Good Graces
Get the word out to people in the right places.
Q: How do I get concierges to recommend my restaurant to tourists?
A: It's essential to market your business to influential referral sources. Barry Potekin, who owns Gold Coast Dogs in Chicago-and who is featured in the book I wrote with Debbi J. Karpowicz, Off the Wall Marketing Ideas (Adams Media)-marketed to cabbies when money 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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