It may seem a little premature with Halloween still in our headlights, but with only two months before the holiday season begins, it’s time to make plans for one of the busiest times of the year. According to many marketers, restaurants should develop their holiday strategies and marketing at least three months in advance, which means we have some catching up to do.
Here, we’ll explore some of the unique experiences you can add to your repertoire as the holiday countdown begins and the marketing strategies that increase large-party reservations.
The Benefits of “Early” Marketing
If you’re one of the many people who are annoyed to see holiday displays making their way into stores before Halloween has come and gone, it’s understandable why you wouldn’t want to embrace the season of giving two months in advance. This, however, is the planning stage.
It’s time to determine how your establishment will celebrate the season and the unique experiences you will offer your guests. Preparation and perfection take time, whether promoting the holiday chef’s table, special events, or pairings you incorporate into the different seasons.
Many companies and families make their holiday plans fairly far in advance. Early planning on your part will make sure your venue is on their radar. And, as more people come into contact with your special promotions, whether through social media, emails, or flyers, your brand becomes further engrained in their minds.
Research shows that over 85% of our purchasing decisions come from the unconscious mind. This aspect of our mind is largely driven by feelings and repetition, affecting our behavior without awareness. We make decisions and perform actions unconsciously, with our conscious mind kicking in about half a second after the action is performed or the thought becomes apparent.
Another essential piece of the unconscious theory is that the more someone sees or hears something, the more it becomes ingrained in their subconscious. The more they’re exposed to your brand and its offerings, the better the chance of them deciding to reserve a spot at your establishment for their holiday party or gathering. Special offers, sharing personal stories, including recipes, and highlighting employees are all good social media strategies when enhanced by your brand’s voice.
Enhancing the Festivities
In addition to the special holiday meals you’ll provide, consider the following:
- Hosting a client-appreciation event before the busy season kicks in. A moment of appreciation goes a long way toward creating brand-loyal customers.
- If you have the space, create a venue specifically for private holiday parties.
- Offer special takeout holiday meals for families too busy to prepare their own. And don’t forget the all-important holiday desserts.
- Partner with a local nonprofit. When you support your community, you not only do good, but you feel good as well.
- Happy hours with a holiday theme, decorations, and beverages that align provide a welcome break and a bit of relaxation amidst the busy and sometimes emotional season.
Marketing Strategies
You can start with your website by creating a page designated to the holidays. Consider including past-event photos. You don’t have to have all the details firmly entrenched just yet. You can include any special events you plan, like bringing in a live band or a special tasting event.
You can also start selling gift cards through your website. According to Bankrate, nearly half of all holiday shoppers begin their shopping before Halloween. Additionally, 42% of those shoppers will be doing the leg work online.
Pre-holiday social media strategies include enticing people by taking photos of some of the meals and desserts you plan to implement. As soon as the decorations are up, the images go out.
As Confucious said, “Life is really simple, but we insist on making it complicated.” Sometimes, the simple things mean the most to your clients and remain with them the longest. It may be the simple act of receiving a holiday card from you with a sentence or two stating your appreciation and wishing them the best the season offers. It may be some made-from-scratch pastries or candy. It may be offering them an early-bird special dinner limited to VIP guests.
Wondering if there’s a key to the special events, meals, and marketing of the upcoming season? It’s what the season is all about: giving.
