B-2-B Blitz

Business-to-business marketing is an easy money maker.

Make it easy for employees at local businesses to chose your operation for lunch. Whether you're white tablecloth, casual, or quick service, there's a huge lunch market going untapped if you don't have a Business to Business Blitz program.

You should hear the daily conversations in my office. Making a decision about lunch is a lot more complicated than I thought. Boredom, budgetary issues, protein, carbs, points, the diet du jour, and time constraints are all factors when deciding on where to grab a bite. Maybe my brain is too simplistic. I just want something to eat...not a lifestyle.

The important point is that regardless of the reasoning, everybody's trying to decide on where and what to eat. Let's help them out.

Implement a Business to Business Blitz

A well-designed flyer can feature your menu offerings, whether you offer take-out or delivery, weekly specials, gift certificates, and phone, fax, and e-mail information. For the holidays, design your flyer to showcase your business as the perfect place for office parties. To sweeten the deal, you might include a seasonal centerpiece that guests can keep and a complimentary bottle of champagne for any party of eight or more.

A little detective work can result in a list of local business names. The Chamber of Commerce publishes business directories, but you may want to start by visiting your business neighbors. Each morning, stop by a local business and introduce yourself, ask some questions, find out how many people are employed there and leave a flyer.

One of my clients took his program one step further. Around 11:00 a.m., he returned with individually wrapped samples of his menu items. He said, "I don't need complicated marketing plans. It's simple. Give 'em the food."

When you market to businesses in tight geographic areas, delivery becomes much more feasible. Offer free delivery on all orders placed by 10:30 a.m. each day. Blast fax or e-mail daily specials and promotions early each morning as a reminder.

You can use our sample Business to Business flyer as a guide for designing one of your own. Get in with the lunch bunch and you're certain to pick up incremental dinner business, too!

Bill Main, FMP, FCSI, is a nationally-recognized author, foodservice consultant, and professional speaker. His goal is to help you define who you are, where you want to go, and the best way to get there. Bill Main & Associates (www.billmain.com) offers a wide range of consulting services, resources and tools in the areas of strategic growth, marketing, menu, leadership, training, and management development.