Need Advice for marketing to restaurants

I am searching for a medium to market my business to restaurants and would like to know if there is a source (publication, website, etc.) where I can advertise my product?

Quick note for those curious. As a meteorologist, I provide a Travel Weather Forecast to hotels and locate restaurants that wish to sponsor it. They get exposure below the weather reports and use of the 4 inch wide sleeve next to it. I also have testimonial letters from customers that clearly relay the benefit to the restaurants.

I just need to find a way to get the word out.

Thank you for any help.

Sincerely,
John
weather@northstate.net

I do not understand exactly how this would work.

I am planning on going to dinner. I can easily get the weather forecast several different ways, without dealing with advertising. My television, radio, phone, even my car can tell me what the weather is like.

I am planning a trip. I will be dining out. I can pop up the weather, on all of the same mediums, except by my car, if I am not driving to my vacation destination.

Weather is very time sensitive and not always accurate. Especially when it is provided from generic sources outside the local market. I find that my local forecast, by local meteorologists is much more accurate than The Weather Channel.

I would not consider a "heads up" for a forecast in advance, regarding an upcoming trip. I wait until I am at my destination, and get it by the mediums I would normally use.

There are clearly defined benefits for certans services, that restaurants participate in, and pay a fee for their restaurant to be advertised. Open Table, Entertainment Book, ect. I do not know if restaurants would see the benefit of attracting new business, by patrons who search for a weather forecast.

You can try this for a start.

http://www.restaurant.org/index.cfm

Thank you for taking the time to reply. Actually, you would be surprised at how many hotels wish to post this type of service on or near their counter as a guest courtesy. The product includes the local forecast as well as the Cities forecast for travelers. Over the past 7 years, I have found at least 75% of hotels are willing to take the service once they see it. The restaurants like to take advantage of it because everyone traveling must eat and providing the weather service to the hotels gives them an opportunity to have their AD seen with the weather report. Also, my stand has a 4 inch wide sleeve attached to the side which is usually used to hold "To Go Menus" or offers to get guests to the restaurant. True, there are many sources for weather info, but this does get the interest of the hotels and in turn works for the restaurant sponsors.

I will check out the link you provided. Thank you! I appreciate all information.

quote:

Originally posted by CCinNJ

I do not understand exactly how this would work.

I am planning on going to dinner. I can easily get the weather forecast several different ways, without dealing with advertising. My television, radio, phone, even my car can tell me what the weather is like.

I am planning a trip. I will be dining out. I can pop up the weather, on all of the same mediums, except by my car, if I am not driving to my vacation destination.

Weather is very time sensitive and not always accurate. Especially when it is provided from generic sources outside the local market. I find that my local forecast, by local meteorologists is much more accurate than The Weather Channel.

I would not consider a "heads up" for a forecast in advance, regarding an upcoming trip. I wait until I am at my destination, and get it by the mediums I would normally use.

There are clearly defined benefits for certans services, that restaurants participate in, and pay a fee for their restaurant to be advertised. Open Table, Entertainment Book, ect. I do not know if restaurants would see the benefit of attracting new business, by patrons who search for a weather forecast.

You can try this for a start.

http://www.restaurant.org/index.cfm

I would use your existing hotel based clientele as your biggest voice of reason/selling. They all have business relationships with local restaurants. I would offer a commission as a refferal for every restaurant that is booked into your program, as an advertiser.

As your base grows, the biggest incentive for restaurnts to be part of your network of advertisers, is the fact that their competition is participating.

I would get in touch with AAA as well as Zagat. They may be willing to listen to a sales pitch.

Chambers of Commerce in areas of popular vacation destinations, might also be a consideration.

You may go to the front desk of all most any hotel and ask for a weather report for the entire state. They're happy to provide you with the information. When I go to Florida, and I'm staying in a hotel if it's raining when I get up, I always ask the front desk to print one for the entire state. That way I can drive to another part of the state and be in the sunshine, or at least be outdoors.

Years ago before everyone had a PC, I was doing this and I found out that the Holiday Inn's manager would shoot a note to all H.I. managers in the state and ask what the current weather conditions were at the time and what that days forecast was. They were happy to do it and of course when the other managers wrote their reply's they always included something along the line of Sunshine and our pool is open come on down to Miami and visit us. So there is some value in this information being available but if I were headed in this direction I'd think of a way to get in on the in-room TV sets and the free WiFi many places offer.

Just a thought.
Jack

Yes I agree. I always check out weather.com before I plan a trip and see many advertisements. Even though the weather is not accurate to a fault, I still check it.

quote:

Originally posted by Travel WX

Thank you for taking the time to reply. Actually, you would be surprised at how many hotels wish to post this type of service on or near their counter as a guest courtesy. The product includes the local forecast as well as the Cities forecast for travelers. Over the past 7 years, I have found at least 75% of hotels are willing to take the service once they see it. The restaurants like to take advantage of it because everyone traveling must eat and providing the weather service to the hotels gives them an opportunity to have their AD seen with the weather report. Also, my stand has a 4 inch wide sleeve attached to the side which is usually used to hold "To Go Menus" or offers to get guests to the restaurant. True, there are many sources for weather info, but this does get the interest of the hotels and in turn works for the restaurant sponsors.

I will check out the link you provided. Thank you! I appreciate all information.

quote:

Originally posted by CCinNJ

I do not understand exactly how this would work.

I am planning on going to dinner. I can easily get the weather forecast several different ways, without dealing with advertising. My television, radio, phone, even my car can tell me what the weather is like.

I am planning a trip. I will be dining out. I can pop up the weather, on all of the same mediums, except by my car, if I am not driving to my vacation destination.

Weather is very time sensitive and not always accurate. Especially when it is provided from generic sources outside the local market. I find that my local forecast, by local meteorologists is much more accurate than The Weather Channel.

I would not consider a "heads up" for a forecast in advance, regarding an upcoming trip. I wait until I am at my destination, and get it by the mediums I would normally use.

There are clearly defined benefits for certans services, that restaurants participate in, and pay a fee for their restaurant to be advertised. Open Table, Entertainment Book, ect. I do not know if restaurants would see the benefit of attracting new business, by patrons who search for a weather forecast.

You can try this for a start.

http://www.restaurant.org/index.cfm

I have the programming running pretty well right now. I am just trying to improve the way I get word out to prospective restaurant sponsors. Right now, I visit them one by one. Most see the value and find it interesting. However, in this time of high food costs, they are not looking to add anything to their costs. I am looking for a more effective way to reach restaurants at one time. For example, if I can find a good place to buy an advertisement in a publication that is read by Restaurant owners, I think that would be perfect. If they see the product, there is no doubt many would try it.

The customers that I do have, signed up initially for 12 months, most of them have remained with me for much longer. Some have been with me since I started the service in 2001. I just need to find more.

Thank you to all of you that have replied above.

I have the program running pretty well right now. I am just trying to improve the way I get word out to prospective restaurant sponsors. Right now, I visit them one by one. Most of the time, the decision maker is not there and misses the sales pitch. The GM or Manager will like the idea, however, they will often have to check with the District Manager in another city or state. Then that person hasn't gotten the sales pitch and may not have a complete understanding of the program.

The Hotels almost always take the service when offered since they get it for free. I spend my time talking with restaurants and then I line up the hotels (the ones the restaurant wants to sponsor) once a restaurant decides to sponsor the service. I don't get the hotels first as without a sponsor, there is no one to pay for it. Hotels rarely buy anything extra. Of the 200 hotels that I provide the service for, only 3 hotels pay for the service. The remainder are sponsored by area restaurants.

Most restaurants see the value and find it interesting. However, in this time of high food costs, they are not looking to add anything to their costs. I am looking for a more effective way to reach restaurants all at one time. For example, if I can find a good place to buy an advertisement in a publication that is read by Restaurant owners, I think that would be perfect. If they see the product, there is no doubt many would try it.

The customers that I do have, signed up initially for 12 months and most of them have remained with me for much longer. Some have been with me since I started the service in 2001. I just need to find more.

Thank you to all of you that have replied above.

Do you cold call restaurants in person?

If so, do you travel, or do you stick to a certain area/region of the country?

I have plenty of ideas on how to reach prospective clients, and save time in the process. I need a broader scope of how you are currently presenting your sales pitch, and where.

After listening to your very professional explanation, your service has validity, and you will be able to get restaurant owners/managers to listen to your sales presentation. It is just a matter of reaching a broader audience, in a shorter period of time.

CCinNJ

Thank you!

I do cold call. Anyone in sales knows that is not the easiest thing in the world and I would love to find another way. However, that is the only way I have used so far.

I make road trips to cities where I think there is potential and carry an Information packet of pictures, letters of recommendation and of course an explanation of the service. Just last weekend, I made a road trip to western Virginia and visited the communities of Christiansburg, Blacksburg, Salem and Roanoke. Each near or on the interstate with many hotels (that is a key). Made a sell in Christiansburg and trying to close a deal for each of the other cities. However, after a week, I am still trying to catch up with the decision maker at most places.

If I am lucky to meet with the right person, I can often make the sale on the spot or a few days or weeks afterwards with a follow-up. However, if the best I can reach is the manager that must then go to his supervisor, I rarely get the sale. That is the frustrating part. These decision makers are so hard to reach. When I communicate with them, it is much easier. Many won't even bother returning calls when you do get their number.

I would love to hear your idea.

Don't you have to update the forecast every day? Is that doable? Maybe I don't understand how the reports are offered.

Yes, I update them and send them via FAX and Email. As a meteorologist, that is what I do. But, since it is my company, I found it to be quite profitable to find sponsors that pay for my service to the hotels. I prepare and send the forecast every night to all markets and each is customized.

quote:

Originally posted by kensandyeggo

Don't you have to update the forecast every day? Is that doable? Maybe I don't understand how the reports are offered.

I understand your situation, and I feel your pain. Well, I should say I was once in your shoes.

When I started my cosulting business, I did alot of cold calling, and learned many things.

Cold calling does not always work well, for restaurants. You may catch the owner busy tending to the many tasks of operating a restaurant. Since (most of the time) you will have a seat at the bar, or dining room table, there are usually many things going on around you, that serves as distractions for your sales presentation. So, in the end, you get partial attention, and usually a request to leave a packet of information , so that person can look it over, when he/she gets a chance, to do so. In sales, the best chance you have to close a deal is when it is fresh on the mind of a prospect. Most of the time, any literature you supply will be forgotten about, or placed somewhere on the bottom of a pile. When you follow up, the owner may not even remember much about the meeting, and say sorry, I am not interested.

Many times the owner is not the decision maker in these matters. Many assume (and it makes sense) that the owner of a restaurant makes ALL of the executive decisions. This is not always the case. This is part of my unique business. I am a restaurant consultant for several busy restaurants in the NYC metro area. My clients are restaurant owners. Some of them contract my services to handle all of the executive business decisions such as advertising, marketing menu design, promtional display from liquor companies, staff hiring/training ect. because they have a hands-on job within the restaurant (cooking, supervision of the kitchen) and they have no interest or time to handle other things.

Some owners just like to be owners. Their ownership is strictly a financial investment, and they outsource all of the tasks and decisions. They enjoy being the host, and know little about what makes their restaurant "tick" in terms of a daily operational standpoint. It is all about the bottom-line. They have a vision, and a concept they wish to be executed, but leave all of the details & decisions in terms of operational responsibilities to others. They read results by profit reports.

So, the true decision maker, is not always clearly defined.

It is hard to capture and keep their attention while in their own environment.

When I first started out, I learned by trial and error. I realized these things I mentioned, and developed ways to save time, for myself and my prospects.

I hosted an event, in a conference room at a very nice hotel. I went through the NYC & NJ Zagat, and invited 1000 reataurant owners to my sales presentaion. I knew if I invited 1000, maybe 200 would RSVP that they would like to attend. Out of that 200, I figured maybe 50-100 would actually show up.

The presentation was on a Monday morning. Coffee, tea, juices, pasteries, and fresh fruit were served. It was very nice.

I made my presentation, and handed out nice cards (the size of a large index card) for their feedback and contact information. I asked them all to fill the cards out, and return them to me, before leaving. It was GREAT. They were all looking around trying to figure out what other people were writing. I had such success, that many not only expressed interest in my services, but quoted a much higher offer, than I had envisioned. With the cards, I could determine MY best course of action, and best potential clientele.

Today, communication is much about email. If you are not interested in hosting a sales "event" there is always the email option. For a restaurant owner, reading email, is the time that they are away from all of the excitement of the restaurant. At the end of the night, many will go home, or sit in their office,unwind, and read email. So, if you go directly to restaurant website addresses, there is usually a place to contact them via email. There is no assurance that the email will go directly to the owner or decision maker, but most times if email does not go directly to the owner, it goes to someone with some authority in the business. It can be forwarded to owner/decision maker, easily. It is the opportunity to reach several potential prospects, without being there in person.

When you send emails, do it late in the evening, on Sunday or Monday. Request a response, so you can eagerly follow-up on prospects, or "take them off your list".

By the way, 350 people showed up to my event. OY!! I not only had my foundation of business, I found myself being able to select the best opportunities for myself. There were even a few bidding wars, when clients found out that my "dance card" was full. I do not have any business partners and the only employee I have is an assistant who handles my scheduling, paperwork, mail, messages, ect.

CCinNJ

Good advice. I will also start looking into the Email addresses provided on websites.

do like everyone else.... call me at 1159am so i can scream at you(releasing tons of pressure) for calling a restaurant during lunch rush, and hang up on you..
lol
just dont do that, ok?

quote:

Originally posted by bassrocker4u2

do like everyone else.... call me at 1159am so i can scream at you(releasing tons of pressure) for calling a restaurant during lunch rush, and hang up on you..
lol
just dont do that, ok?

LOL!!

Ohhhhh yeah!!

No cold calling busy bars, at like 11:30 PM on New Year's Eve, either.

If you do continue to cold call in person, timing is VERY tricky. Many restaurants are busy setting up for lunch or dinner, dealing with lunch or dinner rush, a busy bar in the evening through late night hours. Sometimes, the hours of 3-5 or 6 pm are the least hectic for restaurant. However, many times that is when the decision makers are running out to get things done in the outside world, and/or do not want to deal with ANYONE.

I try to make calls around 11am, 3pm or 9pm Avoiding the rush

If I am travelling, I select a good target, have a late lunch or dinner.....2 pm or 8 pm and ask to speak with the GM toward the end of my meal. I have always found the GMs to be most receptive when I am a paying customer...but still try to do this when they are slowing down.

I have always found the GMs to be most receptive when I am a paying customer...but still try to do this when they are slowing down.

Very nice thought. I would be much more receptive to a salesperson who took the time to actually dine in the restaurant before telling me how/why he/she believes that the concept they have, will work for me. You get that extra moment to capture the attention of a decision maker, as a customer/salesperson, than just walking in as a salesperson, knowning nothing about the place.

As far as good timing, remember, in areas of high touristry, patrons dine and spend time at the bar later than if they were at home. When on vacation I tend to dine no earlier than 7-8 pm, and stay for a drink, later, since I am not at home, and/or working.