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п»їSpending Your Restaurant Marketing Budget Wisely (1st part)

A few years ago, I bought my first restaurant. It was a turnkey operation; a charming small and upscale Italian restaurant with loyal clientele in a great location.
The previous owner was an experienced guy who spent all his life in the restaurant business. I still remember what he told us about the restaurant: “It is working fine. Don't change anything...”
For a while, I complied. I didn't have really much experience running a restaurant so we kept on running the business as he was doing, including repeating his marketing investments and advertising expenses.
Well, after a few months I realized that we were spending a large amount of money (several thousand dollars each month) in marketing. Now, I am fine with spending marketing dollars if I can see the results of my marketing expenses, which, in the case of a restaurant, appears as people walking through the door and having a meal at your place.
You as a restaurateur have a really big advantage over many other businesses: when a person walks in your door and sits at your table, you've pretty much have made the sale (unless your staff screws up so badly that your customers leave your place without paying!).
Very few other industries can claim this advantage. Many businesses spend thousands of dollars in marketing just to bring people to their stores or websites without any guarantee that these people will spend any money on their goods or services.
So - going back to my experience - after seeing that my marketing budget wasn’t producing enough, I started questioning all these expenses. (I used my business experience at a a large IT company as a reference): Why wasn’t my marketing working? How can I measure if a campaign is working? What kind of advertising brings in clients? Was I wasting money?
The first steps were to collect and analyze all the marketing expenses. I was spending money in the following marketing initiatives:
1. Pocket cards distributed in hotels, some businesses, etc. (Very expensive!)
2. Ads in a weekly Seattle magazine
3. Big and very expensive ad (1/4 of a page) in one of the Yellow Pages Books
4. Premium positioning in a well-known online city directory.
5. Passport Card program
6. Direct mail coupons
All together, these marketing efforts represented a considerable amount of cash. But how many of these were really working for me?
To make an objective decision, first I looked at which of these campaigns could be measured.
To my dismay, I realized that only half of them (numbers 1, 5 and 6) could actually be measured. The pocket cards had an incentive so we could know how many people actually came to the restaurant with them. Same with the direct mail discount coupons and passport cards, since people needed to present them to get a discount (coupons) or free entrée (Passport card).
The ads in the local magazine and Yellow Pages were a total mystery. I assumed that they brought customers. But how many?
The CitySearch was an interesting one. I could get specific analytics about how many people clicked in the ad to access our web site, but this didn't tell me how many people actually came to the restaurant because of our web presence.
So with this data in hand, I started my analysis:
The pocket cards were extremely expensive, so I asked my servers to collect them and keep them in a special box that I bought for that purpose. After three months, I counted the cards: we had only received around 20 cards and the funny part was that most of the customers were usually single diners.
Of course, this made sense since the main distribution center for these cards were hotels and the audience business travelers. This was double bad news:
1. These were seldom repeat clients (since they didn't live in the area). If I was lucky they would come once every few months - if they happen to travel to Seattle.
2. They came alone, so their average ticket was small.
So with these pocket cards, I was losing an incredible amount of money. I could just give away free food to these people and it would've been cheaper for me than subsidize the very expensive pocket card. Obviously these cards were gone from my marketing list really fast.
The direct discount coupon fared better, but I realized that it brought very cheap customers who just came to my restaurant looking for a bargain. I looked at the package that included our coupon and realized that ours was the only fancy restaurant in the list. Most of the others were pizza places and fast food chains. Again, after compiling coupons for several months, I realized that it wasn't worth it to keep bringing bargain hunters, so I also discontinued this marketing strategy.
Next was the Passport card. I had mixed feelings - and results - with this one. On the one hand, it brought us many new customers that only go to participating restaurants in the Passport card program. On the other hand, it also brought "the abusers": parties of two eating just a salad each, nothing to drink (but free water) and three hours of conversation. Total spent: $12 + free water + free bread + service. And they tipped poorly as well (tipping after the discount - even if the rules of the Passport program explained that members should tip before the discount). I decided to keep it for a while, since I wasn't brave enough to cut all the marketing from the previous owner.
So this left us with the non-measurable marketing: Yellow Pages ad, weekly magazine ads and CitySearch premium positioning.
Before dropping these strategies, I decided to test them. To do this is simple: I just needed to place an attractive discount coupon in the ad and see how many people presented them.
So I did that. We placed a 15% discount coupon in the weekly magazine and same in the Yellow Pages. To get the discount, the customers needed to either bring the original coupon (from the weekly magazine) or a unique code (printed in the Yellow Pages book). I then asked our servers to keep all the coupons and code discounts (and store them in our special marketing box). After a few months, we counted them.
Total disaster! We only got a few coupons a month from both ads. In order to break even, we needed to bring at least 100 or more customers from these ads. We weren't even close to that number, so I had to cut losses - and discontinue these marketing systems as well.
This left me with the online directory for local establishments. I asked myself: Was it worth to pay extra to have a big heading in an effort to get more people looking at our restaurant review and web site? Well, the answer wasn't simple.
First, I went to our restaurant review link in the online directory, and realized that we had less than perfect reviews. Some people can be really mean when they post restaurant reviews, and I was confronted with a very harsh reality about what some people thought of our service, our food, etc.
If you are already familiar with my marketing, you know how much I insist that you need to make your clients feel special. I learned this the hard way by looking at these reviews.
I realized that it didn't matter if the premium positioning worked or not. With the negative reviews posted there, I actually wanted people to avoid clicking the link! Obviously, we had lots of improvements to do in our service to make our clients happy before we could even think about promoting our place. I decided to cancel the premium positioning.
So, “Great”, I thought, “From all the money that I’m spending on marketing, I’m left with only one marketing campaign: the Passport program.” And I wasn't even really happy with it!
The one positive about the Passport program is that it didn't cost me anything (other than the free entree available through the program) so at least, I wasn't wasting money for nothing - as I was doing with the rest of my marketing efforts.
So the bad news was that nothing that I was doing up until that point was really working. The good news was that I started saving lots of money in marketing with no noticeable negative results in the number of clients.
However, this left me with a dilemma about how to invest in marketing wisely. What could I do that really brings in more clients? How could I maximize my marketing budget?
It was obvious that I needed to invest in marketing campaigns and advertising techniques that were clearly measurable and inexpensive (if possible). The million-dollar question was: How could I promote my business efficiently?
In my next newsletter, I will talk about what I did and how well it worked.
Happy Sailing,
Jose L Riesco
© Riesco Consulting and Marketing

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п»їPromotional Giveaway Costco $1500 Gift Card

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AIR MILES reward miles will be earned on the amount of all purchases, less credits and returns. Funds Advances, Finance Charges, balance transfers, Amex cheques, annual fees (if applicable), other fees, and charges for travelers Cheque and foreign currencies are not purchases and do not qualify for reward miles. And whose credit is destroyed! Oh, and did I mention I actually earned 3 credits my senior year of college working security for the Price Club (former name of Costco). I'm an independent retailer that's not big on category killers but they do have very competitive prices.

Many gasoline credit cards used to do this by rolling your statement credits to the following month's statement. Hence, the next month's statement is actually low by the amount of rebates you have earned the previous month. This works for American Express, but it may not work for all credit card companies. You can have all your bonus points directed to one account. This site is an information resource and reference provider for individuals seeking or reviewing Credit Card offers and financial services from companies offering loans, insurance products, credit cards and security tools. MarketProSecure does not provide financial services and products directly.

There are other pricematching credit cards but I haven't tried them (Citibank and Capital One have such cards without annual fees). To me, once you set up accounts with ebates or stockback or any of those other internet savings sites, there isn't much work to be done to get the discount they promise back. AMEX is not accepted everywhere, so you still need another credit card. Last year we received $360 back which more than covers the membership fee. They put the $50 (ea) credit towards the upgrade. It saved me $100 on our passes.

You need to have a credit card, you must find ways to save money on gas, food and eating out. In fact, because of all the deals Costco offers on food and gift cards for restaurants your Costco Membership can mean the difference between making it or not. If you choose the

п»їDelhi Hotels Offering A Range Of Exciting Services!

Hotels and accommodation in Delhi are known for excellent service. You can be assured of a comfortable stay. There are numerous kinds of hotels available suiting the needs of all kinds of people. Hotels in Delhi offer you a comfortable stay in a variety of hotels. Travel guides can arrange a suitable accommodation for you. They can arrange deluxe hotels, budget hotels, first class hotels and medium class hotels too.

New Delhi, being the capital of India has rich cultural and historical background. You can also get information online about the various types of hotels available. You can get several excellent travel packages in Delhi. You are assured of best service. There are many travel guides who can offer you guidance on opting for a suitable travel package. Come and be witness to India's rich cultural heritage. You will surely walk out with a pleasant experience. It is advisable to make advance booking before visiting the city. This will help you save a lot of time and money too. You can get accommodation at affordable rates.

Delhi is also the third largest city of India. It houses various embassies and government buildings. It is also a major travel gateway. It is the one India's busiest entrance points for overseas airlines, the hub of the North Indian travel network. After the terror strikes in Mumbai in November 2008, hotels across the city have beefed up security measures. They have adopted stringent security measures and made it mandatory for everyone to furnish an identity card while entering the hotel premises.

You need not worry about your stay as travel guides will help you with the accommodation stay. They will provide information on the best accommodation available in the city. If you don't wish to risk your safety and want to enjoy a pleasant stay, you can approach a travel guide. He or she can help you get the best stay at affordable rates. They can guide you to get cheap accommodation also. The online sites have an extensive list of the prominent hotels of Delhi.

Varanasi is one of the oldest cities of the country. It is one of the important religious place of worship. It has an array of shrines, temples and palaces rising in several tiers from the water's edge. It is also one of the most picturesque cities in the east. The prime attraction of the city are the Ghats. No other place in the world has this timeless quality or such a holy and soulful atmosphere. Varanasi hotels offer you online booking facilities. Within minutes, you can book your stay and enjoy a pleasant stay.

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п»їFlyhub - Fly To Florence

Hailed for its magnificent structures, art galleries, and quaint streets leading up to the Arno River, Florence attracts tourists in droves every year.
The best time to visit Florence is in the month of September so you can avoid the summer crowds. Topmost on your itinerary should be a visit to the gracious Il Duomo, the Cathedral of Santa Maria del Fiore which is, without doubt, one of the most popular sites in the heart of Tuscany. This enormous structure can easily hold up to 20,000 people. Take a walk around its exotic exterior embedded in colored marbles before taking in its great superb Gothic interiors.

A visit to the Uffizi art gallery is a must if you are in Florence. Initiated by the famous Italian architect Giorgio Vasari in 1560 during the time of the first Grand Duke of Tuscany, the whole edifice resembles a horse shoe. The museum houses masterpieces of world renowned artists; not to be missed is its huge Renaissance collection.

From Uffizi you must get on to the Vasari Corridor, a kilometer-long covered walk passing through the Santa Felicita church interior, over house tops, and into the Boboli Gardens. The views are breath taking along with the paintings that line the corridor.
Then, you may go onto the Pazza Vecchio, or the Old Palace, another fetching site. This Romanesque structure is an imposing town hall and a great favorite with tourists. Don't miss the imitation statue of David, a favorite with shutter-happy tourists.

While on a sight-seeing spree how can you possibly deny yourself the gastronomic delights this great city has to offer? If you like pastas a visit to the Acqua al 2 is an absolute must. You would love to sample the restaurant's different pastas bathed in different sauces.

And if you are looking for traditional Tuscan fare do not forget to check into the Antellessi on Via Fraenza. Their mozzarellas (preferably smoked) doused in olives and tomatoes are absolutely mouth-watering. For dessert, you might like to check out their panna cotta drenched in cream and chocolate sauce. Yum!

All these experiences can be yours for the asking, at fairly discounted rates too if you go through FlyHub. We can help you get cheap deals on some of the best hotels and car rentals, not to forget airfares. So, what are you waiting for? Contact us at !

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Tinedol – эффективное средство от грибка стопы, неприятного запаха и зуда.
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Tinedol – эффективное средство от грибка стопы, неприятного запаха и зуда.
Перейти на сайт: http://tinedol.1stbest.info/

п»їReasons Why Consumers Prefer Digital Goods Compared to Physical Goods.

Reasons Why Consumers Prefer Digital Goods Compared to Physical Goods.
Fast paced technology advancements has enabled the creation of popular and trendy products that can read more and more digital file formats. The speed at which these products are created and hitting the market has caused prices of such consumer electronics to drop at a substantial rate! Therefore, we can see a lot more consumers traveling around with a single electronic reader compared to carrying multiple physical books.
The rising popularity of consumer's acceptance towards digital goods over the traditional physical goods gives more and more avenues for authors to create and sell their work. The power and potential for authors to market and sell their work in the digital form has little limitations thus, there are more authors who are willing to create and market their work in the internet now. There are also much benefits for consumers to purchase digital goods as these are provided as immediate downloads after a purchase. With easier online payment modes made available, consumers can easily download and store them inside a portable digital reader.
Some digital products even come with high quality video formats to help consumers understand the topic better and easier. Forums are also made available for consumers to gather and leave comments, creating a huge knowledge base for consumers to learn more. Furthermore, with the wide popularity of consumer electronics that reads more data types, this provides consumers great convenience as an iPod is definitely more stylish, trendy and portable compared to a book. Thus, more and more works are now available only in the digital format and more people are ready to purchase eBooks and eGuides online.
Let's take a look at the advantages:   
1. Unlimited marketing power
Authors who create their work in the digital form can market the product on the internet, allowing authors to reach any person around the world who has connection to the internet. Moreover, the rising trend in online affiliate marketing has given yet another boost in motivating authors to sell their work online. Thus, giving consumers a lot more choices as more and more of such products are made available with each passing day.
2. No Shipping Cost
Consumers can download the goods right after payment, there is no need for additional shipping costs. Compared to getting a physical book delivered from another country at a hefty shipping price, consumers can now obtain the same materials at a much lower cost!
3. No storage costs for sellers leading to Lower prices for consumers
The need for storage place and costs needed to store printed materials is eliminated. Thus, authors have very low start up costs when they publish their work online, which in turn leads to lower prices for consumers.
4. Provides instant download access
As digital materials are uploaded onto the internet and can be easily downloaded with an internet access, consumers can download the products they purchased right after making payment!
5. Instant Gratification
As consumers can make immediate downloads after payment, consumers can enjoy the instant gratification when they purchase such products. In the past, it would have taken a few days up to a few weeks(depending on geographical locations) should you have made purchases for physical goods to be delivered to you from another country.
6. High quality products
With improving technologies, high quality digital e-Books, e-Guides, e-zines, softwares, audio, video and are being made available in more and more file formats with each passing day!
7. Forum access
Some authors even create a forum for you to discuss similar topics with consumers all around the world who are facing the same issues or problems in their daily lives! Consumers get to share personal experiences from applying the knowledge gained from purchased digital content in their attempts to improve their lives in one way or another and thus, the forum serves as a database full of great lessons learnt for other consumers in the same plight.
8. Compatible with trendy consumer electronics
As quality of digital material improve and are made available in more file formats, consumer electronics are also created to read more file formats. Therefore, almost all of such products are compatible with available trendy consumer electronics in the market now. This allows consumers more choice in choosing their preferred consumer electronic device to carry their purchased digital goods!
9. Convenience
It is highly convenient for consumers to make purchases from the internet with the growing ease of online payment modes made available! Consumers also find convenience in the ease of downloading and obtaining the purchased goods as well as in the portability of such products. Nowadays, many consumers carry a single digital device to meet various needs in their lives. And the good thing is, these products can be carried along in these digital devices! Thus, we see the growing acceptance towards digital goods compared to physical goods.
10. Prevent embarrassing moments, picking up a sensitive issue from the local bookstore or reading in public places.
Ever felt embarrassing having to pick up a book with sensitive contents? Well, with the availability of digital e-books, e-zine and e-guides, we will never have to go through the same situation again! Be it health issues, sensitive relationship or sexual issues, we can almost always find such topics in the digital form for any topics you can think of. Furthermore, with a digital device, you will not have to face another strange look from passer-bys who can tell what content you're reading from the book cover itself!
There is one disadvantage or threat of digital goods that is, data stored in the computers or other digital devices can be lost due to virus or malfunctioning of the digital devices. However, this problem can be easily be prevented! With the prices of digital storage devices like USB thumbdrives and harddisks dropping and depreciating with rapid technological advancements, you can obtain an additional digital storage device at a very low price to store a backup copy of every such products you purchased. 
Catch up with technological advancements, go digital!

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Tinedol – эффективное средство от грибка стопы, неприятного запаха и зуда.
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п»їJetlite Airlines - Get Affordable Flight Tickets Ever

Jet Lite has always been a common man airline has taken the middle class and did everything to keep airline tickets lite as little as possible so that people can expect to pay for shipping of your dreams. This company has always paid attention to providing the best facilities to its customers such a pleasant walk. The main thing that counts is customer satisfaction and staff of Jet Lite airlines has always been willing to offer comfort for them.

After the acquisition, Jetlite (formerly Sahara Airlines) maintains the high quality food that the air used to supply the Sahara. Things have changed aircraft presented further inland, logo design, online check-in and luggage.

The company was acquired by Jet Airways in April 2007 and has quickly become a leading company is based on values at affordable prices. Leaving his mark on the world of low cost airlines, the airline carrier Jetlite and services on the image of Jet Airways least trimmings increase the cost of tickets. Tickets for cheap flights Jetlite elite treatment, services and facilities Qualtity given to passengers, set it apart from many airlines to lower prices.

You can choose a flight Jetlite 26 cities in India and two international destinations. Some of the larger cities are connected by airline Jetlite Delhi, Mumbai, Chennai, Hyderabad, Bangalore, Vishakapatnam, Ahmedabad, Indore, Patna, etc. It also serves Jetlite flights through low-price two international destinations from Kathmandu and Colombo . Airline network Jetlite currently served by 24 modern aircraft, usually Boeing 737 with a capacity to make the passengers comfortable seating 140-190 depending on the size of the fleet. One of its flights, Canadian Regional Jet CRJ-200 has 50 seats and is ideal for flying.

Jetlite reserve offers two destinations for international flights. The company began booking international flight from Chennai to Colombo in 2004. As part of settlement agreements Jet Airways perfect travel plans and booking international flights. Jetlite Airlines, in most cases, offer connecting flights to different destinations for Indian passengers from Asia, Europe, Middle East and North America.

Book Jetlite flag here, we will air a real pleasure, Jetlite operates regular flights to various destinations, including all major cities like Delhi, Chennai, Kolkata, Bangalore, Hyderabad and Mumbai. Besides this, you can also book a ticket Jetlite many regional destinations where Ahmedabad, Gorakhpur, Allahabad, Bhubaneshwar, Ranchi and others. Jetlite offers cheap airline tickets and great ticket deals with its passengers in all major economies, including New Delhi, Mumbai, Bangalore and Mumbai, Bangalore, New Delhi, Mumbai and Goa, Bangalore and Hyderabad more. You can do this on booking international airfare search widget to search the left of this page.

Jetlite is an online travel portal seeks to provide air tickets at low prices on all flights, domestic and international Jetlite. Jetlite flights schedule for all destinations is available here. An easy to use booking engine air Jetlite lets you search all airline tickets cheap days for national and international sectors flight schedule of airlines and book online Jetlite anywhere in the world at the click of a mouse . Airlines that serve as Chenna, Jetlite Delhi to Mumbai flights and others. Airlines Jet Lite is concentrated in cities that act as the main center of the fight against the airline. Chennai, Kolkata and Ahmedabad are the cities of discussion. This business has always been a favorite among frequent travelers and airline tickets cheap flights many times.

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Tinedol – эффективное средство от грибка стопы, неприятного запаха и зуда.
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