Differentiate and Dominate
Quite often restaurant owners will ask what’s the most powerful marketing strategy out there. What we can say is that the most powerful marketing strategy has little do with advertising, direct mail, websites, referrals or blogs.
No, before any of those things will really have any impact on your business, you’ve got to uncover and communicate how your business is different from every other business that says they do what YOU do. You’ve got to get out of the commodity business. You’ve got to stake your claim on a simple idea or position in the mind of your prospective clients.
Here’s what we mean from another industry. We have a client who provides custom computer programming. Essentially, the client uses programming languages to build custom applications for businesses. This is often hard to explain and even harder to put a price on, making it difficult for a prospective client to compare different companies.
