REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Biting off more than your customer can chew I don’t know about you, but I tend to avoid any restaurant that “specializes” in more than one ethnic cuisine. This approach suggests a lack of commitment. After all, what schizophrenic cook can balance the butter- and cream-based cooking of France with the olive oil-, lemon-, and basil-based cooking of Italy? And how does the All-American burger fit between them? The matchbook pictured above reminds me of an important guideline in marketing: “Find out what you do best, and do it better than anyone else.” That’s the best way to fill a restaurant—and your incoming freshman class.

Contributed by Domenica

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