Our beloved hospitality industry of pubs, hotels and restaurants have entered un-chartered territory and leveraging digital marketing has never been so important to promote takeaway services to survive and thrive post COVID-19.
As our clients, and the broader industry, grapples with the ‘new normal’, we have put together a guide of how to leverage the channels you already have and the new opportunities to promote your business that have sprung up in recent weeks.
What’s the plan going forward:
Use your existing Facebook and Instagram channels to run sponsored ads in the delivery or pick up area of your venue. Our top tips for running these ads are:
The COVID-19 crisis has seen a surge of savvy media, entrepreneurs and good people try to help venues to promote their takeaway offerings. There are new PR opportunities across Sydney to help get broad exposure for your takeaway. These include:
When thinking about your takeaway or delivery concept, think of the ‘hook’ that makes it different. For example, Papaya’s client The Oaks Neutral Bay is launching a pop-up butcher with cuts of meat at local butcher prices allowing locals to ‘avoid the supermarket queues’. This has since been featured in a raft of online trend media outlets.
If you’ve never been active in your suburb’s local community Facebook group now’s the time. Facebook Groups have a way more favourable algorithm when it comes to showing content than a business page, so your posts will be seen by more people for free.
These are groups run by members of that community on a volunteer basis. Top tips for posting include the following:
FYI – posting in groups is free – yay!
To facilitate online ordering, think about an ecommerce plug in to support take away options on your existing website. If you’re on a WordPress site, you have a whole raft of options open to you including WooCommerce which has plugins available such as WooFood and WooRrestaurant, both designed for the hospitality sector and at a very low cost.
SquareSpace is also an easy to build website platform requiring little technical knowledge with a good looking interface, so if you need to start from scratch because of your current website limitations, you could do so fairly easily with this platform.
The next few months are about ‘getting through’, and while there’s so much going on operationally, beware of neglecting marketing. If you leave that to lull, your takeaway initiative may fall flat and you may reopen to tumbleweeds rather than crowds on the other side.