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Good Graces

Get the word out to people in the right places.

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This story appears in the April 2004 issue of Entrepreneur. Subscribe »

Q: How do I get concierges to recommend my to tourists?

A: It's essential to market your to influential referral sources. Barry Potekin, who owns Gold Coast Dogs in -and who is featured in the book I wrote with Debbi J. Karpowicz, Off the Wall Marketing Ideas (Adams Media)-marketed to cabbies when was tight. He'd take a cab around the corner and talk the driver's ear off about his restaurant. Potekin would tip the driver $5 and say, "The next time you're in [my part of] town, come in and have a hot dog on me." What a great way to spread the word about your eating establishment, considering how many cabbies picking up passengers from the airport are asked where to eat.

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