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How to grow your revenue by taking advantage of customers’ weakness
There have been many emerging brand names in the restaurant business in recent years in China. Their success can be attributed to either personalized services, or the so called Internet thinking, or delicate marketing skills that build up tramendous popularity online and offline through social media.
There’s one thing however, is common in all these successful cases that we researched: understanding customers and taking advantage of their weakness.
1. Customers Are Lazy
(a) so make sure your message is clear and brief.
Use whiteboards, highlight your latest offers and signature items. Don’t make customers having to ask for everything.
(b) so make sure ordering can be done in One step.
Restaurant owners in China they usually have presence in Wechat or 3rd party delivery apps. Smart restaurants update customers with today’s menu, each dish with a number. All customers need to do is telling a number.
(c) so sell subscriptions instead of one-time deals
Encourage customers to subscribe for your weekly or monthly plans. With a subscription it makes subsequent ordering much easier.
2. Customers are greedy
(a) so free giveaways can’t be wrong
Free things and giveaways are always good. Try offering free trials when there are new items, or whenever there’s something you really want it go fast. Usually seen in desert cafeteria or supermarkets. Customers are likely to buy right after trial.
(b) so try group buy, collective buy, and flash sell.
Group buy, collective buy, and flash sell are emerging selling model from ecommerce. Usually these are really good deals and customers get more for less. So they simply like it. Busines owners should reserve no effort providing these buying options.
(c) so lucky draw are never outdated
Lucky draw as a traditional promotion means has come a long way, but I doubt it will ever be outdated. There are endless elements and forms of lucky draw that you can play with in your marketing campaigns. Cartoon characters, holidays, events, etc.
For lucky draws to be actually effective, try to be honest with your customers and provide attractive incentives.
3. Vanity is a humanity weakness
(a) so take it seriously with your membership scheme
A well designed membership scheme not only entitles your customers more previlige, more discount, rebate, offers, but also, a symbol of prestige, identity, and self-satisfaction.
(b) so try to use badges
Badges that are available when customers achieve certain milestones or levels.
4. Curiosity can be your opportunity
(a) so it can be extremely effective if you make it mysterious to your customers
Keep your customers expecting for something during a period of time. Don’t tell everything at once. Drip it out, little by little. Design a count-down poster for your upcoming campaign.
(b) so hunger marketing can in many situtions be very effective.
Apple has used hunger marketing again and again in its new iphone releases in the past years. In China, Xiao Mi did the same and it succeded as well. You know what? Customers in most of the time actually love queues!
5. Sexual desire
(a) so you might want to hire nice looking girls to do the delivery
think about the beer girls in bars. It tells everything.
(b) have bikini girls handing out your posters
Bikini girls are useful marketing tricks, especially when your customers are male.