Know-How Exchange : Advertising/PR

A free cup of coffee on its own may or may not draw. There is a gas station very conveniently located on the only highway to the Colorado ski resorts that gives 25 cent coffee-- on the honor system. No one takes it. Not to say the place isn't hopping with their great rest rooms, gas, snacks and sodas. But next door, the Starbucks and their $2 coffees (with horrid bathrooms) has a line out the door. And while they are there make purchases of ski wear, the forgotton gloves and goggles. Rest stops often advertise free coffee, we only stop when we need a map. As a road warrior, I pick my rest stops for cleanliness, and ease of getting back on the road. Short of it, review why people aren't stopping. Cause, even in this economy, if we only wanted free coffee, we'd bring it from home.

If the other stores in the mall aren't competitors, why not give samples of your delicious food outside their stores? Without a taste or recommendation from someone they trust, it's unlikely they'll suddenly come into your restaurant.

Where is the nearest soccer or baseball field? You might do better with free stuff there where families gather...even coffee.

Michael

You might consider free coffee as a part of a larger venture. For example, a local restaurant hosts a networking meeting in our community. As I remember, the restaurant provided tables only, no drinks or coffee or anything.

As a part of your strategy, you might see which organizations might like to hold meetings at your facility, providing coffee or drinks and a chance for them to get to know your place.

Location, Location, Location.

Take a cold hard look at exactly how and where ylou are located compared to the other stores??

last one in the line?

Why is foot traffic reaching other stores but not yours??

Don't think about free offers first.

Get outside the stores and get a click counter.

Check EXACTLY how much foot traffic is coming through for a full week.

How many went to each shop??

How many minutes per day do they spend in the strip mall??

Once you understand the traffic behaviour, then you can look at changing your signage, colour schemes or lighting on the front of the store to attract more attention.

Can you negotiate with the Strip mall owners to re route the traffic flow in the parking lot so that your store beomes first not last. (sounds crazy but I have done this before succesfully and it works).

If this can't be done, look at what absolutley has to be done to get your foot traffic over there.

Provide a little free electric golf cart to shuttle them over there maybe if the walk is a little too far.

Take a very scientific approach to understanding your location, your traffic patterns and behaviour and what time the traffic is there and for how long.

Then you can craft a solution.

If they really won't come to you, then put up a small mobile booth right in the parking with your free samples and even sell some food right out there. :)))

Good luck.

Matthew