Lesson 8 Sales and Marketing

Lesson 9: Sales and Marketing 9.10 Loyalty schemes (continued)

• Loyalty coupons
• Offered as a component of an overall reward scheme where customer is rewarded for dining and drinking in your bar or local establishment.
• Encourages customers to become a VIP member to get valuable coupons, offers and event information delivered straight into their computer or mobile phone.
• Customers either print a hard copy or to display a digital copy for presentation upon arrival at your bar to take up offers.
• Livingston as cited in Anderson (2012) contends that ‘some businesses use them as a distraction from the fact they are not price competitive’
• Loyalty Coupons – types and usage (chapter 9 – pp. 185-186)
• Buy one get one free / Catalinas / Coupon insert / Double or triple coupons / Extra care bucks (ECBs) / Loss leader / Manufacturer’s coupon (MFC) /
• Peelie / Store coupons / Your Mileage May Vary (YMMV).
• Top trends in loyalty schemes to consider: (chapter 9 – pp. 184-185)
• Uniqueness is expected / APIs and easy connections are required / Develop your brand’s signature insight / Game
• mechanics fuel today’s loyalty programs / Payments is the new PLCC / Invisible payments are replacing POS / Traffic is
• everywhere / Real-time is the real deal.

Lesson 9: Sales and Marketing 9.11 Social media

• Social Media: ‘Refers to a group of internet-based applications that build on the ideological and technological foundations
• of Web 2.0 and that allow the creation and exchange of user-generated content ‘(Kaplan & Haenlein, 2010).
• Social media depends on mobile and web based technologies to create highly creative platforms which individuals and communities share, co-create, discuss and modify user generated content.
• Differentiates from tradtional / industrial media such as quality, reach, frequency, usablity, immediacy and permanance.
• One of the hottest marketing tools today for bar owners.
• Attracting and retaining customers for your bar using social media
• Geolocation platforms: lets customers use the GPS in their smartphones to ‘check in’ at your bar, customers can also check in on Facebook
• or foursquare, when friends see where their friends are socialising it motivates them to join. Encourage customers to check in by offering promotions
• and discounts (i.e. free drink, meal discount). Be creative: look for check in rewards that are likely to get shared.
• Review sites: Monitor your reviews, check sites daily, respond quickly to negative reviews, personalize your comments whenever possible, ask
• customers and reviewers if you can feature their review on your website or marketing materials. Reviews are a (free) opportunity to learn what
• your bar’s services and products need to improve.
• Social media sites (i.e. Facebook, Twitter, Pinterest): attracting attention with their visually oriented focus, works well for your bar with
• timely information (i.e lunch special tweet at 11am, 3.30pm tweet free happy hour appetizer. Pinterest uses mouthwatering photos of food and drink,
• themed boards. Consider the following: Be visual / engage / have fun / track results / cross promote. Further information: Chapter 9 – pp. 187-
• 188.
• Managing social media / Pros and Cons of usage: Third party apps and tools to simplify things include (NutshellMail –
• monitors your bar’s Facebook and Twitter activity and emails you a summary of events and activities. Mediafeedia - for Facebook helps schedule
• posts, manage multiple pages, get email notifications about page activity. Tweetdeck – for Twitter sorts incoming Twitter data, schedule tweets and
• manage multiple Twitter accounts). Pros = marketing and sales tools are free, uniquely tap into the social nature of the bar experience. Cons you
• have to invest time and money maybe hire (part-time) somebody with IT skills.