Marketing and advertising isn’t what it once was. It’s not enough to stick an ad on a billboard or in the paper, and certainly not affordable for most small-medium sized businesses. The hospitality industry, in particular, has been completely turned on its head by the rise of Instagram and digital foodies.
But does it work?
Can a well framed shot of a delicious coffee, salad, or beautiful cake really bring the customers to your door?
As a once off basis – no. Probably not. But your cumulative presence – online, in social media, on the street – does make a difference. It’s been said that the effective frequency of an ad – that is, the number of times someone must see it before they buy – is at least 7, and maybe as high as 20. Social media is flooded with new messages and news and latest must-eats though, so how could it work there? You’re probably not going to post the same picture of a burger 7 times until someone wants to eat it.
Step one – Customers hear the name.
In this case let’s take a case study from popular Melbourne CBD Café, Higher Ground. As part of a successful group of cafes known for their quality food, the name made the rounds when the café first opened, and was able to be linked to people’s existing knowledge of its sister cafes including Top Paddock and Kettle Black.
Step two – Media mentions build.
In November the café won a design award, building on its reputation, becoming a point of intrigue, and making a second round through the media and public eye just a few months after opening.
Step three – A trigger occurs.
An incredible photo of delicious Lune croissants (another well-known name to be linked to) is posted on Instagram, hitting the morning cravings for those scrolling past it thinking about grabbing a coffee.
Step four – Investigation.
“Hmm, I’ve heard of that place” – let’s google it and see where it is. Unlike advertising for online stores, unfortunately hospitality is still reliant on physical location.
Step five – The stars align.
If the person is reasonably close to the location, and has the time available to go and visit it, they may indulge their compulsive urge to pop down and grab that croissant with their coffee, rather than go to their usual spot. And voila, a new customer.
If the stars don’t align quite so easily however, that person is likely to remember the venue and either add it to their ‘to-visit’ list (although how soon, if ever, they may get around to it is another question entirely) – or at the very least, the next time a trigger pops up, the motivation to take action will be even higher.
TIP
If you’re going to advertise particular products on social media, you’ll reach a wider audience than if you stick an A frame outside your door. Maximise the potential conversions to sales by featuring items that are also available for delivery, so you can hook a slightly wider geographic customer base.