By Nigel Rawlins |
Friday 10:51am 04/06/2010 |
1 comment
What is marketing?
Marketing is the only business of a club or pub. It’s all about attracting customers, retaining them and getting them to return. It’s a whole lot more than just advertising. For a club or pub this might be creating a great atmosphere, a friendly place to visit for a drink or feed, great value meals, a choice of entertainment or interesting events to come along to. Who makes the choice? The customer.
Planning a Marketing Strategy for a Club or Pub
All of the following points need to be considered in planning a marketing strategy:
- Strategic thinking
- Competitors
- Opportunities & ideas
- Pricing your offers
- Target revenue, budgets & profitability
- Determining customer needs and wants
- Making a promise to deliver to your customers
- Positioning your venue
- Segmenting customers
- Targeting & attracting customers
- Retention & loyalty building
- Making it happen
Then you’ve got to keep making it happen, over and over again.
What do you think?
cheers
Nigel Rawlins
By Nigel Rawlins |
Thursday 9:57am 23/07/2009 |
1 comment
Seth Godin, in a recent blog, wrote about Amazon.com purchasing Zappos.com for $800,000,000.00.
‘When you buy Zappos, what do you buy?‘ grabbed my attention for a number of reasons. Amazon.com is a really interesting online company originally starting out selling books, while Zappos is another online company selling clothing, handbags and sunglasses, and while not in the same business as clubs or pubs, both companies are obsessed with their customers.
The about page at zappos.com writes:
‘At Zappos.com, Customer Service Is Everything. In Fact, It’s The Entire Company.
We’ve been asked by a lot of people how we’ve grown so quickly, and the answer is actually really simple… We’ve aligned the entire organization around one mission: to provide the best customer service possible. Internally, we call this our WOW philosophy.‘
Also worth reading is the blog article the zappos chief executive wrote to his staff about the Amazon.com purchase, there’s also a YouTube movie from Jeff Bezos, CEO of Amazon.com, to the zappos.com staff – definitely worth a listen.
In future blog posts I want to write more about design (more than just graphics, think planning too), strategy and marketing. I think these two companies have been designed by ordinary everyday people who had a great idea to start with. We can do the same and possibly bring a bit more ‘wow’ into our own and others’ working lives.
What are your thoughts?
cheers
Nigel Rawlins
13th Beach Marketing
By Nigel Rawlins |
Monday 12:55pm 27/04/2009 |
No comments
The economy may be down but that doesn’t mean people aren’t spending money.
They still make choices about products to buy and the biggest advertisers want them to spend it in their stores.
Take a few moments to answers these questions:
When you’re driving and you feel hungry – which fast food restaurant do you look for?
You want to buy a TV or some furniture – which retailer do you visit?
Looking for shampoo – which brand do you look for?
You’re after some hardware – which store do you visit?
You need internet – what comes to mind?
There’s a big chance you chose products from some of the biggest spenders on advertising. In most cases they have increased their advertising with the top 25 advertisers in retail, furniture, electronics, soaps, shampoos, food and fast food – all the well known brand names.
While we don’t know how long the down-turn will last, history tells us that advertising during a recession brings you out the other side in a better position than your competition. The reason is simple: If you are out of sight, you are out of mind.
However, it is a good time to review what you are doing. If your current advertising is not working it is time to try something else. Always start with your loyal members. If you haven’t got members, or need new ones, now’s the time to start attracting them.
How can we help? Just ask.
cheers
Nigel Rawlins
13th Beach Marketing Services
By Nigel Rawlins |
Wednesday 10:19am 22/04/2009 |
No comments
Celebrations are great opportunities to attract new customers and invite your current ones to join in. Mother’s Day is around the corner, Sunday May 10. But what do you do next? Any excuse for a bit of enjoyment will do. Choose from football celebrations or some of the ones below:
American Independence Day – Saturday 4 July how about a hotdog and hamburger day, or pancakes for breakfast, lots of activities for kids, include a celebration of American Music – The Eagles etc
French Bastille Day – Tuesday 14 July: try out french food, wine, cheeses or croissants for breakfast, why not a french mini film festival?
Christmas in July – Saturday 25 July: music, good cheer and lots of celebrations.
Plan this well in advance to build up lots of interest and bookings. We can help.
Nigel Rawlins, 13th Beach Marketing Services
What is marketing?
