Mobilising a new venue catering contract needs to be mapped out meticulously and executed with precision.
Often, new venue catering contracts need to be rolled out within a short time frame, leaving minimal time for both operations and marketing mobilisation. First impressions count and effective marketing and operations mobilisation are equally important to ensure your venue’s success. On this week’s blog, Perfectly Paired share their venue marketing mobilisation “must haves”.
Set Your Marketing Plan
Firming up your marketing strategy should be your first port of call. Caterers are requested to include a marketing plan within their bid and this should be reviewed and agreed upon by both venue and caterer with view to execute the plan immediately. Your venue marketing plan should highlight your key strategies, marketing budget allocation and specific target markets for the year ahead.
Not creating enough hype during the launch phase of your new venue catering contract is a missed opportunity. Both caterer and venue should issue media releases to all relevant industry associations and publications and shout the new partnership from the rooftops.
New venue caterers should personally contact all existing and pending event clients to advise of the catering contract change. Working closely with existing clients to ensure their event is delivered as they had planned should be an important focus area.
In many cases, venues will have existing websites set up that focus on their core offering (for example – stadia, museums and town halls). Decisions should be made around the need for a separate venue hire / events website to be set up, or if the venues current website can be adapted to include a dedicated venue hire or hospitality page. Caterers should also adapt their own websites to place focus on your venue.
Venue listings and directories promoting your venue should be contacted as a priority, with profiles updated to include your new hospitality offering and new contact details.
Event supplier partnerships are an important item to firm up. Preferred or exclusive event supplier partnership arrangements should highlight any collaborative marketing activities – including photoshoots, famils and showcases.
Caterers will need to ascertain what imagery is available for immediate use from your venue. Stand out venue and foodie images are integral to creating effective marketing. If no quality imagery is available, a venue photoshoot should be a priority item on your marketing agenda, working closely with your chosen event partners to create wow factor content that showcases your brand.
The creation of new venue collateral including proposal documents, menus and packages are a key priority item in the mobilisation phase – work should commence on these projects immediately. Venue menus are such an important marketing tool – these should reflect the essence of your venue’s brand and highlight the caterer’s food philosophy.
There is no better way to launch your new venue catering partnership than hosting a showcase event or famil. Working closely with your venue partners, creating an impressive event is a great way to invite industry, PCOS, existing and new clients into your space to experience your hospitality and build relationships.
Perfectly Paired is an Australian hospitality consulting service that matches the right catering solutions with the country’s best venues. To grow your retail and commercial event venue sales, increase your profits and manage partnerships in a way that’s smart, streamlined and strategic, it’s time to be Perfectly Paired.