Eat Out to Help Out is over - NOW WHAT?
Get in touch [email protected] and 07881314385
Even if you are extending it - NOW WHAT?
I worry that we will teach customers to get back in and used to discounts which will hurt us and each other long term. Discounts can't last forever. Yes there is Christmas soon and we are hanging on for that, but what about Jan, Feb and beyond?
Have you made the most of EOTHO? Have you captured all data, Bounceback for future occasions (can be value led rather than discount), home or last mile delivery, items that will live in people’s house reminding them of you, products on Amazon (or create them), and obviously giving them an experience they will never forget.
What to do next…
Brand
- Diagnose what is good, bad and ugly about your brand.
- Research on what your customer’s need and want, plus what they think about you (positive and negative). Also what is your problem? - - Awareness, Consideration, Intent, Purchase, Repeat Purchase? Find out and focus on where the biggest issue lies.
- Segment the whole market, stand back and relook at the most valuable suitable segments for you.
- Target those segments through every marketing and communications channel available to you.
- Position your brand and what you do for that segment alone so you have multiple brand positions to persuade customers that you are the best option for them.
- Brand codes. Do you have 4 or 5 stand out brand codes that are always distinctly you and also are they distinctive in your market (and beyond)?
- Brand objectives. What 3 things do you want to focus on this year and a longer list of what you won’t.
- Execution. Once the strategy is set get executing in terms of pushing your brand to your target audiences in all Owned, Paid and Earned Channels.
- Set your budgets and get your brand tracking in place (measuring your positive and negative brand associations).
- That should form most of what you need to get your brand plan written for the year.
Marketing
- Conduct more research into what customer’s want and need.
- Research & STP then you start to form your marketing strategy and plan (including Owned, Paid and Earned) + Airship, Feed it Back, Wireless Social, Proper Social Media and Digital Help.
- Product Development - Now that you have established your target segments - do you need to rethink or hero/tweak the products you have?
- Distribution - COVID-19 has taught us that we need many channels to market, not just your offer within your 4 walls. You need a 4, 5, 6 Dimensional Approach to distribution.
- Pricing - Conduct a proper pricing review. Don’t just reduce your price due to what your competitors are doing or just discount for the sake of it.
- Create you campaign calendar and determine your Integrated Marketing Communication channels that best fit the targets you are going after.
- Execute and continuously measure along the way.
I know it is tough with budgets, time and resource at hand (especially now, but I am here to help you. Get in touch [email protected] and 07881314385
This podcast is sponsored by NFS Hospitality.
About NFS Hospitality:
With over 20 years of experience solving problems for restaurateurs, NFS
Hospitality truly understands your challenges as a hospitality operator.
Whether you’re looking for top-notch POS & CRM systems, effective
loyalty programs, the tools to execute powerful marketing campaigns, or
a reliable Point of Sale system, NFS Hospitality has you covered with an
end-to-end technology solution.
At NFS, we know every hospitality business is unique, and that’s why
we’ve walked in your shoes time and again to deliver effortless,
tailored technology solutions designed for your specific needs.
Our world-class technology puts the user at the heart of every
transaction, ensuring a seamless and efficient experience for you, your
teams, and your guests.
Leading hospitality operators like BrewDog, Gaucho, and Archie’s trust
NFS to provide the technology that makes their operations run smoothly
across all verticals. NFS knows what it takes to help both your team and
your guests have a world-class experience with our solutions.
And with 24/7 support from actual humans, you can always rely on NFS day
or night.
Visit http://nfs-hospitality.com/supersonic to speak to the experts at
NFS today. You can also download insights and guides on how to leverage
technology to grow your business.
Our Silver Sponsors are:
Airship and Toggle:
Airship is a data-driven CRM for the hospitality industry. Restaurants,
bars, hotels, and pubs can use Airship to email marketing and create
personal relationships with their customers.
Check out https://airship.co.uk/ for more information.
Saved by Robots:
Saved by Robots are passionate about creating compelling brands and
memorable experiences through great design, engaging storytelling and
genuine authenticity.
Visit Savedbyrobots.com to get in touch
About Mark Mcc:
Mark McCulloch is one of the leading food, drink and hospitality brand
and marketing minds in the world. Mark has over twenty years brand,
marketing, digital and social media experience holding senior and
board-level positions at lastminute.com, Barclaycard, YO! Sushi and Pret
A Manger. Mark co-founded multi-award-winning brand and marketing agency
WE ARE Spectacular in 2012 which is still going strong today. Mark is
now fulfilling his lifelong ambition to live and work by the sea in
Brighton where he is a Virtual Chief Marketing Officer and Brand
Strategist for the best hospitality, tech and B2B brands in the UK and
beyond. Mark is also a popular thought leader, speaker and broadcaster,
the highlight of which being in 2018 when Mark began podcasting and his
Mark McC Supersonic Food Marketing podcast hosting guests including the
greatest digital mind in the world Gary Vaynerchuk plus music legends
Fatboy Slim and Alan McGee (the man who discovered rock band Oasis).
Mark’s podcast has been downloaded hundreds of thousands of times and
has reached the top 10 in the UK iTunes business charts and is a regular
Top 100 podcast in multiple countries around the world helping educate,
entertain and inspire both the marketing and business community. Mark is
also the Campaign Director for Hospitality Rising which is an 'Be The
Best' army style campaign for hospitality to help solve the hospitality
recruitment crisis forever.
For Brand & Marketing Strategy & Consulting, Non Exec Director,
Speaking, Hosting and Podcast queries contact:
[email protected]
07881314385
