Functions Marketing – 6 Quick Wins for the Food & Beverage Industry
Functions – every hospitality business wants these lucrative, elusive little buggers. However, it can be easier said than done when a functions market, a B2B or bridal one at least, can be quite different to a restaurant or bar regular punter, particularly in Sydney. This blog is about those nifty little tactics, tried and trusted, that have proven results. AND we are not going to tell you that ‘you need a good functions pack’ (although you do).
HIGHLIGHTS
- Functions Tab on your website
- A Facebook Pixel
- Direct Marketing
- Table – Talkers
- Con-Freaking-Version
- Unique Experience
#1 WEBSITE FUNCTIONS TAB
If your bar, restaurant, pub or club has one generic line – “We do functions, large or small, download our functions package here” – you are losing out on functions in Sydney. Your functions tab needs to feature enough content to entice the EA booking the Christmas party or bride-to-be booking her engagement celebration.
– Include an image gallery of REAL functions that you are looking for ie. Birthdays, corporate etc, so that your booker can SEE their function in your restaurant, bar or pub.
– All functions are not made equal – the key here is to tailor.
o Build a weddings section so potential brides or grooms can envisage their big day in your hotel, restaurant or event centre
o Build a corporate section including customisable options to showcase a brand’s launch, or themed Christmas party. Function bookers will want a venue that they can make their own
#2 FACEBOOK PIXEL
Ensure your Facebook pixel is set up on your website. A pixel is a bit of code that allows your website to talk to social media, and vice versa. This means you will now be able to remarket to people who have visited the functions page on your website with exciting functions content, or even an offer, to stimulate the booking. This is social media marketing at its sneakiest 😉
Not sure how? We know a food & beverage digital media agency that help. Yep, that’s us, check out our work.
#3 REACH OUT TO YOUR MARKET - OLD SCHOOL
If you are looking for corporate functions, the likelihood is that you know your market and they’re located within 1-2km of your hotel, restaurant, pub or club.
Build a database of these businesses, specifically the likely function organisers, and invite these people to a special event hosted by you. Function bookings mostly happen by repeat customers, so you need to introduce your venue to your target market in the most positive way possible.
We’re engaged to host function marketing events for a range of hotels and restaurants, and we frequently find this relationship building approach generates at least 2-6 functions immediately following the event.
#4 TABLE TALKERS PROMOTING FUNCTIONS
Guys, we’ve said it before and we’ll say it again: functions are most likely to come through your existing customer base so GET IN THEIR FACE. A creative table-talker, a menu by-line, a card with the receipt, posters in the toilets, the options are endless, and SO EASY.
#5 CON-FREAKING-VERSION
Okay you’ve done the work, and now the functions leads are flooding through social media and in-venue. But do you have the team and process in place to convert them? You’ve put so much effort into your social media marketing and in-venue marketing you owe it to yourself to convert them properly.
TOP TIP: do not leave your enquiries for more than 24 hours without contact. Have an automation set up through Mail Chimp or your CRM system to ensure that your function bookers are getting a personal email from your functions manager automatically with more information, and then a follow up call the next business day. Don’t leave the money on the table.
#6 UNIQUE EXPERIENCES
Have you heard about the wedding llama trend? Ridiculous, we know. But it’s important to recognise that Sydney-siders are looking for a more unique experience from a restaurant, bar or hotel for their event and function experience. What can you offer that would be a fun, different and exciting experience for guests? There’s a lot of cocktail masterclasses or pasta making classes, so try to think outside of the box, that ring true to your venue. It could even make the basis of a great PR story!
If you need some ideas to generate more functions and events for your business, check out our services page on how we can help with your food and beverage marketing, PR and social media needs.
Ciao for now!