Strategy #21
Scratch and Win Game Cards

     It's human nature...everyone loves to win something.  It's no wonder so many state governments are wild about their lotteries.  Now imagine what would happen if every scratch-off ticket was a winner!  You'd have lotto lines that would run for miles.  OK, now imagine if your store implemented a scratch & win game where every ticket was a winner.  You'd have a lot of happy customers and sales figures that would go through the roof. 

     I'm sure you've noticed how the large national chains like McDonald's have been using scratch & win type game cards for years.  You probably assumed that only a giant restaurant chain could afford to produce and implement a scratch & win promotion.  Well, here's the good news – you can offer customers a scratch & win game where everybody wins.  Today, small businesses can participate in the scratch & win game craze for just pennies.  A leader in this field is Direct Check Marketing of Clearwater, Florida, who produces the Jackpot Scratch Match & Win Game.  This Popular scratch & win promotion allows your store a supply of personalized game cards that are imprinted with your business logo/name, address, phone, etc.  You select three attractive house prizes or offers, which are then printed, on your game card.  These prizes are called one, two, or three Cherry Jackpot Prizes.  Give a game card to each customer every time they visit your store. The play area is scratched off to reveal one, two, or three cherries, and your customer wins the appropriate matching prize on their next visit.  Prizes can include free food items, discounts of food products or free premium items.  You can even use your regular coupon offers as prizes and increase your redemption rates.

     The bottom line is that customers love these scratch & win games and so will you!  Effective scratch-off campaigns will generate repeat business, create a fun atmosphere and customer good will and are a great way to introduce new products.  If you would like to bring an exciting in-store promotion to your restaurant, I invite you to investigate the possibilities of the Jackpot Scratch, Match & Win Promotion.  For more information, please contact Bill Gillespie with Direct Check Marketing at 888-313-8054

Strategy #22
Finger Foods Add Up To Big Profits

     Hot wings, onion rings, French fries, fried cheese...if it comes out of a fryer, American consumers are ready to buy.  And without a fryer, these and all fried dishes are probably not on your menu.  For most small operators the reasons for not having a fryer are many – equipment costs, fire regulations, safety to young employees and lack of space.  Well, there's good news on the fry front!!!  Now there are cost effective fry machines available that are enclosed – self contained and they do not require a vent hood.  Plus, because they are completely enclosed, these units are much safer than the big traditional open fry units.  According to Gary Santos of Autofry, the trend today for pizza restaurants is to expand the menu to include fried finger foods.  Gary states, “Your average pizza place can encourage tremendous add-on sales by offering customers are variety of fried appetizers to enjoy while they are waiting on their pizza.

     Fried appetizers are also a great promotional tool, For example, with the purchase of a large pizza with the works, offer a side order of fried cheese sticks free.  Or how about giving away free appetizers in a family meal deal is a terrific way to move people into your more profitable products.  By slowly adding new finger items to your menu, you'll encourage your patrons to continually visit your restaurant to see what's new.

     If it's time to expand your menu...and your bottom line...you just might look toward the fried appetizer craze.  To find out more about the profitability of fried appetizers, I suggest your give Gary Santos of Autofry/Motion Technology a call at 800-348-2976.

Strategy #23
Polo Shirts – Selling Pizza with Style

     The next time you are at a mall or busy street corner, count the number of people who pass by wearing a shirt with a company logo.  While you are counting all those polo shirts, make note of the messages printed on the shirts.  Chances are, you are going to see many local retail identities, especially eateries.  People love to wear polo shirts and t -shirts , and for the retailers who sold or gave the shirts away, they are a great from of advertising.  These shirts are literally mini-bill-boards that promote your business and products.

     We all know that shirts can be a great from of advertising, but do not lose sight of the fact that shirts are merely a promotional tool – they should not be considered a new-found profit center.  Just because the Hard Rock Cafe or Planet Hollywood can charge $35 to $40 per shirt does not mean that you can.  Your goal should be to get shirts on the street, according to Manny Chazan of Shirts Unlimited, pizza operators should price the shirts at a level where the customer sees a real value.  “I always suggest keeping the price at 20% above cost.  At this price, you are covering cost with a small mark-up,” says Manny.  He also suggests making the design very eye-catching.  After all, you want people to notice the shirt and your message, and you want your customer to wear the shirt often.  Imagine moving two dozen polo or t – shirts out your door every week.  That is a lot of walking endorsements for your establishment and product.

     Since shirts should be seen as a part of your marketing efforts, be sure to use them as a key part of a marketing promotion.  For example, you could offer your customers a free shirt for buying 10 or more pizzas, or after the customer has purchased a certain dollar amount of product.  There are many ways to make shirts sell more pizza.  If you would like to explore the possibilities of polo shirt and t – shirt promotions, I suggest you contact Customer Service at Shirts Unlimited, 800-291-6016.

Strategy #24
Host and Fresh Is Best

     Just imagine the disappointment your customers must feel when their pizza is delivered soggy and cold.  It is one of the biggest complaints consumers have concerning pizza delivery.  And, it is one of the biggest reasons pizza operators lose good customers.  Fortunately, there is a solution to the cold, soggy delivery dilemma.  Thanks to products like thermapak, distributed by FRANKE Commercial Systems, Inc., pizzas now can arrive at their destinations hot and fresh.

     The innovative Therma-Pak system works off a patented multi-layer insulation process and materials, which allows you a 30 to 40 minute delivery window while keeping foods in the 140-degree range.  For many restaurants, this means you can even expand your delivery area and still maintain a hot tasty pizza.  For those situations where the delivery time might exceed the 40-minute window, the Therma-Pak system offers heating elements that will greatly extend the freshness timeline.  These exclusive Therma-Pak heating elements can also turn your delivery system into an effective holding system during peak business time periods – up to two hours without moisture build-up.  The Therma-Pak system will also give you the ability to move into food service areas that you have never before tapped into...pizza-by-the-slice at sporting events, catering events, school lunches and church functions.

     Keeping old customers happy and finding new customers is what it's all about in the pizza business, and it seems that the right delivery system can go a long way in achieving both goals.  I recommend you investigate the delivery system products in the market place, and you might start by contacting Q Sales and Leasing at 1-708-331-0096.

Strategy #25
Cold Cash from Hawaiian Shave Ice

      Sell frozen water and air for $2.00?  If you have ever had a real Hawaiian Shave Ice, then you have enjoyed a true taste treat.  They are cool, refreshing, flavorful, and best of all, they cost between eight and ten cents to serve – and that includes the spoon and cup!  Do I have your attention?  Imagine selling a product for $2.00 that only costs you ten cents to serve.  Well, that is the beauty of the Shave Ice craze that's sweeping the country.  It is a natural in a pizza restaurant.  Shave Ice can add real profits to your bottom line while giving you an edge over your competition.

     Al Weist, owner of Magic Ice Products, almost single-handedly started the whole Shave Ice phenomenon.  Not only was Al one of the first people to bring the Shave Ice product from Hawaii to the mainland, but Al has developed a line of Shave Ice syrups that features 300 flavors...yes, 300 flavors.  According to Al, Shave Ice is completely habit-forming and a natural for in-store promotions.  For example, you can give families free Shave Ice to enjoy while their pizza is baking.  Now, that is a perceived value of $8.00 for the average family of four.  You give them 40 cents worth of ice and air instead of discounting two large pizzas and a round of soft drinks.  The shave Ice product is such a hit with the families that some restaurant operators are retailing home versions of the Shave Ice machines and supplying patrons with the syrups at a tidy profit.  Another benefit of retailing the home machines out of your location is that it means people must visit your location to purchase syrup – which often leads to ordering a pizza while they're there.  Give Al Weist a call at Magic Ice (800) 776-7923.

Strategy #26
Building Traffic with Giant Helium Balloons

     If you want to increase your in-store business, you have to increase the traffic coming through your front door.  An important key to increasing traffic lies in your ability to get the attention of prospective customers from the street level.  Once again, we are fighting the visual clutter and signage of your business neighbors.  You've got to break through with something that stands out and gets attention before your store is passed a beautiful solution to this marketing dilemma is through the use of a large advertising balloon.  Imagine a colorful 6' balloon floating 100 feet above your store...who could miss it.  A large overhead balloon will do wonders in locating your store and triggering the every important impulse buyer.

     Most giant advertising balloons are constructed of either vinyl or polyester materials, which adapt fairly well to helium.  But, according to Johnny Mulder of Arizona balloons, “The best results are coming from those balloons constructed of a new high tech polyurethane file which is much more glossy, has great elasticity and is both durable and easy to repair in the event a puncture does occur.”  Also, according to Johnny, the polyurethane retains helium longer than vinyl...saving you money.  If you are considering a balloon – the most popular size is 6 foot.  A 6-foot balloon is large enough to put a simple message on and still be read when floating 100-foot overhead.  Just remember to keep the message very simple...generally, your logo is all that is needed.

     If you would like to find out more about putting a giant helium balloon to work for your restaurant, I suggest that you give Johnny Mulder of Arizona Balloon Company a call at 800-791-1445

Strategy #27
Sweetening the Deal

     Ever heard of using candy as a premium to promote Pizza Sales?  One Canadian Pizza Chain used Snickers Candy Bars a few years ago.  It worked so well that they tried it with M&Ms the next year.  That also worked.

     Now from Australia comes word that a promotion in Perth using Whitman's Chocolates verified our previous many hunches.  Pizza and candy.  It seems like a natural collaborating.  One is a meal – one is a dessert.  Pizza can usually be shared by many as well.  For less then a dollar your customer can get a quality box of chocolates.  Wouldn't that be more impressive than just giving them a dollar off their pizza?

     Another way to use the box would be to add a sticker to the box that says “Thank you for being our newest customer.”  This would go out with each order that your POS system identified as being a new customer.

     If you would like to order directly from the Whitman Candy Company talk with Ann Lembeck of Quantity Sales.  Her number is 800-898-2878.

Strategy #28
Door-hanging

     Nothing shows the customer that we really want their business like door-hanging.  Because our business is a service business, the customers will take our commitment to service more seriously when they see us going to the trouble of door-hanging their home.

     Simply put, door-hanging works.  When you door-hang homes, there will be increased sales that same day.  When door-hanging does not work, it is usually because the door-hangers never made it to the door.

     There are some solid proven ways of managing door-hanging crews that work, which you will read about in other sections of this issue's PMQ.  However, some new methods have come to light with the wide use of POS computer systems.  One method is to print out a list of customers in walk down the street order.  If you want to get immediate sales relief, then just door-hang these known customers with some light offers.  You can even use this lit to give all of your non-customers an offer they can't refuse.  Use that same customer list to door-hang non-customers by simply avoiding the customers on the list.

     How about a door-hanging security system that would allow you to know that your door-hangers are actually going on the doors without having to supervise every move?

     You could seed the customer list with nonexistent addressees and require that your door-hanging personnel find them during the course of their work. This provides you with a door-hanging security system that can be especially useful to marketing directors with multi-store responsibilities.

     Want real impact?  Try door-hanging in combination with a direct mail.  How about selecting a different postal carrier route each week you door-hang and drop a mail piece simultaneously.  You will get maximum impact but your sales will not endanger your Friday Night operations.

     Happy door-hanging and may the wind be at your sales.  For more information, contact Concept Printing at 1-800-841-3404.

Strategy #29
Know Your Trading Area

     What do the people in your trading area think of your product, service, pricing and quality?  How do they rate your pizza restaurant compared to the competition?  What is your store's market penetration?  The answers to these important questions can be obtained by implementing a telephone survey of people who live within your trading area.  The survey quickly and easily determines how important quality, price and service are to your customers and your competition's customers.  It will help you slant your message to be more effective, especially when you discover the tremendous difference in perception between your customers and your non-customers.

     Most research companies use a universe of around 400 residents to obtain the data that will make up your report.  Once the survey information has been gathered it is then run through a software program, that will perform all the statistical cross-references.  The end result is a report that gives you real insight as to how your store compares to the competition and gives you honest feedback on what aspects of your operation the customer likes and dislikes.  This kind of customer intelligence will act as a report card on your current marketing efforts.  And once you know what's working and what's not you'll be better able to develop marketing strategies that will address your strengths while at the same time attacking the weaknesses of your competition.  If you would like to look into having a consumer telephone survey done in your market I suggest you call Confero at 1-800-326-3880.

Strategy #30
Pizza Competition Publicity

     If you are not familiar with Tony Gemignani, he is the three-time World Pizza Games Pizza Throwing Champion.  The real story to PMQ isn't how nice it is that he won the contest three years in a row, but how he has used his status as a pizza throwing champion to sell more pizza.  And he has done exactly that.  The sales from his Pyzano's Pizzeria average over $20,000 a week compared to 14,000 per week before he started taking advantage of his pizza skill publicity.  There have been hundreds of stories written about him during the last three years.  His Pizzeria reminds his customers of his success.  Continuous video replays of his pizza highlight are present in his store.  His business cards say World Champion Pizza Thrower.  Tony does a great job not only as a champion but also as a publicist.

     There is something very special about Pizza Making that fascinates the public and they seem to be suckers for stories about pizza making and pizza making contests.  Domino's Two Tray Dough Competitions have always drawn crowds.  Pizza making is visual, it's magic here to be tapped.  Other wise why would Disney have recently hired Tony to help them better utilize pizza as a form of entertainment?

     Even if you do not have the athletic skills of Tony Gemignani, you can get a crowd to watch your own local version of a pizza contest and generate plenty of local publicity.  Use your imagination.  Or if you need to use the service of Tony Gemignani.  He will consult with you long enough to get you going in the right direction.  You can reach him through is Pyzano's Pizzeria at 510-881-8878.  Another option is the Tony Modica Pizza Dance Foundation at 718-835-0111.  They have expertise with promoting pizza events such as the worlds largest pizza party, fundraising and musical events.  They were present at this years Pizza Expo 98.

Strategy #31
Charge Pizza Orders to Customer's Phone Bill

     Imagine how delighted your customers would be if they could charge their pizza order directly to their phone bill.  Now imagine how delighted you will be when your sales begin to increase!  Well, thanks to Consumer Data Solutions this service is now a reality – your customers now have the opportunity to charge their pizza order directly to their phone bill.  The process is simple; customers simply dial 1-900-BUT-GOOD and place their order for your product.  A reasonable service amount is then charged to the clients telephone bill and your customers get their pizza charges each month via their phone bill.

     This unique payment program is great during those periods (prior to payday) where customers find themselves short on cash.  The BUT-GOOD program is also very beneficial to those who are reluctant to use credit cards or simply don't have a card.  A pizza owner in San Diego claims to be on track to increase his sales by $116, 895 the first year of BUT-GOOD use.  And Roger Mangum, a Pizza Inn operator in Dallas, Texas states, “When people use the BUT-GOOD system they have a tendency to become very frequent and loyal customers...they really appreciated the service and use it often.”  Roger went on to explain that he expects the service will have a very positive impact on his bottom line, but more importantly it's a great way to bring an innovative service to his customer.

     If the BUT-GOOD service sounds like something that would bring new customers to the phone for your operation, I recommend you give Consumer Data Solutions a call at 813-541-6280.

Strategy #32
Telephone Book Delivery Services

     Just when you thought you were familiar with every type of couponing and premium delivery system someone comes up with something brand new!  GTE Directories Distribution has unveiled a new marketing venue called Direct Delivery Service.  Through Direct Delivery Service, your message will be delivered once a year to all residences and businesses receiving a new GTE phone directory.  Your coupon booklet or premium item is hand delivered in a high quality plastic bag alone with the new phone directory. 

     In addition to the initial once a year drop, you can also contract to have your items distributed to those residences and businesses that have just had a new phone installed.  As you know, these new movers are extremely important segment to reach early on...and this is the perfect vehicle!  You will be able to introduce your pizza restaurant at that critical period when new folks are beginning to search out new places to do business.

     There are many advantages to this innovative Direct Delivery Service - no mailing or list cost, high visibility, and since GTE works off a very accurate database you are guaranteed delivery to your target customer base.  This is a great vehicle for distributing high impact premium gifts such as coupon magnets and coupon booklets.  And by using a copy magnet or coupon booklet as a premium gift to the New Movers, you are going to make a great first impression.

     If you are looking for a new way to reach your audience, I suggest you contact Direct Delivery Services and find out more about this innovation new service period.  They can be reached at 1-800-337-1613.

Strategy #33
Pizza Box Frequent Patron Program

     We've discussed the topic of using your pizza box as a marketing tool in previous issues.  But, it's such an important promotional and marketing element I thought we should explore the promotional aspects of the pizza box a little further.  During a previous article (Winter 98) on the delivery box we noted how the pizza box and a cereal box had a lot in common...people have a tendency to study them while they're enjoying their meal.  This makes the pizza box an ideal vehicle to promote and implement some effective frequent patron programs.  One such frequent patron program was implemented by Pizzaman, the largest pizza delivery chain in Austria.  Here they used a red tomato on the flap of their pizza box.  The customer collects five tomatoes and gets a baseball cap...collect ten and get a free pizza.  As you can imagine, the promotion was a real hit.  Dominos has had success with a similar promotion.  In their frequent patron promotion they printed a simple red dot on the box which customers clipped and redeemed for free and discounted food products as well as discounted premium items.  There are hundreds of things you can do with the box to make it a frequent patron promotional vehicle.  For example, you can invite customers to clip your logo off the box flap – collect five get a free large single topping pizza with the purchase of a large pizza or redeem for a premium item.

     According to Steve Franco of Arvco Box, the most cost effective way for the average pizza operator to implement a box-top frequent patron program is to plan for the program to run for an extended period of time – make it an on-going promotion so that you can afford to have the specialty printing done on the box and ordered in large quantities.  Steve also suggested putting a lot of post purchase reinforcement information on the box...fresh ingredients, made with homemade sauce, facts about pizza store's history, etc.  In other words, fill the box up with information that reinforces the customers purchase decision and people will get the message.

     The bottom line is let the delivery box help you sell more pizza.  If you'd like more specific ideas on how to make better use of your boxes, you might call Arvco and ask them for ideas or suggestions.  They can be reached at 616-381-0900.

Strategy #34
Customer Loyalty Programs

     Are you familiar with the 80/20 rule?  It's the marketing premise that 20% of your customers produce 80% of your sales.  In fact, according to an article published in the Harvard Business Review, a 5% increase in customer loyalty can produce a profit increase from 25 to 85%.  Amazing isn't it?  So the idea is to make sure your best customers are happy and satisfied with your products and services and keep them coming back for more.  And the key to accomplishing this marketing task is through steady communication and customer loyalty activities.  If this sounds like a big and complicated marketing venture – don't worry – I've found a company that can develop a customer loyalty program that will fit your needs and your budget.

     Tecmark is one of the nations leaders when it comes to Loyalty marketing.  They have a number of great products and programs that vary from frequent diner cards, that can be used to track customer purchases while the customer is earning points for free food and premium items, to birthday and anniversary mailings.  According to Anita Johnson of Tecmark, the key to a successful program is to provide value for the customers.  Creating value builds loyalty.  Loyalty in turn builds growth.  An example of an innovative promotion developed by Tecmark is the VIPP (Very Important Pizza Person) promotion designed for Connies Pizza, a Chicago area pizza chain.  The VIPP program revolves around customers earning points to receive valuable gift certificates.  The customer earns one point for each dollar spent – when the customer has earned 200 points they are rewarded with a $10.00 gift certificate.  Customer points are tracked through a tracking software system developed by Tecmark.  “We were looking for a system and program that would allow us to track our best customers spending and reward them for their loyalty.  The Tecmark promotion is very easy to implement and the customers appreciate the rewards,” explains Laura Stolfe of Connies Pizza.

     Adding a customer loyalty program to your marketing mix can make a big impact on your bottom line...just focus on that 80/20 rule.  If you would like to find out more about the Tecmark Customer Loyalty programs you can contact them at 612-452-9551.

Strategy #35
Stuffed Toys Can Stuff Your Register

     Want a quick idea on how to bring new customers thru your doors?  Just offer them a cute cuddly little bear or cozy creature.  Just look at the tremendous success McDonald's has had with it's two Teenie Beanie Baby Promotions.  Now that that promotion is over dealers are selling the complete sets for over $130.  Everyone seems to be collecting the little critters.  And you can capitalize on this trend by offering your very own customized stuffed creature creation.  Creature Comforts is a company I recently discovered that makes really cute stuffed characters.  Imagine how your customers would react if they were able to buy a little bear wearing a t-shirt with your logo on it.  Imagine how many pizzas they would buy to get the little guy FREE!  Well, Creature Comforts can custom design or provide you with one of their stock creatures for a little as $2.50 per unit.  Creature Comforts even offers the toys voice activated with your jingle or a brief message.  According to Lorne Kotzer, Vice President of Creature Comforts, the sky is the limit.  They can design almost anything imagine...from giant lobsters to tiny pizza slices that ring out your jingle.  And if you can't think of any clever ideas don't worry – they have over 100 stock items for you to choose from.  This is a great opportunity to put your logo on a collectable keepsake that constantly reminds the proud owner of your restaurant.  If you would like to put a little creature to work for your restaurant, give Lorne Kotzer a call at Creature Comforts. 1-800-667-2327

Strategy #36
Turn Your Restaurant Into a Micro-Brewery

     The popularity of micro-brewed beer has increased at an astonishing rate in the last few years.  And because of this trend many restaurant owners are seeing “craft beers” as an opportunity to raise average table bills, attract upscale customers and create new menu interest with old and new customers alike.  In the past, the downside to installing a micro-brewery has been the cost – which ranged from $150 - $200,000 and the amount of floor space required.  Well, today that has all changed thanks to The Brew Store's brewing and equipment innovations.

     According to Gary Deathe President of The Brew Store, their customers were traditionally new start-up restaurants that were building a facility around the brewery.  Then, he began to be approached by more and more established restaurants that wanted to add the craft beer element to their menu.  Again, the problem was the cost and floor space aspects.  But, with some creativity and innovative engineering, Gary and his team were able to develop a micro-brewery package which requires around 150 square feet of floor space and cost less than half of what the traditional micro-brewery cost to install.  John Hindman owner of Bilbo's Pizza, recently installed the new Brew Store Brewery into his existing restaurant and the impact was felt immediately.  “Since adding the micro-brewery our business has increased substantially.  I'm getting old customers in more frequently and we're attracting new customers who are interested in sampling our unique beer – we're currently pouring four flavors and will be adding the fifth in about two weeks.” 

John also stated that since adding the craft beer he's seen his food sales increase along with the beer sales.  The micro-brewery concept looks like a real winner when it comes to adding a new element to the existing restaurant.  It will surely create a lot of positive word-of-mouth and allow you to continually promote a new product.

If you're looking for a new edge to combat the competition, you might look into The Brew Store and it's innovative brewery system.  You can contact them at 905-845-2120.

Strategy #37
Postcard Strategies

     Four-color postcards make a big impact.  And if you've ever priced four color printing you know it can cost big bucks...until now.  How about $95 for 500 four-color post cards.  Now that's what I call a deal.  This incredible pricing is brought to you by Modern Postcards, a company that specializes in high quality four-color printing.  By combining your printing with the printing of other companies, Modern Postcards is able to give you a multi-thousand printing run price break.

     Now you have the opportunity to produce four-color specialty mailing pieces.  It's the perfect way to deliver a beautiful coupon mailer that will get attention and reflect a quality impression if your product.  This short run pricing will also allow you to test mail certain product offerings before you commit to a larger market area drop.  It's also a wonderful opportunity for you to create high impact specialty pieces to promote to new products or to deliver special messages to a small segments of your database.  With price breaks like Modern Postcard is offering, you can afford to develop creative “new customer” door stuffers or mail a mini version of your menu to your entire trading area.  Four-color promotional pieces will also give you a real competitive edge over your competition.

     If you'd like to bring the power and beauty of four-color into your marketing mix, I strongly suggest you give Modern Postcard a call.  Their staff will have lots of great ideas on how to bring more impact to all your mailing and promotional strategies.  You can contact Modern Postcard at 1-800-959-8365.

Strategy #38
Valassis IMPACT Marketing Intelligence

     Valassis is a promotional company that has always been on the cutting edge of the direct mail and couponing industry.  Well, they've now taken a giant step forward by combining their value marketing approach with some very smart technology whey they call The Aztec Code.  This new proprietary Aztec code tracks information that would be impossible with regular barcoding.  Used on inserts or direct mail, the level of information tracked can be as detailed and unique as one's own finger print.

     This unique tracking program revolves around a scanner which is at your location.  Once a coupon comes into your store the Aztec code is scanned and the information is transmitted to Valassis where it is then analyzed.  Your results are available within 24-hours.

     The IMPACT Marketing Service (IMIS) is extremely valuable in all aspects of database marketing.  The Aztec code contains select market variables such as name, address, distance from store, offer type and purchase behavior.  By analyzing these variables you'll know where your responses are coming from, how often they come to this location and which offers are working best for individual locations.  With variable image printing capabilities, Valassis can customize offers down to individual households.  You can also get demographic breakdowns on redemptions.

     The IMIS also gives valuable information when comparing coupon redemption by distribution vehicle, such as newspaper, cooperative or solo direct mail, bag stuffers, etc.  In addition, IMIS compares redemption by format (two page or four page, die-cut, coupon book), distribution date, offer, and store type (urban, rural, ethnic, etc).  And if you need marketing help, the promotional staff at Valassis will develop an ongoing program designed to take advantage of all the intelligence information IMIS is gathering for your operation.

     The Valassis IMIS program truly offers you a tremendous wealth of information enabling you to better analyze and plan future promotions.  To get more detail on the Valassis IMPACT MARKETING SERVICES, please contact Scott Wilson at 1-800-288-4847.

Strategy #39
Mystery Shopper Programs: The Truth Helps

     Mystery shopping is an effective tool for getting impartial and specific information about customer service.  Reports from mystery shoppers describe how your restaurant presents itself to customers.  This information reveals what works, what needs improvement and why, so you can adjust training techniques, build employee confidence and monitor quality.

     Shopper reports are essentially snapshots of what it was like to do business with you on a particular day and time.  Shoppers report on every aspect of the customer experience, including cleanliness, speed of service, courtesy, product knowledge, add on sale attempts, order accuracy and food quality.  Reports are detailed, so if table service was slow, you will know whether it was server inattention, a short staff, or a large party that caused the delay.  If a delivery order was incorrect, you will know exactly what made the order incorrect.  Knowing why helps everyone do a better job next time.

     Shopper reports should include a rated questionnaire, so you and your employees can track how well you are doing.  It's like competing against yourself to see if your presentation to the customer has improved since the last mystery shopper visit or home delivery.  The reports are an easy basis for employee incentives and a good place to start training with new employees.

     Shoppers are anonymous customers, so they can give objective feedback.  They visit the restaurant knowing they will report on their experience after they leave the premises.  You can ask your friends to “shop” your restaurant, but you are likely to get rave reviews or a heap of criticism.  Instead, contact an experienced, independent mystery shopping company for an unbiased customer picture.  If you would like to find out more about mystery shopping, I suggest you contact Elaine Buxton of Confero, Inc. At 800-326-3880 extension 123.

Strategy #40
Ticker News Strategy

     If you're looking for ways to keep ahead of the competition, improve your bottom line and offer the latest wireless technology to your customers, The Ticker News Network has got the hottest new product in news and sports. 

     The company has developed new, wireless technology that permits it to send data to LED display signs.  You currently have your choice of sports news with odds, sports news without odds or headline news, which includes major financial market updates.  New products and development are entertainment and a medical/health channel.

     The biggest advancement made by The Ticker News Network is their wireless transmission of the data.  You merely plug the sign into a 115V AC outlet and it begins to receive the updates immediately.  There are no cable, phone line or satellite dish requirements to receive the data. 

     The sport service is the most popular, and hundreds of updates are transmitted daily.  You get score changes as soon as they happen, game summaries, statistics, hires, fires, trades, drafts, injury reports, and NFL game-day weather conditions.  Also covered are NCAA top 25 in basketball and football, major thoroughbred races, boxing, golf, tennis, auto racing, and all other major special events.  Cost of the data service is $59.95 per month.

Every unit includes a remote programmer, which allows you to input your own events and specials, or to sell advertising space (local taxi, real estate agent, etc).  Additional revenue can be earned by taking advantage of the company's “FREE PLACEMENT PROGRAMS,” which provides you with the opportunity to earn 15% royalty on all advertising sold on your unit, which comes with available backlit advertising space.  This is suitable for your local beer, liquor, wine, soft drink, or other suppliers.  If your establishment is large enough to command premium rates for the backlit advertising, you are further ahead to purchase the unit and keep all the advertising revenue for yourself!

     The units come in sizes from 2 ½ ' to 5' long, and other models (including outdoor units) will be available soon.  The company's data signal are received in 11,000 U.S. markets, including Alaska and Hawaii, and all of Canada.  Call them today for further information @ (1-888-884-2537).