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earth2table: The New Phone Book's Here!
November 2, 2006
 Stu Stein |
November 2, 2006
“The new phone book's here! The new phone book's here! This is the kind of spontaneous publicity I need! My name in print! That really makes somebody! Things are going to start happening to me now.” Steve Martin from “The Jerk,” MCA/Universal, 1979
Just substitute the word “Web site” for the words “phone book.” The new-and-improved Terroir Restaurant & Wine Bar Web site is up and running.
I truly believe in the power of Internet marketing and the benefits of well-thought-out public relations. Yes, we covet those sought-after customer e-mail addresses so we can bombard them with reminders, specials and deals. We put survey cards in with the guest checks. We put “Join Our Mailing List” buttons on our Web sites and include the “Forward this Newsletter to a Friend” link on our e-mail communications. Why? To get customers used to getting something from us. Yes. But ultimately, it’s about bringing customers to our door.
Today, restaurateurs like me have Web sites up and running months before our restaurants are completed. This gives us the ability to drive people—customers, media, suppliers and anyone who is remotely wired to the vast real estate that is the Internet—to our Web sites. Once again, what is the ultimate goal? To build business! And hopefully, to do it with a minimal amount of time, money and effort.
I’ve found that sometimes the ultimate goal gets lost in the design, functionality, process and repetition of the message. The Web is a fantastic networking tool, an instant information source, a 24-hour retail store. Be wary of the “magic bullet” syndrome, however. Even the most dedicated foodie will get turned off by a spam-like e-mail bombardment or a Web site with talking pork chop animation that takes more than 30 seconds to load.
The lesson is, don’t distract your audience from your real message.
And the journey continues.
Cheers!
Stu
Posted by Stu Stein on November 2, 2006 | Comments (0)