Disaster Recovery Marketing for Restaurants, Clubs, Hotels & Bars
Short term survival and re-opening tactics must quickly lead onto positive promotions to bring back customers and create a new future.
In a disaster there's usually a strong, short-term wave of support, But in a few months time, public attention will shift, and you're on your own - it's tough, and all the more reason to move fast...
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Short-Term Survival Tactics
Talk to your legal advisers: they know what options you have with the lease, insurance and other responsibilities. They should also have tactics to buy time while you plan for the future.
Access government support: this will vary widely, and you may need help from friends if there are forms to fill out and visits to make. See the support links* for the Australian flood crisis at the end of this article. In most cases this is short-term emergency cash, and longer-term community rebuilding. Businesses usually get much less attention than consumers - it's reality!
Talk to suppliers: your cash-flow has been hit, and so has theirs! Stopping account payments just pushes the problem on to others. Have an honest conversation with them and see what can be worked out. Many of them, particularly large groups, have made special provision for delayed payments or support with replacement stock. At Profitable Hospitality we have a special free membership offer if you've been directly affected by the flood disasters. Be bold and ask - now's the time to test the 'partnerships' that are often talked about!
Build a local support network: even if it's just three or four other businesses, it's time to reach out in ways you haven't done before. Over a coffee or beer, plan a joint approach to local or state government, an insurance company or suppliers - they react to a group with much more respect. Buy some water-based paint and put a matching smiley on everyone's business - show that together you will rise above this! Talk to the people at Baked Relief (a wonderful initiative). Grab a few of Robin Henderson's excellent networking articles if you're feeling shy. Step on forward...
Support your staff: they've worked long and hard and haven't been paid for every hour they've put in. They depend on wages - make this a priority so you don't lose their goodwill. Some staff will have lost possessions and even their home, others will decide to move - some turmoil is inevitable. Movie vouchers are a nice way to show appreciation - often valued well beyond the actual cost.
Try to be transparent about future work: there will be cut-backs and you'll want to check on the local redundancy laws. Now's the time to maintain staff support and even sympathy, not have them agitated about 'unfairness'. Explaining some of the financial challenges will help staff face reality - most of them have no idea about the fixed costs like rent that you pay every single week. For Australia, see The rights and obligations of employers and employees during natural disasters.
Communicating with Customers and the Community
Keep track of important news: as well as radio and TV, many people have been impressed with how Twitter and Facebook are used by public authorities. See the Queensland Police on Facebook and Queensland Police on Twitter. These social media services are available for you too, at no cost, to post short updates on what happens - now's the time to use them.
Post news updates on your Facebook Page: it's like your daily magazine, and is becoming one of the most important ways for people to follow your business news. Don't have one yet? Go here to to create a proper Facebook Page for your business. Customers care, so make sure they can contact you in the way that's most convenient for them - that's probably not by phone, but by email, text or online.
Claire Seymour from leading restaurant site EatOut-Brisbane has noticed a big increase in local businesses watching and using social media. What some regarded as a toy is now seen as a vital information source and powerful tool for customer communication.
Share plenty of Photos: everyone's snapping pictures with their phone - put the best ones up on Facebook or an online album like Flickr or Picasa Album. Ask customers to share them online or SMS/email them to you - before-and-after shots always make an impression. It's not hard to make a lively 30-second video using photos - try the free Animoto service. There are young staff or family members who would love to help with these social media tasks.
Thank your volunteer helpers: of course you fed them, but a letter, voucher or a fun Helpers Certificate gives them something that can be shared with others. Most businesses will forget - your extra effort will be appreciated.
Make sure charity collections are transparent: hospitality people are always quick to offer support. If you're running a collection, make sure customers know where it's going and how much you've raised - be proud, and don't lose their trust.
Rebuilding for the Future
Double up the smiles, service and cleaning: you do a good job already, and now's the time to make sure all the team are totally committed. Trade will be down, so there's more time to spend with customers. People rely on you for food and comfort: we're in the business of hospitality, warmth and friendship. And many people don't want to be alone - your kindness builds long-term loyalty.
Reinforce local connections: at times like these, people think first about their town, city or state. 'Local' become a very powerful word in menu marketing - make sure everyone knows about the fruit, vegetables, wine and beer you purchase nearby. In Queensland, remind us about your seafood, pineapples, tropical fruit and even Golden Syrup!
Promote the area, not just your business: what else can people do if they visit? Here's a great example from the Red Hill Brewery - a list of local attractions is an important part of every website, and in the short term you can add suggestions to your Facebook Page.
Gather contact details: people will be more willing to share their emails and mobile phone numbers if you explain why you want to keep in touch. This is a unique, short-term opportunity - don't abuse their trust. Have signs on the wall and window suggesting people follow the business on Facebook, but give the exact address eg follow us on Facebook.com/CafeTroppo - some businesses can be hard to find in a Facebook search.
Use a booomerang special to create future business: discounts don't do much for your reputation or bank account, but boomerang deals work very well. The 'boomerang' is a special voucher for use within the next month, for everyone who dines with you at an off-peak time eg spend more than $30 with us for lunch and receive a return dinner voucher for $20. Be generous - this is a great tactic for 'pump priming'.
Prepare for the next celebration event: in Australia, it will be Australia Day on January 26 and Valentines Day on February 14. Find out what's happening in your neighbourhood and join in like never before!
Join local business promotions: while there's a wave of sympathy, there will also be business-boosting events and programs. Run by the media or government, some are relevant, others less so - don't be too cynical...
Update your online listings: it only takes a few minutes to add your details to the free listings at Google Places and other directories - go with the free option for now. This ensures when people search for you online, your site comes up.
*Special links for Australia: 2011 Queensland Flood Support -- NSW Flood Support -- Victorian Flood Support -- Commonwealth Govt Disaster Relief.
Restaurant Management
