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SALES & MARKETING

Our Sales and Marketing team will assist you in sales building efforts in your restaurant’s/pub’s trade area. Promotions are a powerful short-term marketing tool. The key is to establish promotion objectives and strategies first and then develop innovative, targeted executions.

Pay special attention to learning your trade area. This is a critical step that will identify potential sales targets in your community.


CREATING YOUR LOCAL STORE MARKETING PLAN

Local Store Marketing (LSM) is defined as any sales promotion you initiate to help build your business by focusing on opportunities in your trade area.

Good LSM plans will drive sales and guest counts and increase your profitability. Most importantly, LSM programs will position you as an important part of the community.

 

SUGGESTED STEPS FOR BUILDING YOUR LSM PLAN

1. Operations:
• Is your WINGS ready for increased traffic?
• Is your crew ready?
• Does the restaurant/pub look fresh?

2. Set Goals – attempt to accomplish one or more of these objectives:
• Stimulate trail
• Increase average check
• Increase frequency
• Trade up
• Improve sales to selected demographics
• Increase daypart/weekpart sales
• Motivate and educate employees
• Support special events

3. Survey your trade area:
• Where are your guests?
• Where is your competition?
• Do you have any unusual hurdles to overcome? (i.e. construction, seasonal consumer base)
• Determine your budget: How much do you want to spend for the year? Will you have enough money to cover your tough time frames?
• What is the return on investment?

4. Select your advertising vehicles:
• What is the best way to reach your guests?
• Do they read the paper?
• Would a direct mail piece work well?
• Near a highway?
• Could you benefit from an outdoor board?

5. Brief your team on the program: Get them ready for the increased volume

6.
Inform the head office team of the program. The support team is a wealth of promotional information. Touching base with them could make your program really sing.

7.
Set up systems to gauge the effectiveness of your LSM programs.

8. Share your success stores with the WINGS team