In my last column back in March, I wrote about marketing and why having a marketing plan is essential in enabling a company to measure and evaluate its activities. Taking up from where I left off, developing the marketing plan is only one step in the marketing process. Once you know who your target audience is, what products you have to offer and where you sit in the marketplace, the fun really begins.

Now you get to brainstorm and come up with creative ideas on how to meet your marketing objectives. If you are struggling for ‘light bulb’ ideas, look at operators in other industries. Why? Because often you can take a concept and refine it to suit your needs rather than having to reinvent the wheel. And in a highly competitive marketplace where time is money, being able to pick the eyes out of a successful campaign and apply it to your own activities is a smart way to test the marketing waters.

The hospitality industry is a good source for inspiration. It is a highly competitive market where margins are tight, choice is varied and customer loyalty is not easy to gain or maintain.

Earlier this year, I received an email from Mumu Grill in Crows Nest launching its ‘Mumu Organic Sales and Marketing Lunch Group’. Its marketing spiel said it “wanted to create a forum for like-minded people who want to improve their sales and marketing performance in their business and hear success stories from others. We also wanted to be able to do all this while enjoying the best food and wine possible.”

The first session focused on the topic of ‘social media networks’ and how the owner of Mumu Grill, Craig Macindoe, used this medium to increase patronage to his restaurant. 

The concept is a smart move by Mumu Grill with the restaurant maximising communication opportunities with its existing customer base via a genuine, value-added offer. This marketing
strategy demonstrates that Mumu Grill is thinking about what is important to its customers beyond its core business of food. And it has given Mumu Grill something new to talk about.

Other avenues
Existing customer databases are not the only avenues to promote your company. Channel relationships are another area where companies can look to expand their marketing activities also.
“Printers have great opportunities to connect with businesses and co-brand and co-promote services. Consider the graphic design market as an example. Freelancers need printers to produce their work. Why not find a freelance designer that you can co-brand with on products and go to market as a team?” says Marketing Angels’ Linda Dunkin.

And sponsorship is another good marketing option, adds Dunkin. “We had a plumbing client who was sponsoring an event with Camp Quality. They needed printing, but didn’t have a big budget. A printer came on board as a co-sponsor. As a result, that printer was invited to various social and networking events connected with the charity. For the small financial outlay to the printer, he was introduced to a broad cross-section of other sponsors, all of whom were potential print customers.”

Has that light gone on yet?

Alison Stieven-Taylor is the creative director of media communications company Reality & Illusion Productions.

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