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Working the Neighborhood

Lacrosse. Soccer. Softball. Basketball. Leho Poldmae never says "no" to sponsoring a youth sports team in the Westminster, Maryland community where his franchise of The Greene Turtle is located. "We’re not here just to funnel money out of the community; we’re here to put money back in," he contends. And the plaques lining the restaurant’s walls attest to his commitment.

While team sponsorships reinforce the sports bar persona of The Greene Turtle, Poldmae doesn’t limit himself to that theme. He has hosted Military Appreciation Day, Operation Christmas Tree for troops overseas, Amelia’s Ace of Hearts Ride for the Susan G. Komen Foundation and countless fundraisers for worthy causes.

Here are some ways operators can "go local" without spending a lot:

• Maximize social media. Although Twitter and Facebook have worldwide reach, they can be effective local marketing tools. On a Facebook page, post photos of recent events and links to media mentions. 

• Participate in restaurant weeks, block parties and "Taste of …." events. These give locals a chance to sample your food at a reduced cost or for a good cause.

• Start a birthday rewards club. "Offer a freebie or discount that guests value, like a free meal—not just a free dessert," says Julie Northrup, founder of FreeBirthdayTreats.com, a web site that aggregates birthday incentives from various businesses. "That way, the birthday celebrant brings the party to you."

• Launch a guest loyalty program. Build an opt-in and/or cellphone database of customers and offer other "club" members price breaks on LTOs, menu preview tastings, entry into quarterly contests, coupons and other incentives.

• Take to the streets. Distribute door hangers and/or menus to apartment and office complexes to encourage dine-in or takeout orders. Provide delivery and frequent diner rewards to spur return visits.

• Local Owners Restaurant Association. Join a local restaurant association where restaurant owners can unite to help bring more support and charitable work to the community. These associations result in more awareness for the restaurants involved.

• Create a Community Heroes Wall of Fame. Recognize prominent locals by hanging up pictures and articles of positive role models in your community.

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