Viewpoint: five mistakes hospitality marketers shouldn't make in 2023

23 February 2023
Viewpoint: five mistakes hospitality marketers shouldn't make in 2023

It might be tempting to panic and start shouting about your low prices, but a level-headed approach will pay dividends, says Neil Kent

We're only a matter of weeks into 2023 and it already feels like we've been on an economic rollercoaster. Still sore from the Truss mini-budget fiasco, we entered January with the bellyache of uncertainty, one eye nervously open as we peek for any sign of what's to come.

But what's this? Even as we gingerly took baby steps into the New Year, even the most miserable commentator couldn't ignore that it might not be as bad as we feared. More green seeds than shoots, but green, nonetheless.

Hospitality operators have become rhinoceros-skinned over the past couple of years and are now wise enough to know that any good news is worth holding onto, doubling-down on what they do best – bringing people together to meet, laugh, catch up, celebrate and commiserate.

The outlook is still fuzzy. And as you line up, head down, waiting for the starter's gun, these are the hurdles you'll need to spring over as you go for glory in 2023.

Don't erode your value proposition

When we first launch our businesses, we are dead set on our business plan. We won't discount, we won't cheapen our brands and we absolutely won't be dragged into a race to the bottom. Then the pressure seeps in. You have stock you need to shift. If only you could fill those last few dates in the diary. One little flash sale won't hurt, will it?

It is imperative, for the long-term health of our brands, that we constantly remind ourselves of our core values and stay true to them. Why did we set out on this road in the first place? What did we want to be known for? When they came in droves, what did they come for? Our values are everything.

If a foundational pillar of your business is quality, under no circumstances do you drop your standards. Quality equals value for money, regardless of price.

Don't ignore loyal customers

To tempt new customers, you need to do something different – be bold and bright and better than the rest. Your snazzy promotions and themed calendars appear to be drawing in the people, but are these ‘your' people?

Customer loyalty is the lifeblood of any successful business, and the reasons for this are plentiful. Retaining customers costs a fraction of acquiring new ones. Loyal customers will forgive small mistakes. They are brand advocates and they want you to win. Ignore them at your peril.

Avoid curtain twitching

Distraction will be a major problem for hospitality marketers this year. The truth is, that while you know the market pressures your competitors are facing, you don't know what internal struggles they may have. Don't be fooled by the herd heading in one direction, often blindly. Stick to the decisions that will impact your business and make your customer's experience better.

Don't forget the basics

In an effort to try something new, hospitality settings will forget the foundations of communication. Weekly newsletter? No one reads it anyway. Website updates? It's all about social media these days. Loyalty programme? Customers only care about the price now. Think again.

The key to sustainable success in marketing is continuous improvement. Evolution not revolution. Drastic changes of direction can spook customers unless they are properly explained and ideally forewarned. Consumers don't like surprises, so pre-empt any changes with clear, concise and transparent messaging. This will land far better and bring them on the journey with you.

Don't cut back on communication

When things are rocky or uncertain, businesses often clam up. This might be due to cutting spend or simply not knowing what to say. The silence is deafening. Cutting back on your communication, marketing and customer engagement is a flag waver to say that things are not as they should be. Instead, look at efficiencies rather than taking a sledgehammer to your marketing budget. Use the opportunity to review and shift spend to areas that are providing a return and challenge your suppliers to demonstrate their impact.

Neil Kent is managing director of PR agency Chapter Communications

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