a promotion doesn’t work then ask customers and prospects what would attract them, while you’re planning the  next one. This is "live and learn" in action. And, when you email your notices, be sure to ask recipients to forward them to others they know who would like to be notified (in this case, also suggesting they forward it to friends, and form a group for the Chilean night).

 > The Reward:

Very few businesses are marketing as actively as Michael. And when I spoke to him recently at our public seminar in New Westminster, he said his promotions are making a huge difference .(I just didn’t know how active he was)..

 > The Call to Action:

Plan a promotion. Then another. And then another. Never stop. And…..Buen appetito!
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