| Strategic Neighborhood Marketing
and Four Walls Promotions |
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 Strategic
Neighborhood Marketing is the development of single
unit marketing campaigns whose principle focus is
routed in the Four Walls and surrounding (7 to 10
minute drive or walk time) trading area. The Neighborhood
Marketing System is a strategic process that is
based on the singular conviction that the first
step in any marketing initiative is to leverage
the foundation sales drivers within the four walls.
Each individual operating unit is a media that contains
four business building tools:
- The Internal Customer
- Products and Services
- Database Management
- Internal Merchandizing
The premise of the Neighborhood Marketing System
is strikingly simple yet invaluable in its impact
and ongoing effectiveness. The only Place you
can effectively compete with big-budget, big-clout
companies and tap the true potential of your greatest
profit opportunity, is within your own trading
area-the customer base that is right in your own
back yard. Businesses, schools churches, community
events, even fellow retailers become your promotional
allies in building cost-effective tactical programs
to capture consumer dollars in your backyard. |
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| What Neighborhood Marketing and
Four Walls can do for you! |
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The powerful secrets of Strategic Neighborhood
Marketing and Four Walls Promotions increases per
unit sales, produces record profits, and elevates
brand equity to new heights. Four Walls Marketing
is about setting high workplace standards for you
and your internal customers.
The inside of your concept is an almost perfect
micro-world where you control every square inch,
every variable, a world of your own; the physical
platform from which to launch your strategic Neighborhood
Marketing Campaign. Your first line is your bottom
line!
This winning formula is accomplished by winning
the heart, mind and pocketbook of the consumer on
a unit-by-unit, block-by-block, and customer-by-customer
basis. When you focus your resources and your message
in your backyard, the efforts of Neighborhood
Marketing Revolutionaries become a laser: You’ll
be able to cut through even the hardest marketing
challenges. Neighborhood Marketing levels the
playing field. |
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Of the many factors that allow a company to achieve
excellence, the most frequently cited is bedrock
of belief, a core philosophy that served as guiding
beacon for years of management decision making.
It’s the Four Walls Promotions.
This philosophy is not restricted to a company’s
senior management, but shared throughout all levels
of the organization, unifying employees in their
efforts and aspirations. The Four Walls Theory encompasses:
- Product (food and beverage)
- Service
- Package (building)
- Ambiance
To make the theory work, managers must be trained
to watch for employees devaluing customers. The
operation and equipment must be maintained in mint
condition and must be spotlessly clean. Ambience
must be pleasant, fun and free of irritants.
Of all the elements of product, package, service
and ambience, product is most important. You must
offer customers the highest quality together with
a wide variety, ranging in palate from light to
heavy, and constantly invent new products that reflect
your customer’s changing tastes.
The Four Walls theory requires employees to perform
at the highest standard of excellence. Running a
quality operation is demanding on managers and employees,
but the Four Walls Theory and other management philosophies
help employees meet high standards. |
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