Your Strategic Marketing Foundation
Here are the four disciplines of business execution (also known as the “4 P’s”):
People (staffing; talent)
Product (deliverables; manufacturing)
Processes (organization; management)
Positioning (messaging; generating new leads)
The first three (People, Product, Processes) focus on the internal workings of your business. But the final one, Positioning, is your external outreach to prospective customers.
All four P’s need to work together for your business to experience long-term success. The first 3 P’s need your genius.
But this strategy focuses on your Positioning — the 4th P. So, let’s get started, shall we?
Assume the Position.
TARGET MARKET
What does your typical customer look like?
Your answer determines HOW and WHERE you communicate your unique service.
Beware: if there’s confusion about who you’re trying to reach, your marketing will go off the rails from the start.
Don’t step on that crazy train. You can’t be everything to everyone.
You’re not Apple, Microsoft, or Amazon. But no worries, all you need to do is laser-beam your focus.
So who’s the lucky winner, the target of your affections?
Sandy Seaside
Sandy Seaside is the nickname we’re giving your Target Market. She represents married females in their 40s - 50s who live in the Eastern Shore area of VA. People similar to Sandy tend to be business professionals, medical professionals, and stay-at-home-moms.
Her Wants
- Quality dining experiences
- Beautiful views
- Service that matches the quality of the food
- Relaxed atmosphere
Her Problems
- Restaurants are struggling with staffing and supply chain deliveries
- Lack of good places to enjoy a culinary experience
- She struggles with spending hard-earned money on sub-par food and service
- Locations of most Eastern Shore quality dining are not worth the drive
2. SLAM DUNK MESSAGE
How do you describe what you do in one sentence?
You ask, “Why's that important?”
Well, what about those quick conversations in an elevator? Or when you’re at a party and someone asks, “So, what do you do?”
Those could be million-dollar conversations.
This is where confusion is your worst enemy. Avoid a scattered response and the use of too much insider lingo.
You need a Slam Dunk Message, and at its core is the promise of a better future for a prospective customer.
Once you nail down this “nucleus” statement, it flows out to the rest of your marketing collateral.
A great “one-liner” answers three questions:
What is your customer’s problem?
What is your unique plan to help them?
What is the successful ending to their story?
If you’re looking for a restaurant with beautiful sea-side views with exceptional food and service, we offer an unforgettable experience with one-of-a-kind cuisine.
3. BRAND PERSONALITY
Just like every person has a personality, so does every company.
Some are edgy and in-your-face. — “You want a tough lawyer? Call the Hammer!”
Some are funny. — “Dilly! Dilly!”
Some are glamorous and hoity-toity. — “Pardon me, would you have any Grey Poupon®?”
Some are serious. — “The Few. The Proud. The Marines.”
What's the tone of your marketing?
Understanding your brand personality is essential in communicating your message.
The key is simply being who you are.
Traditional
You demonstrate authenticity and predictability.
Gentle
You demonstrate empathy in your messaging.
Rugged
You are hardworking and approachable, holding nothing back.
Casual
You communicate in an informal and conversational way.
4. CLUTTER BUSTER
How does your company bust through the clutter of competitors?
Often, businesses competing in the same industry are copycats.
The result is everyone saying the same thing, using the same cliche phrases, and promoting the same standard offerings.
To customers, it’s white noise. And no one sticks out.
Hence, your opportunity.
Look for an opening in your industry, for something no one else is doing (or not doing well), and use it as your unique selling proposition.
When you say what no one else is saying, it turns heads.
Island House is one of very few restaurants on the Eastern Shore with Sea-Side Views that also offers catering.
5. GOING FISHING
Think of your marketing as a fishing trip.
You’ve got a rod, but what pond will you choose?
And depending on the fish, what’s your bait?
Fishing for a marlin requires different expertise and equipment than fishing for a bass.
For your unique target market, you need to know the best place to find them.
And the tools you use are critical for success. After all, who wants to go fishing and catch nothing?
Here’s where your audience hangs out:
Social Media
Google Business Profile
Email Marketing
Tourist stops
6. FOOT-IN-THE-DOOR
Before someone gives you their hard-earned money, they need confidence in their buying decision.
It’s like sticking a toe in the shallow end before landing a cannonball off the high dive.
One of the most effective ways to gain customers is through a “foot-in-the-door” offer.
This is an initial offering or service — at a free or relatively low entry point —that engages potential customers without flooding them with your full scale offerings.
For the customer, it reduces up-front financial risk while deepening their trust in your expertise.
When the door stays cracked open, they’ll more likely walk inside.
In exchange for email:
Complimentary dessert with your entrée
Promo Codes for online shopping
Website Coupons
7. BULLSEYE PRODUCT
The best marketing works in reverse.
Think about your end game. Now, work backward all the way to when a potential customer first hears about you.
Knowing where you want them to finish informs what you say at each stage of the customer journey.
Which begs the question: “What is your most profitable service or product?”
This is where you want your marketing to ultimately lead — it’s your bullseye.
Think of it as the leprechaun pot at the end of the rainbow.
Start there, then work backwards with your messaging.
Your bullseye products are:
Reservations
Catering
8. TRUST THE PROS
If you need brain surgery, who would you choose?
A young twenty-something fresh out of medical school
An older doctor with decades of experience and a sterling track record
It’s not a hard choice… there's no substitute for experience.
When a customer researches buying options for your industry, they’ll open their laptop and talk with their best friend, Google. They’ll visit competitor websites and compare offers.
How do you stack up? Here’s the key: they’re not looking for an apprentice to solve their problems. They want a proven pro. A seasoned brain surgeon.
How do you show yourself as a trusted professional? By providing easy-to-find resources that shows off all your accumulated knowledge.
Trust always comes before a sale.
Here’s how you can help your target audience trust you:
Facebook Live featuring food and views
Testimonials & Reviews with actual patrons (print/video)
9. PHONE TRIGGERS
Today, everyone has a phone in their pocket. And that little technological marvel comes with a handy-dandy camera.
That’s why the world is full of amateur photographers and videographers.
When people experience something interesting, they grab their phone and hit the camera button.
Often, they’ll take these images and post on their social media. Now imagine… what if your company did something so remarkable that people posted about you on their feed?
Think about how many families pose in front of Disney’s Cinderella castle — that’s the ultimate phone trigger.
Phone triggers represent the ultimate crown of advertising, the holy grail of positioning, because it means free marketing.
What can you do that makes customers stop and say,
“Wow — that’s so cool!” as they reach for their phone?
Your phone triggers can include:
Sunrise selfies
Logo brand burnt into breads, steaks, etc.
Photo Wall
Customized cocktail/beer glasses
10. CLOSING THE DEAL
Welcome to the finish line. If you’re running a race, coaches yell for you to maintain speed through the line.
Stretch for it, grit it out.
But this is where many companies fail. They ignore the final few steps for completing the sale.
But not you. This is where you ask yourself:
Am I providing an easy buying process?
Have I removed all the speed bumps?
Do I accept payment in person? Online? Both?
Should I offer a promo code? A time/countdown offer?
Do I throw in free or discounted shipping?
Do I present different pricing tiers?
Just make sure when the customer says, “Let’s do this!” that your buying process is as seamless as a pair of silk underwear.
Here’s how you can help your target audience close the deal:
Restaurant/Marina Visits
Website online store
Loyalty program
Catering events
YOUR CUSTOM MARKETING RECOMMENDATIONS
Website & Logo Revamp
A business without a website is an invisible business. A business with a poor website is a struggling business. Your website should reflect a PROBLEM, SOLUTION, FAIRY TALE ENDING framework. This includes revamping your website to include strategic messaging and imagery geared toward your target audience. Your website should also feature Reservations Portal, Online Ordering, Experience Events/ Locations, and the ability to collect email addresses for growing your customer database. For your logo, we suggest updating it with a cleaner, modern style that reflects your imagery and can better build your visual identity. See site map attached.
Website Headline: Cuisine and Cocktails with a Beautiful Sea Side Views
Website Sub-headline: Reserve your view at the Easter Shore’s most exquisite dining experience.
Google Business Profile
It’s critical to verify your account. This is an essential and FREE tool that packs a punch. When people search for you, this will appear in a side panel and give all sorts of business info. It also allows for contact info, posts, and customer reviews.
Facebook Live Videos
Create consistent live videos on your Facebook page, with each 1-2 minutes in length. This is an ideal platform for reaching your target audience. These short videos showcase your product expertise for a wide variety of animals. For the video, perfection or glossy production isn’t required. Bonus: when videos are helpful, your target audience will share them with her friends.
Content Creation, especially videos
Use the power of video storytelling across your platforms. Videos carry the power to ‘stop the scroll’ better than any other content. Create these videos from an up-to-date smart phone. For your homepage website video, invest in professional videography to create an engaging clip which doubles as a video sales letter.
Reviews & Testimonials
Ask customers to leave reviews and comments on your Google Business Profile page. These reviews are like gold for search engine rankings. The comments can also be used on your website as social proofing for those considering your location.
Email Campaigns
Email is one of the most cost-effective ways to promote yourself. We recommend once a month at a minimum, since emails keep your company “top of mind” with previous customers and those who have shown interest. These campaigns can highlight videos, showcase testimonials, promote blog articles, and offer time-based promotional codes. In addition, emails provide the perfect platform to generate website traffic.
Printed Brochure
We recommend that a simple 4”x9” rack card be produced, printed and distributed along the VA tourists stop, especially along the Route 13 corridor up through Delaware.
LED Sign
We recommend to enhance the use of the current LED sign located at the turn from Route 13 to include beautiful imagery and memorable video.
Billboard
We recommend a fresh update to your billboard to include a seasonal appropriate message that compliments your brand. Using a 3–5-word strong message will turn heads and increase reservations.