By Dale J. Venturini
President & CEO, Rhode Island Hospitality and Tourism Association
Last winter was one of the coldest seasons on record. Winter is right around the corner again, and has the potential of putting a chill on your hospitality business’s sales.
Although we New Englanders tend to be a hearty bunch, frigid temperatures and snowstorms often keep people from venturing out of their homes. Every year, restaurateurs and hotel operators, especially those in tourism-dependent areas, report a significant dip in customer counts and sales when the weather changes.
Just Because You Build It, Doesn’t Mean They Will Come
During the summer, it seems all you have to do open your doors for business, and the seats fill with hungry guests. But don’t be fooled. Business owners and managers have to work harder during the shoulder season to give customers reasons to visit their establishments. Before any snowflakes or temperatures fall, take the time to revamp your marketing and promotional plans. Now is the perfect time to ramp up your marketing initiatives to attract customers to your establishment, no matter what the weather may be.
There are many marketing efforts that restaurants and lodging establishments can employ during the late fall and winter seasons. Hospitality businesses can lure in customers by offering to host holiday parties for businesses and organizations, selling holiday gift certificates and offering frequent diner programs. Using old-fashioned techniques, like sending personal notes to patrons who have booked holiday parties or receptions at your location in the past, is a great token to extend to your repeat customers. In an impersonal world of email and advertisements, a small note is a personal touch that is guaranteed to be read, and will give your valued patrons another reason to visit your establishment.
Another great way to kick-start winter sales is by offering prix-fixe dinners—a choice of appetizer, entrée and dessert at a set price—that will entice diners to order more than just one dish. Your menu could also use a change during the chilly winter months. Seasonal items or “comfort foods” like meat loaf, chicken pot pie, mashed potatoes and hearty soups and stews are always a hit with restaurant customers.
Of course, the best way to market your business now, or during any season, is through word-of-mouth. If you always offer extraordinary service, customers will return, and tell their friends and families about the great experience they had at your establishment, regardless of the season. Advertisements and promotions are great, but no ad can offer better results than customer satisfaction.
The Rhode Island Hospitality and Tourism Association offers its members a variety of marketing resources, including an extensive library of books and videos that focus on marketing hospitality businesses. In addition, RIHTA members receive up to 50% on textbooks and manuals offered by the NRA, including How To Market Your Restaurant and Tableservice Restaurant Trends, offering tips to maximize marketing efforts, and information on the latest trends and consumer attitudes. For more information, call RIHTA at 401.223.1120, or visit the NRA’s online bookstore at www.restaurant.org/store.
President & CEO, Rhode Island Hospitality and Tourism Association
Last winter was one of the coldest seasons on record. Winter is right around the corner again, and has the potential of putting a chill on your hospitality business’s sales.
Although we New Englanders tend to be a hearty bunch, frigid temperatures and snowstorms often keep people from venturing out of their homes. Every year, restaurateurs and hotel operators, especially those in tourism-dependent areas, report a significant dip in customer counts and sales when the weather changes.
Just Because You Build It, Doesn’t Mean They Will Come
During the summer, it seems all you have to do open your doors for business, and the seats fill with hungry guests. But don’t be fooled. Business owners and managers have to work harder during the shoulder season to give customers reasons to visit their establishments. Before any snowflakes or temperatures fall, take the time to revamp your marketing and promotional plans. Now is the perfect time to ramp up your marketing initiatives to attract customers to your establishment, no matter what the weather may be.
There are many marketing efforts that restaurants and lodging establishments can employ during the late fall and winter seasons. Hospitality businesses can lure in customers by offering to host holiday parties for businesses and organizations, selling holiday gift certificates and offering frequent diner programs. Using old-fashioned techniques, like sending personal notes to patrons who have booked holiday parties or receptions at your location in the past, is a great token to extend to your repeat customers. In an impersonal world of email and advertisements, a small note is a personal touch that is guaranteed to be read, and will give your valued patrons another reason to visit your establishment.
Another great way to kick-start winter sales is by offering prix-fixe dinners—a choice of appetizer, entrée and dessert at a set price—that will entice diners to order more than just one dish. Your menu could also use a change during the chilly winter months. Seasonal items or “comfort foods” like meat loaf, chicken pot pie, mashed potatoes and hearty soups and stews are always a hit with restaurant customers.
Of course, the best way to market your business now, or during any season, is through word-of-mouth. If you always offer extraordinary service, customers will return, and tell their friends and families about the great experience they had at your establishment, regardless of the season. Advertisements and promotions are great, but no ad can offer better results than customer satisfaction.
The Rhode Island Hospitality and Tourism Association offers its members a variety of marketing resources, including an extensive library of books and videos that focus on marketing hospitality businesses. In addition, RIHTA members receive up to 50% on textbooks and manuals offered by the NRA, including How To Market Your Restaurant and Tableservice Restaurant Trends, offering tips to maximize marketing efforts, and information on the latest trends and consumer attitudes. For more information, call RIHTA at 401.223.1120, or visit the NRA’s online bookstore at www.restaurant.org/store.
No comments:
Post a Comment