Is there still a way for these offline businesses to capitalize on all this Web 2.0 stuff? Yes there is!
Let’s use a restaurant for example. There is no substitute to getting your customers inside your doors so they can experience the atmosphere, the service and taste the delectable food your top notch chef prepares each day. But there are still ways for you to build an online community with these offline customers.
Think about it. How many times have you wondered what the daily special was at your favorite restaurant? Have you ever tried to find a new place in town but wanted to find out what other people thought of the menu first? What if your favorite restaurant has entertainment in the lounge? Who is performing? These are just a few different pieces of information a prospective diner might seek the answer to. If you own a restaurant, are you giving your customers an easy way to answer their questions? If you are expecting your customers to pick up the phone and give you a call you may be missing the boat. In fact, how do you know if they have your phone number?
Let’s just look at the facts. Last time I checked I found that over 80% of the people in the USA have at least one email address. Here are three steps you can take to build a community for the people who visit your restaurant.
Ask Every Diner For Their Email Address
If you want to improve your chances of gaining this valuable piece of information, provide some type of value when you get a customer's email. Offer a 10% discount on their current bill or a free dessert. It doesn’t need to be an expensive offering, but something that makes it worth them taking the chance that their inbox won't be crowded with unwanted garbage.
Start a Diner’s Club
It’s human nature for people to want to belong. Why not give your customers something to belong to? Who wouldn’t be thrilled to receive a free meal on their birthday or a dinner for two on their anniversary?
Remember how you’ve wondered what specials were offered at your favorite restaurant? If you were a member of their Diner’s Club and you received an email each week notifying you of those specials you would always be in the know. What if by joining, you had an opportunity to get preferred seating in the quiet part of the restaurant, right in front of the beautiful fieldstone fireplace?
Be creative! The more creative you are, the more successful you’ll be at building your community and ultimately…your sales!
Send Periodic Emails with Valuable Content. Don't Spam!
If you send an email per week with weekly specials, why not include a great recipe for diners to try at home? If your Diner’s Club members are at all like me, they’d rather visit your restaurant and have you make it for them, but they’d be very pleased that you cared enough to give them the option. If your restaurant is known for excellent service, include a series of articles on how to host dinner parties in your home. It shows them you care about them as a person, and not just a person with a wallet or purse! Just make sure you don't overwhelm their inbox - your email frequency should be slow and steady.
These are just a few steps you can follow to begin to create an online community for your offline customers. If you aren’t a restaurateur, use this example to explore similar ideas for your business.
