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Supersonic Hospitality Marketing Podcast Sponsored by Vita Mojo feat. Mark McC - BONUS: Eat Out to Help Out is over - NOW WHAT?

09/01/20 • 9 min

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Eat Out to Help Out is over - NOW WHAT? Get in touch [email protected] and 07881314385 Even if you are extending it - NOW WHAT? I worry that we will teach customers to get back in and used to discounts which will hurt us and each other long term. Discounts can't last forever. Yes there is Christmas soon and we are hanging on for that, but what about Jan, Feb and beyond? Have you made the most of EOTHO? Have you captured all data, Bounceback for future occasions (can be value led rather than discount), home or last mile delivery, items that will live in people’s house reminding them of you, products on Amazon (or create them), and obviously giving them an experience they will never forget. What to do next... Brand - Diagnose what is good, bad and ugly about your brand. - Research on what your customer’s need and want, plus what they think about you (positive and negative). Also what is your problem? - - Awareness, Consideration, Intent, Purchase, Repeat Purchase? Find out and focus on where the biggest issue lies. - Segment the whole market, stand back and relook at the most valuable suitable segments for you. - Target those segments through every marketing and communications channel available to you. - Position your brand and what you do for that segment alone so you have multiple brand positions to persuade customers that you are the best option for them. - Brand codes. Do you have 4 or 5 stand out brand codes that are always distinctly you and also are they distinctive in your market (and beyond)? - Brand objectives. What 3 things do you want to focus on this year and a longer list of what you won’t. - Execution. Once the strategy is set get executing in terms of pushing your brand to your target audiences in all Owned, Paid and Earned Channels. - Set your budgets and get your brand tracking in place (measuring your positive and negative brand associations). - That should form most of what you need to get your brand plan written for the year. Marketing - Conduct more research into what customer’s want and need. - Research & STP then you start to form your marketing strategy and plan (including Owned, Paid and Earned) + Airship, Feed it Back, Wireless Social, Proper Social Media and Digital Help. - Product Development - Now that you have established your target segments - do you need to rethink or hero/tweak the products you have? - Distribution - COVID-19 has taught us that we need many channels to market, not just your offer within your 4 walls. You need a 4, 5, 6 Dimensional Approach to distribution. - Pricing - Conduct a proper pricing review. Don’t just reduce your price due to what your competitors are doing or just discount for the sake of it. - Create you campaign calendar and determine your Integrated Marketing Communication channels that best fit the targets you are going after. - Execute and continuously measure along the way. I know it is tough with budgets, time and resource at hand (especially now, but I am here to help you. Get in touch [email protected] and 07881314385 This podcast is sponsored by Vita Mojo. About Vita Mojo: The future of your restaurant, built together. Vita Mojo’s all-in-one platform helps restaurants increase ATV, run more efficiently and deliver an exceptional, fully-branded guest experience. Our restaurant management platform transforms your online and off-premise order sources - including delivery networks - in one fast, reliable and easy-to-use system. Vita Mojo is trusted by leading hospitality operators such as LEON, YO! And GAIL’s, as well as midsize and large restaurants across the UK and Europe to continuously innovate - beyond their menu. To find out more visit vitamojo.com/supersonic Our SIlver Sponsors are: Airship and Toggle https://airship.co.uk/ & Saved by Robots: Saved by Robots are passionate about creating compelling brands and memorable experiences through great design, engaging storytelling and genuine authenticity. Visit Savedbyrobots.com to get in touch About Mark Mcc: Mark McCulloch is one of the leading food, drink and hospitality brand and marketing minds in the world. Mark has over twenty years brand, marketing, digital and social media experience holding senior and board-level positions at lastminute.com, Barclaycard, YO! Sushi and Pret A Manger. Mark co-founded multi-award-winning brand and marketing agency WE ARE Spectacular in 2012 which is still going strong today. Mark is now fulfilling his lifelong ambition to live and work by the sea in Brighton where he is a Virtual Chief Marketing Officer and Brand Strategist for the best hospitality, tech and B2B brands in the UK and beyond. Mark is also a popular thought leader, speaker and broadcaster, the highlight of which being in 2018 when Mark began podcasting and his Mark McC Supersonic Food Marketing podcast hosting guests including the greatest digital mind in the world Gary Vaynerchuk plus music legends Fatboy Slim and Alan McGee (the man who discovered rock ban...

09/01/20 • 9 min

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