* Part of building relationships in the community involves working closely with local amateur sports teams, religious and charitable groups and service agencies like police and fire departments. Providing gift certificates to local organizations is a simple way to demonstrate your commitment to their efforts and an effective way to build your customer base. Be sure to keep good records of how many gift certificates you donate, and the anticipated cost.

    * Advertising in local newspapers can be a good investment, but coupons are the best way to keep track of your promotional programs (if your results are not as positive as expected, take the time to note specific problems so that you can avoid repeating them in the future). As a rule, coupons should result in a tangible return - aim for $20.00 in revenue for every $1.00 spent on promotions.

    * For targeted promotions - those where you want to let specific individuals or groups know about your menu, special events and activities - it's best to use your own database. This should include all of the businesses in your neighbourhood.

    * Every promotion should be done well, and the last thing you want is for a customer to see that your promotions were done cheaply. Every piece of literature must be attractive and well-presented. A personal computer with versatile software is a must and a good first step in producing your own promotional materials. Your suppliers can also be an invaluable source of information on how to create and execute successful promotions on a tight budget.

Check please

In any promotional campaign, it's essential to keep detailed financial records. This is the only way for you to measure the effectiveness of different promotions and determine the value of your investment.

Simply put, there must be a direct correlation between the dollars you spend and the sales increase experienced. No detail is too small when it comes to tracking promotions - customer counts, special menus, printed promotional materials and even staffing schedules should be filed away for analysis and future reference.

More important than spending dollars is the passion that you and your staff bring to each promotional campaign. It is possible to create very successful promotions using very little money - creativity is key. Never forget that promotional efforts are only one part of your goal to create the best possible experience for your customers. The small details - the phone manner of your staff, the cleanliness of your washrooms, the taste and presentation of your food builds sales and increases customer counts more consistently than elaborate and expensive ad campaigns.

About the Author:

Marvin Greenberg is a consultant and partner in Surety Food Safety Group. He is a specialist in real estate, general consulting and food safety for the foodservice industry. He can be contacted at 416-515-0050 or by email at eatout@ican.net .