A Tale of Two Eateries

Imagine the scene – local restaurant district on a busy Sunday lunch time, people bustling on the footpaths, the diverse aromas distinctive as we pass each restaurant but gradually mingling into one delicious lunch time smell. Noisy chatter, clinking glasses, patrons busting out the seams of each eatery. And then we arrive at our restaurant of choice to fulfill our booking.

Not a single person seated. The Maître D and wait staff jump at the opportunity to seat us and attend to our every whim. Although we feel uncomfortable at the fact that we’re the only people in the restaurant and have to fight the urge to make a run for it, I find myself more and more delighted that we don’t – the prices are very reasonable, the food is delicious and the service is exemplary.

So what’s the problem? Why can you hear a pin drop in this particular bistro when all around it you’d have to wait for a seat? What sets it apart? I believe it’s that one thing that many businesses that are excellent in every other way often come up short on – marketing. Sure, you’ve got plump, succulent prawns, but how would I know that? Yes, your prices are wildly competitive, but I’m not going to find out if you don’t draw me in enough to even look at the menu.

Sometimes, even doing everything right just isn’t enough, especially for a start up business. If it’s a name that everyone knows and loves, chances are you might not have the same issues. And if you are a start up business who does everything right, you’re likely to win fans by people like me telling all of my friends how fantastic you are. But can you hold on long enough until the word gets out there without helping it along? Chances are, you can’t.

So what’s the solution then? Get serious about your marketing strategy. If you’re not sure where to start, take a look at what your competitors are doing. Get on board with technology and social media. Think about initiating a loyalty program. Introduce special offers, shake up your product offering, use traditional marketing methods if they work in your industry, get your website up and running finally… there is much that can be done.

In product related industries like retail and hospitality, social media can be a godsend. If referred, it gives you a warm introduction from existing friends and puts you in direct contact with the very people you are trying to sell to. Special offers are quick, easy and free to announce to people who already love what you do. Your audience has a chance to get to know you and importantly, for you to listen to what it is they want to buy, and then deliver on it. Yes, it takes time. Yes, it needs to be updated regularly and consistently. But the rewards can be great if used properly. You know you’re onto a good thing, you just need to let everyone else know.