The importance of a 360 marketing campaign

The hospitality sector is an incredibly competitive market, with new bars, restaurants, cafes, and hotels opening daily. So, how do you stand out and ensure it’s your venue that consumers choose? 

A 360 marketing campaign will ensure that potential customers see your venue – and its incredible food, drinks and atmosphere – wherever they look. Here are some tips:

Understand your existing target audience

Firstly, you have to understand who you are targeting and hang out where your customers hang out. Just because your daughter is on TikTok and thinks it’s the place to be, does not mean that your customers will be there. It is essential that you fully understand your target audience and the platforms they spend their time on. Spending time and money on a Facebook strategy when the majority of your customers are GenZ is not going to bring you more customers. Similarly, if your customers primarily travel on the London underground and you haven’t pitched for a review in The Metro, you’re missing a trick. 

Employ A 360 multichannel approach

When creating a marketing strategy, it is essential that you maximise as many channels as possible. This 360 approach will ensure you are constantly in the minds of your customers. 

Here are some channels to consider: 

Social Media: In 2023, an estimated 4.9 billion people used social media. This cannot be ignored as a means of communication with your customers. 

PPC Ads on Meta and Google: Meta and Google ads will allow you to re-target customers that have already visited your website. Why not create an eye-catching graphic with an exclusive offer just for them? 

Email Marketing: Stay in touch with fans of your brand. Firstly, ensure you are collecting data from your customers. This can be done easily by integrating your online booking system with your newsletter CRM or collecting data from those signing in to use your wifi. To encourage people to click that ‘subscribe box’, add value from the get go. For example, “Sign up to our newsletter and receive a free drink on your next visit”.

Most importantly, once you have a database full of email addresses, only contact them when you have something to say. Too many spam emails is a great way to ensure people unsubscribe, so be sure to utilise customisation to add that personal touch. 

Targeted campaigns: With the data you collect from your existing customers, create campaigns to retarget and excite them. Speak directly to those whom you have formed a relationship with and keep them engaged with the brand. 

Public relations: Gaining coverage on trusted websites with great SEO is perhaps the strongest form of persuasion. With so many bars and restaurants to choose from, customers often turn to ‘best places to eat in London’ lists to help them narrow it down. A targeted PR campaign, with regular journalist visits to your venue, will ensure you are constantly in the press – and in front of your customers. 

Influencer marketing: A tailored and strategic influencer marketing campaign can be an incredibly powerful tool. Select influencers that align with your brand and audience and let them do the promoting for you. Many people turn to influencers for top tips on where to eat and drink, so it’s essential you’re making the list. 

Keep an eye on your competitors

Keep an eye on what your competitors are doing. It’s a competitive space, so you want to make sure what you’re offering is different, unique, and more desirable compared to the competition. Staying on top of trends and government decisions is essential in order to tailor strategy, price and offerings effectively. 

Finally, once your customer does walk back through your door, ensure they have fantastic service and phenomenal food, and they will keep coming back for more.