Specialty food & drink businesses can include bakeries, coffee shops, ice cream parlors, food trucks, delis, and many more. They vary in form, products, and services offered, each having specific marketing needs and conditions that affect their unique business. Many times, specialty food & drink shops are more affected by slowing seasons or operating times of business. This condition demands for your specialty food & drink service business to have a good and loyal relationship with your local community of key customers.
At Taste Marketing Strategies, we thoroughly explore these unique marketing conditions that affect the business of your specialty food & drink shop and apply this to a working marketing strategy. We work to give your business a significant presence in the local community to maximize business during all seasons and times, bringing you new and loyal customers to discover your specialty shop.
Your marketing consultant will work with you one-on-one to develop a custom marketing plan for your specialty food & drink shop using a combination of strategies in advertising, social media, public relations, promotions, event marketing, and design specific to your needs to accomplish your marketing goals.
A Taste of Our Specialty Shop Marketing Strategies: Using Online Daily Deal Promotions
Daily deal websites have become one of the biggest new marketing trends for food & drink service businesses. While the major players are currently Groupon and LivingSocial, many online brands are now extending their services into this business including Google Offers and Amazon Local.
Daily deal websites offer its subscribers a limited number of highly attractive, discounted offers from local businesses during a limited time. Usually, these deals are available for a 24 hour period to encourage urgency at a discount of at least 50%.
This has become an attractive marketing strategy for businesses in the food & drink service industry because it guarantees new, paying customers to sample their food & drink specialties and requires no upfront costs. The ultimate goal of using daily deals to promote a business is to retain new customers as loyal, repeat diners. Profitability from the deal itself is, many times, slim to none, as the deal provider usually shares the revenue of your offer 50/50.
The real value behind this strategy for local food & drink service businesses is not the revenue. It’s about the new, local, quality customers who use their offer at a promoted business, spend more than the offer during their visit, and are retained as repeat, loyal customers.
So, how does your specialty food & drink service business ensure that this goal is met by using an online daily deal promotion? And which service provider will best serve your needs and expectations?
To do this, you have the responsibility of researching and finding the right provider that will meet your specific goals in using a daily deal promotion. For many business owners, this marketing strategy seems like it’s a no-brainer for you to participate in, especially since there isn’t an upfront cost. In reality, this form of promotion needs to be marketed, analyzed, and monitored strategically to have profitable results for your business.
Make sure you consider the following when considering using an online daily deal promotion and working with your provider:
- What are your specific goals and expectations in using an online daily deal promotion?
- Which daily deal website can best meet your goals and expectations?
- How many local subscribers are there around your business?
- What are the specific demographics of the provider’s subscribers?
- What can you offer that will be an attractive deal, but also meet your specific goals?
- How is your deal specifically marketed to subscribers?
- Does your provider have an easy-to-use platform and resources for you to execute your daily deal promotion smoothly?
- What can you expect when the deal becomes active and how do you prepare your business?
- What kind of effective marketing can you do before, during, and after the daily deal promotion that will allow you to meet your goals?
- How can you measure the success and affects of this promotion aside from knowing how many deals had been purchased?
While these are good general questions to consider in running an online daily deal promotion, it’s ultimately your responsibility to analyze and monitor the promotion and not allow it to run itself and expect favorable results. Don’t lose focus of your goals in using the promotion and find ways that your provider can assist you outside of executing and preparing you for the daily deal promotion. Also, make sure that you are doing your part in finding ways to market your daily deal promotion on your own terms to maximize the potential of gaining new, loyal customers.
Taste Marketing Strategies works with you on best practices and marketing strategy to maximize the effectiveness of your online daily deal offer. Contact Taste Marketing Strategies now and set up a free consultation with a local marketing expert to find out more on how we do this for you!
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