Friday, August 23, 2013
As I sit here in a Panera in Doylestown I notice the steady stream of people coming in who patronize this location. The patrons are both old and young and from all walks of life including business professionals to laborers. I ponder the success of getting this wide variety of patrons they are able to attract to their establishment. Marketing and quality products are the keys to their success. One without the other would not have the same results. Paneras marketing is four fold. They use promotional products including pens, direct mail and magnets along with marketing materials such as brochures and menus. Media advertising is next with randomly running ads on radio. They balance this with another form of marketing.......their service. Service from the front door to the back door is an important aspect of marketing any business. I have never waited long to order, the orders are always correct and the food is terrific and a good value as well. Businesses can take a lesson from this and that is to train your staff that their job includes marketing. This is true of everyone involved from the cashier to the cook to the janitorial staff and especially the boss or owner. Every person in the chain IS part of your marketing team. Good impressions and service open up the last marketing avenue.....word of mouth advertising.