It’s the summer we’ve all been waiting for... But what do you do when your establishment isn’t quite as busy as you’d like? Don’t worry – there are endless easy steps you can take to build the buzz. In this article, we’ll walk you through 4 ways to fill your establishment this summer.
First things first, ensure your social media channels are up to date. These days, your company Instagram account is usually the first place (potential) customers will turn to for information like opening times and special events you might be throwing. Optimise your bio, including key information that people need to know. Start by focusing on the practical information, like One Hundred Shoreditch does: one glance at their bio tells you that they’ve got 6 different restaurants and bars in their complex. From there, add a touch of your brand personality, through tone of voice and emojis. DRTY Drinks is a great example – their tagline of “tastes like going out out” gives you a pretty good idea of their brand personality from the get-go. Ensure you’re posting high quality seasonal content, keeping followers up to date with anything they need to know before visiting your establishment. If you need a hand with this, consider working with a social media marketer who specialises in hospitality and events.
It’s typically much easier to get repeat custom than it is to attract brand new customers. Of course, in order for your establishment to grow, you’ll want a healthy balance of both, but we often tend to forget about nurturing people who’ve visited us before and ensuring they’ll come back. One way to encourage repeat custom is through thoughtful email marketing. No one likes endless spam, but the right campaign will remind customers about the great time they had at your establishment, and encourage them to return with their friends and family. Working with an online reservation system is an easy way to build an email list – just make sure you’re GDPR compliant. Incentivise customers by offering 2-for-1 deals or group discounts on drinks. You might well be offering these types of things already; it’s a question of making sure people know through smart marketing.
There’s nothing like an event to get people rushing through the door. If you’re hoping for more custom this summer, consider planning a themed event. Depending on your establishment, you could think about:
Not sure which event to host? Top tip: ask your customers! Share polls on social media, and pop a question box in your establishment to gather ideas. Event series work well, too: if you host a pub quiz, consider making it a monthly event with a different theme. Over time, you’ll build up a community who look forward to your regular events.
“Collaboration over competition” is an often-quoted phrase – and for very good reason. When businesses collaborate, you create a win-win-win situation: if it’s the right collaboration, you’re exposing your business to a brand new audience, and your customers benefit from getting to know other brands or establishments that they’ll love. If you’re looking to attract a new crowd this summer, collaborations are a great form of marketing. Local food and drink brands are an obvious choice: stock a quirky independent spirit, soft drink or coffee, and you’ll benefit from the brand spreading the word about you as one of their stockists. Go one step further and work with them to create a specialty cocktail, for example: you’ll give people a reason to come and visit your establishment in particular. Try to think creatively – the more unusual the collaboration, the more buzz you’ll build.
When deciding which brands to collaborate with, it’s important to think about their audience and values. If you’re targeting similar types of people (and aren’t in direct competition with each other!) and care about the same causes, chances are it’s a match. Most of all, collaborations should be fun for everyone involved, so don’t force anything if there isn’t a natural opportunity that springs to mind.
It’s going to be a busy summer, and with a few small tweaks to your marketing strategy, you can look forward to a full and buzzing establishment full of happy customers – both old and new.
Do you need a hand with marketing your hospitality business? At Mostly Socials, we specialise in helping brands attract the right audiences and create exciting content that takes the stress off your hands. If you’d like more information, get in touch here.
