Build your tribe : the new marketing manifesto for restaurants, bars and cafes / Susanne Currid.

Format:

Book

Author/Creator:

Currid, Susanne, author.

Language:

English

Subjects (All):

Restaurants--Marketing.

Restaurants.

Physical Description:

1 online resource (223 p.)

Place of Publication:

London, [England] : Panoma Press, 2013.

Summary:

Most food and drink retailers market to the crowd. Smart restaurant, bar and café businesses learn how to attract and build a tribe of raving fans around their brand. In this thought-provoking book, Susanne Currid introduces you to the concept of tribe-building and explains how you can integrate this dynamic new strategy into your restaurant, bar or café marketing plan. This book will also show you how to: engage with your most valuable customers online, in venue and at events, create your marketing dream team, identify the best social media channels for your business, turbo-charge your mar

Contents:

Cover; Title; Copyright; Dedication; Acknowledgments; Contents; Introduction; Chapter 1 - From Striving to Thriving; It was the best of times, it was the worst of times; Symptoms of Minimal Marketing Investment; Unsuccessful Marketing Budget Guzzlers; Rising Trends in Food & Drink Hospitality; - The Little Guy Goes Big; - More Provenance Please; - Themed Eating & Drinking; - Healthy Eating; - Talking about Food & Drink on Social Media; - Foodies Bloggers; - Online Feedback; Chapter 2 - Kick-start your Tribe; What is a Tribe?; - The Rise of the New Market Influencers

- The Essential Elements of a TribeYour 5-Step Tribe-building Plan; - Tribe-building step #1 - Write your Manifesto; - Tribe-building step #2 - Take the Lead; - Tribe-building step #3 - Open the Lines of Communication; - Tribe-building step #4 - Create Connections; - Tribe-building step #5 - Track & Talk about your Progress; Chapter 3 - Your Marketing Plan; Where are you now?; Creating your New Tribe-building Marketing Plan; - Situation Analysis; - Brand Assets; - Customer Personas; - Marketing Channels; - Goals, Targets, Strategies and Tactics; - Sales Forecast; - Marketing Expenses Budget

Chapter 4 - Connect With your Tribe on the InternetUsing Social Media to Market Your Business; Social Media Management: In-House vs Marketing Agency; Your Website; Search Engine Optimisation; Email Newsletters; Food and Lifestyle Bloggers; Your Blog; Online Customer Reviews; Mystery or Requested Reviews; Online Reservation Websites; Discount Voucher Websites; Chapter 5 - Attract Visiting Customers to your Tribe; First Impressions; Meeting and Greeting; Let your Interiors do the Talking; At the Table; Using Events to Connect with your Tribe; Chapter 6 - Your Marketing Dream Team

Your Management Team- The Boss; - Strategic Business & Marketing Advisors; - Marketing Manager; - General Managers & Assistant Managers; Your Customer Service Team; - Chefs, Cooks, Mixologists, Sommeliers and Baristas; - Front of House Team; Your Marketing Partners; - Copywriter; - Interior, Brand & Communication Designers; - Photographer; - Web Developer; Other Supporting Partners; - Professional Advisors; - Suppliers; - Local Community; Chapter 7 - Which Social Media Channels?; Twitter; Facebook; Google+ Local; Instagram; YouTube; FourSquare; Pinterest

Chapter 8 - Your Essential Digital Marketing ToolsThe Changing World of Software; Customer Relationship Management Solutions; Social Media Management; Email Newsletter Management; Online Surveys; Social Media Auto Response; Design Software; Blogs; Website Solutions; Analytics; Chapter 9 - Getting Results; Communication Essentials; Establish your Priorities; Keep the Momentum Going; People and Resource Management; Tackling Your Blocks; The New Marketing Manifesto for Restaurants, Bars and Cafés; References; About the Author

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF title page (EBC, viewed March 23, 2018).

ISBN:

1-909623-37-7