Working on a Food Festival for 3 years, as Marketing Manager, there were a lot of things I saw that worked well and then other things that worked not so well.
This article explores some of the key themes that many businesses ignore:
- Customer experience
How is the website experience? Do you offer wheelchair and buggy access? Does your menu consider people with special dietary or allergy needs? Do you offer a children’s menu? How can people leave feedback? These are just a few questions to consider.
Thinking about your website and imagining it as your online shopfront – (even if you have a physical premises). Is it easy to navigate, are people able to find information easily. Can they book online easily? What are the alternatives to booking online. Do you have photographs of your food, drinks, staff or premises online.
Tip: If you haven’t recently, conduct an anonymous staff review and also a customer feedback process so that you can measure areas for development.
- Social media
Social media is a great way to engage and connect with potential and existing customers.
Consider platforms like Instagram, Facebook, Tumblr, Snapchat and LinkedIn (and there are many more)
Remember to keep the content engaging and use various types of content too. This may be videos, live streaming, recipe downloads, useful tips, photographs and more. The content that you share on social media should be relevant to the type of people you want to attract to your brand. Think about their interests are and offer valuable and helpful information.
Tip: Promote your email sign up through social media too, to encourage new subscribers.
- Email marketing
Consider using email to stay connected. You can even do this with people that are yet to enquire about your product or buy from you. A tool like mailchimp
Email marketing is cost effective and also easy to deliver on a low budget.
Try and stick to a regular frequency for sending your emails.
Your email doesn’t have to be lots of text and information – it might just be menu for the month, video demo &/or Lunchtime Offers. Money off vouchers and subscriber wins are always a win by the way!
Tip: If you are already using email, remember to include social share buttons so that people can forward, tweet or share your email with others. Also remember to include your “Order now” and social media icons on your email too, so that people can connect with you there too.
- Apps and other promotional opportunities