When you hear the word “buzz” in business what do you think of? I reference the word “buzz” when distinctly discussing the chatter of what people are saying about your brand. The more people are talking about your business, the more business you are going to obtain! While I meet with all types of businesses in an array of different industries, the majority of our clients are well established companies. How do established companies generate new buzz if their brand is dull? How do they stand out from their competitors? What is going to get people talking? What is it going to take to be the new, shiny, must have brand?
The best examples of having to “recreate buzz” are with restaurants. Let’s face it, not all restaurants desire to create culinary perfections or to be the best of the best. A lot of restaurants have a niche to serve a particular demographic. This provides many examples of how to re-create buzz around your establishment. Here are a few examples of items we have done in the past.
“Under New Management” — How many times have you driven by a restaurant and saw a blaring sign on the outside announcing the management staff has turned over or that new ownership has taken over? These signs make me chuckle for a number of reasons which I will divulge at a later date. However, the idea is to get customers back into the door! Who knows if management changed over? Announcing they had a turnover in staff (intentional or not intentional) may make a difference to some people. This is a tactic to solely bring customers back into the restaurant. Remember, this tactic ONLY gets them into the door ONCE if you are still not delivering.. They won’t return or talk about the differences!
“Elite Members”– Creating a members only type of feel at your restaurant gets people talking. Everyone wants to go to the “underground” wine tasting which happens once a month for invites only. Partnering with a local wine store to create a discount on the wines that were offered in the tasting gets people TALKING about your restaurant. What if your restaurant doesn’t specialize in wine? Just look at other options that would make you the talk of the town such as a preview of new menu items.
“Neighborhood Bar”– One of the biggest problems I see with restaurants is they fail to pull in customers from the surrounding area that they are in. (I tend to call this low hanging fruit.) This is more focused on larger cities that have millions of people. They have a greater population to pull from, but the competition is fierce. Marketing to the neighbors and offering them drink specials, special loyalty dining programs, or any type of special event will draw traffic that doesn’t have to drive far to get to your establishment! (I live in Atlanta. The idea of NOT having to drive in Atlanta traffic is tempting enough! I am not sure why more restaurants don’t use this in their marketing campaigns!!!)
The examples I used were geared towards restaurants, but honestly the concepts are the same for all brands. Step back and ask the hard questions.
1- Are you targeting the correct customers? Has your customer demographics changed? If so, has your marketing evolved?
2- Has your brand evolved with the times or become outdated? Rebranding is NOT necessarily a bad thing!
3- Are you making sure that your customers feel valued? Are you giving people something to say to generate talk about your brand?
4- Does your brand have a competitive edge? If so, how are you marketing that niche?
These questions can be extremely difficult to answer especially if you are too close to the brand. A lot of our clients feel their brand is their “baby,” so changing and analyzing it is impossible. At Brand X Consultants, not only do we come in and re-evaluate the brand and how it stands in the marketplace, but we come up with marketing campaigns to make your business stand out from the crowd. We come in and make your brand New & Shiny and what everyone is talking about!