Why restaurants need a hyper-local influencer marketing strategy

The founders of Pizza Pilgrims know a thing or two about influencer marketing.

Sourced through Scoop.it from: econsultancy.com

I was so frustrated with Foursquare, I was an ambassador but they wouldn’t let people manage multiple clients and the reality is when it comes to local or hyper-local, small businesses are not tech savvy and whilst some of them understand how to and do build relationships through showing an interest in and understanding their client, they mostly don’t know much about marketing, but I digress.

Even simple non tech things they could do would make a difference. If you like what we did for you, tell a friend; could now be, if you like what we did for you tell a friend on Facebook.

If big business mostly doesn’t get the concept of mavens and influencers, it’s pretty unlikely that restaurants will. I’m not disagreeing with the concept, I’m just saying that most hospitality businesses, in fact most businesses not only don’t understand influencer marketing, it’s not something they would even think about.

This concept is great in the big cities where people follow people and fads. If they know that a famous person eats there, they will want to go and smart establishments that use this concept have those pictures on the walls (now called selfies) with the owner and a famous guest. The more pictures, the greater the implication of success. Some have autographed prints on the walls of sports teams, but that’s not what we are talking about and they quickly fade.

All businesses can benefit from influencer marketing. I learned about it when I studied marketing decades ago. In the local world it’s more about supporting local for example the boys who score tries at the high school rugby match  might get a free hamburger and off course the team goes with them. But going much further is just not understood. If marketing companies and consultants can make a business out of that in a hyper-local market, that’s awesome. If hyper-local means a street corner in Manhattan, I get that opportunity.

In my neighborhood we have some good restaurants, but they would not go past loyalty cards,provide good service, do a little advertising and if possible stay in business. Whilst they are trying really hard to stay in business, they are not focusing on any innovative ideas. They are focusing on what they know how to do, which is either run a business which is better than working for a boss; or perhaps following a passion, like perhaps they enjoy cooking, or being able to employ and support unskilled family members.

The hospitality trade has a high turnover with many new owners being taught how to run the business by the vendors who couldn’t make it profitable. May are owned by immigrants who had to invest in a business in order to be allowed to stay in the country. They do what they know how to do, cook their traditional dishes and throw in a few things that locals are used to.

It’s an interesting thought though. Even in a local area, it wouldn’t be hard to find personalities who have done well for themselves, identities that  people look up to who would be happy to support local. Sports people, community leaders, musicians, writers, and artists. Maybe that’s an idea for the local main-street business association to think about.

How do they make it attractive for their local influencers to promote local business to a wider audience? A couple of weeks ago I saw Duncan Garner and Annabelle White do a feature on Newshub at our local RSA in Browns Bay. It became a bit advertorial which I’m sure it wasn’t. I was thinking to myself, don’t tell everyone what great value it is, but the flip side is, I do want to support the RSA and their restaurant. I do want to support local. Maybe this should be a topic for the main-street groups to think about instead of the same old things that they do every year like decorate the street, run market days and publish local promotional papers.

It’s not a panacea but it’s a good start. I’ll bet that just in my local suburb we have lots of notable people. As to who stops by on the way to or from MERC or Long Bay Beach,  the list would be a mile long.

See on Scoop.itLocation Is Everywhere

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About Luigi Cappel

Writer for hire, marketing consultant specialising in Location Based Services. Futurist and Public Speaker Auckland, New Zealand
This entry was posted in BAU, Business, Business Consultant, Facebook, Foursquare, Hospitality, Location Based Consultant, location based marketing, Marketing, Marketing apps, Proximity Based Marketing, The Location Guru and tagged , , , , , , , , , , , , , , , , . Bookmark the permalink.

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