While consulting for nightclubs and restaurants, David Townsend developed a 10-Step program for re-marketing existing properties. The need came about when Townsend noticed that most operators began their marketing campaigns by advertising – which is actually Step 7.

 

This program was eventually developed into a 300 page manual that was sold along with consulting services. Every property that fully implemented this plan increased their sales - some very dramatically.

 

David still uses this program in the facilities that he owns and operates.

 

Following are the 10-Steps, and the index for the book. If you would like a full copy of the manual, simply send an e-mail to david123@earthlink.net. It's free.

 

The 10 Steps:

The first four steps deal with product and market research & development. These should be completed first as a group.

 

Step One: Identify Your Customer

Step Two: Define Your Product

Step Three: Target Your Market

Step Four: Refine Your Product

Steps Five, Six and Seven concentrate on developing marketing plans, implementing successful marketing programs and promotions, and selecting appropriate advertising mediums. It is the true heart of the program and takes a while to implement.

Step Five: Plan Your Marketing

Step Six: Develop Your Promotions

Step Seven: Execute Your Plan

The last three steps focus on tracking, evaluating and adjusting your programs as results indicate, and then maintaining your success.

Step Eight: Evaluate Your Results

Step Nine: Eliminate Your Negatives

Step Ten: Entrench Your Upward Trend

10-Step Index

Introduction:

Ten Reasons Why Marketing is Critical

14 Symptoms of Poor Marketing

STEP ONE: IDENTIFY YOUR CUSTOMER

Customer Survey Questions and Answers

Employee Survey Questions and Answers

Interpretations of Survey Data

STEP TWO: DEFINE YOUR PRODUCT

Customer Focus Group Discussion Topics

Employee Focus Group Discussion Topics 

Interpreting Focus Group Results

Product Life Cycle and Marketing Strategies

Business Cycles and Management Style

STEP THREE: TARGET YOUR MARKET

The Next 1,000 Customer Scenario

How To Do Competitive Analysis

Competitive Analysis Form

Sample Demographic Survey and Interpretation Report

STEP FOUR: REFINE YOUR PRODUCT

 

Product Review

Property Profile

Prepare Your Product and People (or What To Do Before Spending $10,000 On Advertising)

Your Music and Lighting with Sample Music Grids

STEP FIVE: PLAN YOUR MARKETING

How To Be a Successful Guerrilla Marketer (with 100 weapons)

The Seven Word Credo

Strategic Planning and Seven Steps To Successful Advertising

Monthly Marketing Planning Form

Media Pros and Cons

Sales & Promotion Guidelines

Hospitality Sales Training Program and Forms

STEP SIX: DEVELOP YOUR PROMOTIONS

Promotion Objectives and Strategies

Promotion Outline and Checklist

Promotion Menu

The Party Squad - Employee Marketing

Brainstorming

Complete Party Squad Training Program

STEP SEVEN: EXECUTE YOUR PLAN

How To Buy Media

Advertising That Works

Effective Artwork

Publicity Guide (PR and Beyond)

STEP EIGHT: EVALUATE YOUR RESULTS

Promotion Summary and Return On Investment Analysis

Tools for Sales Tracking

Sales Trend Analysis

STEP NINE: ELIMINATE YOUR NEGATIVES

Marketing & Promotion Review

The 10-Step Checklist

STEP TEN: ENTRENCH YOUR UPWARD TREND

Keeping Your Team Focused on Marketing

Case Study

Source List and Suggested Reading List

About the Company