Author Archives: Scott Anthony

2011 January: Marketing Matters

If you are on a tight budget, you are more than likely an independent owner/operator — and you probably work 80-plus hours per week. You are literally the business, and at this point you are a commodity. How do you get away from that? Market yourself. Get out of the kitchen and be seen. Why?More »

Marketing Matters: Listen, learn, earn

2012 July: Marketing Matters

The venerable Benjamin Franklin is one of the most-quoted men in American history. His wisdom, it seems, still endures to this day. One of my favorite quotes by the statesman is this: “He that won’t be counseled can’t be helped.” In my case specifically, I needed a lot of help starting my business, so IMore »

Marketing Matters: Slow days

ScottAnthony_Experts

Recently I did a brief survey of some of my pizza pals across the nation. My suspicions proved true — business on Monday is generally half of Friday’s sales. So, can I take a ‘dog’ day and make it a star? Sometimes it is just plain hard or impossible to change people’s spending habits, afterMore »

Marketing Matters: Enough is Enough

2012 May: Marketing Matters

When you use too many avenues of marketing   Do you ever feel like you are suffering from marketing overload? Ever wonder if you’re on the brink of hitting your social media tipping point? I’ve been there. Sometimes you have to ask yourself, “how many marketing platforms do I really need to master in orderMore »

Marketing Matters: Building a Buzz

2012 April: Marketing Matters

Running a janitorial service in the 1980s, I depended on good old word of mouth (WOM) to generate business for me. Pair that with a business card, and I had a good thing going. In the 1990s when I stepped into a failing pizzeria, I quickly found out that putting up an ‘Under New Management’More »

2012 March: Marketing Matters

2012 March: Marketing Matters

Video can be a powerful marketing tool. Just ask Reese’s, whose iconic candy Reese’s Pieces exploded in popularity after being featured in the 1982 blockbuster film, “ET.” After sales of Reese’s Pieces skyrocketed, more and more companies began requesting that their products be used in movies. Thus, product placement was born. What does this meanMore »

Marketing: Return On Investment

2012 March: Return On Investment

It’s all about ROI and how to maximize it   There are a variety of gauges a business can use to measure the success of its marketing. But to really measure you must first know your goal. Was it money in the bank, build a database, find a new customer or create TOMA? All areMore »

Marketing Matters: Employees Learn to Earn

2012 January: Marketing Matters

Employees, like all humans, thrive on commendation and compensation for all that they do. What if our staff deserves a little more monetary recognition than we can dish out? Consider this thought from American Industrialist, Owen D. Young: “The world does not owe men a living, but business, if it is to fulfill its ideal,More »

2011 December: Marketing Matters

2011 December: Marketing Matters

How can I make money without doing anything? Author Michael Phillips says that “Money will come when you are doing the right thing.” The right thing could mean following the Golden Rule. As restaurateurs we can give our guests what they want and make a healthy profit at the same time with gift cards. “FromMore »

2011 November: Marketing Matters

2011 November: Marketing Matters

‘There’s no better feeling in the world than a warm pizza box on your lap.’ — Comedian Kevin James I concur with Mr. James. So, how do I make sure my pizza is the one on his lap? Restaurant Consultant Carolyn Stewart tells us that: “Getting a new customer in the door demands marketing, andMore »