Local marketing for HoReCa

Programme

• Activities to attract Guests
• Which Guests do you want to see in your establishment? Target audience analysis. Methods, approaches, benefits, advantages
• Performance indicators. SWOT analysis
• Analysing the surroundings — the Trade Area Map
• Analysing communication channels and distribution channels. Main types of traffic (street, shopping mall, transit, hurried, strolling, car)
• Developing activities to attract Guests
• Planning promotions. Calculating effectiveness and analysing a completed promotion
• External and internal communication channels
• Outdoor advertising
• Working with the media. News hooks. Successful and unsuccessful examples of attracting the media
• Online promotion — relevance
• Working in social networks. Main mistakes in social media work
• The menu or price list. Launch activities
• Guest loyalty
• Loyalty and commitment
• The satisfied Guest. There is no more fearsome «beast»
• The 3 stages of Loyalty
• Exceeding the Guest's expectations
• Guest loyalty programmes. Pros, cons and «pitfalls»
• Marketing zones and merchandising
• The 4 concepts of merchandising
• Marketing zones
• The marketing plan
• Rules for drawing up a Marketing plan
• The marketing budget (calendar)