为何这位餐厅老板对店内营销的看法完全错误——餐厅营销秘诀第936集

这位顾客对我们不满意。

This customer wasn't happy with us.

我们给了她在自己地盘内建立数据库的工具，她却叫停了。

We gave her the tools to build a database from inside her four walls, and she said, stop.

我想要吸引新顾客的方法。

I want something to get new people.

我并不担心那些已经光顾我餐厅的客人。

I'm not concerned with the people already coming to my restaurant.

今天，我们要探讨她为何100%错了。

Today, we talk about why she's 100% wrong.

我的目标是帮助餐厅老板最终实现他们的理想。

My goal is to help, to help restaurant owners finally get to where they wanna go.

更重要的是，我要在这个领域中找到真正懂得拼搏的企业家。

But more than that, my goal is to find entrepreneurs within that segment that actually know what it means to hustle.

这就是我的目标。

That's my goal.

跟我一起踏上这段旅程吧。

Come on the journey with me.

《餐厅营销秘诀》第937集。

Restaurant Marketing Secrets episode 937.

我是主持人马特·普拉普，今天我们要讨论真实数据。

I'm your host, Matt Plapp, and today we're talking real data.

或许更准确地说，是基于数据支撑的真实决策。

I guess you could actually say real decisions backed by data.

正如开场时所说，我们最近有位客户对初始策略不满意。

As I said in the intro, we had a client recently that wasn't happy with the strategy we gave her to start off.

她认为应该只专注于外部营销来为餐厅引流新顾客。

She was thinking that she needed to only focus on external marketing to drive new people to her restaurant.

但问题在于她并没有在自己的四面墙内开展营销。

But the problem was she wasn't doing it inside her four walls.

我喜欢用我父亲很久以前教我的一个比喻。

And I like to use the analogy my dad taught me a long time ago.

你不能在沙地上盖房子。

You can't build a house on a sand foundation.

你的营销也是如此。

Your marketing is no different.

是的，我们可以上Facebook和Instagram。

Yes, we can get on Facebook and Instagram.

我们可以走进社区，吸引一群可能不了解你餐厅、从未光顾过的人加入你的营销计划。

We can go in the community, and we can get a bunch of people that might not know your restaurant and who have never been to join your marketing program.

但最好从你的四面墙内开始。

But it's better to start inside your four walls.

为什么？

Why?

因为当你利用这些顾客的数据进行营销时，他们未来再次光顾的可能性会高出五倍。

Because those customers are five times more likely to come back in the future when you use their data to market.

这里有个让你细思极恐的事实。

And here's a really scary thought for you.

每10个走进你餐厅的人里，有9个不在你的营销计划中。

Nine out of 10 people walking through your doors are not in your restaurant's marketing program.

你们很多人会反驳说：'哦，马特，我覆盖了所有人'。

And a lot of you are gonna argue, oh, Matt, I've got everybody.

不，你没有。

No, you don't.

你连顾客带来的买单宾客都没有覆盖，大部分宾客你都没掌握。

You don't have the guests of your customers paying the bill, and most of your guests you don't have.

别质疑我的数据，因为我亲自去过餐厅做过这个实验。

And don't challenge me on the data because I've went to restaurants and done this exact experiment.

我坐在餐厅里，摆弄钱桶，四处走动和顾客互动，目的就是让他们选择加入。

I have sat in the restaurant, did the money bucket, walked around and had some fun with customers with the sole purpose of getting them to opt in.

你们知道我发现了什么吗？

And you know what I found?

十个人里有九个不在客户数据库里，而且餐厅里半数顾客实际上都是新客户。

Nine out of 10 were not in the customer's database and half of the customers in the restaurant were in fact brand new customers.

所以听好了。

So check it out.

你完全可以在自家餐厅里找到新客户。

You can find brand new customers from inside your four walls.

只是你还没发现他们而已。

You just don't know about them yet.

既然已经说明了原因，现在我们来谈谈方法。

Now that I've got the why out of the way, let's talk about the how.

在我们使用的营销方案中——我们称之为ABR获客计划，用于吸引顾客加入营销数据库，我们有三种策略。

So in our marketing programs that we use, that we call the ABR acquisition program to attract customers into your marketing database, we have three strategies.

第一，通过店内二维码等方式让顾客选择加入。

Number one, some type of in store opt in, typically with a QR code.

第二，通过社交媒体帖子互动。

Number two, engaging in a social media post.

第三，通过定向广告响应。

And number three, responding to a targeted ad.

现在我们来谈谈餐厅内部的三种获客方式，如果我是你，我会这样安排时间。

Now, let's talk about inside the four walls and the three ways that if I was you, I would spend my time trying to get people into a program.

第一，我会直接问：您是我们的VIP会员吗？

Number one, I would flat out ask, are you a member of our VIP program?

他们大多数人都会拒绝你。

Most of them are gonna tell you no.

卧槽。

Holy shit.

老兄，扫这个码，我知道你下次来想免费吃披萨。

My guy, scan this code because I know you want a free pizza for your next visit.

当然，我想要。

Of course, I do.

太好了。

Great.

顺便说一句，扫码后会问你几个问题。

And by the way, when you scan this, it's gonna ask you a handful of questions.

我们不会骚扰你。

We won't spam you.

我们会保护你的隐私，而且你知道吗？

We keep your data private, and guess what?

你还能免费得到一份甜点和开胃菜。

You're also going to get a free dessert and a free appetizer.

你要引导他们完成操作，并充满热情地推销。

You walk them through it and you sell it with excitement.

第二点是竞赛活动。

Number two is a contest.

嘿，在我见你之前，想不想赢取本月100美元现金？

Hey, before I see you, do you wanna win 100 cash this month?

这问题真蠢，你当然想。

Dumb question, of course you do.

嘿，我们每个月都会给一位VIP会员发放100美元现金奖励。

Hey, every month we give one of our VIP members a $100 cash prize.

这是参与方式，但猜猜怎么着？

Here's how you join, but guess what?

这是艾米丽的照片。

Here's a picture of Emily.

她是上个月获奖的顾客。

She's the customer who won it last month.

你的账单夹里有张小卡片，展示艾米丽的照片，翻过来扫描二维码。

You got a little insert in your check presenter, you show a picture of Emily, you turn it over, scan the QR code.

哦对了，完成这个后，你会收到三四个超值的下次光临优惠。

Oh, and by the way, once you do this, you're going to get three to four insanely good offers for a future visit.

最后还有一项提升参与度的竞赛活动。

And last but not least, a contest to get engagement.

嘿，尊敬的顾客。

Hey, mister customer.

想赢取100美元礼品卡吗？

Do you wanna win a $100 gift card?

当然想啦。

Of course, you do.

帮我个忙。

Do me a favor.

访问我们的Facebook主页。

Go to our Facebook page.

可以扫描这个二维码直达。

You can scan this code to get there.

你会看到置顶的帖子。

You're gonna see the top pinned post.

那就是我们本周的竞赛活动。

That is our contest of the week.

你只需要留言评论。

All you gotta do is comment.

一旦你留言，你的客人就有机会参与抽奖。

Once you comment, your guests will be entered to win.

哦对了，你还可以加入我们的VIP计划，为未来光临获取超值优惠。

And oh, by the way, you can also join our VIP program and get amazing offers for future visits.

朋友们，这又不是什么火箭科学。

My friends, it's not rocket science.

你必须将营销计划建立在正确的基础上。

You have to build your marketing program on the right foundation.

正确的基础就是那些已经光顾你餐厅的顾客。

The right foundation are the people already visiting your restaurant.

他们知道你的位置，了解你，而且很可能已经喜欢上你了。

They know where you are, they know about you, and there's a good chance they already like you.

但你知道吗？

But guess what?

你没有他们的电子邮箱地址。

You don't have their email address.

你没有他们的电话号码。

You don't have their phone number.

你不知道他们的生日，也没有持续对他们进行营销。

You don't know their birthday, and you're not marketing to them consistently.

所以别被那些花哨手段分心，别总用各种策略追逐新顾客。

So ignore the shiny object, chasing new customers with every tactic.

是的，你需要新顾客，但首先你需要抓住餐厅里的现有顾客。

Yes, you need them, but first, you need to chase the people inside your restaurant.

我要说的就这些。

That's all I got.

待会儿再聊。

Talk to you later.