A modern practitioner who really understands the game
Côte – clean, clear professionalism
I
f Premier Inns is something of a threatening spectre to the independ- ent hotel sector, Côte delivers the same professionalism in the restaurant sector. From website to telephone greet- ing, from fi rst impressions on entering the restaurant to the way they deliver the menu choices, Côte follows a highly trained and detailed formula. It looks simple but it’s the result of a great deal of thorough professional work and a top class induction/staff training programme. Their message is really sim- ple. They deliver affordable, accessible, quality food in a consistent and modern manner and the customer comes fi rst. Next time you’re wandering down a
Côte has a consistent formula which is communicated clearly
high street, have a look at Côte and con- trast it with that earlier incarnation of the bistro-brasserie – Café Rouge. It stands out a mile – Côte is of today
and Café Rouge somehow seems a lit- tle yesteryear. The difference between them, from website to outlet presenta- tion to greeting, is great communication.
and it will tell you quite clearly who cur- rently fi nds your offer attractive. Having decided who your target
market is, you have to work out where they are and how you can reach them. Current customers, of course, are best reached by mailing either physically or electronically. One group for whom electronic mailing does work is those people with whom you have a current relationship. In such circumstances, getting the data accurate and the mes- sage absolutely clear is vital. If on the other hand you want to reach new markets, you have to fi nd a way to stand out and be noticed. What is it about your establishment
or service offer that is distinctive or uniquely appealing? Trying to be all things to all people seldom works and is really hard to believe. Delivering a clear offer backed up by a unique sell- ing proposition is much more effective.
BUILDING A UNIQUE PERSONALITY Modern media communications deliver a much broader range of opportunities for reaching the market than used to be the case. It’s also less expensive than it once was. The most effective communications campaigns are more ‘costly’ in terms of effort and brain-
ISSUE 3 2013 © cybertrek 2012
Trying to be all things to all people seldom works. Delivering a clear offer backed up by a unique selling proposition is much more effective
work than they are in fi nancial terms. If you want to reach a particular
market with a particular message, the single most effective and believ- able media route is through editorial media coverage; good old fashioned PR. Appearing in a feature in a national newspaper and then being covered in the relevant web pages will work won- ders. It’s also vital to merchandise your particular benefi t. Facebook, Twitter and YouTube are all effective ways to get the message across.
BE EASY TO GET TO KNOW The single most important resource a property has after the establish- ment/service delivery itself is the website. If the website delivers the character you are trying to put across, is user friendly and completely up to date, it will work for you. If it isn’t, it will work against you. If the atmos- phere, benefi ts and service offering your establishment wants to become known for are not clearly evident on
the website itself you will not attract the potential visitors you want.
THE EXPERIENCE A defi ning characteristic of the hospi- tality and leisure sector is that what we are actually selling is an experience. The written/electronic/visual commu- nication is all designed to achieve a heightened sense of expectation. The fi nal act takes place on site. It’s there- fore vital that the consistent character that underlines and emphasises your unique selling proposition is delivered at the point of experience. Effective delivery needs people. The most important aspect of your commu- nication to your market is the way your team behaves. It’s vital that your com- munications message and your unique character is understood and believed by the team. If they don’t stay on-message with every experience for every guest, your communications will fall short. The proof of the pudding, as they always say, is in the eating. ●
Read Leisure Management online
leisuremanagement.co.uk/digital 79
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