Being a "people person" is just part of the skill set you need to run a successful restaurant, but, in the days of instant marketing and customers' push-of-a-button decision making, social skills take on a whole new meaning.
Just ask Kevin Novellino, who owns both Brooklyn
Boyz Pizzeria Italian Eatery, and
BB'z New York Deli on E. Midland St in Bay City. His use of social marketing, like his Facebook pages, is an integral part of making potential customers instantly aware of the goings-on at his popular eateries.
"These days, you'd be crazy not to use Facebook," says Novellino, a former Bay City Commissioner. "It's an important tool, it's immediate, and it's got a lot of advantages over the old ways of promotion."
Some of those old ways included handbills and door-to-door distribution, but with Facebook, the costs of materials and labor are negligible, and the results are as good if not better. It is a no-brainer, according to Novellino.
Local cable television spots, newspaper ads, and online advertising remain a viable way to reach customers, and Facebook pages do not necessarily replace those media. If businesses use these methods of advertising, Facebook exposure still remains important. Many ads, in fact, mention Facebook pages.
The state-of-the-art marketing has helped Novellino during a crucial juncture of his business life. He has taken the former Midland Street pizza place and opened an Italian restaurant, changed the name to Brooklyn Boyz, at 507 E. Midland, and created BB'z New York Deli at the original Brooklyn Boy location at 612 E. Midland.
Think this isn't a guy on the move?
"It gives us a lot of opportunities to reach more people," says Novellino. "The new location is twice the size, and we have doubled the staff to 20 employees."
Both locations are promoted on Facebook; Brooklyn Boyz Pizza can be
found here and BB'z New York Deli
here. Each page has its own group of loyal customers and different interactions -- like the 30-percent-off coupon currently to be found on the Brooklyn Boyz Pizza page.
"Once again, just another way to get people in the door," Novellino says. "The thing about coupons, though, is that once you get them in, you have to deliver quality service and good food. We're confident that we do that. All the coupons in the world don't do you any good if you don't deliver the goods.
"But they do get people in the door. Facebook is a great way to help that process along."
Part of good business is keeping everything up-to-date and reflective of the atmosphere of the place, like Brooklyn Boyz' boast on Facebook that it's the place to go "When flavor matters … The 'Real Italian' New York style Pizzeria & Italian Eatery!!"
Over on the BB'z New York Deli page, there's a picture of what interactive Facebook customer participation is all about. There is a steady stream of back-and-forth communication between management and customers, and it "helps gives us a feel for what our customers are looking for, what they like and how we can improve," says Novellino.
There is room for humor, as well. Readers are informed of "The Sandwich, a Word with Nefarious, Blasphemous, and Corrupt Origins -- Enjoy!!"
Another post asks customers "What makes your favorite sandwich great? What condiments are your personal favorite?" Customers have suggested toppings such as eggplant, portabella mushrooms and spicy Italian peppers.
Scroll further down the page, and you'll find a generous post from BB'z management: "<FREE PIZZA> Like our Facebook page and share it with your friends and pick up a Jumbo slice of New York style pizza "FREE" on Wednesday, Thursday and Friday. Offer not valid after 9 pm Friday. Who says Christmas is over. Sharing is Caring!"
Promotions like that not only bring people into the restaurants, they spread the good word to others who might otherwise not be customers.
"There's an unlimited number of ways you can keep people aware of what's going on," Novellino says. "You've got to be creative and put some energy into it, but I believe in it. And, it's fun. It's the same as going table to table and talking to customers, only you can cover thousands of them at a time on Facebook.
"It never really replaces the actual face-to-face contact with people, but it is a great way to enhance it."
Jeff Barr is a freelance writer who has lived in Michigan for 45 years. He has covered every part of the state. You can reach Jeff via email.
All photos by Avram Golden.