The benefit is always less than if your brand controlled everything it touches. Using a third-party to execute a significant portion of your Guest experience can be crippling. The Guest’s loyalty then is with the delivery brand and not your brand regardless. You’ve become a commodity.
The Top 10 Components To A Successful Hospitality Marketing Plan
1. Execution. You have to walk the talk. Every part of the guest experience has to be executed or no amount of external marketing will help your business grow. 2. Effective positioning. Who are you to your guests? Are you offering any differentiated value or are you just another commodity […]
Questions From Operators: Social Media
Q: Shouldn’t you use social platforms like TripAdvisor to market your business? A: No. You shouldn’t use a consumer platform (which is what social media sites are) for commercial messaging. Social platforms are not a multi-purpose business tool and any attempt to push messaging to them will be met with negative friction. FUQ: But can’t […]
Marketing Re: Social Media
Too many operators are focused on the media and not the social. The most effective way of communicating with Guests is at the point of experience by informed, engaging and empowered employees who share your values. Everything else is blatant advertising
Restaurant Marketing: What Does An Empty Chair Really Cost?
I’ve always talked about the costliest item in a restaurant being an empty chair. Now we take a little peek into what it actually costs you.
QFO: What Else Can I Do But Discount?
Q: Since most loyalty programs involve some sort of comp (discount) what do you propose instead as the incentive?