Know-How Exchange : Advertising/PR

Dear Eatorrez,

You market your business by finding a starving crowd.

You must go where the hungry people are and you've got to put your product in front of them and show other people enjoying your product.

It's as simple as that.

If people are hungry for what you're selling and if it tastes great and is well presented, they'll buy. If it doesn't taste great and people don't like it, they won't buy it.

Back in 1916, a Polish immigrant by the name of Handwerker started selling hot dogs at Coney Island. The brats were based on his wife's recipe. He priced the 'dogs at 5¢ apiece.

Sales at first were pathetic. People didn't trust food that was so cheap so—so the story goes—Handwerker asked doctors from a nearby hospital to stand at his hotdog stand and eat—probably free, I don't recall.

He also doubled his prices to 10¢. And suddenly, with the social proof of respected people eating at this outdoor stand, sales boomed.

Mr. Handwerker's first name was Nathan, and today, Nathan's Famous Hot Dogs are—well, famous.

Adhere to all local laws and regulations. Get all your permits. And train your staff well in food preparation and food hygiene. And make sure every customer gets great value for money: buy two, get one free; buy two sodas, get one free—and so on. The minimal cost to you will pay off in greater sales and your net profit ought to more than cover any initial loss.

Businesses build these "giveaways" into their structure to act as loss leaders, ethical bribes to enhance the customer's perception of value.

Think things like this don't work?

Tell me, the next time it's a toss up between paying full price with some other vendor—even if they're selling the same kind of food you're selling, and saving one third by buying from you, which vendor do you think will have the longer lines and the fuller register?

I've been spouting this next phrase for over 20 years:

Give people what they like, at a price they think is fair, and give more value than they are paying for, and they'll come back for more. But more importantly, they'll tell their friends.

Why have I been spouting that phrase for over 20 years?
BECAUSE IT WORKS!

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA