Internet marketing is one of the most underrated tools for development in HoReCa. For example, while investing a large budget in outdoor advertising, some establishments do not do much to maintain activity in social networks. At the same time, the reach of the page in social networks is much higher, and its promotion requires much less financial expenses.
Of course, offline advertising is important. It increases the recognition of the institution in the city, makes it easier to find your restaurant or cafe customers, it is often the signage attracts interested visitors. Therefore, to abandon it is not necessary, but to make the institution popular, just light boxes and banners are not enough. It is also necessary to involve marketing tools that will give maximum coverage among your CA.
Peculiarities of attracting customers to the cafe
The main difficulty in cafe promotion is competition. So it is worth starting with an emphasis on your competitive advantages. What makes you different from the others? Fragrant coffee and delicious food are important, but these advantages can boast many establishments. The unique features of the café should be highlighted:
Name. First of all, it should be short and easy to pronounce. In order to be easily remembered, it is better to choose a name that evokes bright positive associations.
The original corporate style.
Regular contact with potential visitors allows you to increase the reach of the brand, which has a positive effect on the attendance of the institution.
Features of attracting customers to the restaurant
A characteristic feature of restaurants is a higher average check. Regular visitors of such an institution – a relatively small segment of the target audience. To find and attract them, it is necessary to ensure the maximum number of “touches” with the audience using the following channels:
The restaurant’s website. The Internet resource is the main channel of communication with potential customers. On the site, the visitor can find out all the basic information about the institution: hours, menu and cost, make an order with delivery, leave a review. In addition, the site allows you to use all the tools of internet marketing to attract the target internet users.
Outdoor advertising. Also very important to increase popularity within the city. As we’ve already mentioned, it increases recognition and makes it easier to find an establishment.
Personal brand promotion is another promising area in restaurant development. This applies not only to the personal brand of the owner, but also to employees working in key positions: manager, chef, etc. The more customers learn about the institution and its employees, the more trust they show in it.
Social media. Often potential customers look for additional information about the restaurant in social networks. Therefore, it is important to keep your own pages active: publish photos regularly, share relevant news, increase subscriber activity with promotions.
How to get clients in a bar
A bar is first of all a place for rest in the circle of friends. That is why the main audience segment is a relatively young audience of 25-35 years old. Visitors to such institutions, as a rule, are active and like novelty. Therefore, the best way to maintain interest in the bar is to hold regular events:
contests, quizzes, theme nights;
promotions, happy hours with discounts;
Live performances of musicians;
Do not forget to diversify the menu from time to time: update specials, add designer cocktails.
Choosing channels to attract customers, you should also focus on a young audience:
Targeted advertising in social networks;
media ads in KMS;
do not forget about search engine advertising.
One of the most effective ad formats – videos. They allow you to bring as much information as possible to the target user on the Internet.
How to attract customers in a coffee shop
The level of competition among coffee shops is also quite high, so the marketing strategy is best focused on attracting regular visitors. To do this perfectly works accumulation system of bonuses, for example, every 8 coffees – free. Regular promotions and small gifts, such as desserts, also greatly increase the likelihood of repeat visits.
You shouldn’t forget about competitive advantages that will emphasize your uniqueness:
unique interior design;
Original prints on disposable cups;
Signature style in the clothes for the barista;
You can also highlight the implicit advantages that many coffee shops have, but visitors do not know about it:
Expensive coffees;
a unique recipe for roasting beans;
professional equipment.
To attract new customers you can also use affiliate marketing – reciprocal advertising with other establishments that are frequented by your target audience.