9 minute read
The importance of marketing
Clever communication
“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. EffEctivE markEting can hElp opErators crEativEly connEct with customErs and attract tradE oncE lockdown EasEs 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.”
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
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 I 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.
able to visit you again.”
Social media is one of the most efficient digital marketing tools outlets can use to increase their visibility during this period of social distancing, as it allows them to engage directly with customers in their homes. “The key is creating engaging content, as the more likes, comments and shares a post receives, the more people see it,” states David Miles, senior whisky specialist, Edrington-Beam Suntory UK. In recent weeks, David and the team have seen an impressive number of bars and bartenders successfully host cocktail tutorials and online tastings, giving customers the opportunity to make their favourite serve themselves. “This has worked brilliantly, and I encourage those who haven’t already done it to give it a try.”
David also emphasises the importance of staying on top of the latest trends and capitalising on this where possible. Last month, Edrington-Beam Suntory UK whisky specialist Lucy Morton spotted that the Korean Dalgona coffee had gone viral on TikTok. Off the back of this, she created a Courvoisier cocktail version, and now everyone’s giving it a go on social media. “Jumping on trends such as this can provide outlets with the chance to capture the attention of consumers who are keen to get creative at home,” he explains. “Being able to directly connect with your customers in this way helps to create a relationship that consumers will value, allowing outlets to become a notable influence.”
Recognising the importance of driving awareness in order to drive footfall, UK nightlife comparison site DesignMyNight has helped countless businesses successfully tap into an engaged audience. The platform offers thousands of avenues where a venue or event can target potential customers dependent on a vast variety of factors, like specific areas and cities, to USPs ranging from ‘bottomless brunch’ to ‘Sunday roasts’. During the current closures, Leighanne Bent, marketing and PR manager for DesignMyNight, advises bars to use what is available to them to remind and update customers on what they’re doing – whether that’s planning for a safe reopening, fundraising via vouchers or helping out communities with various projects. “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.”
Many facets make up digital marketing, from relationships with affiliates with a strong Google rank, such as DesignMyNight, to social media, video marketing and SEO. Leighanne suggests considering user-generated content (UGC) in the strategy. “Many bars and venues are veering away from a dependence on professional images, filing their social media feeds and with images captured from customers’ phones,” she points out. “If you
arc inspirations invEsts in markEting Now more than ever, it is important to stay connected with customers, and digital channels are central to communication. Arc Inspirations has recently relaunched its website and revamped its social media channels to communicate more directly to people from a brand perspective; all Instagram accounts have been merged to be brand-focused, rather than individual venue accounts in different regions, helping to align activity and messaging.
Arc’s bar development manager Mark Austin has created a range of serves tapping into current consumer trends, providing tips and guidance virtually to customers so they can create professional, great-tasting drinks to be enjoyed at home.
For the team, it’s also about creating a sense of community. Digital initiatives include live interactive sessions such as speed round quizzes for customers hosted by BOX via Zoom, and hosting social media polls where consumers can vote for the recipes they would most like. “We also look to make the most of user-generated content across digital platforms to foster a sense of community. Continuing with our regular competitions for brunches or drinks that can be claimed when we reopen the doors, means we can ensure customers have something to look forward to in the future.”
have permission to repost quality images of your venue, it’s an easy win for a lot of reasons. It’s a fantastic way to interact with your customers and it will help encourage location and handle tags in future posts, which is basically free marketing for your venue or bar.”
The RA Group, a collection of specialist food and guest services companies for the hospitality and leisure sectors, has launched a host of new initiatives during the lockdown, including hosting daily webchats. “The webcasts can either be joined live or watched at a later date, and we quickly found that our network; clients, furloughed staff and direct customers, really got on board with the sessions,” says Gavin Gooddy, the group’s marketing director. “Each of the live sessions is interactive – be it a panel discussion, a masterclass such as a virtual wine tasting or a cook-along session, meaning we can really have some fun with the sessions, keeping people at home inspired. They have also provided great content to use across social media, newsletters and on our website, which has kept us at the forefront with our network.”
Alongside its webcast series, the RA Group has found that wider and more direct PR and social media is crucial to its different operations during the pandemic. “Although marketing may be a secondary consideration and a luxury for some, it’s key that time is invested here to ensure businesses restart on the strongest footing possible,” advises Gavin. “We’ve been pushing out food and cocktail recipes that have been adapted to be suitable for consumers. This has come from a Group level but also some of our fantastic individual restaurants – be it our chefs or head bartenders – which helps to keep up awareness of our businesses while also reminding customers of what they can expect when they are able to visit once again. We’ve also been profiling different people within our business, looking at a number of topics, such as what customers might want to see when restrictions are eased, and celebrating some of the fantastic talent within the industry and our business with our ‘Lockdown Legends’ campaign.”
For hospitality venues, the different marketing options are vast and exciting. It’s about being personal and creative – connecting with customers in helpful, inspiring and innovative ways. As well as looking at the ‘now’ and remaining in the spotlight, it’s important to anticipate what the future might bring and how marketing can support business success.
staying rElEvant whilst still bEing sEnsitivE is kEy, says cwf Jessica Smith, marketing executive for Continental Wine & Food (CWF) identifies that marketing is more important than ever as we make our way through these unprecedented times. Screen time is at an all-time high and staying relevant whilst still being sensitive, she says, is key.
Continental Wine’s Straw Hat wine range proudly ran an ‘NHS Hero’ campaign in April on the brand’s social media pages. It encouraged people to nominate someone they knew who worked within the NHS to enter a prize draw to win one of six bottles of The Straw Hat British Wine.
“We found this was a fun, uplifting and interactive way for people to get recognised for their hard work, and the brand was gratified to give something back to these hardworking, inspirational followers,” explains Jessica. “The campaign was a big success for us as our followers were both keen and proud to nominate their friend or family member for a small gift of recognition.”
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