Local Store Marketing Plan
Customized Plan For
Restaurant Location
1158
(DRAFT)
__________________________
CREATED BY IntriMarketing
-2Local Store Marketing Team
The management and implementation of this local marketing plan will be conducted by
the following individuals.
Role
Name
Manager
Joe Smith
GM
Eric Jones
Intern
Steve Wilson
Phone #
Location(s)
SAMPLE
Phone
000-000-0000
Franchise Y/N
Y
Chain Account Y/N
Y
Older Than 1 Year Y/N
N
Onsite Visit Conducted
Y/N
Y
E-Mail Address
Website
Individual Site Y/N
Comprehensive Plan Y/N
Y
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CREATED BY IntriMarketing
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Overview
To ensure your success with Local Store Marketing, IntriMarketing has done
all the painstaking work of creating a model that you can follow. Our proven
model of implementation will enable you to create a structure within your
business that will not only generate new business profitably, but also increase
the overall equity of your operation. Any business that has a built -in,
systematic method of getting clients and keeping clients truly possesses
something of value.
Based on an onsite visit and discussion with the owners, we have developed a
Local Store Marketing to follow, moving forward. Our intention is to create a
plan structure that is easy to follow and can be modified and added to as
success occurs.
Approach this Local Store Marketing project with vigor and enthusiasm. Local
Store Marketing is an extremely powerful system to have within your
operation.
LSM Explained
LSM is an acronym for Local Store Marketing. Local Store Marketing is a
specific strategy that targets ideal consumers and organizations that are
within 5 miles of your business.
Local Store Marketing draws upon a broad base of creative ideas designed to
bring people into our business and create goodwill in our community. LSM is
both cost-effective and time-efficient. Marketing tactics are selected based on
their effectiveness, not their cost.
LSM programs are designed to build sales and long-term customer loyalty.
This long term effect is not always quantifiable because new customers are
converted into loyal repeat business. However, we will track and record as
many tactics as possible to gauge success.
In its truest form, Local Store Marketing is the act of networking your
restaurant with your community.
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CREATED BY IntriMarketing
-4Why Is LSM So Effective?
LSM is effective because all things being equal, people want to keep business
in their community. These people also will do business first and foremost
with restaurants that they know, like and trust. Neighborhood customers
respond to neighborhood marketing conducted by neighborhood business
people.
Understand that ultimately the quality of your food and customer service will
determine your success, but Local Store Marketing provides the best way for
you to structure your marketing system.
The fact that we can isolate the best streets, schools, businesses and
organizations within five miles means that we can design market messages
that are right on target, and deliver them as cost effectively as possible.
A Word About Consistency
We have developed a specific, scheduled program to be followed at this
location. It is vitally important to follow the tactics in this plan exactly. At
times you may feel you are being repetitive in certain areas. That is by
design. Do not pick and choose certain parts of the plan to follow. Should you
have comments or suggestions from the field, bring those up to myself or the
store owner for consideration.
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CREATED BY IntriMarketing
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Sample Restaurant Action Plan Draft
INSTRUCTIONS: Please review this first draft completely and
pay attention to the instructions in red.
Categories
For the Sample location we have established key categories to focus on for
the next twelve months. Establishing key LSM categories is one of the
cornerstones to our LSM success. Some of these categories will be obvious to
you, some others may not. They will be explained later.
In no particular order, we advise concentrating our Local Store Marketing
tactics toward the following categories:
 Fundraising
Targets: Any organization that seeks to raise funds, such as junior
high schools, high schools, sports organizations, churches, boy
scouts, girl scouts, etc.
Strategy: There are two basic strategies to use. The first and
traditional strategy is to arrange for a fundraiser night for the
selected organization. You produce and distribute flyers, pick a
certain night and time and all sales receipts from those parties that
have the flyer will have 10-15% credited directly back to the
organization in the form of a check. The second strategy that we
have developed at IntriMarketing involves producing
…..PROPRIATERY
 Award Certificates
Targets: The number one LSM demographic is the 7-12 age
group. We can market to elementary schools, gymnastics,
dance, boy scouts, girl scouts, cub scouts, sports programs, etc.
Strategy: One of the more popular strategies and our
recommendation is …PROPRIATERY.
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-6 Lunch Drivers
Targets: Corporate businesses, Hospitals, Medical Offices, Police
stations, Fire Stations, Government city offices, Delivery companies
(UPS FEDEX), Cable companies, Any business who could send us
people for lunch.
Strategy: Identify ….PROPRIATERY.
 Hotels
Targets: Hotels within 1-3 miles of your location.
1) Strategy: You must win over the owner, GM and night staff of the
hotel. DO NOT …PROPRIATERY.
 Business Drops (local- ½ mile radius, LSM coupon drops and
networking)
Targets: Retail stores, shops close by, colleges, junior colleges
Strategy: Locate key targets and …PROPRIATERY.
Category Targets
Please add or remove from the lists below
FUNDRAISING
Glen Este HS – 4342 GlenEste With. Rd.- 947-7600
GlenEste Middle – 4342 GlenEste With Rd.- 947-7700…
…PROPRIATERY
AWARD CERTIFICATES
Willowville Elementary- 4529 Schoolhouse Rd.- 943-6800
Summerside Elementary- 4639 Vermona Dr.- 947-7900
Clough Pike Elementary- 808 Clough Pike- 943-6700
American Eagle Gymnastics- 693 Old St Rt 74- 752-2003…
…PROPRIATERY
LUNCH DRIVERS
Union Twp Fire Dept.- 718 Cin Bat Pk- 528-4446…
…PROPRIATERY
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-7HOTELS
Hampton Inn – 858 Eastgate S. Dr.- 752-8584…
…PROPRIATERY
BUSINESS DROPS
Pep Boys- 4436 GlenEste Withamsville- 943-1100…
…PROPRIATERY
Competition Analysis
The only way to position your business with your local competition is to
analyze what they are offering, and recognize your current position in the local
market. It may then be possible to identify and pursue new opportunities to
serve your market.
Please add or remove from the list below
Pizza Hut – 770 Eastgate S. Dr. -752-2700
Angilos – 1123 W. Ohio Pk.- 752-4260…
…PROPRIATERY
INITIAL COMPETITIVE OVERVIEW
CARRY OUT / DINE IN
DINE IN ONLY
CARRY OUT ONLY
POSITIONING
To Be Discussed
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CREATED BY IntriMarketing
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LSM Managers Overview
As the point person for the stores LSM campaign, you have the
responsibility of learning about LSM, setting up the store properly,
conducting and delegating LSM tasks and being a Local Ambassador for
the store by creating goodwill and truly giving benefit to fellow business
owners and charitable organizations. There is an old saying – “ We
receive through the same hole through which we give.”
The following lists a sample weekly schedule that you can customize for
your situation. It is suggested that you devote 10-15 hours per week to
Local Store Marketing. This means un-interrupted time! Some of our
clients have increased this to 25-35 hours because of the productivity and
increase in sales.
LSM Marketing Schedule
Monday* LSM Management and organization duties
Categories-
TuesdayCategories-
WednesdayCategories-
ThursdayCategories-
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CREATED BY IntriMarketing
-9* LSM Weekly Management Duties
Record LSM Numbers
PROPRIATERY
Prepare LSM Materials
PROPRIATERY
Instruct Staff On LSM In Store
PROPRIATERY
Make Your LSM Calls To Database
PROPRIATERY
LSM Conference Call Schedule
Conference calls will be set : To Be Determined
Contact information:
IntriMarketing
Scott Mader
Website - www.intrimarketing.com
Email- scott@intrimarketing.com
Phone- 513-341-1112
Address- 8190 Beechmont Avenue . Suite 358 . Cincinnati, Ohio
45255
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CREATED BY IntriMarketing
- 10 Remember- LSM involves building a presence within a 5 mile radius of your location.
Sectors to consider
o Oil Change Businesses
o Tire Stores (limited Auto Repair)
o Used Car Lots
o Auto Detailing Shops
o Body Shops
o Retail Stores
o Larger Companies
o Schools
o Churches
o Non Profits
o Hair Salons/Barbers
o Towing Companies
o Salvage Yards
o Auto Parts Stores
o Government Offices
o Police Departments
o Fire Departments
o Chamber of Commerce
Media to consider
o Newspapers (local)
o Magazines (local)
o "Shoppers Magazines"
o Business telephone directory
o Residential telephone directory
o Chamber of Commerce directory
o Billboards
o Bounce back coupons
Direct Mail
o Letters
o Newsletters
o Pamphlets
o Postcards
o Coupons
o Bill stuffers
Teleprospecting
o Prospecting for strategic alliances
o Cleaning up our database
Interior Selling
o Staff Training
o Displays
o Surveys
o Follow up calls
o Follow up emails
o Capturing emails
o Upselling (suggestive)
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CREATED BY IntriMarketing