Why We Market From Within

As owners, we are constantly looking for ways to drive new traffic in the doors. Social media, print/digital ads, elaborate signage, radio spots, and cross-promotions are all essential methods to getting more butts in seats. We also tend to rely on our front of house staff (managers, bartenders, and servers) to develop consistent regulars for our business. But as employees turnover, there goes our consistent revenue. Marketing our bar within the four walls is an operational MUST. If you're a hands-on owner, you know how many hours you put in and try to get to know all your regulars and keep them coming back. If you're an investor or in the learning phase of potentially buying a bar, there are a few ways to set your business up to attract guests back time and again.

Email list - use incentives (early menu/drink tasting, birthday/event discounts, special private events) and avoid boring/routine content. There are a few options for managing your email database (I prefer MailChimp, but spend a few minutes to figure out which works best for your goals.) Use email signup cards (at the host stand or in check presenters,) have an intern walk around with a clipboard, or hold a contest for staff members to collect the most emails per month.

Make sure you have plenty of photogenic spots - murals, neons, and creative seating go a long way. If they're taking pics, they're posting them to social media. And if your budget allows, hire a pro photographer for busy nights or special events. (*Every town has a bunch of hobbyist photographers looking for opportunities to grow and learn. If you can't afford a pro, look around on instagram or at local colleges.)

Reinforce the brand - whether you're a sports bar, nightclub, or family friendly neighborhood restaurant, dig into your business identity. Put on the game sound, invest in better dance lighting, make sure your booster chairs are perfectly clean. Attention to brand details will make your place the go-to spot for your market.

Reward loyal guests - loyalty cards/programs are a great way to collect more information on returning guests. You can also offer small discounts for regulars or neighbors. Many credit processors and point of sale systems have built-in analytics you can use to track your big spenders and trends.

Respond to reviews - this is probably the most underrated way to engage with your guests, but it can have a HUGE impact. They've left your business viable feedback. Address any concerns or negative reviews in a professional, courteous manner. Be gracious for any positive feedback. Guests are more likely to return, knowing that ownership and management care about their input.

These are all immediate ways you can start improving how guests interact with your business. You can create more connections and encourage repeat business at a higher rate. If you want help with these strategies or any aspect of your marketing efforts, reach out to me via email or website chat. We can assess your needs and get you on the path to a (socially distanced) line out the door.

Arthur - Bar Owners Guide