Marketing 101: Out of sight is out of mind.
Passing foot traffic will take you some of the way to gaining a solid customer base, but if you want to grow your clientele while also being top of mind with current customers, you’ll need some good marketing.
Here’s why.
Visibility.
Being top of mind means your cafe is the first one that comes to mind when a customer thinks about dining out. In today’s digital age, with so much competition for a customer’s attention, you need a strong online presence to remind current customers of your offerings while also alerting potential customers to your existence. If done properly, marketing through online platforms gives you greater visibility and increases the likelihood of your business popping up in an online search. Of course, this then increases the chance of potential customers visiting your cafe.
Brand Awareness.
Effective marketing will help build your brand and your customer base. Through clever marketing and advertising, you can establish your cafe’s brand identity, values and unique selling points (good wholesome food… innovative dishes… exceptional service… locally sourced ingredients. This awareness makes your cafe more recognisable and increases the likelihood that potential customers will choose your cafe over competitors.
Customer Engagement and Relationship Building.
Marketing is not only about attracting new customers but also about nurturing existing relationships. You can use marketing to engage with your customers, seek feedback, and create a sense of community around your cafe.
Organic growth.
A well-executed marketing strategy, excellent service, and a well-thought-out menu inevitably lead to organic growth. Customers who have a great experience at your cafe are more likely to recommend it, so capitalise on that by providing excellent service, maintaining quality standards, and creating memorable experiences that generate positive buzz and drive more traffic to your cafe. Your online marketing efforts might get the original customer through the door, but word of mouth will get their family and friends there too; it’s one of your best marketing tools, and it doesn’t cost you a cent.
Competitive Advantage.
In a competitive industry like the food and beverage sector, effective marketing helps you stand out from your competitors. By highlighting distinct features, such as ambience, menu offerings, quality of ingredients, or exceptional service, you can position yourself as a unique and attractive option for customers. You can further increase visibility, differentiate your cafe and boost growth by using marketing strategies such as loyalty programs, personalised offers, or special events that encourage customer loyalty and repeat visits.
Clever Cafe currently does not provide coaching for marketing, but there’s a possibility that we might introduce this feature in the future. If you want to read more on marketing, take a look at our article In-house Marketing vs Outsourced Marketing.
Whatever way you approach your marketing, don’t neglect it. Marketing is a must. It acts as a beacon, putting your business in the spotlight and amplifying your visibility in a competitive and crowded industry.
