28. From "just another restaurant" to buzzy food-and-media empire

Shawn Walchef's sports-entertainment restaurant concept started as a dud. He and his partner tried all the standard marketing tactics, but their restaurant just wasn't standing out from the crowd. Then one day Shawn started telling the restaurant's story with short, unscripted videos — and he saw reservations start to grow. Today Shawn runs Cali BBQ Media, a company that includes the restaurant, an online store, and a consulting arm that teaches other restaurant owners how to market their businesses successfully. 

In this episode he'll share how differentiation and creativity (how many BBQ joints do you know with their own podcast?) have been key to his business's success. Any business owner, not just restaurateurs, will have much to learn from the creative process Shawn went through.

Marketing tactics discussed in this episode include:

• Differentiation strategy
• Video marketing 
• Industry creativity