- email marketing doesn’t work as well as it used to
- social media, texting, mobile apps, etc. are the next big thing and are going to replace email
- teens (i.e. future adults) don’t use email that much anymore, and once they grow up, they won’t use it either.
These are lies, which, if you choose to believe them, will hurt your business.
What makes them believable is that they are partially true. (By the way, for a lie to work it has to have an element of truth.)
Let’s review each of these statements.
Restaurant Marketing Lie #1: “Email is dead”
It’s true that in many markets, the effectiveness of email marketing has gone down. However, the same can be said about a lot of other marketing tools and methods. The issue is not as much email per se as the fact that we live in an over-communicated society. Anywhere we turn, we are bombarded by advertising messages. Our brain just had to figure out a way to keep us sane by protecting us from the onslaught of marketing information. It subconsciously ignores and automatically discards anything that looks like a marketing message.
Now, as a restaurant owner trying to get your marketing to work, you need to find a way to sneak your marketing message under the radar of your prospect’s brain. The only way to do that is to make your marketing messages NOT look like marketing. There are very few restaurants that know how to be a “stealth marketer.”
Restaurant Marketing Lie #2: Only the “new media” matters now
It’s true that you should always be looking for ways to add new marketing tools arsenal. However, this should not be your starting point. Unless and until you build a proper marketing foundation in the form of a responsive email subscription list, your chances of successfully implementing all these other tools are significantly diminished.
We keep hearing about “new media” replacing “old media” but it rarely happens: Movies didn’t make books obsolete, and TV did not stop people from going to movies. In much the same way, Facebook, SMS texting and mobile apps can and probably should become viable marketing tools for you. However, email is still going to be one of the best, cheapest, most effective ways to reach your customers.
Restaurant Marketing Lie #3: Teenagers don’t do email
I won’t spend much time on this one because it’s just laughable. As soon as today’s teens become tomorrow’s employees and business owners, they will start spending a lot more time in their Inbox and a less time in their Facebook. Just give them time.