Podcast Summary: Restaurant Strategy – "Getting Organized with My 2025 Marketing Calendar"
Episode Information:
- Title: Getting Organized with My 2025 Marketing Calendar
- Host: Chip Klose
- Release Date: January 2, 2025
Introduction: In this episode of the Restaurant Strategy podcast, host Chip Klose delves into the essential strategies for organizing a comprehensive marketing calendar for the year 2025. Aimed at helping independent restaurant owners boost profitability, Chip emphasizes the interconnectedness of various marketing efforts and the importance of meticulous planning.
Key Topics Covered:
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The Myth of the Silver Bullet in Restaurant Marketing
Chip Klose (Speaker A) begins by debunking the idea that a single marketing tactic can transform a restaurant’s fortunes. He states:
“[...] there is no one thing you can do that will change the course of your restaurant. Rather, it's a series of little moves you make.”
[00:00]He underscores that successful marketing is about executing a series of coordinated actions rather than relying on a single strategy.
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Interconnected Marketing Moves: The Hotel Analogy
Using the Plaza Hotel as an analogy, Chip illustrates how multiple entry points (doors) all lead to the same exceptional experience. He explains:
“A really great restaurant is just like a really great hotel... every door is beautiful. [...] You have to make sure that you are buttoned up in every place.”
[03:09]This analogy highlights the necessity for restaurants to maintain a consistent and high-quality presence across all marketing channels, ensuring that no matter how a customer discovers them, the experience remains exemplary.
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Operational and Marketing Planning: The Symbiotic Relationship
Chip emphasizes that operations and marketing must work hand-in-hand. He cautions:
“You can’t market a bad restaurant if a restaurant is bad food and bad service.”
[07:30]The integrity of the restaurant's operations directly impacts marketing effectiveness. Exceptional service and quality are foundational to building a trustworthy brand that customers will return to and recommend.
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Developing a Marketing Calendar: Step-by-Step Guide
Central to the episode is the creation of a marketing calendar. Chip outlines the process:
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Mapping Out the Year: Identify high and low revenue periods to tailor marketing efforts accordingly.
“Look at your high points and your low points. Those are the areas where you need to come up with some sort of promotion.”
[10:45] -
Utilizing Multiple Marketing Channels: Organize efforts across various platforms such as email, social media, direct mailers, and more.
“Each column is a different, is a different channel, a different tool available to you.”
[17:40] -
Incorporating Local Events and Holidays: Customize the calendar to include local events like Patriots Day or regional celebrations that can influence restaurant traffic.
“If you have a restaurant in downtown Boston, I would probably do something for Patriot Day.”
[19:16] -
Strategic Promotion During Low Periods: Implement targeted promotions to boost traffic during traditionally slow months.
“We had to actively do stuff... there were times of the year when we had to actively do stuff.”
[21:30] -
Leveraging High Traffic for Future Gains: Use peak periods to gather customer data and incentivize future visits during slower times.
“It was our opportunity, our job to give them something that would get them back at a time when they didn't necessarily think of us.”
[11:43]
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The Marketing Triangle: Acquisition, Retention, and Evangelism
Chip introduces the concept of the marketing triangle, consisting of:
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Customer Acquisition (Attraction): Strategies to attract new customers through trust-building and compelling offers.
“What do you do to get attention, build trust, and ultimately convince people to come in and try you.”
[15:17] -
Customer Retention: Techniques to encourage repeat business and increase dining frequency.
“What are you doing to actively get them to come back and to dine with you with greater frequency?”
[15:17] -
Word of Mouth (Evangelism): Empowering satisfied customers to promote the restaurant organically.
“A pastor stands in the pulpit... people are moved and they can’t help but talk about it.”
[15:17]
Chip emphasizes the need for a deliberate plan addressing each of these components to create a sustainable marketing ecosystem.
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Practical Application: Real-World Example from Gotham Restaurant
Chip shares his experience managing marketing at Gotham in New York City, detailing how they implemented holiday brunches to attract new customers and incentivize repeat visits. He explains:
“We gave them an excuse... we just put our thumb on the scales.”
[11:43]This strategy involved distributing gift certificates during busy holiday periods to encourage visits during subsequent slow months, effectively balancing the restaurant's revenue flow throughout the year.
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Tools and Resources: Free Marketing Calendar Template
To assist listeners in implementing these strategies, Chip offers a free 2025 marketing calendar template. He instructs listeners to contact him directly:
“If you want a copy of my 2025 marketing calendar template, I will give it to you absolutely free. But you have to send me a personal email.”
[24:03]This resource is designed to help restaurant owners organize their marketing efforts across various channels and align them with their operational planning.
Notable Quotes:
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On the Importance of Comprehensive Marketing:
“There is no silver bullet right there. There is no one thing you can do that will change the course of your restaurant.”
Speaker A, [00:00] -
On Operations and Marketing Synergy:
“You can’t market a bad restaurant if a restaurant is bad food and bad service.”
Speaker A, [07:30] -
On Strategic Planning:
“Get yourself organized operationally. That's going to help you with your marketing, with what you do, when you do it, how you do it.”
Speaker A, [24:03] -
On the Marketing Triangle:
“Customer acquisition, customer retention, and evangelism. What do you do to get people in the front door? What do you do to get them to come back? And what do you do to get them to go out and evangelize for you.”
Speaker A, [15:17]
Conclusions and Takeaways:
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Holistic Approach to Marketing: Effective restaurant marketing requires a coordinated strategy across multiple channels, ensuring consistency and quality in every customer interaction.
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Strategic Planning Based on Seasonality: Understanding and planning around the restaurant’s high and low seasons allows for targeted promotions that can stabilize revenue throughout the year.
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Integration of Operations and Marketing: Excellence in both operational execution (food quality, service) and marketing efforts is crucial for building a strong, profitable restaurant.
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Utilization of Marketing Tools: Leveraging a variety of marketing tools and channels, from digital ads to in-restaurant scripts, can enhance customer acquisition, retention, and word-of-mouth promotion.
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Resource Availability: Taking advantage of resources like a pre-designed marketing calendar can simplify the planning process and ensure all marketing efforts are timely and effective.
Final Thoughts: Chip Klose wraps up the episode by reaffirming the potential for a successful year ahead with proper organization and intentional marketing strategies. He encourages listeners to take proactive steps in planning their marketing calendars to achieve consistent and predictable returns.
“2025 is going to be excellent. But in order to make it excellent, you have to get yourself organized.”
Speaker A, [24:03]
Listeners are reminded to utilize the free marketing calendar template by reaching out directly to Chip, ensuring they have the tools needed to implement the discussed strategies effectively.
Additional Resources:
- Free 2025 Marketing Calendar Template: Email Chip Klose at chipclose.com to receive the template.
- Book: Restaurant Marketing Mindset by Chip Klose.
- Website: Restaurant Strategy Podcast