Daily Tip for Monday May 23rd.- Restaurant Marketing is all about the VIPINI list

Posted on 24. May, 2010 by Michael Hartzell in Daily Tip

By guest blogger Michael Hartzell

The VIPINI List.

Who is your most favorite person?

Ok.

That is too difficult.

Who are the top ten most favorite people in the world?

Hmmm… still seems pretty hard.

Why don’t you just make a list.  First names is fine.

Then put a VI, PI, NI next to each name.

This is the VIPINI grade system.

• Very Important  =  VI
• Pretty Important  =  PI
• Not Important  =  NI

Don’t you have one of these?

Of course you do.

You probably just don’t consciously do it on a piece of paper.

Now.

Which of the people on your VI (Very Important) list did you show some type of appreciation for within the last 60 days?

This is where the dividing line begins between those who talk and those who walk.

The talkers say “They are so important” and keep on talking without showing any real appreciation.

The walkers say the same but have proof as their actions provide confirmation.

Dad’s Day is coming.  June 20^th.  I would assume many of you have your father high on the list?

Here you go.  I am going to give you a free gift.  There is no obligation.  Don’t pay attention to anything else but the free gift.

• I want to Click Here and then send your Dad a Father’s Day card.  It is free.  It is complimentary.  No strings attached.

• Yes, you will have to share your contact information.  If you can’t trust me (who helps you with your restaurant marketing), then who can you trust?  They need to put an address on the envelope.

When you begin to set it up take note:  You can choose when to mail it.  You can pick the date in advance.  Do you notice how the system will then remember this and you can return at a later date and send … a Thanksgiving Card?  A Christmas Card?  A Birthday Card?

Benefits:  Personalized.   Cheaper than buying something in the store.  Mailed for you.  No licks.

Do you think your father will open the envelope when it looks like a special card?  Yes!  He can tell it is special just by the envelope.  Someone sent him a card!  He will be excited.

No, he won’t tell you how excited he is.  He will be cool.  Your dad, after all, knows how to be cool and aloof.  He is your dad.

Now… Did you send it yet?  If not, then Click Here and get it sent.  It will take a few minutes.  That is ok.  We will wait for you here.

Once you have sent a card to your father for Father’s Day (setting it up to send later), you are ready for the next step.

Who spent over $250 in your restaurant last week?  If you do not know, then you need to think about your hospitality and how your team connects.  In fact, I’m sure that anyone who has spent over $100 would be on your VI list.  Do you know their names, contact info and even their shoe size?

Jay Conrad Levinson says:  “Treat them as if they are friends, family or royalty.”

You just sent your Dad a Father’s Day card.  It is time to go find the VI (Very Important) list for your restaurant and send the person at the top of the list a card.  Free.  Here is the link again:  http://bit.ly/ihgift

Unique Personal Invitations is one of the five essentials to business success.  If you are not yet familiar with these, Google “Five Essentials to Business Success” and you will find me.

There is no specific reason necessary to send a card.  It might be for a thank you.  It might be just because.

Everywhere are ways to create Unique Personal Invitations and I am about to share a few with you.  Some are automated.  A few cost money.

The reasons I appreciate the system you used to send your father a card include flexibility, personalization, convenience, and it is less expensive than a card shop.  It is a tool.  It is not meant for every situation.   It can be done very quickly with no lick, no inventory.

Here are options to consider for following up with your VI and PI list.  If you have anyone on your NI (Not important list?), why have a list of NI?

Everyone you meet is:

1.      Someone to invite to your restaurant.

2.      Someone to work at your restaurant.

3.      Someone who already works at your restaurant you can train and develop.

That covers it.  There are three types of people on your list.  If someone is PI (Pretty Important), why would they not be on your VI list?

They are all VI (Very Important).

Here again is the link to send your Dad a card and your favorite customer last week / month / year.  http://bit.ly/ihgift It is free.

Here is a list of other options you might consider to follow up with Unique Personal Invitations for those on your VI (Very Important) list.

o   Cartoonlink.com

o   Twitter.com With a # hashtag.

o   Animoto.com (Make a video for them.)

o   Wordle.net

o   Slydial.com

• Bubblecomment.com
• Bubblejoy.com

o   jacquielawson.com

o   Sculptured Chocolates by Gosanko Chocolates – this is cool!

o   A blog article about someone (for businesses).

o   A link to their website (for businesses).

o   The Dollar Tree Store online  (You can buy bulk.)

• Facebook Fan Page
• (Did you know you can start a Facebook Fan Page for anyone yourself?)

You can have a guest Fan Page – appreciating your guests just as if you have a bulletin board on your wall in the restaurant.

o   A person to person handshake and smile (and a big thank you!)

o   What will you see this gives opportunity for more Unique Personal Invitations?

Be sure to include the reason for your contact.  Many times it is simply a thank you.  It could be “I miss you!” or “Happy Birthday” or “You won a prize.”  Also include an invitation.  Some sophisticated marketing savvy people will say a “call to action” but in reality, think of it as an invitation.  Could be to “try something new”, “party”, “celebrate”, etc.

The point of this?

• VIPINI list.  Pay attention to it.  Concentrate on your VIP’s.  Show them how important they are, walk the talk.

• Follow up with a thank you.  Doing more than just talking about who is important will change your business.

• Restaurant marketing is about more than traditional mass mailings.

The new tools available simply expand the opportunity to do what has always been.  If you can’t connect in person, the new tools probably won’t be much of a substitute.

Of course, no need to mention it again (but I will), GuestPulse is a way to know who is saying what about who and when.  If anyone says something good or bad about your restaurant via social media or online?  Send them an animoto, wordle, card, etc.

For you leaders who are unable to wrap your mind around this:

20 staff members.  Each person inviting or following up to 25 people (VIP) a week.

You will get a ______% redemption.  (My history is 10% to 30%)

20% of 2000 is about 400?

400 X $25 is about $10,000 in sales.

It is just an example.

We are in the social media age.  That is the purpose of tracking the new ways people communicate with GuestPulse.  Restaurant marketing is NOT a one person show.

Go send your Dad a card now… and then your most favorite customer.

Say hi to both of them for me.  I hope you made their day.

About Michael –

Webinar on June 1^st – Push Button Tech Tools – Doing Twice as Much in Half the Time.

Sign up at Texasonthego.com – 25% of all registration income will be donated to The Sturge Weber Foundation

Michael Hartzell –, Inbound Marketing Certified Professional, entrepreneur, writer, speaker, restaurant marketing coach.  As a self proclaimed Professor of Magic Marketing, author of “10 Magic Marketing Tips” and over 30 years experience in the restaurant business, Michael helps business owners “Boost Sales & Build Teams” on the foundation of Knowledge Empowers so Learn & Teach ™.  Member of the American Marketing Association and Guerrilla Marketing Association.