Lot of negativity in the media for the #hospitality sector just now. But there’s also lots of opportunity if you look in the right places! So, to start off your week with some good news, here’s our three favourite opportunities for Food and Beverage marketing professionals!
1. Local brand consistency can increase revenue by up to 20%.*
A 2021 Lucidpress (Marq) survey found customers perceive consistent brand messaging and images as indicative of high quality. From a survey of over 400 brand management experts, they also concluded that there was up to 20% increase in revenue from brand consistency. You already have the national assets, the opportunity is to make the right ones easily available to your local partners and engage them in your marketing plans.
2. Local marketing could provide 72% of your engagement.*
A 2018 SOCi, Inc. survey found 72% of all consumer engagement on Facebook was with local pages rather than brand pages. The fact that local pages are getting more engagement than corporate brand pages shows local content drives engagement. The opportunity is to empower your network to do more local marketing with education and resources.
3. Three quarters of consumers expect to be recognised as individuals.*
A 2021 McKinsey & Company Next in Personalisation 2021 Report shows just under three quarters of customers expect the businesses they buy from to recognise them as individuals and know their interests. And seventy-six percent get frustrated when this doesn’t happen. The opportunity is to harness the local knowledge and experience of your managed, branded, or franchised hotels, pubs and restaurants to tailor marketing campaigns to suit individual audiences.
The opportunities are there. Failing to harness them poses a significant risk in a low-loyalty, highly competitive marketplace. It’s never been easier for customers to go elsewhere if they don’t like the experience they’ve received. Value has been proven in getting closer to local customers, demonstrating it’s the ongoing relationship, not just the sale that’s important to your brand.
A recording of the webcast 'Successful Brand implementation and activation in the Food & Beverage sector' is available to watch here. Alternatively you can listen to it as a podcast on Spotify and Apple Music. If you are in Food & Beverage or Hospitality it will be 30 mins well spent.
Or if you'd like to read more about Local Marketing have a look at our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog
Or get in touch with us today to learn about growing your local business. You can book a FREE 30 minute chat here.