Bars and Restaurants Marketing Guide Part 2

....enough to keep a company going, as many establishments have found over the past 18 months.

So how do bars and restaurants survive and prosper in the current environment? There is a simple yet very powerful marketing tool that they can use, called the 4 C's. These 4 C's should form the backbone of any business and by regularly updating them one can achieve and maintain success. The 4 C's are:

a company can be very successful.

Let's look at each of these factors in turn:

Customer's Needs, Wants and Desires

Let's start by taking a step back and looking at what you currently offer. First of all is it something that your customers need? Is it something they want? Is it something they desire?

People can market and sell anything by making people need, want or desire their product/ service or its associated attributes. If you offer a “dodgy” product then you need a lot of marketing to achieve the sales (a number of major companies have achieved this). If you’re a smaller business without a huge marketing budget then it’s far easier to provide a good product or service that people actually want and desire than convince them it is something they want through extensive marketing.

But what do I mean by associated attributes? Well, what is it that the person associates with your product? When they think of your product/ service do they think style, professionalism, attractiveness, good taste, sporty, sexy, posh, “one of the lads”, upmarket, low cost, bargain basement etc. It's not necessarily the product that sells itself but the associated attributes. My good friend, Ian Harvey from The Wine Tasting Company, was telling me that at a recent wine tasting for top executives the only wine that they all agreed was...

Bars and Restaurants Marketing Guide Part 3