Most hospitality operators assume that more customers means more advertising spend. There are several genuinely effective ways to grow a venue’s customer base that cost little to nothing beyond time and consistency.
Your Existing Customers Are Your Best Marketing Channel
Build a simple system to collect contact details from willing customers. A monthly email about what is new keeps you front of mind without costing anything beyond the time to write it.
Make Every Customer a Potential Reviewer
A line on the receipt, a mention from staff at the end of a good meal, or a follow-up message can prompt reviews that would not have happened otherwise. We cover this in our post on what your Google reviews are really telling you.
Partner With Complementary Local Businesses
Cross-promotion arrangements with nearby businesses that share a similar customer base can bring in genuinely new customers without any advertising spend.
Use Your Physical Presence as Marketing
Your shopfront, window, and signage are marketing assets many operators underuse. A clear, attractive presentation influences whether someone walking past decides to come in.
Be Genuinely Active on Social Media Rather Than Just Present
Posting consistently and showing the real personality of your venue builds a following that actually converts into visits.
Get Involved in Your Local Community
Sponsoring a local sports team or hosting a community event builds genuine goodwill and word of mouth in a way paid advertising rarely matches.
If you want help building a marketing approach that works for your venue without a large advertising budget, talk to Pestle and Mortar.
About the Author
Wayne Farmer is the founder and chief consultant at Pestle and Mortar, Australia’s hands-on hospitality consultancy. With experience running hotel kitchens, boutique dining venues, and a successful catering business, Wayne has spent his career helping Australian restaurant, cafe, and catering operators build more profitable, better-run businesses. Learn more about Wayne and how Pestle and Mortar works.