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Traditional, mass media marketing practices, which can often become
stale and lack measurable results, are not what we believe
in. Instead, we are constantly developing and
implementing new creative and innovative ways to approach
marketing for maximum results, using grassroots approaches including
local store marketing, four-walls marketing and public relations. We
believe, and have proof, that these are far more effective
ways for a restaurant to make the most of its marketing dollars.
Sure, McDonald's and Subway have found success in mass media
advertising. However, these are the two largest restaurant
companies in the world with tens of thousands of units. Subway,
for instance, spends more than $300 million on television advertising
alone. We think it is absolute lunacy for a sub chain that is doing,
say $60 million, to fight a toe-to-toe battle with Subway. Though $60
million is very respectable for a restaurant chain, when Subway spends
three times as much on television as the regional chain does in total
sales, it is clear to us another approach should be devised.
That's where we excel.
Our marketing philosophy also depends heavily on
our belief in limitless possibilities. We believe
do-your-best objectives are as good as no objectives at all. We
push our clients to think and plan beyond incrementalism. Think
big. Inspire. Anything less won't cut through the clutter.
It is our philosophy that identifying a company’s brand and
positioning are the core components of any successful marketing
program. Your brand is your promise. It is the culmination of the
experiences and feelings your customers have when dealing with your
company. Positioning determines what makes your business
different than everyone else. How does your business stand apart
from the pack? The best marketing strategies sell only
differences, not similarities. We believe that all marketing
campaigns must begin with defining the brand personality (if this brand
were a person, how would it act and dress) and then the positioning
strategy (leveraging uniqueness in a way that obsoletes the
competition).
Many businesses start their planning by trying
to figure out what color the brochure is supposed to be before they
even know what it is supposed to do. Could be you don't need a
brochure at all. We focus clients on the core issues.
Our approach
is also based on the fact that we are the nation’s largest full-service
strategic marketing and public relations firm exclusively focused in
the restaurant industry. This industry is our life. Our
passion. We will settle for nothing less than being the absolute
best in our field. We strive for that daily, working relentlessly
to stay miles ahead of anyone else in the restaurant marketing
field. After years of experience in the restaurant industry, we
have developed an extensive collage of knowledge, techniques,
understanding and experience. We’re the restaurant marketing
experts, and that specialization makes all the difference in the
world.
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