Chapter 5

Is my ad spend an investment, or just a habit?

Tiền quảng cáo là đầu tư, hay chỉ là thói quen?

The chapter's question

How much did I spend on ads last month, and how many customers did it bring?

Big idea

Every advertising dollar must trace back to a countable number of new customers; otherwise it is a habit, not an investment.

In this chapter

  1. Part 5.1

    Where New Guests Come From

    What do I ask a new customer to learn how they found us?

  2. Part 5.2

    Who a Discount Attracts

    Do people who came for a discount come back a second time?

  3. Part 5.3

    Working with Creators

    How many countable visits does one influencer post bring?

  4. Part 5.4

    The Cheapest Thing You Haven't Done

    What costs nothing and I still have not done?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Shop People Talk About is free to read right here.

Read in Conan School

Chapters of The Shop People Talk About

  1. 1.What do people remember about my place, if anything?
  2. 2.Is a bad review an insult, or kitchen data?
  3. 3.Do diners choose with their taste, or their eyes?
  4. 4.What draws guests more: discounts or kitchen stories?
  5. 5.Is my ad spend an investment, or just a habit?