Editor’s Note: Welcome to the latest installment of our Build My Business series, in which our in-house experts and insatiably curious marketers show you how they would use LeadPages® to launch a campaign for a very specific—though hypothetical—business purpose. This week, marketing project manager Jason Martin digs into two of his favorite subjects: cuisine and marketing.
* * *
During high school and college, I experienced the hustle and bustle of working in restaurant kitchens as an entry-level cook (though of course I thought of myself as a chef). So today, when I go out to local restaurants, I make a habit of looking around me and wondering what’s going on behind the scenes.
Which tables are part of a loyal customer base? Who’s visiting for the first time—and will they come back? What got these people in the door?
I usually assume it was through word of mouth, whether referrals or reviews. When I worked in restaurants, I noticed there was never much money to spend beyond basic operating costs. These places had neither the cashflow to sustain a marketing budget nor the expertise to execute a digital strategy.
But even with a shoestring budget, I think the average small restaurant—even a brand new one without much existing word of mouth—can gain a lot from some basic, inexpensive marketing assets, as long as they’re linked together in the right way. That’s what I set out to do with this start-to-finish marketing campaign.