A successful marketing campaign is budgeted, researched, planned, and well executed.
Multiple communication channels can be used to generate awareness and attract your target audience, including a mix of traditional media (print), digital marketing (email and online), social (Facebook, Instagram, Twitter, Pinterest, LinkedIn), and mobile (SMS).
However, quite often, budgets may dictate you cannot use all the channels available.
The following steps can help you refine a marketing campaign to bring people through your doors.
Elements to consider:
Traditional media (print)
In-venue print media is essential to reinforce your messages with your current customers. Ideas include large format posters, A4 or Letter-sized posters in the amenities, light boxes, tabletop flyers, coasters, bar mats, and outdoor and indoor banners.
You can read more about large format printing in our blog here.
You may also wish to consider out-of-venue/offsite print marketing, such as advertising in your local paper and free magazines or billboards and bus shelters. These traditional methods still work well for local area offerings, with opportunities for exposure available for pricing cheaper than you may expect – and often at prime locations.
Digital (email and online) Marketing
A benefit of digital marketing is how quick it is, and in many cases, the only cost is your time.
Email newsletters are a great way of staying in touch with your customers. But you need to have a database to start with (or are willing to put the work in to grow one!)
Keeping your website up to date is mandatory. Most of your customers and potential customers will seek out your website for up-to-date information, including specials, your menu, pictures, and operational information.
Using the assets you already have can help boost your marketing and be an essential element of every campaign or promotion you run.
Social media (Facebook, Instagram, Twitter, Pinterest, LinkedIn) Marketing
Social media has become a compulsory element of every marketing campaign in our digital age. In some cases, the only way some businesses communicate with their audiences.
Using social media platforms effectively can harness new audiences and attract people to your venue who may not have considered it before.
Social media is also instant and allows you to fill holes in bookings when needed.
You can read more social media tips on our blog.
Mobile (SMS) Marketing
Sending SMS messages through a third party can be costly. But your message is getting directly into the hands of your audience and is hard to ignore. Like digital and social media, it is instant and can convey time-sensitive messages.
How do you choose which elements to choose?
UNDERSTAND YOUR AUDIENCE
This is the most important step. Who do you want to attract? Families? Couples? Sports lovers? There is an audience for every venue and a way to reach them.
BE CONSISTENT WITH YOUR MESSAGE
No matter what marketing channels you choose, ensure your message to your audience is consistent.
BE VISUAL
Posters, flyers, and banners all help to increase attention.
REITERATE
Repetition is key to ensuring your target audience remembers your message.
MULTI-CHANNEL
Not everyone sits for hours on their smartphone waiting for you to post something interesting. Think about ways to convey your message in a surprising and unexpected way to stop them from scrolling right past your post.
If you wanted to attract families, how about handing out sample sliders or fresh juices after Saturday morning kids’ sport to partner with the local sports team?
Or
Do you offer afternoon tea? How about a pop-up shop in your local shopping center or Seniors/Retirement Village with samples of your high tea?
WHAT IS YOUR UNIQUE SELLING POINT?
What makes you different from your competitors? If you don’t have something, CREATE something and promote it.