If you are a catering company struggling with your marketing here is an abbreviated marketing strategy for you to impart in your business. This marketing strategy works if tailored to your business situation and executed properly.
This strategy and article is meant for you to start thinking about who is your real audience. Once your social media and/or content marketing speaks to these people your service will become part of their greater solution and offerings.
Let’s start by identifying what you do and how your business fits into the bigger picture.
Who Is Your Real Customer
This is a tricky question because it is a question people overthink. In many cases, your customer and your end user are not one in the same. On most occasions, the person who hires you is not the person enjoying your coffee catering, fine desserts, or delicious food. The person who makes the business decision is the one running around the event making sure things go smoothly for their customer (i.e., your end user.) Understand who is your real customer is very important as we move further into this strategy.
Caterers Target Market
In our experiences their are three ideal target markets for your catering company to focus.
Event Planners: Event professionals are your biggest source of business. These professionals are busy planning events from weddings to trade shows to birthdays and Bar/Bat Mitzvahs. Like we mentioned, very rarely will this target audience attend and enjoy an event in the capacity of a guest. When speaking to the event planning audience with content marketing or social media marketing it is imperative to start building trust. Trust is hard to build and easy to break, so proceed with caution.
Traits that are in a vendor that is important to Event Planners are Professionalism, Quality Product/Service, and Trust. Event planners fear boring events and flakey vendors, so use every content opportunity to wow them with your professionalism, your great product and show off great events your catering company has worked.
Venue Sales: A good segment of your business can come from building relationships with venue salespeople. These are the individuals that work many different events, but all in the venue or set of venues. Whether the venue is big or small is irrelevant to the messaging and content strategy, but what is important is the fact that the venue’s name is attached to every event and so is their reputation.
Being trustworthy, professional, and cost-effective while providing top notch quality is of utmost importance to venue sales professionals.
Private Sector: Let’s not leave out the private sector for your business. This may be a smaller part of your business but still very important. The private sector includes brides, moms, teachers, office managers and the like. If you want more private parties make sure your posts reflect how your services takes the worry away from the hosts and how you help elevate the event. From catering a party of five to 25 or more the messaging is the same.
I have no doubt that you know what to do, but in the instance when you may feel a little lost always defer to great images that show how you make events better. The three target audience members are all busy with other things happening leading up to the event and on the day of the event. Every post, every article and every interaction is an opportunity to build trust and show off your expertise. Show happy people enjoying your service and remember you are there to take away the event’s stress not add to it.