 Hello ACEs welcome back to module 7 lesson 1.2 more positioning tactics. In this lesson I'm going to be sharing with you two more advanced positioning tactics to grow your restaurant. In the previous lesson we talked about the triple A tactics. What are the triple A tactics? These are free tactics that you can use awards articles and associations to really uplift your brand for your restaurant. And these are the exact tactics that I've used to grow my ice cream shop into an international chain which we have got it sold. And I want to be able to share this with you because it works. When you stack everything together it works like a charm. Now let's dive right in. Number four advanced tactic is to leverage influencers. Influencers play a key role in your customers eyes on your brand. Module 6 shares with you how you can actually find these influencers and how you can approach them. People trust your influencers much much more than you and which is the reason why if you were to toot your own horn and you're like hey you know what I have some great products come and try it out that is much more discounted versus if an influencer puts their neck up and say how great and how much they've enjoyed at your restaurant much much better and much more effect and on top of that it shows a tremendous amount of social proof. It means that hey you know what you have that validation from someone that is trustworthy and once again it all comes back down to trust. If someone else is willing to vouch for you then that adds another point on that trust jar. Pro tip number three always always establish great relationships with your influencers because you never know when they'll visit again as a regular customers and their words weigh a lot so never make enemies with them because if they start bashing you online there's really nothing much you can do and on top of that their community is super tight and small. Everyone knows everyone in this game so if you piss one off most likely they're going to spread that word to other influencers and your chances of getting featured with them is near slim none to slim or whatever the case may be so don't piss them off and always establish a great relationship with them. Advanced tactic number five reviews guys I know a lot of people utilize reviews but I don't see a lot of people utilize reviews in a great manner. Review sites like Google Yelp is very important when it comes to first impression because like I was sharing with you in the last module we talk about the touch points and usually people when they first approach a brand it is through review sites when they do their research when they do their analysis whatever the case may be and if the reviews sites say something great about you and positive and if you can actually showcase your character that says a lot about your company okay people make the decision whether to go to eat at your restaurant or not based on ratings so understand that. Pro tip number four is that always always engage whether you have a good review or a bad review because it shows character and many times it does attract customers because there's a human element to it guys human element is the key here we're not telling you to reply like a robot and I don't want you to reply like a robot you don't need to be professional you're not running a fortune 500 company you are running a mom and pop restaurant so have your character reply like humans guys and what I mean by that is if you have a bad review and it is a warranted bad review for example it's like hey you know what uh someone wrote down like uh I I don't like this place um because I waited an hour for my food well you can actually own up to it say that you know what you're sorry because your chef called in sick last minute which is why you're scrambling and usually it's not like that and I would like to make up for that poor experience with a $50 credit for your next purchase or your next visit so please come and give us a chance again so when people read that review as a third party they'll see and they'll understand because that's the human element that I'm talking about you're owning up to your mistakes and you're also trying to rectify that problem and people a lot more reasonable than you think so as long as you explain it's all good to go however if it is a bad review like a troll then troll them back don't be afraid to stand up for yourself and the quality of your shop so for example when someone comes in they're like hey you know what I uh I wasn't given a seat um for more than 20 minutes well they didn't make a booking first of all and second of all um or the restaurant is super busy and obviously there's going to be a lineup and yeah it's unfortunate that they have to wait for 15 minutes but it's warned it's not warranted they're just trolling you because they're just not happy because of their their isolated experience that they had this crazy expectation then tell them hey you know what usually wait times are around 30 to 35 minutes and if you don't want to wait leave a reservation next time and we really put you in line and we already gave you like an appetizer for free for waiting extra long so hopefully you understand that so something like that to explain and to stand up for yourself and your restaurant also attracts customers because they're like oh wow that's reasonable of course you have to wait if it's a popular restaurant so these are the things that I want to share with you so once again the five tactics awards articles association influencers and reviews stack these items in order to elevate your brand okay this is how you can develop trust when you do all five things and you're able to showcase this within your website within your storefront or within your social media this creates a tremendous amount of good trust good will so when people are actually researching you when you're actually running advertisement you have a really solid base for people to see what's going on and only after you have done these five tactics should you be running any types of advertisement because when you're driving traffic over you want them to see how great you are you don't want them to see all your exposures and all your downfalls you don't want them to see like oh I don't even trust this place why are you driving traffic to your restaurant when you're not ready you shouldn't be driving traffic especially paid traffic and that's the reason why I'm saving running ads to the very very last lessons because I want to be able to work on this in sequential order with you a lot of companies fail because they run ads right away they open up their restaurant and they think that hey you know what I need to spend two three thousand dollars running advertisement so then that way people come through the doors when they're not even ready for that amount of traffic when they're not ready to showcase how great they are they haven't laid the proper groundwork they haven't had the right foundations that's the reason why you should never ever run advertisement before doing everything that you can to cover your bases when there is no trust there is no buy you can run advertisements you can run promotions you can run like buy one get one free and when you do that you're competing on price not value and when you compete on price your commodity and when you're commodity there's just no way of winning because there is no brand loyalty people just go to the place that is the cheapest if you want to compete on value that's when you can charge a premium that's when you can charge $30 a burger because you're competing on value once again trust people buy from trust use these five tactics so then that way you can start developing trust with your customers number one now it is your turn to list out the five relevant awards to apply for this out the eight relevant publications that you can reach out to and this out the four associations that align in values with you next up is to list out the 20 relevant local influencers and engage with them regularly whenever you have a new promotion new item new launch whatever the case is reach out to them regularly and have a great relationship with them and then step number five is to create a protocol and how you handle and respond to reviews the positive ones and the negative one and then make sure these activities are a weekly monthly task for you and your team because once again these things are continuously ongoing you need to continue building that building block and continue stacking that and the more momentum that you get the more result that you're going to be able to have in the link below download the worksheet so you can follow along hope you enjoyed this in this lesson you learned the two more advanced way to position your restaurant for some explosive growth in the next lesson super excited to share with you guys how do you get free pr for your restaurant in four simple steps i'll see you guys in the next lesson