Introduction

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CHAPTER FIVE: SMART MARKETING IN TOUGH TIMES

Introduction

It’s essential to stay top of mind and to not suspend marketing efforts in spite of budget cutbacks. Many strategies – both old school and new age – can make significant contributions to driving business, including:

• Leveraging the powerful communication channels of the Internet and mobile phones to build relationships and differentiate your brand.

• Trying old-fashioned face-to-face sales calls and personal networking to get people in the door.

• Replacing traditional upselling techniques with assessing guests and asking the right questions to make targeted recommendations.

• Using language, imagery, and concepts in marketing messages that will resonate with wary consumers.

	Introduction A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries American Express and the Restaurant Industry American Express Value Story
	Chapter One: Purchasing Powers Introduction Strength in Numbers Going Local Local Knowledge Purchasing Practices Power Buying: Prime Vendor
	Chapter Two: Technology Matters Introduction Feedback on the Fast Track Customers and Restaurant Technologies Taking Your POS to the Next Level Innovative Customer Interface Technology Customers Value Most
	Chapter Three: Saving Green Introduction Save Your Energy Green to Go Baby Steps, Big Impact Marketing Green Briefing References
	Chapter Four: The Employee Equation Introduction Keep the Focus on Training Learning to Let Go: Trimming Your Workforce Legal Sidebar Cutting Labor Costs Building Morale in a Down Economy Morale-Building Ideas
	Chapter Five: Smart Marketing in Tough Times Introduction New Age Marketing: Social Networks and Cell Phones Sales Forces How To Sell More in a Slow Economy Communicating with Cautious Customers
	Chapter Six: Consumers and the New Value Equation Introduction New Deals: Value and Cost-Conscious Consumers Opening the Door to More Business Industry Outlook
	Chapter Seven: Building Loyalty Introduction The Power of Committed Customers The Employee Connection Developing Loyalty – One Customer at a Time Turning Customers into “Members”
	American Express Restaurant Trade Program
	American Express Partners and Services
	Sources
	Acknowledgements

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