Even in today’s fierce digital marketplace, a plethora of high-street businesses manage to not only survive but flourish amidst e-commerce giants and economic uncertainties. As challenging as it may seem, there are untapped marketing strategies that small businesses, and in particular restaurants, can implement to assume a prevailing stance on the high-street. This article aims to delve into these marketing lessons, offering insights and recommendations for small businesses looking to breathe life into their marketing efforts.
Against the backdrop of multiple national lockdowns, small brick-and-mortar businesses have had to adapt to peculiar circumstances. Despite these challenges, many high-street businesses have noted an increase in sales, particularly amongst local loyal customers. In this digital era, a plethora of underexplored marketing strategies can work wonders, and many of them are relatively straightforward to implement.
Arguably the most significant lesson is the vital role of online marketing. Whilst many small businesses and restaurants might consider digital marketing as an extra, research clearly suggests that online marketing channels and tools are instrumental in ensuring survival amidst stiff competition. From evolving in-house strategies using social media platforms like Twitter, Facebook and Instagram, to leveraging the interconnected marketplace through search-queries, SEO optimized websites, google ads and online ordering processes, digital marketing is not just an option—it’s a lifeline.
It’s also crucial for brands to maintain a strong physical presence on the high-street. This means considering lif to melancholic storefront displays, creating an inviting atmosphere, and curating a brand identity that separates one’s business from others. Local businesses can also bear fruit from tactically situating themselves within popular neighbourhoods – a form of marketing often overlooked, known as location-based marketing.
Besides exterior flash, customer engagement serves as a pivotal point in blending onlines and offline experiences. Offering relevant and timely content to customers keeps the conversation between business and consumer open, strengthening bonds and encouraging repeat purchases. For restaurants specifically, one could host cooking classes or wine tasting events that both align with their brand and appeal to their customer base.
Finally, implementing a loyalty programme works wonders for a small business looking to secure patronage against bigger competitors. Designed efficiently, such a programme could incentivise frequent visits, leading to a consistent source of revenue.
Despite the current climate, the potential for prosperity within the high-street retail industry is far from depleted. Digital tools and inventive marketing strategies have the potential to thrive, given the players adhere to the changing landscape. To wrap it up, survival on the high-street is a testament to resilience, innovation, and proficient marketing strategy rather than an indomitable challenge.