Hello and welcome to another episode of bar owner tv. In the last 2 episodes I’ve talked about market and message. Today I’m going to focus on the media and how if all 3 of these are working together can make your marketing extremely profitable and bring you double the amount of customers.
Before I go on, I want to mention something. What I’m covering in these first 3 episodes of bar owner tv are covered in my double your profits and loyal customers presentation. If you have watched it, I don’t want you thinking that all the future episodes are going to be similar to that presentation because they’re not.
The reason I wanted to cover these in my first few 3 episodes is because some people are not going to opt in to get the presentation, some are going to and not get around to watching it right away, and it’s critical to cover market message and media because it’s the pretty much the skeleton to profitable marketing and what I teach. If you don’t understand this, everything else won’t be worth a shit to you.
So… Lets do a quick recap. The market is going to be the WHO. Who are you targeting. Who are you trying to get into your bar? The MESSAGE is going to be your offer. What kind of offer or message are you delivering to the WHO to get them in your doors?
A quick tip here. Your message must match the wants and desires of the WHO.
Now lets talk about the media. Your media is going to be the way you deliver your Message to the who. Media can be multiple different things such as TV, radio, newspaper, direct mail, text messaging, e-mail, social media, plus many more options. Media is pretty much the delivery man. The way you are going to get your message into the hands of your prospect.
Now this is important for you to understand because most owners do this backwards. They usually pick the MEDIA first. They think, my business is slow so I’m going to spend money on this kind of media because it reaches 50,000 people.. Wrong move!!!
First you need to think about your market and then your message. What’s the best way to reach my market? What is the best and most cost effective way to target in on them? Is it the newspaper? Is it a certain radio station? Is it maybe joint venturing with another non competing local business who has the same clientele? I can’t give you a straight up answer right now because I don’t know who your target market is.
So, here is the simple formula to doubling your marketing results and new customers. Once you create a promotion or a new special, figure out EXACTLY WHO is the best type of prospect to go after. Then instead of just promoting your special, make them a irresistible offer to come into your bar. Bribe them with something valuable. What is going to make your prospect get up off the couch after the see your advertisement and drive to your bar?
And then….What kind of media is the best way to deliver your message to the prospect. What kind of media is the most cost effective. What kind of media will target ONLY the people you want to go after?