Don't miss out on the Fathers' Day boost
It is difficult not to know that on this weekend it is Fathers' Day. There are adverts in the local paper, posters around restaurants, blogs and tweets, plus banners on the roadside. There are offers of money off, a free steak if you eat after five or that children can eat free with an adult. You might have one, two, three or more sittings as you attempt to maximise sales.
My concern at this peak time of business is that pubs, restaurants, hoteliers and caterers will look at the one day of success rather that how they can stay in contact with their new customers and work to make them regular users. How many customers coming in on Sunday will give their email address or twitter name. I suspect very few but the reason is that nobody asked them to become followers of that pub, restaurant or hotel. The result is an opportunity lost.
You need to see the value of the customer long term and not just this Fathers's Day. So give them an incentive to like your Facebook page or follow you on twitter. Let them say how great their lunch was and sell your services to others. Set yourself targets of followers to achieve but most importantly watch what customers are saying. If you know what is being said about you then you can always jump into the conversation if discussions become negative. The worst thing that can happen is not being part of the conversation in the first place and not knowing what others are saying. These conversations will continue, so make sure you are part of them, they will help you build up customer loyalty.