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Local Store Marketing Plan
Customized Plan For
Restaurant Location
1158
(DRAFT)
______
Local Store Marketing Team
The management and implementation of this local marketing plan will be conducted by the following individuals.
Role / Name / Phone # / E-Mail AddressManager / Joe Smith
GM / Eric Jones
Intern / Steve Wilson
Location(s) / SAMPLE
Phone / 000-000-0000
Franchise Y/N / Y
Chain Account Y/N / Y
Older Than 1 Year Y/N / N
Onsite Visit Conducted Y/N / Y
Website
Individual Site Y/N
Comprehensive Plan Y/N / Y
Overview
To ensure your success with Local Store Marketing, IntriMarketing has done all the painstaking work of creating a model that you can follow. Our proven model of implementation will enable you to create a structure within your business that will not only generate new business profitably, but also increase the overall equity of your operation. Any business that has a built -in, systematic method of getting clients and keeping clients truly possesses something of value.
Based on an onsite visit and discussion with the owners, we have developed a Local Store Marketing to follow, moving forward. Our intention is to create a plan structure that is easy to follow and can be modified and added to as success occurs.
Approach this Local Store Marketing project with vigor and enthusiasm. Local Store Marketing is an extremely powerful system to have within your operation.
LSM Explained
LSM is an acronym for Local Store Marketing. Local Store Marketing is a specific strategy that targets ideal consumers and organizations that are within 5 miles of your business.
Local Store Marketing draws upon a broad base of creative ideas designed to bring people into our business and create goodwill in our community. LSM is both cost-effective and time-efficient. Marketing tactics are selected based on their effectiveness, not their cost.
LSM programs are designed to build sales and long-term customer loyalty. This long term effect is not always quantifiable because new customers are converted into loyal repeat business. However, we will track and record as many tactics as possible to gauge success.
In its truest form, Local Store Marketing is the act of networking your restaurant with your community.
Why Is LSM So Effective?
LSM is effective because all things being equal, people want to keep business in their community. These people also will do business first and foremost with restaurants that they know, like and trust. Neighborhood customers respond to neighborhood marketing conducted by neighborhood business people.
Understand that ultimately the quality of your food and customer service will determine your success, but Local Store Marketing provides the best way for you to structure your marketing system.
The fact that we can isolate the best streets, schools, businesses and organizations within five miles means that we can design market messages that are right on target, and deliver them as cost effectively as possible.
A Word About Consistency
We have developed a specific, scheduled program to be followed at this location. It is vitally important to follow the tactics in this plan exactly. At times you may feel you are being repetitive in certain areas. That is by design. Do not pick and choose certain parts of the plan to follow. Should you have comments or suggestions from the field, bring those up to myself or the store owner for consideration.
Sample Restaurant Action Plan Draft
INSTRUCTIONS: Please review this first draft completely and pay attention to the instructions in red.
Categories
For the Sample location we have established key categories to focus on for the next twelve months. Establishing key LSM categories is one of the cornerstones to our LSM success. Some of these categories will be obvious to you, some others may not. They will be explained later.
In no particular order, we advise concentrating our Local Store Marketing tactics toward the following categories:
· Fundraising
Targets: Any organization that seeks to raise funds, such as junior high schools, high schools, sports organizations, churches, boy scouts, girl scouts, etc.
Strategy: There are two basic strategies to use. The first and traditional strategy is to arrange for a fundraiser night for the selected organization. You produce and distribute flyers, pick a certain night and time and all sales receipts from those parties that have the flyer will have 10-15% credited directly back to the organization in the form of a check. The second strategy that we have developed at IntriMarketing involves producing …..PROPRIATERY
· Award Certificates
Targets: The number one LSM demographic is the 7-12 age group. We can market to elementary schools, gymnastics, dance, boy scouts, girl scouts, cub scouts, sports programs, etc.
Strategy: One of the more popular strategies and our recommendation is …PROPRIATERY.
· Lunch Drivers
Targets: Corporate businesses, Hospitals, Medical Offices, Police stations, Fire Stations, Government city offices, Delivery companies (UPS FEDEX), Cable companies, Any business who could send us people for lunch.
Strategy: Identify ….PROPRIATERY.
· Hotels
Targets: Hotels within 1-3 miles of your location.
1) Strategy: You must win over the owner, GM and night staff of the hotel. DO NOT …PROPRIATERY.
· Business Drops (local- ½ mile radius, LSM coupon drops and networking)
Targets: Retail stores, shops close by, colleges, junior colleges
Strategy: Locate key targets and …PROPRIATERY.
Category Targets
Please add or remove from the lists below
FUNDRAISING
Glen Este HS – 4342 GlenEste With. Rd.- 947-7600
GlenEste Middle – 4342 GlenEste With Rd.- 947-7700…
…PROPRIATERY
AWARD CERTIFICATES
Willowville Elementary- 4529 Schoolhouse Rd.- 943-6800
Summerside Elementary- 4639 Vermona Dr.- 947-7900
Clough Pike Elementary- 808 Clough Pike- 943-6700
American Eagle Gymnastics- 693 Old St Rt 74- 752-2003…
…PROPRIATERY
LUNCH DRIVERS
Union Twp Fire Dept.- 718 Cin Bat Pk- 528-4446…
…PROPRIATERY
HOTELS
Hampton Inn – 858 Eastgate S. Dr.- 752-8584…
…PROPRIATERY
BUSINESS DROPS
Pep Boys- 4436 GlenEste Withamsville- 943-1100…
…PROPRIATERY
Competition Analysis
The only way to position your business with your local competition is to analyze what they are offering, and recognize your current position in the local market. It may then be possible to identify and pursue new opportunities to serve your market.
Please add or remove from the list below
Pizza Hut – 770 Eastgate S. Dr. -752-2700
Angilos – 1123 W. Ohio Pk.- 752-4260…
…PROPRIATERY
INITIAL COMPETITIVE OVERVIEW
CARRY OUT / DINE IN
DINE IN ONLY
CARRY OUT ONLY
POSITIONING
To Be Discussed
LSM Managers Overview
As the point person for the stores LSM campaign, you have the responsibility of learning about LSM, setting up the store properly, conducting and delegating LSM tasks and being a Local Ambassador for the store by creating goodwill and truly giving benefit to fellow business owners and charitable organizations. There is an old saying – “ We receive through the same hole through which we give.”
The following lists a sample weekly schedule that you can customize for your situation. It is suggested that you devote 10-15 hours per week to Local Store Marketing. This means un-interrupted time! Some of our clients have increased this to 25-35 hours because of the productivity and increase in sales.
LSM Marketing Schedule
Monday-
* LSM Management and organization duties
Categories-
Tuesday-
Categories-
Wednesday-
Categories-
Thursday-
Categories-
* LSM Weekly Management Duties
Record LSM Numbers
PROPRIATERY
Prepare LSM Materials
PROPRIATERY
Instruct Staff On LSM In Store
PROPRIATERY
Make Your LSM Calls To Database
PROPRIATERY
LSM Conference Call Schedule
Conference calls will be set : To Be Determined
Contact information:
IntriMarketing
Scott Mader
Website - www.intrimarketing.com
Email-
Phone- 513-341-1112
Address- 8190 Beechmont Avenue . Suite 358 . Cincinnati, Ohio 45255
Remember- LSM involves building a presence within a 5 mile radius of your location.
Sectors to consider
o Oil Change Businesses
o Tire Stores (limited Auto Repair)
o Used Car Lots
o Auto Detailing Shops
o Body Shops
o Retail Stores
o Larger Companies
o Schools
o Churches
o Non Profits
o Hair Salons/Barbers
o Towing Companies
o Salvage Yards
o Auto Parts Stores
o Government Offices
o Police Departments
o Fire Departments
o Chamber of Commerce
Media to consider
o Newspapers (local)
o Magazines (local)
o "Shoppers Magazines"
o Business telephone directory
o Residential telephone directory
o Chamber of Commerce directory
o Billboards
o Bounce back coupons
Direct Mail
o Letters
o Newsletters
o Pamphlets
o Postcards
o Coupons
o Bill stuffers
Teleprospecting
o Prospecting for strategic alliances
o Cleaning up our database
Interior Selling
o Staff Training
o Displays
o Surveys
o Follow up calls
o Follow up emails
o Capturing emails
o Upselling (suggestive)
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