The hospitality industry is no stranger to the influence of marketing tactics in driving their business growth. With the advent of digital media, these strategies have shifted increasingly to the online sphere. Traditional methods such as television and radio advertising, while still pertinent, are being gradually replaced by more innovative changes. For small pubs looking for a significant growth surge, one such strategy that’s gaining traction is forging influencer partnerships.
An influencer is an individual who has the power to affect the purchasing decisions of others because of their authority, knowledge, or relationship with their audience. They range from celebrities to industry experts and micro-influencers. The rise of social media has amplified the voices of influencers carving a veritable market for influencer marketing.
So, how can a pub utilise this growing trend?
1. **Identifying Influential Figures**
The first step is identifying figures influential to your targeted audience. If your pub caters to unique craft beers, then beer bloggers or critics would make ideal partners. Similarly, if your pub caters to football fans, then a sports commentator or local football legend would resonate better with your audience.
2. **Developing Authentic Partnerships**
Securing an influencer partnership is about more than stumping up cash for a pile of posts. Personalisation is key. Recent research indicates that influencers who develop genuine relationships with brands often communicate more effectively with their followers. By offering your influential figures exclusivity or by sponsoring their events, you can establish a valuable reciprocal relationship.
3. **Maximising Influencer Campaigns**
Ensure the influencers are genuinely invested in promoting your pub. This can be achieved by hosting an influencer event at your pub. Inviting them for a personalised experience and encouraging them to share the experience with their followers can generate more organic engagement.
4. **Measuring Partnership Success**
After launching the influencer campaign, track the associated metrics. Use tools to measure web traffic or footfall increase, conversion rates, and return on investment. By keeping a tab, you can tweak your strategies in real-time based on what’s working and what’s not.
By establishing influencer partnerships, a local pub can widen its reach, improve its online presence and grow its appeal to a newer audience. In the ever-evolving landscape of hospitality marketing, it pays off to adapt, evolve and experiment.
Expanding your pub’s reach through influencer marketing is an investment. However, with the correct strategy in place, the returns can far outweigh the costs.