Why Limited Opening Shouldn’t Mean Limited Marketing
Marketing your hospitality business is an essential way of attracting customers, building reputation, and gaining industry authority; but with the COVID-19 pandemic causing major limitations to service and opening availability, it might seem like spending your limited budget on marketing is a waste of money.
But this really isn’t the case.
When initially setting up a marketing campaign, a lot of time, effort and money is spent on planning and managing, strategizing, and structuring the approach, as well as the actual costs of running it. You need to be looking at Search Engine Optimisation (SEO), Pay Per Click (PPC), your web-design and specific landing pages or redirects, the content you create to funnel interested parties to the right place, your social media and email marketing, and that’s just for starters.
But when you get your strategy right, you focus your attention on the right people, in the right places, at the right time – and see a Return on Investment (ROI) that makes your efforts worthwhile.
Reducing or stopping your marketing strategy means that all the resources you’ve invested into your marketing strategy are no longer working for you – and in many cases, they are totally wasted because you’ve lost the customer momentum, the build-up of views and referrals, and because the plans haven’t been adapted and adjusted to fit the current situation, they need to be reworked from scratch again.
The pandemic and its repercussions are going to be long lasting, but that doesn’t mean you should stop marketing and advertising your business until the situation improves. Recovery will happen, and people will return to using hospitality businesses – there will most likely be different focuses to their needs and requirements (such as looking for health and safety measures as a priority), but they will book.
You need to be ready for when they do.
Your marketing and advertising needs to continue; it needs to be flexible and adaptable, but keeping your business in the forefront of consumer consciousness with strategic content, regular posting, and targeted adverts that capitalise on the latest trends (such as the Hotel Office or new Food Delivery options) will keep your venue relevant and engaged with.
Stopping your marketing and advertising or reducing your spending will reduce your exposure and make it that much harder for your business to recover when it’s fully operational again.
If you need help determining an appropriate budget and a flexible strategy to help your business get through these tough times, our advisors are here to help. Get in touch today and discover how we can provide you with the virtual solutions for your digital problems.