Fast Food Operator has Found an Innovative Restaurant Marketing System
This morning Tom Martin was the plumber; by mid-morning he was the accountant. All afternoon he was busy doing research and development and ended his workday concentrating on purchasing. Like many small business owners, Tom Martin wears many hats on a typical day. In 1969 he bought his first Taco Box restaurant. A few years later he opened a second and then a third location. Today he operates the Taco Box restaurants in Clovis and Portales, N. M. Business has been good, but Martin is convinced that it will get better.
Despite all of his responsibilities Martin has recently begun to focus on restaurant marketing in a whole new fashion. For 20 years I have been working with a local advertising agency purchasing bulk radio ads and print ads. We had a birthday club and had gathered some customers addresses, but the account representative didnt know how to make it work, says Martin.
He continues: I once heard the following quote, Half of the money spent on advertising is wasted. I just dont know which half. We were never able to track the results from our advertising dollars. I knew there...
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