Customer Journey Case Study
Hi, at Magnify Marketing we think itâ€™s good to share. We have years of experience in the hospitality and leisure industry and have overcome many pitfalls along the way. As industry experts we want to share our learning with you.
We hope you find this and our other case studies of interest and welcome your feedback. Thanks for reading
Paul Filler Managing Director Magnify Marketing
Magnify Marketing Ltd 23 Kimberley Court Kimberley Road London NW6 7SL
Tel 0207 625 7328 Email email@example.com Web www.magnifymarketing.co.uk FB www.facebook.com/MagnifyMarketing
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The Princess Victoria is a traditional English pub located just off Kensington High St. Following a history of change the new owners transformed it making it far more comfortable and aspirational. Whilst the dĂŠcor and atmosphere were transformed, the venue lacked the ability to drive footfall, which is where Magnify came to have a look. Magnify concluded that there was a lack of consistent branding and no â€˜promptâ€™ to drive customers in or guide them through their experience once inside. With a simple step by step approach, Magnify put some communication in place to help the Princess Victoria optimise its potential.
What we didâ€Śexternally Using a consistent creative look and focused messaging customers were drawn in. An improved menu box, wall mounted signage and free standing A-Boards with changeable messages for lunch or dinner and the exterior was transformed.
What we didâ€Śinternally In order to increase spend per head as well as promote the quality ingredients used in the dishes we re-designed the menu to bring the dishes to life more. Magnify have a vast experience in bar merchandising for maximum sales so we remerchandised the back bar at the Princess Victoria to better display the range on offer, promote higher profit products and engage customers in the purchase decision. The upstairs venue of the bar is a great social space but the access to it is quite small so Magnify recommended a mix of communications in the downstairs, busier bar to highlight the treasures which lie above. The venue already had screens in-situ but these werenâ€™t being used to their best advantage so anew communication strategy was devised suited entirely to that vehicle while not compromising the premium environment.
Spreading the news In order to promote the changes and to attract new customers to the venue Magnify drew up a geographic reach based on walking distance from Princess Victoria. They identified an audience within that area of local hotels, bed & breakfasts and hostels, without their own dining facilities, and targeted them and their guests with an offer to dine. A tailored offer mailer was produced and distributed personally to the target businesses. This not only attracted a new tranche of custom but also began new relationships with local businesses who would recommend the Princess Victoria to their guests. To further promote this new â€˜endorsementâ€™ approach, Magnify also developed an incentive programme for the hotels in return for their recommendation.
The approach with Princess Victoria was a series of small initiatives which, working together, served to attract new custom, raise customer awareness and have a positive impact on sales.
Magnify Marketing are a customer communications company specialising in the leisure and hospitality industry. Working with large national chains as well as leading independents, we offer a consultative service that will deliver great results for you.
This case study has been produced for marketing personnel within the hospitality industry. To find other case studies by Magnify Marketing, visit www.magnifymarketing.co.uk
A case study produced by Magnify Marketing to highlight how to best market a pub