Marketing and marketing strategy is about customers
Marketing serves just one purpose – to target new customers, keep the ones you have and to upsell and cross-sell to them. Mind you, you can’t do this unless the customer wants what you have. First up, it starts with a marketing strategy. That starts with what you want your venue to be known for, the customers you want to target and how you are going to be different to your competitors. A simple strategy might be focused on food and entertainment. The sort of food and entertainment differentiates you from your competitors. Your advertising campaign reinforces this.
Effective advertising campaigns are internal and external advertising
Effective advertising campaigns include internal (in venue) and external advertising to reinforce your difference. External can include press, direct mail to your members, letterbox distribution into your community, radio and possibly TV. This will depends on your timing, budget and target audience. Internal advertising consists of displays, promotional banners, promotional posters, table talkers. A weekly advertisement in the newspaper is not a campaign.
Campaigns need time to work
Campaigns need time to work. The message needs to be clear and focused. It needs to be repeated and seen by a large enough group. It also needs to be reinforced within your venue. It also requires a realistic budget. More in later blog articles.
What do you think?
cheers
Nigel Rawlins
13th Beach Marketing
Posted in Advertising, Marketing, Strategy
