Marketing
Clever communication EffEctivE markEting can hElp opErators crEativEly connEct with customErs and attract tradE oncE lockdown EasEs
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t has been just over two months since the UK Government ordered hospitality businesses to close and we entered a new, strange environment of uncertainty. Understandably, many operators continue to be consumed by very practical and valid concerns such as financial aid and retaining staff, as well as considering what the future might hold. However, it’s important to look at different reopening scenarios and build plans to drive revenue. Marketing has a huge role to play within this. Venues can creatively engage with consumers using various platforms of communication, from websites and SEO to social media, mobile technology and more. This, in turn, helps the brand and business stay front-of-mind and encourage trade once lockdown restrictions are lifted. Hannah Clark, associate director and head of social at Me:Mo Media, suggests that, for operators who currently have no revenue stream, this downtime is a good opportunity to work on a future marketing strategy. “Analyse who your target audience is – does this match your actual audience? If not, how do you get from A to B? What are the key USPs of your business, and are they being communicated to your audience? What marketing channels are being used and to what effect? There is a rare pocket of time here for operators to sit back and take stock, and consider what needs to be changed in the future.” Hospitality is a competitive sector, so venues need to stay front-of-mind with
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“We are all only human, and showcasing what you’re going through as a team and company will give your business a relatable edge when you become operational again.
customers to ensure they are visiting from day one of reopening, explains Hannah. “In the absence of being able to physically engage with customers coming through the doors, this can be done via awareness campaigns activated through relevant marketing channels. There has been so much fantastic innovation coming from the industry, from revenue-driving initiatives such as the development of delivery kits and e-gift vouchers through to less salesdriven work like sharing consumer-friendly versions of recipes to remind customers of your USPs. These are all fantastic examples for keeping customers engaged with a brand and to remind them of why they were a customer in the first place.” The public are feeling worried about the threat of Covid-19 and the mixed messages being sent out by a myriad of different sources. Therefore, it’s important, at this time, to not only engage effectively with your audience, but to reassure them. “In particular, when thinking about phased reopening, customers will want to know the additional health and safety precautions being taken by an operator,” Hannah continues. “Different channels should be considered here to communicate the work you’re doing to ensure you follow good hygiene. Customers will also want to know when you’re going to reopen and what this might look like. If you are planning to launch takeaway ahead of restrictions being fully lifted or planning a menu change, it’s key to communicate this to your customers so they know what to expect when they are
