en 1995 and 2000, according to U.S. Census Bureau figures. As people enter a new community, they look for "new favorites"—local businesses that make them feel comfortable and at home. Restaurants top the list.

The key to this process is to find these people, then entice them into your restaurant with an offer that is too good to pass up. A gift certificate for a free dinner fits the bill. And lest you think this is giving away the store, consider this: 87% of businesses who hav

If you're like many small, independent restaurants offering great food and good service to a loyal clientele, you feel pretty good about your business. Until, perhaps, you turn see a slick TV ad promoting one of your local franchised competitors. Then it's easy to feel a bit out gunned.

Actually, nothing could be further from the truth. Even in the age of multimillion-dollar ad budgets and powerful national TV campaigns, it's possible for local restaurants with limited resources to out-market the major chains. That's because today's marketing arsenal contains powerful new tools that allow independents to communicate one-on-one with prospects. Leverage these exciting tools strategically, and you can not only compete—you can win.

You see, for all their Hollywood production values and upbeat messages, TV campaigns are still one-way in nature. They talk, and hope their customers are listening. What’s more, the essence of TV advertising—even ads promoting specials and limited-time deals—is to generate brand switching. The chains and their ad agencies are hoping that customers will leave their competitors and patronize their eateries instead.

There's no doubt this strategy works, otherwise no one would attempt it. But it's also a high-risk, potentially low ROI proposition. It takes lots of money, invested over a long time, to cause someone to switch brand loyalties.

You, on the other hand, through the use of modern tools like database marketing and email, have the opportunity to capture people who have no brand loyalty—and to keep them coming back again and again through personal, interactive sales communications that strengthen your customer base every time you use them.

Where do you find people who have no loyalty to restaurants in your area? A great place to look is new residents. Most people don't realize that new movers represent a huge market—over 46% of all Americans moved at least once between 1995 and 2000, according to U.S. Census Bureau figures. As people enter a new community, they look for "new favorites"—local businesses that make them feel comfortable and at home. Restaurants top the list.

The key to this process is to find these people, then entice them into your restaurant with an offer that is too good to pass up. A gift certificate for a free dinner fits the bill. And lest you think this is giving away the store, consider this: 87% of businesses who hav

to out-market the major chains. That's because today's marketing arsenal contains powerful new tools that allow independents to communicate one-on-one with prospects. Leverage these exciting tools strategically, and you can not only compete—you can win.

You see, for all their Hollywood production values and upbeat messages, TV campaigns are still one-way in nature. They talk, and hope their customers are listening. What’s more, the essence of TV advertising—even ads promoting specials and limited-time deals—is to generate brand switching. The chains and their ad agencies are hoping that customers will leave their competitors and patronize their eateries instead.

There's no doubt this strategy works, otherwise no one would attempt it. But it's also a high-risk, potentially low ROI proposition. It takes lots of money, invested over a long time, to cause someone to switch brand loyalties.

You, on the other hand, through the use of modern tools like database marketing and email, have the opportunity to capture people who have no brand loyalty—and to keep them coming back again and again through personal, interactive sales communications that strengthen your customer base every time you use them.

Where do you find people who have no loyalty to restaurants in your area? A great place to look is new residents. Most people don't realize that new movers represent a huge market—over 46% of all Americans moved at least once between 1995 and 2000, according to U.S. Census Bureau figures. As people enter a new community, they look for "new favorites"—local businesses that make them feel comfortable and at home. Restaurants top the list.

The key to this process is to find these people, then entice them into your restaurant with an offer that is too good to pass up. A gift certificate for a free dinner fits the bill. And lest you think this is giving away the store, consider this: 87% of businesses who hav

specials and limited-time deals—is to generate brand switching. The chains and their ad agencies are hoping that customers will leave their competitors and patronize their eateries instead.

There's no doubt this strategy works, otherwise no one would attempt it. But it's also a high-risk, potentially low ROI proposition. It takes lots of money, invested over a long time, to cause someone to switch brand loyalties.

You, on the other hand, through the use of modern tools like database marketing and email, have the opportunity to capture people who have no brand loyalty—and to keep them coming back again and again through personal, interactive sales communications that strengthen your customer base every time you use them.

Where do you find people who have no loyalty to restaurants in your area? A great place to look is new residents. Most people don't realize that new movers represent a huge market—over 46% of all Americans moved at least once between 1995 and 2000, according to U.S. Census Bureau figures. As people enter a new community, they look for "new favorites"—local businesses that make them feel comfortable and at home. Restaurants top the list.

The key to this process is to find these people, then entice them into your restaurant with an offer that is too good to pass up. A gift certificate for a free dinner fits the bill. And lest you think this is giving away the store, consider this: 87% of businesses who hav

e database marketing and email, have the opportunity to capture people who have no brand loyalty—and to keep them coming back again and again through personal, interactive sales communications that strengthen your customer base every time you use them.

Where do you find people who have no loyalty to restaurants in your area? A great place to look is new residents. Most people don't realize that new movers represent a huge market—over 46% of all Americans moved at least once between 1995 and 2000, according to U.S. Census Bureau figures. As people enter a new community, they look for "new favorites"—local businesses that make them feel comfortable and at home. Restaurants top the list.

The key to this process is to find these people, then entice them into your restaurant with an offer that is too good to pass up. A gift certificate for a free dinner fits the bill. And lest you think this is giving away the store, consider this: 87% of businesses who hav

en 1995 and 2000, according to U.S. Census Bureau figures. As people enter a new community, they look for "new favorites"—local businesses that make them feel comfortable and at home. Restaurants top the list.

The key to this process is to find these people, then entice them into your restaurant with an offer that is too good to pass up. A gift certificate for a free dinner fits the bill. And lest you think this is giving away the store, consider this: 87% of businesses who have properly applied this approach have rated it successful.

Of course, you have to turn these first-timers into loyal patrons through a great dining experience. If you do so, you will find you've created brand loyalty where there was none before. At a cost far below what the big chains spend on their glitzy TV campaigns.

But how do you keep your newcomers coming back again and again? In addition to offering exceptional food, atmosphere and service, you can promote repeat business by fostering an intimate, two-way relationship through the effective use of email. Contrary to what most merchants think, people want to hear from local businesses they enjoy. In fact, they are more than willing to give you their email address—if you're willing to offer them something useful in return.

The next time they come in, have your cashier ask your customers if they would like to receive periodic emails containing a free gift certificate. Chances are they'll say yes; the cashier can then ask them to fill out a card listing their email address. This becomes your list of current, active patrons who enjoy your restaurant and are interested in returning. Provide them periodically with emailed certificates good for buy-one-get-one-free, free dessert with an entr?e, or other attractive offer, and you can generate additional business almost at will.

Your email list can even be used to generate new customers, change traffic patterns, or kick off new services like catering or party rooms. You're only limited by your imagination—which, when combined with the latest digital and direct response techniques, is all you need to go on the offensive against your big-name competitors.