Author Archives: Stefan Drew

How to Market a College Restaurant

 How to market a college restaurant The college restaurant is an essential part of the catering and hospitality offer in many colleges. And in an age of underfunding it can also be an essential profit generator. So How to Market a College Restaurant is the question many HODs and FDs are asking.

Sadly, many College Restaurants fail to attract sufficient numbers of customers. They don’t provide the necessary amount of experience the students deserve, or the level of income and profit generation expected.

So how can customer numbers and income be increased? How do you successfully market a college restaurant? 

These are the questions I set out to address when I wrote my latest book. And although I wrote it from the perspective of any Restaurant, Coffee Shop, Café, Tea Rooms, Pub, Wine Bar and Other Food and Drink Outlet, the advice is highly relevant to a college restaurant.

To write the book I’ve visited college restaurants, plus commercial premises in the UK, Spain, Portugal, USA, South Africa and Eire. I’ve also sought the advice of restaurant owners, MDs and managers across the globe.

Here’s a Contents list to indicate what this 36,000 word book, How to Market a College Restaurant, covers.

Content 

Why This Book Exists

Introduction

A dream comes true

Advertising

Most People Think Advertising is Marketing

Three Types of Advertising

Brand Advertising

Direct Sales Advertising

Relationship Building Advertising

AIDA Stands For ….

What is Marketing?

Location (Place)

Customer Profiles

More About Surveys

Cuisine Type

Customer Service

Dress Codes and Staff Dress

Traditional Marketing

The 4 Ps

Price

Portion Control

Values, Keywords/Phrases e.g. Locally Sourced, From Our Garden or Greenhouse

Traditional Advertising

Who is Your Next Customer?

Referral Business

Networking

Reputation

PR – Public Relations

Magazine Articles

Video PR

Why Drive Away Business?

HARO, ExpertSources and Other Directories

Campaigns and Events

Brochures, Leaflets and Printed Materials

CRM

Websites

Multiple Offers

SEO – URL Keyword Phrases and Content

Simple SEO Actions

Wi-Fi Bandwidth is a Marketing and Operations Issue

Online Menus and Ordering

More Online Menu Advantages

Pagers Versus Text Notifications

The Internet of Things (IoT)

Beacons (aka Proximity Beacons)

Storytelling

Upselling

Customer Service Subtleties

How Hotel Restaurants Can Look Disorganised

Understanding Hospitality Trends

More Hospitality Research Abstracts

Other Information Sources

Payment Trends

External Events

Digital Marketing

Social Media

Facebook

Twitter

LinkedIn

Pinterest

Snapchat

Instagram

YouTube

Personal Profiles

Groups

The Controversial Question of Photography

The Consumer Buying Process

Social Media to Raise Awareness

Social Media Advertising

Third Party Sites … TripAdvisor, Toptable etc.

Google Maps ….. Bing, Safari and More

Getting Google Reviews

Increasing Prices

Tipping Policy

Quirky Marketing Ideas

Cooking Aromas

Lighting

Views of Food, Kitchen and the External View

Sound, Music and TV

The Bill and Recipe …. to CRM

Your Perfect Marketing Plan

Want more information on restaurant marketing? check out this link http://providermastermind.com/?s=restaurant+

You can find more of my FE articles on the FE News website

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How to Use Chatline Data to Improve Recruitment

How to use chatline data to recruitChatlines Are Usually Seen As Communications Channels. But Did You Know They Contain Huge Amounts of Data That is Vital to Recruitment and Sales? Here’s How to Use Chatline Data to Improve Recruitment.

Yes, it’s true the data that your website chatline collects could be vital to your recruitment process. It can inform you about the type of questions being posed, the seasonality of the questions (different questions get asked in August and September than in February) and this may impact the way you post on your website or social media.

In fact, I’d be worried if it had no impact!

Learn More About Chatline Data Use

To learn more follow the link below to our sister site and implement the lessons provided in the YouTube video

How to Use Chatline Data to Improve Recruitment

You can find more of my FE articles on the FE News website

 

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Selling Benefits Is Wrong! Highlighting Risk in Commodity Buying & Selling

Avoiding Risk in Commodity BuyingWhy Selling Benefits Can Sometimes Lose You Sales … Especially the Risk in Commodity Buying .. and Courses are a Typical Commodity Buy

Enlightened salespeople will tell you to focus on sales benefits and not features .. ie sell the sizzle.

So you are encouraged to focus on the increase in sales that your software produces rather than its powered by twin-axial quadrons.

Or on the companies that use your software and how its impacted their bottom line.

95+% of the time this makes sense .. until it doesn’t. And when it doesn’t it costs you sales. Continue reading

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What Crows Can Teach Us About Marketing

What Corvids Can Teach Us About MarketingTool Making Is What Differentiates Humans From Non-Humans ….Or That Is What We Used to Think. But Crows Can Teach Us About Marketing

When I was young I read about humans having an opposing thumb which meant we could make tools. Coupled with a larger brain than other species that was apparently what made us human.

How wrong we were! Continue reading

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GDPR courses or event costing £750

GDPR could prove expensive for colleges. Are you spending too much?

GDPR could prove expensive for colleges. Are you spending too much?

GDPR is Vitally Important for FE .. & Could Prove Expensive

We have seen GDPR posts everywhere in the last months. And for good reason. This regulation is going to hit the sector very hard. For ages, we’ve kept all sorts of lists of people that have shown a vague interest in our offer. They’ve been kept by MIS, the marketing department and countless staff have kept their own private lists, often because they don’t trust the others to do their job properly. Continue reading

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Will AI Create Jobs and Training Opportuniites?

Will AI Create JobsHow Will AI Impact Future Employment & Training Opportunities? Will AI Create Jobs?

 Artificial Intelligence (AI) and robots were meant to improve efficiencies and save mankind from mind-sapping boring and repetitive jobs. But the media is now full of fear. People are afraid of unemployment and it is AI and robotics they blame when jobs are lost.

But is AI really to blame? Or should AI and robots be welcome? Continue reading

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Is Education Shackled to Blockchain?

The future of Education Could be Closely Linked to Blockchain. And BitDegree and MicroDegrees could also be part of the future.

I’ve written about this in more detail in my latest FE News Exclusive Article

https://www.fenews.co.uk/featured-article/15795-is-2018-the-year-of-education-blockchains-bitdegrees-microdegrees

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Are You Answering Your Phone?

Do yopu answer your phones? Unanswered Phones Represent the Biggest Marketing & Recruitment Leakage in FE

I’ve written about unanswered phones before. It is no good spending £000s on marketing only to ignore the calls when a prospective student calls.

Sadly the blight of unanswered calls continues. In the last two weeks, I’ve repeatedly called two providers that have failed to answer. One just lets the phone ring and ring without going to answerphone. The other plays back testimonials (with background noise) for several minutes before saying it has not been possible to connect you and cutting the call. Continue reading

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Marketing Principles Beat Tactics

Marketing Principles Beat Tacky Marketing Tactics Hands DownEvery Week I See Shiny New Marketing Toys Being Recommended. Too Often They Focus on Tactics NOT Marketing Principles

There is a big difference between a tactic and a principle. Both can work short term, but principles are far longer lived and can last forever. Continue reading

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It’s Education: But Not As We Know It

Education is Changing: How Long Will Colleges Survive?

Its easy to think that colleges and the type of courses they offer will never change … or need to change.

But the world changes at an increasingly fast pace and new competitors appear as if from nowhere. And they are creating change, even if we don’t recognise it.

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Marketing Thought: There are Few Alternatives to a Budget

Stella* called me and booked a 1:1 …. she had severe marketing issues and her turnover had droppped £3 million in five years. Her turnover was had fallen by 50% to £3m.

Stella’s largest competitor has a £55m turnover and puts 2% into his marketing budget plus he employs a team of 10 marketing professionals.

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Which Colleges & Universities Impress You With Their Marketing?

I Love Learning How to Improve Education Marketing

So, I’m currently planning visits to a number of colleges and universities worldwide.

When I visited Cambridge University it snowed.

In Miami the sun shone and we felt as free as the birds.

 

Which international colleges and universities excel at marketing? What do they do different to their competitors? Where do you recommend I visit?

Please email me with your answers or invites. StefanDrew(@)gmail.com

 

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How Bots Can Improve Website Design

how bots improve website design Chatlines and Chatbots Can Provide Data Capable of Being Used to Improve Website Design

We all plan for our website to be perfect. But perfection is hard to attain and the best we can often hope for is a high quality site that answers all the questions we expect out target audience to ask.

But sadly we often miss essential questions. Especially those seasonal questions that come through by phone or chatline, but otherwise get missed.

How Questions Improve Website Design

If you take all the questions you are asked in a week or month (download them from your chatbot into a spreadsheet is a good idea). Then analyse them you will see certain trends developing. Continue reading

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Using Fractals in FE marketing and Sales

20% of Your Businesses Are Probably Responsible for 80% of Your Turnover …. and Fractals Dictate There Are Huge Profit Opportunities With The 20%

Definition of a Fractal: a graphical curve or geometric figure, each part of which has the same statistical character as the whole.

Businesses and people are predictable, far more predictable than many people think. Economist Vilfredo Pareto was aware of this and described the Pareto Principal with regards income distribution.

But it applies to other situations as well. The Pareto Principle is actually a fractal in that the same relationship exists as you drill down through your business. 20% of your customers will either buy 80% of your goods or contribute 80% of your profits. And if that 20% you’ll find that 20% of them are super customers and contribute 80% of the 80%  ….. well you get the idea.

It takes some doing getting your head around this but it is important that you do because when it comes to profit not all customers are equal.

In business fractals are all around you. Take football, a huge number of people watch the game in the pub. It cost s them a glass of beer. Of these people 20% can be persuaded to buy a ticket to go to a game. 20% of them will buy a season ticket. 20% of them will take a box. And a few of them will buy a club!

Of course 20% doesn’t hold true in every single case but you get the idea I’m sure. There is a,ways a percentage that can be unsold to the next level.

So what are up you doing to tap into these sales?

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Six SEO Things Google Doesn’t Care About

Can Anyone Guarantee Getting you On Page One of Google? How easy is it to get on Page One of Google? Google Doesn't CareSEO is a Black Art Laced with Science, Smoke, Mirrors and Things Google Doesn’t Care About.

Its easy to believe the old myths about SEO and what Google is looking for but most of this is pure myth.

The reality is that Google is looking for just one thing .. User Experience (UX).

If it provides searchers with a better UX then Google is interested  .. otherwise .. Google Doesn’t Care.

Check Out the Video to see the SEO Myths

Have you visited our UnderFunded Education site?

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Is WebChat the Same as a Bot?

Is WebChat the Same as a Bot?

WebChat and Bots Are Not the Same

WebChat has been around for years. In some senses it is a bot, in that it is an automated system.

You type some copy and when you click it goes to the chat agent who responds if they are there. But that’s as far as it normally goes.

But we recommend an updated type of web chat that operates 24/7.

Continue reading

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How FE Can Use OmniAdvertising to Advantage

Advertising is far more powerful if the audience get a consistent message across all channels.

That means, for example, print adverts should be converted into 6-10 second ads for social media.

That ads should point at relevant webpages where they are repeated.

We call this OmniAdvertising

How to Use OmniAdvertising

OmniAdvertising is being used by commercial companies like Clinique where responses rates have increased by 68%.

The secret is to use consistent messages across all platforms

Plan your print ads with Omniadvertising video shorties in mind

Convert print ads to video shorties …. Just like the one we made on Animal Care courses.. it’s embeded in the following one minute video

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Stefan Drew on The Magic of Specialising

Setting up a new business doesn’t happen just like that.

A degree of specialisation is needed. But what can you specialise in and did we all start that way?

 

Listen to the audio to discover more

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FE Recruitment, Admissions and Enrollment

How Does Your Online Applications “Shopping Trolley” Affect FE Application Rates?

This is just one of the topics I tackle in the latest UnderFunding FE Exclusives Page.

Discover More by Clicking on the Following Graphic

FE Recruitment, Admissions and Enrollment

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How to Build a Successful Platform Without Email

Keeping In Contact With Customers & Prospects Without Email

In this post I want to share a recording I did with my colleague Ian Brodie. Ian is Mr Email and wrote the definitive book on the subject. So me saying I don’t use email is an interesting proposition for an interview.

Did sparks fly? Of course not.

But you might find a few thoughts that create flames for you and your business.

[Podcast] Stefan Drew on How He Built a Successful Platform Without Email Marketing

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