Give your holiday sales marketing a new recipe

As fall approaches you have a small window to catch your breath for a few brief moments—and then jump right back in. That’s right—it’s time to promote your holiday sales!
In order to stand out from the others you need to show that you are different. As business owners we can’t just expect revenue to flow our way; we need to compete for the business and prove that we are the best choice for our clients. Following are some tips that will help you stand out from the crowd.

Update your database
You may have thousands of email and postal addresses, but if they are not current your mail outs will fail. Spend some time adding your new clients to your database and updating corporate contacts that may have moved on. (Another thought is to stay connected to individuals who leave your corporate accounts so you are on their minds when they start at their new positions.)

The newsletter no-no
Your newsletter is not the space to promote your holiday events, offerings, and promotions—these beneficial holiday offers may get lost in your newsletter and also dilute your message. Consider a dedicated brochure or mail out in order grab attention.

Tell a story
Your marketing pieces may get some traction if they tell an engaging story—this works well with postcard mailings and social media campaigns. Each ad you create should tell a story or have a theme. Consider creating characters, as this will this leave the audience wanting to know what happens next. (For my company we produced a flutter of children cooking to promote house parties, along with a tag line.)

Cyber Monday
If you do a good amount of online business make sure that you take advantage of Cyber Monday. Consider running ‘limited time’ specials, or a promotion in which your clients receive a bonus, gift, or discount if they book within a certain time frame.

Decorate for success
You probably decorate your office for the holidays, and so why not decorate your website? Create landing pages with specials, menus, tips, and recipes and spread these to your social media platforms.

Spread some cheer on social media
Your social media platforms are a great way to spread holiday cheer. Be careful not to bore your followers by pushing your product, repeating terms like ‘book now,’ ‘taking reservations,’ and ‘still have some availability.’ These terms are sure to prevent any possibility for sharing—no one wants to repost a sales-forward link. Instead, post genuinely interesting and valuable information and your followers will reciprocate.

Additionally, paid advertising can be a great way to attract new clients and reach different audiences. Why not use this holiday season as a chance to try a Facebook ad campaign?

It’s not always about price
Don’t worry if your closest competitors are offering lower prices. Studies have shown that clients do not always make their pick based on price; they want the best that they can afford, and are often willing to stretch a budget to get what they want. Become what they want, and show them why you are different.

“Santa in the Clouds” martini from Feastivities Events

Up-sell
This one is my favorite!
Spend this small window of downtime to come up with some creative event additions. It could be as simple as a signature cocktail with a fun seasonal name (Santa in the Clouds; Mistletoe Martini; Claus Cosmopolitan; Grinch Nog—just let your imagination take over), or adding lighting to enhance the drama and transform the space. You can easily add 20 to 30 percent in revenue without taking on any more events. There is nothing to lose—you have already booked the event.

Above all, remember to let your own unique personality and your company’s valuable benefits shine through. Here’s to a happy, healthy, and busy holiday season in the catering industry!

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Really, Another Article on Social Media?

Leveraging Social Media   

I know what you’re thinking… ‘Another article on social media?” But read on… there are some things you may not know.
Social media is a viable tool for marketing your products and services and managing your brand identity. It is inexpensive, easy to work with and offers a great network of potential clients. Daily, millions of people use social networking applications. Social media is all about conversation and building effective relationships. Facebook, Twitter,

Google+, Instagram amongst others are all avenues to sell your company. Social media is powering the world in ways we could never have imagined years back. Today, connections are formed out of thin air. Imagine the millions of people that daily use social networking applications.

Did you know that 22% of Americans use social media multiple times in a single day? Selling your company in today’s competitive market involves a savvy use of social media.  There are tons of social media applications and websites available; however there is need to choose carefully before investing your time and energy in one. You should invest in a platform that supports your brand image. 

Till date, Facebook remains the best platform for creating brand awareness – its user base is diverse and nearly 75% of adult Americans use it. Tell me, how then is this not a wonderful channel through which you could build your brand and sell yourself to the world?

Setting up a Facebook page isn’t enough. It needs to be interactive, drive conversation and promote your brand all at the same time. If you only promote your products and services you will lose viewers. Try adding interesting tidbits, for example, a blurb about the history of pasta. To encourage conversation, you could post trivia and questions like “when you were growing up, what was your favorite comfort food?” How about a category for each day of the week:  Monday’s – “Foodies, Can You Guess This?” Tuesday’s- “What’s Happening in the Kitchen Today.” Wednesday’s- “Recipe of the Week” , Thursday’s – Event of the Week” and so on. Endeavor to provide your followers with something that piques their interest and that they can as well share to other people.

Businesses, especially those that rely heavily on images have lately have been flocking to Instagram in droves and rightly so because Instagram allows you to sell your company  by posting images and short videos. While many companies have difficulty getting relevant content,  we are very fortunate, everyday there is a new event to capture. How lucky are we that we have a professional photographer at most of our events. Make sure when posting to give the photographer photo credit.

There is the option of Facebook group page or business (fan) pages. Business and fan pages let you measure your traffic. With fan pages, you can add feeds from other applications like YouTube Box, Flicker, and Twitter. For Facebook groups, you don't have that many options. When your fans take action on your page, their actions will be documented on the news feeds of their personal pages. Their friends could see the news feeds and check out your business page. Fan pages stand out on profiles, whereas group pages get lost in the mix. Fan pages enable you to provide unlimited news or updates to your fans while Facebook groups are limited to a definite number.

Don’t forget about Pinterest;  a wonderful social network where you can reach people. When setting up your business page make it easy for visitors and name your boards; Culinary, Design, Cocktails, Weddings, and for each photo make sure you add descriptive words so it can continue to be re-pinned.

 Video sharing services like YouTube allow you to add captivating videos of your products and services. When using YouTube, make sure you properly brand the beginning and end of your video with contact information and a call to action.

Blogging is also a wonderful way to sell your brand. Start a blog that is attached to your Facebook and website. Search engines easily pick up blogs. Platforms such as WordPress and Joomla make it easy to promote yourself to your target audience. On these platforms, you could post on topics that would pique the interest of your audience and they would find educational while at the same time highlighting your unique skills and experience. Did you know that Blog posts with images receive 94% more views? Don’t be afraid to make use of visual content. Email marketing is also very beneficial. You could send an email blast teaser to direct people to your Facebook, blog or website. Another way could be adding link icons of your blogs, Facebook pages, Instagram and Twitter accounts to your email signature and all internet direct mail. 
Keep in mind that people who post on your Facebook page, Tweet about you or comment on your blog want to be heard. It is extremely important that you engage with your social community and answer or comment promptly. 

With building your brand on social media, you should be careful who is representing your brand. Your employees play a big part in brand management and will need to be screened by you. This is important with all social network sites. Every single piece of content shared should support your brand identity. Poor choices of content, images tend to reflect poorly on your company. Set guidelines for your team to follow, suggest different accounts for business and personal and encourage them to play an active role in the company brand strategy.

The old expression, it’s not what you know; it’s who you know holds true in this new age marketing strategy. Continue to tweet, blog and post and watch your efforts flourish.

Hello, World!

How can Guerrilla Marketing be used in the Special Events Industry?

As creative mavens of the special events industry, people in our line of work are always looking for new marketing methods that will attract new clientele and help propel our businesses to the next level. Direct marketing, online marketing, traditional advertising – you have probably tried all of these in some fashion or another – but have you tried Guerrilla Marketing?

Firms large and small have used this exciting and innovating style of marketing in order to generate excitement and reel in new business.

What is Guerrilla Marketing?
 
First coined in 1984, the term ‘Guerrilla Marketing’ was introduced by Jay Conrad Levinson in the book of the same name. Broadly, the term refers to advertisement strategies that attempt to promote businesses in an innovative way while using only a small budget. 

One cannot hear the word “guerrilla” without thinking of warfare, and this form of fighting is indeed the inspiration for the concept. Guerrilla fighters are often civilians, and they are usually dressed in plain clothes and loosely organized into a decentralized structure. They use these non-traditional warfare methods in order to fight against a larger and more organized army.  Guerrilla warfare methods refer to a fighting style in which the smaller, less powerful group of soldiers’ uses irregular tactics, such as ambush, elements of surprize and sabotage in order to achieve success. 

Applying principles of warfare to marketing - really?

It’s true! Much like guerrilla warfare, successful guerrilla marketing strategies attempt to use the element of surprise in order to shock, delight and inspire clients and gain their business. This unconventional style is high energy, imaginative and innovative, utilizing surprise to make a lasting impression and create a ton of buzz on social media. The shock and amazement is intended to affect the customer at a personal level and create a memory and emotional connection to the brand that they will never forget. 

Why is this a good strategy for event planning?

At its best, guerrilla marketing attempts to connect with potential clients in an emotional and visceral way. The best events are creative, fun and have an element of spontaneity – just like guerrilla marketing. This strategy is innovative and fresh, and can be a great way to surge past the (often dull) marketing of your competition.  

Tips for a guerrilla marketing campaign that will grab clients’ attention

Identify your target audience – Will your guerrilla marketing campaign target potential clients, existing customers or your suppliers? Is it B2B or B2C? In addition, you should also think carefully about who will be making the ultimate decision (if you are targeting a company or larger firm).                                                                                                                                                                                                                                         
Set a specific objective – In order for any marketing campaign to be effective, you must set clear objectives. Do you want people to visit your website, book an event, attend a trade show or simply provide you with their business card? Each one of these objectives will be best served by using different strategies.                                                                                                                                                                                                              
Select an appropriate tactic - Once you have identified your target, spend some time thinking about their demographic, age, industry and other factors that might determine the kind of experiential marketing that would best suit their personality.                                                                                                                                  
Be creative – With guerrilla marketing, the sky is the limit. Think about ways that you could set yourself apart from your competition while at the same time staying true to your company and its unique brand. Identify a challenge that your potential clients might be facing, and showcase a creative and efficient solution.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Figure out where (and when) you can reach your target market - It is often more cost effective to launch your guerrilla marketing campaign in a location and at a time when your target audience has already gathered. An event that you host or at a donated gala that we all get roped in would be a good opportunity.                                                                                                                                                                                                       
Seek expert advice- Guerrilla marketing is meant to look effortless and spontaneous, but the most effective campaigns have a lot of thought, time, planning and effort involved.                                                                                                                                                                                                    
Make sure your social media is involved - In order to ensure that your campaign has a ton of impact over time and across many demographics, introduce a specific hashtag that will help you compile mentions across different social media platforms. 

By trying something new and by coloring outside the lines, you can really impress your clients, earn more business and increase your bottom line. 

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Change the Way you Approach Sales- the 12 Components of Sales Excellence

Those who enter the special events industry are a unique breed—they have a passion for celebrating the moments in their clients’ lives with flair and creativity, and they will stop at nothing to ensure that an event or a conference is executed without a hitch. Event pros are passionate and excited about what they do—and they do it well.                                                        
Most people involved in our industry entered into this field because of their passion for and skill set in events and culinary arts; but while these elements are vital, they are not the only factors necessary for success. In this industry you must be more than a brilliant caterer and a meticulous planner, you must also have panache for sales.

Sell, plan and execute – are you strong in all three?

In order to succeed and make your business everything you know it can be, you need to be a master at following skills:

Selling – You know that your vision and execution will blow your prospective clients away, but now you need to convince them to feel the same! They need to know why you are different and what it will mean to them.

Planning – Meticulous planning involves creativity, attention to detail, and the ability to think on your feet. Without confident and effective planning—even if your event is a hit—the stress you have caused your clients will lead to poor reviews and negative word of mouth.

Execution – This is the real test of your perseverance. Ensuring that your event is elegant, well received, and on trend is the third major responsibility of any successful event planner.

For most of us, planning and execution are our strongest suits, and sales can fall by the wayside.

Are your sales skills—or lack there of—hindering your business and preventing you from achieving the heights you could otherwise be reaching? You are not alone. Read ahead for vital sales tips that can help you change the way you operate your business.

Change the way you approach sales

Here are 12 components of sales excellence: do you have them all?                                                                  

Attitude – Great sales skills begin here. Even if you are feeling down, stressed, or irritated, you have to let this go and approach every sales meeting with vigor and energy. Let your prospective client know just how much their business means to you, and keep that smile on your face. If you enter the meeting feeling defeated, your clients will sense this, and their business will go to a competitor.                                                                                                                                               
Desire – You know you want this job, your staff members know you want this job, your spouse knows you want this job—now you must communicate this desire to your clients! When they see how excited you are to help them plan their event your excitement will be contagious.                     
Tenacity – To be truly tenacious, you need to use different information in order to make different decisions and find different ways to reach your goals. The key word is different! Stay on top of current publications, make new connections, and network constantly. These factors will help you stay sales savvy.

Money motivated – A great salesperson is motivated by their financial rewards at the end of the project. This is where add-ons, special request fulfillments, and accurate billing all come into play. Make sure that you are valuing your time correctly, too!

Eager to learn – When it comes to sales, as well as most aspects of your career, a hunger for new information and a commitment to lifelong learning will guarantee that you stay up-to-date with new skills and sales techniques that will strengthen your sales abilities.

Self-confident – A great salesperson simply must have confidence in their own abilities and the capacity of their company to fulfill their clients’ requests. If you don’t believe in yourself, why should your clients?

Appreciative of a challenge – If you approach a difficult sales situation or a prestige client with a defeated attitude, you will certainly limit your success and get passed over time and time again. Appreciate these challenges, roll up your sleeves, and tackle them with gusto. Your sales figures will reflect your courage!

Persistence – Once you have met with your prospective clients, you need follow up by the end of the day. Thank them for their time and remind them of the positive elements you will bring to their event, and then keep following up until you are informed of their decision.

Competitiveness – In the special events industry you might find yourself regularly bidding against your friends, and you must get ready to unleash your fiery competitive spirit! Keep an eye on your colleagues, and always stay one step ahead of the trends.

Able to cope with rejection – We have all been there: rejected. It feels terrible, but part of being a great salesperson is in knowing how to get up, dust yourself off, and keep your spirits high. After all, if you let this rejection affect your attitude you will lose more clients—and no one likes a vicious cycle like that!

Great listening skills – Have you ever spoken to someone who clearly is not a good listener, a person who keeps interrupting you and putting words in your mouth? It’s annoying and downright rude, and this person may have lost your business due to this behavior. Keep this in mind when you enter into a conversation with a prospective client. Take notes, make eye contact, and repeat their needs back to them to ensure you understand. Too often we are thinking of the next question without listening to their last answer.

Physically and mentally energetic – Finally, in order to be a great salesperson you must have energy! Racing from meeting to meeting takes physical stamina, and remembering the countless small details involved in planning is mentally tasking. Keep fit by exercising, meditating, and taking care of yourself, because without your health, your business is nothing!

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