LEISURE & HOSPITALITY
ADVERTISING IN THE LEISURE & HOSPITALITY SECTOR
With everything that has happened since 2020, many pubs, restaurants and others within the hospitality sector have had to rethink how they run as a business.
Even when the economy has fully opened, social distancing will still be with us for some time. The hospitality sector will need to adapt their premises to take this into account and still be able to turn a profit.
How they market and advertise their business will form an important part of how they will operate going forward.
I have worked with many hospitality clients over the years and can offer experience and product knowledge to ensure whatever spend they make, will be effective and offer value for money.
Industry Specific Problems:
Leisure & Hospitality Advertising
The hospitality sector is an extremely wide and varied one. It is not just pubs and restaurants but also visitor attractions, nightclubs and live event venues. However, whatever service they offer, they all have to do one thing. They need to attract customers, and these customers are all members of the general public!
Therefore, each venue will need to be very specific with their advertising message and ensure they target the right type of person. This means they will need to know who their target market actually is and they will need to talk to them in a language that they will understand. This is where my ‘sound and vision’ concept comes into its own.
Whenever I work with a hospitality client I will discuss the sound and vision concept and work out the most effective and cost-effective way to promote their message.
'Sound and Vision'
I will always recommend that the business or venue utilises their digital and social media platforms. It is important they maximise the free opportunities open to them with an already engaged customer base as this will then make any paid for campaigns more effective.
For all campaigns, the key is to maximise the number of people who are aware of the message. The people who see and hear this wont all be interested in the product or service but they may well know someone who is and they will then pass that message on.
Using a mix of commercial radio with outdoor and bus advertising will put the campaign squarely in the ears and eyes of the general public on a daily basis. The important thing here, is they will see and hear the message as they go about their daily routines, day in and day out. This consistency will mean that the message becomes known and remembered. Keep the call the action simple and the target market will actually do what you want them to. By putting the same message on their social media will only reinforce the campaign.
Here is an example of how to utilise 'sound and vision' concept effectively.
If the client is promoting a short term message such as an event, then airtime offers the most flexible option. If they are a visitor attraction and a more generic message is more suitable, then sponsorship alongside an airtime campaign will work extremely well.
Depending on what the client requires, we will help create a message or series of messages that get that across and will schedule them to play out at times that give the most effective coverage.
Outdoor and bus advertising
As with radio, the nature of the campaign will be dictated by the type of campaign required. If it is a short term message, we look at the time of year the campaign is required and book a bus and billboard campaign accordingly. If it is more long term, then we look at options that give long term coverage. Bus advertising offers a fantastic option for longer term advertising.
Sometimes availability of certain media options will dictate what we propose, but both radio and outdoor/bus will give maximum visibility in the required area.
This is how sound and vision advertising works!
A - I have worked in commercial radio since 1997. As such I know what stations are the most relevant for your business in the area you want to advertise in
A - With the experience I have in commercial radio I am aware of the benefits of both options. If budget allows do both options. The reality though is that a good commercial radio station will have most of their main sponsorships already sold on a long term basis meaning airtime will be the only choice. However, if a key sponsorship becomes available, then this definitely should be taken. Something like Traffic and Travel or Weather sponsorships are perfect for a business to get a consistent message out at key times of the day.
A -The simple answer is both are as good as each other. Billboards are all located in high volume areas and will therefore be seen. Buses are so regular that you cannot help but see several on most journeys you take.
Highly visual and mobile
A highly visual and mobile advert that works fantastically well in conjunction with other media, particularly radio. It is one of the most cost-effective ways to promote your business as you book a campaign of multiple buses in 4 week blocks. This brings the price in line with local newspapers and on many occasions is better than local radio.
‘95 of the top 100 advertisers in the UK use outdoor advertising
This highly creative and visual medium is one of the fastest growing forms of advertising in the Country with popularity high among National, regional and local advertisers. In fact 95 of the top 100 advertisers in the UK use outdoor advertising as part of their mix.
Creative, relevant and memorable
Radio plays a vital, if somewhat unsung, role in people’s lives. Whether you like music or speech, there is a radio station for just about everyone. For many people, their choice of station is with them throughout the day. They wake up to it, go to work with it, they’re at work with it, and they come home with it. In fact they probably spend more time with the radio than they do with their family!
SOME OF OUR HAPPY CLIENTS
Rand Farm Park
The first was to run in mid-August and the second, and bigger element, was to run in November and December. We looked at the availability of Billboard Advertising in Lincolnshire at the times they were interested in and secured the dates that suited their requirements
Pizza La Bella
We chose to run a Streetliner campaign as this targets both pedestrians and drivers alike. The dimensions also allowed us to design an excellent visual message. The message itself was simple and visual, offering a 10% discount for all bookings made through their website.
Due to the location being between the two main towns, we knew the campaign needed to be a strong one. We put forward a media mix consisting of newspaper advertising, local radio advertising and a bus rear advertising. The campaign was booked to run over a 3 month period.
"With Chris’s wealth of knowledge he was able to secure a number of advertising opportunities for my company that included radio and billboard advertising.
As a result of the advertising we have seen a significant increase of traffic onto our website and more importantly we seen a much higher level of new customers since the advertising started, so clearly it is working!"
PETER FROHMAIER, S&P GARAGES