About this product

Product Identifiers

PublisherWiley & Sons, Incorporated, John

ISBN-100471169129

ISBN-139780471169123

eBay Product ID (ePID)1048338

Product Key Features

Number of Pages187 Pages

Publication NameRestaurant Newsletters That Pay Off

LanguageEnglish

Publication Year1997

SubjectMarketing / General, Public Relations, Food, Lodging & Transportation / Restaurants, Journalism

TypeTextbook

AuthorWalter Mathews

Subject AreaTravel, Language Arts & Disciplines, Business & Economics

FormatHardcover

Dimensions

Item Height0.7 in

Item Weight29.4 Oz

Item Length11.3 in

Item Width8.7 in

Additional Product Features

Intended AudienceScholarly & Professional

LCCN97-001969

Dewey Edition21

IllustratedYes

Dewey Decimal659.2/964795

Table Of ContentTen Newsletter Myths. What Makes a Good Story? How Are Your Peers Doing It? How to Get Your Message Across: Style and Tone. What Goes Where: Design and Typography. Getting the Most (for the Least) from Your Printer. Who to Write to and How to Find Them. Building a Reading Habit. May I Have Your Permission? Is It Working?: A Self-Evaluation. Resource Guide. Index. About the Author.

SynopsisThis book reveals one of the best-kept secrets of successful restaurateurs -regularly talking with their customers and would-be customers outside the restaurant through newsletters. You2ll find 50 examples of newsletters now being sent regularly by owners/managers of a wide variety of restaurant types -chain, independent, family, ethnic, health-food, and many more. Best of all, the newsletters are reproduced in near-actual size so that you can read what your peers are telling their readers! Plus! You will pick up hundreds of ideas for promotions, new business opportunities, menus, employee relations, incentives, sponsoring community projects, and food and wine education -ideas so productive that some restaurateurs use no other advertising. Restaurant Newsletters That Pay Off is a comprehensive guide to every aspect of newsletter publishing. If you are already using a newsletter, you2ll see ways to improve it. If you2ve never been involved with a newsletter, this book will reassure you and have you putting one out in no time. You2ll find everything you need to know to create, write, design, and distribute a newsletter that will strengthen your relationships with customers, develop their loyalty, increase public awareness of your restaurant, and, most importantly, boost sales. "Our newsletter has become so established and so welcomed by our guests that it2s as much a part of our product as the food and service." -Danny Meyer Union Square Cafe, New York City "It2s by far the single most effective advertising I use. Whenever I print an issue, I have to add an extra person to handle the additional bookings." -Andy Ayers Riddles Penultimate, University City, Missouri "Our newsletter has paid for itself many times over." -Marley Majcher Abiento, Pasadena, California As a restaurateur, you work hard to make a lasting impression on your guests in the hope that fond memories of a fine dining experience will keep them coming back for more. But memories fade, and your competitors work just as hard to become your customers2 restaurant of choice. How can you help ensure that your restaurant is first in the customer2s mind for that romantic evening, important business lunch, or special event? Restaurant Newsletters That Pay Off In this invaluable handbook you2ll learn how to: Select editorial content that captures readers2 attention Develop a brisk, engaging writing style Create an attractive design for your newsletter Build a mailing list of the people most likely to respond to your message Use and select among a variety of distribution options, including mail, fax, and the Internet Measure your newsletter2s impact on business Walter Mathews, creator and, for 20 years, publisher of Restaurant Briefing, the American Express restaurant newsletter, helps you decide on the look, length, tone, and frequency of your publication; negotiate with printers; build a mailing list; and more. More important, he shows you how to use your newsletter to get customers involved., A restaurateur's guide to writing, designing, and publishing a newsletter. Using 50 actual newsletters as illustrations and examples, this book describes how to create a newsletter or how to turn an existing one into a more effective marketing tool that keeps the restaurant's name in front of its customers: introduces new menus, hours, or services; announces coming events; establishes its uniqueness; generates more media coverage; and keeps customers coming back .

LC Classification NumberTX911.3.P77M38 1997