Marketing Plan for Breakfast Restaurant Businesses
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Introduction
Crafting a comprehensive marketing plan is essential for any business, but it holds particular significance for a breakfast restaurant. With the early hours buzzing with potential customers eager to fuel their day, a well-thought-out strategy can set your establishment apart in a competitive market. A breakfast restaurant's unique appeal lies in its ability to create memorable morning experiences, whether through signature dishes, a cozy ambiance, or exceptional service. In this article, we will explore the key components of an effective marketing plan tailored specifically for a breakfast restaurant. From understanding your target audience to leveraging social media and local partnerships, we’ll provide actionable insights to help you attract diners and build a loyal customer base, ensuring your establishment becomes the go-to spot for breakfast lovers in your community.
Target Audience and Market Segmentation
Understanding your target audience is crucial for crafting an effective marketing plan for your breakfast restaurant. Identifying who your ideal customers are allows you to tailor your offerings, marketing strategies, and overall dining experience to meet their specific needs and preferences.
Begin by segmenting the market into distinct groups based on various demographic, geographic, psychographic, and behavioral factors. Here are some key segments to consider:
1. Demographic Segmentation: Analyze age, gender, income level, and family size. For instance, young professionals in their 20s and 30s may seek quick, healthy breakfast options, while families with children might prefer larger portions and kid-friendly menus.
2. Geographic Segmentation: Consider your restaurant's location and the surrounding community. Are you in a bustling urban area with a high foot traffic volume, or a suburban neighborhood where families are the primary demographic? Tailor your marketing messages to resonate with the local culture and lifestyle.
3. Psychographic Segmentation: This involves understanding the lifestyle, values, and interests of your target audience. Health-conscious consumers may be more inclined to choose organic or gluten-free options, while foodies might be looking for unique or gourmet breakfast items. Your marketing should reflect these values to attract the right crowd.
4. Behavioral Segmentation: Analyze how potential customers interact with breakfast dining. Are they looking for quick grab-and-go options, leisurely brunch experiences, or special dietary needs? Understanding their dining habits can help you create targeted promotions and menu offerings that appeal to each group's preferences. By thoroughly defining your target audience and segmenting the market, you can create personalized marketing strategies that resonate with potential customers. This focused approach not only helps in attracting the right clientele but also fosters customer loyalty, encouraging repeat visits and positive word-of-mouth referrals.
1. Demographic Segmentation: Analyze age, gender, income level, and family size. For instance, young professionals in their 20s and 30s may seek quick, healthy breakfast options, while families with children might prefer larger portions and kid-friendly menus.
2. Geographic Segmentation: Consider your restaurant's location and the surrounding community. Are you in a bustling urban area with a high foot traffic volume, or a suburban neighborhood where families are the primary demographic? Tailor your marketing messages to resonate with the local culture and lifestyle.
3. Psychographic Segmentation: This involves understanding the lifestyle, values, and interests of your target audience. Health-conscious consumers may be more inclined to choose organic or gluten-free options, while foodies might be looking for unique or gourmet breakfast items. Your marketing should reflect these values to attract the right crowd.
4. Behavioral Segmentation: Analyze how potential customers interact with breakfast dining. Are they looking for quick grab-and-go options, leisurely brunch experiences, or special dietary needs? Understanding their dining habits can help you create targeted promotions and menu offerings that appeal to each group's preferences. By thoroughly defining your target audience and segmenting the market, you can create personalized marketing strategies that resonate with potential customers. This focused approach not only helps in attracting the right clientele but also fosters customer loyalty, encouraging repeat visits and positive word-of-mouth referrals.
Setting up Key Marketing Objectives
1. Define Your Target Audience
- Identify demographics such as age, income level, and lifestyle preferences.
- Consider psychographics, including dining habits and breakfast preferences.
- Analyze local community trends to tailor offerings.
2. Conduct Market Research
- Evaluate competitors in the breakfast restaurant space.
- Assess consumer behavior and preferences through surveys or social media insights.
- Identify gaps in the market that your restaurant can fill.
3. Set SMART Goals
- Ensure objectives are Specific, Measurable, Achievable, Relevant, and Time-bound.
- Example: Increase foot traffic by 20% within the next six months through targeted promotions.
4. Focus on Brand Awareness
- Aim to increase local brand recognition through community engagement and social media presence.
- Set targets for social media followers and website traffic over a defined period.
5. Enhance Customer Retention
- Develop loyalty programs aimed at repeat customers.
- Set goals for increasing repeat visits by a certain percentage over a year.
6. Optimize Online Presence
- Establish objectives for improving search engine rankings for key terms related to breakfast offerings.
- Set targets for online reviews and ratings on platforms like Google and Yelp.
7. Promotional Strategies
- Outline specific marketing campaigns, such as seasonal promotions or partnerships with local businesses.
- Set measurable outcomes for each campaign, like expected sales increases or customer engagement metrics.
8. Track and Analyze Performance
- Determine key performance indicators (KPIs) to regularly assess success against objectives.
- Plan for periodic reviews to adjust strategies based on performance data.
9. Community Involvement
- Set goals for participating in local events or sponsoring community activities to build brand loyalty.
- Measure the impact of community engagement on customer acquisition and retention.
10. Budget Allocation for Marketing Efforts
- Establish a budget that reflects the importance of each marketing objective.
- Allocate resources strategically to maximize return on investment for various marketing channels.
Brand Positioning and Messaging
Creating a strong brand positioning and messaging strategy is crucial for a breakfast restaurant, as it sets the foundation for how your establishment is perceived in a competitive market. Begin by identifying your unique selling proposition (USP) – what distinguishes your breakfast restaurant from others? This could be anything from an innovative menu featuring organic ingredients, a cozy atmosphere, or a commitment to sustainability.
Next, consider your target audience. Are you catering to busy professionals looking for a quick, nutritious breakfast on their way to work? Or perhaps families seeking a relaxing weekend brunch experience? Understanding your audience will help tailor your messaging to resonate with their needs and preferences.
Once you have defined your USP and audience, craft a brand story that reflects your restaurant's values and mission. This narrative should encapsulate the essence of your breakfast experience – whether it’s highlighting your farm-to-table practices, your chef’s culinary journey, or the community-centric approach you take.
Develop key messaging that communicates your brand’s personality and tone. For a breakfast restaurant, this could range from warm and inviting to playful and fun. Use this messaging consistently across all platforms, including your website, social media, and print materials, to create a unified brand image.
Additionally, consider visual elements such as your logo, color scheme, and restaurant decor, ensuring they align with your brand message. For example, if your restaurant emphasizes a health-conscious menu, your branding might incorporate earthy tones and natural imagery to reflect that ethos.
Finally, don’t forget the importance of customer feedback in honing your brand positioning. Engage with your patrons through surveys or social media interactions to understand their perceptions and preferences. This insight can guide adjustments to your messaging strategy, ensuring it remains relevant and appealing to your target demographic.
In summary, a well-defined brand positioning and messaging strategy will not only attract customers but also foster loyalty, making your breakfast restaurant a go-to destination for morning meals.
Digital Marketing Strategies for Breakfast Restaurant businesses
To effectively promote a Breakfast Restaurant, it's essential to implement a variety of digital marketing strategies that will enhance visibility, attract customers, and boost engagement.
Start with SEO by optimizing your website for local search terms that potential customers might use, such as "best breakfast near me" or "breakfast restaurant in [your city]." Create content that highlights menu items, special promotions, and seasonal offerings. Utilize local business schema markup to help search engines understand your location and offerings better. Regularly update your blog with articles about breakfast trends, recipes, and nutrition to improve keyword rankings and position your restaurant as an authority in the breakfast niche.
Leverage social media platforms like Instagram, Facebook, and TikTok to showcase mouth-watering images of your dishes, behind-the-scenes videos of the kitchen, and customer testimonials. Host interactive content such as polls or contests to engage your audience and encourage user-generated content by asking customers to share their breakfast experiences at your establishment. Collaborating with local food influencers can also help widen your reach and attract new patrons.
In addition, consider using PPC advertising to target specific demographics and drive traffic to your website. Google Ads can be effective for local searches, allowing you to appear at the top of search results for relevant queries. Facebook and Instagram ads can be tailored to reach users based on their interests and behaviors, ensuring that your messaging resonates with potential customers. Promote special deals or events to entice users to visit your restaurant.
By integrating these digital marketing strategies, your Breakfast Restaurant can enhance its online presence, connect with the community, and ultimately increase foot traffic and sales.
Offline Marketing Strategies for Breakfast Restaurant businesses
1. Local Media Outreach: Build relationships with local newspapers, magazines, and radio stations. Send press releases announcing your restaurant's opening, special events, or unique menu items. Offer to host tasting sessions for journalists and food bloggers to generate buzz.
2. Community Involvement: Engage with the community by sponsoring local events, sports teams, or charity drives. This not only raises brand awareness but also builds goodwill and strengthens community ties.
3. Food Festivals and Events: Participate in local food festivals or farmers' markets to showcase your breakfast offerings. Set up a booth with samples, coupons, or promotional materials to attract new customers.
4. Cooking Classes or Demonstrations: Host cooking classes or demonstrations at your restaurant to teach attendees how to make popular breakfast dishes. This creates a memorable experience and encourages participants to return for meals.
5. Collaborations with Local Businesses: Partner with nearby businesses to cross-promote. For example, collaborate with a local bakery for exclusive pastry offerings or a nearby gym for post-workout breakfast deals.
6. Direct Mail Campaigns: Design eye-catching postcards or flyers featuring your breakfast menu, special promotions, or upcoming events, and distribute them to local residences and businesses. Include a special offer to entice first-time visitors.
7. Loyalty Programs: Create a loyalty card program that rewards customers with discounts or free items after a certain number of visits. This encourages repeat business and fosters customer loyalty.
8. Event Hosting: Offer your restaurant as a venue for private events such as birthday brunches, business meetings, or community gatherings. This can introduce your space to new customers who may return for regular dining.
9. Print Advertising: Invest in ads in local newspapers, magazines, and community bulletins. Highlight your unique offerings, such as farm-to-table ingredients or specialty breakfast items, to attract attention.
10. Promotional Flyers: Design and distribute promotional flyers or brochures in high-traffic areas like gyms, libraries, or community centers. Include enticing visuals of your breakfast dishes and any current promotions.
11. Networking with Local Influencers: Invite local influencers or food bloggers to experience your restaurant. Their reviews and social media posts can significantly increase your visibility and attract new customers.
12. Seasonal Events: Organize seasonal events such as holiday brunches, pancake races, or themed breakfasts. Promote these events through local channels to draw in families and groups looking for unique dining experiences.
13. Customer Referral Program: Encourage your existing customers to refer friends and family by offering them discounts or freebies for every new customer they bring in.
14. Billboard Advertising: If budget permits, consider placing ads on local billboards or transit advertising to reach a wider audience. Use vibrant images and catchy slogans to grab attention.
15. Neighborhood Walks: Conduct neighborhood outreach by visiting local businesses and residences to distribute samples or coupons. Personal interactions can create lasting impressions and encourage word-of-mouth marketing.
Sales Funnels and Lead Generation for Breakfast Restaurant businesses
Creating an effective marketing plan for a breakfast restaurant involves understanding the sales funnel and implementing lead generation strategies that attract, engage, and convert potential customers. Here’s how to approach this:
Start by defining your target audience. Identify who your ideal customers are, considering factors such as demographics, preferences, and dining habits. Are they busy professionals, families, or health-conscious individuals? Understanding your audience allows you to tailor your marketing messages and offers to resonate with them.
Next, focus on awareness at the top of the sales funnel. This is where potential customers first learn about your breakfast restaurant. Utilize a mix of online and offline marketing strategies to increase visibility. Leverage social media platforms like Instagram and Facebook to showcase mouth-watering images of your dishes. Consider partnering with local influencers or food bloggers to reach a broader audience. Additionally, invest in SEO strategies to optimize your website with relevant keywords related to breakfast dining in your area. This can help improve your search engine rankings and drive organic traffic to your website.
Once you’ve created awareness, it's time to engage potential customers. Offer valuable content that resonates with your audience. This could include blog posts about breakfast nutrition, recipes, or tips for healthy eating. Encourage interactions through social media by asking questions or running polls about breakfast preferences. Consider creating an email newsletter to share special offers, new menu items, or upcoming events. This keeps your restaurant top-of-mind and encourages potential customers to think of you when they’re looking for breakfast options.
To nurture leads, implement strategies that encourage prospective diners to visit your restaurant. Offer promotions such as discounts for first-time visitors or loyalty programs for repeat customers. Consider running limited-time offers or seasonal specials that create urgency and prompt customers to take action. Providing a seamless online reservation system or the option to order in advance can also enhance customer convenience and encourage more visits.
At the bottom of the sales funnel, focus on conversion tactics. Ensure that your restaurant's atmosphere, service, and food quality meet or exceed customer expectations. Encourage customer reviews on platforms like Google, Yelp, or TripAdvisor to build credibility and attract new diners. Implementing a referral program can also be an effective way to convert satisfied customers into brand advocates who bring in new business.
Finally, analyze your results regularly. Use tools like Google Analytics to track website traffic and conversion rates. Gather customer feedback to understand their experiences and identify areas for improvement. By continuously optimizing your marketing strategies based on performance data, you can refine your approach and enhance your lead generation efforts to drive more sales for your breakfast restaurant.
By following these steps, you can create a comprehensive marketing plan that effectively develops a sales funnel and generates leads for your breakfast restaurant, ultimately leading to increased customer engagement and revenue.
Competitive Landscape for Breakfast Restaurant businesses
Analyzing the competitive landscape for a breakfast restaurant involves several key steps that help you understand your market position and identify opportunities for differentiation.
Start by identifying your primary competitors. This includes both direct competitors—other breakfast-focused establishments—and indirect competitors, such as cafes or diners that serve breakfast items. Create a list of these businesses within your geographical area and beyond, considering both independent restaurants and chains.
Next, conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for each competitor. Examine their strengths, such as unique menu offerings, strong brand loyalty, or exceptional customer service. Assess their weaknesses, like limited hours, poor location, or a lack of online presence. Understanding these factors will help you gauge where you can excel or fill gaps in the market.
Investigate your competitors' menu offerings, pricing strategies, and promotional activities. Look at what types of breakfast items they serve, their price points, and any special promotions or loyalty programs they implement. This can provide insights into market trends and customer preferences, enabling you to tailor your own menu and pricing accordingly.
Customer reviews and feedback are powerful tools for analyzing competitors. Platforms like Yelp, Google Reviews, and social media can reveal what customers appreciate about your competitors and what they find lacking. Pay attention to recurring themes in reviews, such as service speed, food quality, or ambiance, as these insights can inform your own business strategy.
Evaluate the market positioning of your competitors. Determine whether they cater to a premium, mid-range, or budget audience, and consider their branding and marketing strategies. This will help you identify your unique selling proposition (USP) and how you can differentiate your breakfast restaurant from others.
Lastly, consider industry trends that could impact your business. For example, the rise of health-conscious eating, plant-based options, or the demand for locally sourced ingredients can shape consumer preferences. Staying ahead of these trends will not only help you position your restaurant effectively but also attract a loyal customer base.
By thoroughly analyzing the competitive landscape and positioning your breakfast restaurant strategically, you can create a marketing plan that highlights your strengths, addresses market gaps, and ultimately drives customer engagement and sales.
Conclusion
In conclusion, crafting a comprehensive marketing plan for your breakfast restaurant is essential for achieving long-term success and standing out in a competitive landscape. By clearly defining your target audience, establishing a unique value proposition, and employing effective marketing strategies—both online and offline—you can build a loyal customer base and increase brand awareness. Regularly reviewing and adjusting your plan based on market trends and customer feedback will ensure that your restaurant remains relevant and appealing. With dedication and creativity, your breakfast spot can become a beloved destination for early risers and brunch enthusiasts alike. Embrace the journey, and watch your vision come to life!
Why Write a Marketing Plan?
A marketing plan is a crucial tool for any business or startup, helping to drive growth, increase brand awareness, and achieve business objectives. Here’s why a well-structured marketing plan is essential:
- Define Your Marketing Goals: Set clear objectives and strategies to achieve them.
- Target the Right Audience: Identify and understand your ideal customers.
- Improve Brand Positioning: Differentiate your business in a competitive market.
- Create a Roadmap for Success: Establish a structured approach to marketing efforts.
- Optimize Marketing Budget: Ensure cost-effective allocation of resources.
- Enhance Digital Presence: Leverage online channels to maximize reach and engagement.
- Track and Measure Success: Use key performance indicators (KPIs) to refine strategies.
- Gain Competitive Advantage: Analyze competitors to develop unique selling propositions.
- Boost Customer Engagement: Build stronger relationships through effective communication.
- Increase Sales and Revenue: Drive conversions with targeted marketing efforts.
Marketing Plan Content
Creating a marketing plan doesn’t have to be overwhelming. Here are the essential sections to include:
- Executive Summary: A high-level overview of the marketing strategy.
- Brand Positioning & Messaging: Define your brand identity and key messages.
- Target Audience & Customer Personas: Identify demographics, interests, and pain points.
- Competitive Analysis: Understand competitors and market trends.
- Marketing Strategies & Channels: Outline digital, content, social media, and offline strategies.
- Budget Allocation & Resources: Plan marketing spend across various channels.
- Key Performance Indicators (KPIs): Define success metrics and tracking methods.
- Implementation Plan & Timeline: Set action steps and deadlines for execution.
Customizable Marketing Plan Template
To create the perfect Breakfast Restaurant marketing plan, follow these steps:
- Download the Template: Fill out the form below to access our editable Word document, tailored for Breakfast Restaurant businesses.
- Customizable Content: The template includes guidance and examples to help you complete each section.
- Free Consultation: Schedule a complimentary 30-minute session with one of our marketing consultants.
Ongoing Marketing Strategy
Marketing isn’t a one-time effort—it’s an ongoing process. Your strategy should evolve with market trends, customer behaviors, and business objectives. Regularly updating your marketing plan ensures long-term growth and adaptability.
We recommend reviewing and refining your marketing plan every few months to:
- Adjust strategies based on performance data.
- Test new marketing channels and tactics.
- Optimize budget allocation for maximum ROI.
Bespoke Marketing Plan Services
Our Expertise
With extensive experience across industries, including Breakfast Restaurant, we offer:
- Free 30-Minute Consultation: Discuss your marketing goals and strategies.
- Customized Marketing Plans: Receive a tailored marketing strategy aligned with your brand and business objectives.
- Data-Driven Insights: Get detailed market research and competitive analysis to support your decisions.
- Marketing Plan Templates: Download fully structured templates that simplify the process of creating your marketing strategy.
- Courses on Marketing Strategy: Learn how to develop a high-impact marketing plan step by step.
- Training on Digital Marketing: Access expert-led courses on marketing via social media, SEO, paid advertising, and more.
- Platform-Specific Marketing Guides: Master marketing strategies for platforms like Google Ads, Facebook, LinkedIn, TikTok, and Instagram.
About Us
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Whether you're launching a new brand or scaling an existing one, our templates, courses, and consulting services will help you achieve your marketing goals. Download your marketing plan template today and take the first step toward growing your brand.
Next Steps and FAQs
### Frequently Asked Questions (FAQs) about Creating a Breakfast Restaurant Business Marketing Plan
####
1. What is a breakfast restaurant business marketing plan? A breakfast restaurant business marketing plan is a strategic document that outlines how your restaurant will attract and retain customers. It includes your target audience, marketing objectives, strategies, budget, and performance metrics to ensure your breakfast offerings stand out in a competitive market. ####
2. Why is a marketing plan important for my breakfast restaurant? A marketing plan is essential because it helps you define your brand, understand your audience, and identify effective marketing channels. It allows you to set clear goals, allocate resources efficiently, and measure the success of your marketing efforts, ultimately leading to increased foot traffic and revenue. ####
3. Who is the target audience for a breakfast restaurant? The target audience for a breakfast restaurant can vary widely but typically includes families, working professionals, students, and health-conscious individuals. Understanding the demographics of your community will help tailor your menu and marketing strategies to appeal to your ideal customers. ####
4. What marketing strategies are most effective for breakfast restaurants? Effective marketing strategies for breakfast restaurants include:
- Social media marketing to showcase your menu and specials.
- Email marketing campaigns to keep customers informed about events and promotions.
- Local SEO optimization to ensure your restaurant appears in local search results.
- Partnerships with local businesses for cross-promotion.
- Hosting community events or breakfast specials to encourage new customers. ####
5. How can I leverage social media for my breakfast restaurant? Social media platforms like Instagram and Facebook are ideal for showcasing visually appealing breakfast dishes, sharing customer testimonials, and promoting special offers. Regular updates, engaging content, and user-generated content can help create a loyal online community and encourage word-of-mouth referrals. ####
6. What role does SEO play in my breakfast restaurant marketing plan? SEO (Search Engine Optimization) is crucial for increasing your restaurant's visibility online. By optimizing your website and content with relevant keywords (like "best breakfast in [Your City]"), you can improve your rankings in search engine results, making it easier for potential customers to find you when they search for breakfast options. ####
7. How can I measure the success of my marketing plan? Success can be measured through various metrics, such as:
- Website traffic and conversion rates.
- Social media engagement (likes, shares, comments).
- Customer feedback and reviews.
- Sales growth and customer retention rates.
- The effectiveness of promotional campaigns (measured by coupons redeemed or event attendance). ####
8. What is the budget for a breakfast restaurant marketing plan? The marketing budget for a breakfast restaurant can vary widely based on your goals and strategies. As a general guideline, allocate around 5-10% of your projected revenue for marketing efforts. Ensure to include costs for social media advertising, local events, website development, and promotional materials. ####
9. How often should I review and update my marketing plan? It's recommended to review your marketing plan at least quarterly. This allows you to assess the effectiveness of your strategies, make necessary adjustments, and stay responsive to changing market conditions or customer preferences. ####
10. What are some common mistakes to avoid in my breakfast restaurant marketing plan? Common mistakes include:
- Failing to identify and understand your target audience.
- Ignoring online reviews and customer feedback.
- Underestimating the power of local SEO. -
1. What is a breakfast restaurant business marketing plan? A breakfast restaurant business marketing plan is a strategic document that outlines how your restaurant will attract and retain customers. It includes your target audience, marketing objectives, strategies, budget, and performance metrics to ensure your breakfast offerings stand out in a competitive market. ####
2. Why is a marketing plan important for my breakfast restaurant? A marketing plan is essential because it helps you define your brand, understand your audience, and identify effective marketing channels. It allows you to set clear goals, allocate resources efficiently, and measure the success of your marketing efforts, ultimately leading to increased foot traffic and revenue. ####
3. Who is the target audience for a breakfast restaurant? The target audience for a breakfast restaurant can vary widely but typically includes families, working professionals, students, and health-conscious individuals. Understanding the demographics of your community will help tailor your menu and marketing strategies to appeal to your ideal customers. ####
4. What marketing strategies are most effective for breakfast restaurants? Effective marketing strategies for breakfast restaurants include:
- Social media marketing to showcase your menu and specials.
- Email marketing campaigns to keep customers informed about events and promotions.
- Local SEO optimization to ensure your restaurant appears in local search results.
- Partnerships with local businesses for cross-promotion.
- Hosting community events or breakfast specials to encourage new customers. ####
5. How can I leverage social media for my breakfast restaurant? Social media platforms like Instagram and Facebook are ideal for showcasing visually appealing breakfast dishes, sharing customer testimonials, and promoting special offers. Regular updates, engaging content, and user-generated content can help create a loyal online community and encourage word-of-mouth referrals. ####
6. What role does SEO play in my breakfast restaurant marketing plan? SEO (Search Engine Optimization) is crucial for increasing your restaurant's visibility online. By optimizing your website and content with relevant keywords (like "best breakfast in [Your City]"), you can improve your rankings in search engine results, making it easier for potential customers to find you when they search for breakfast options. ####
7. How can I measure the success of my marketing plan? Success can be measured through various metrics, such as:
- Website traffic and conversion rates.
- Social media engagement (likes, shares, comments).
- Customer feedback and reviews.
- Sales growth and customer retention rates.
- The effectiveness of promotional campaigns (measured by coupons redeemed or event attendance). ####
8. What is the budget for a breakfast restaurant marketing plan? The marketing budget for a breakfast restaurant can vary widely based on your goals and strategies. As a general guideline, allocate around 5-10% of your projected revenue for marketing efforts. Ensure to include costs for social media advertising, local events, website development, and promotional materials. ####
9. How often should I review and update my marketing plan? It's recommended to review your marketing plan at least quarterly. This allows you to assess the effectiveness of your strategies, make necessary adjustments, and stay responsive to changing market conditions or customer preferences. ####
10. What are some common mistakes to avoid in my breakfast restaurant marketing plan? Common mistakes include:
- Failing to identify and understand your target audience.
- Ignoring online reviews and customer feedback.
- Underestimating the power of local SEO. -