‘Influencers’ are members of your industry (and often members of your social community) who have considerable ‘social authority’ and command natural respect from those around them. These people commonly have vocal opinions which, when nurtured and managed strategically, can be of great benefit to your business. Locating influencers is a proactive activity: you need to make a … [Read more...]

Market Research The social web can be used as a powerful market research and ‘temperature check’ tool. Essentially, venue owners and managers have the ability to see what people are saying about their venue in the online arena. Venue owners can effectively gauge the external reputation of their venue (provided the venue is actually being mentioned online). The easiest … [Read more...]

It costs much less to keep an existing customer than to find a new one. A happy or ‘satisfied’ customer is a valuable asset because they’ll generally repeatedly hand over their money (in exchange for an experience), and will spread the news of their great experience to the people they know. As a venue owner, it’s important to make your customers say ‘wow’. If someone says it … [Read more...]

A constant flow of referrals, recommendations and word-of-mouth activity is a situation of ‘nirvana’ for any venue owner or manager. Fundamentally speaking, word-of-mouth marketing is the simple act of people talking about your venue (in a positive sense) when they are away from your establishment. When word-of-mouth marketing is occurring, your customers are selling your … [Read more...]

From a fundamental ‘10,000 foot’ perspective, social media increases sales by influencing transactional behaviour. This is achieved by using paid and organic social media marketing strategies to: Increase customer lifetime value AKA frequency of visits (the number of times a customer buys from you in their lifetime) Increase brand/product awareness (reach wider markets, … [Read more...]