MARKETING TOOLS FOR THE HOSPITALITY INDUSTRY: FRAMING, SUGGESTING AND SOCIAL PROOF
When you want to become a smart entrepreneur, it's important to understand three essential marketing tools: framing, suggesting and social proof. Digitalization in the hospitality industry offers more and more room for smart marketing tools where you can benefit from. In this blog we explain three important tools for the hospitality sector.
MARKETING TOOL 1: FRAMING
Following on from the blog "Why the right name for your products leads to extra sales", we will now explain how the marketing tool 'framing' increases the seductiveness of your message.
There are roughly 4 types of framing. What does that mean for the hospitality industry?
1. The 'health' frame
Example: "There is 20% less sugar in this homemade iced tea than in other soft drinks."
2. The 'reassurance frame
Example: "In bad weather, our terrace is 70% covered!" This is better than: "In bad weather, our terrace is 30% uncovered."
3. The 'environmental frame'
Example: A sign with: "Our guests don't leave rubbish behind, but throw it away." ensures less waste on your premises.
4. The 'fear of loss frame
Example: "The last 'New Music Nights' are booked! Avoid disappointment and book your place quickly!"
To pick up on the last frame: our unconscious fear of loss -also known as loss aversion- is twice as great as the motivation to make a profit. After all, losing something (possibly) causes - consciously or unconsciously - psychological stress and that is something we want to avoid. This motivates us to take action (faster).
Nice to know: research even shows that 'loss language' is four times more effective than 'win language'.
MARKETING TOOL 2: SUGGEST
We are already in the third week of the blog series. So, to sum up: by putting your menu in the right order, in the right categories, with the right name and by using framing, you can already direct your sales a long way. Giving your guest the right suggestion at the right time goes a step further. Because to suggest is to generate turnover!
Examples of this useful marketing tool for the hospitality industry:
- [Guest orders a coffee via Jamezz]
Jamezz suggestion: "Would you like a nice slice of apple pie with whipped cream to go with that?
Possible answers: Yes, delicious! / Yes, without whipped cream please / No thanks
IN COMBINATION WITH FRAMING, THE FOLLOWING SUGGESTION IS EVEN BETTER:
[Guest orders a coffee via Jamezz]
Suggestion Jamezz: "Would you like a warm apple pie with that or would you prefer a chocolate muffin?
Possible answers: Hot apple pie (+selection of whipped cream) / chocolate muffin / nothing fancy with it
(You already assume that someone will have something tasty with their coffee and immediately give them a choice. You 'frame' the choice and send through suggestions).
- [Guest orders a beer or a glass of wine after 13:00 via Jamezz].
Jamezz suggestion: "Would you like to add some chickenwings?
Possible answers: Delicious, 6 please! / Delicious, 10 please! / No thanks
- [Guest orders 4 glasses of wine]
Suggestion Jamezz: "Shall I make it a bottle? Just as easy!"
Possible answers: Good idea! / No thanks
Suggesting is almost equivalent to upselling, if you do it right. One big plus with Jamezz: he never skips anyone and will always suggest or upsell when necessary. You can be sure that it will actually happen. And of course it works for tips too.
MARKETING TOOL 3: SOCIAL PROOF
Social proof is a concept from the marketing sector that has worked for centuries. Research shows that 90% of your guests are influenced by this marketing tool.
What does 'social proof' mean for the hospitality industry? You use the buying behaviour and opinions of others as a means of convincing (potential) buyers and guests.
We share 4 examples with you:
- Best practices: we have already talked about extra categories in Jamezz to increase the attention for your favourite sales products. By using 'best practices' you can go a step further. Think of the name of your buttons as in:
Most popular items
Others also bought'
What made us famous
Why everybody comes here
- Testimonials: these are testimonials and positive reactions from satisfied customers. Tip: encourage guests via a pop-up message in Jamezz to share a photo on social media, for example. Ask them to add a nice text and to tag your business. You share this message on your social media and there you go: free enthusiastic ambassadors promoting your business! TIP: You can also link win actions or 'more followers actions' to this. Feel free to contact us for more information about this.
- Reviews: These are opinions that are posted by an external site. Think of Google My Company, Tripadvisor, Booking.com etc. With Jamezz you can stimulate your guests to leave a review by creating a link to one of these external sites. For example, point them directly to Tripadvisor or send an automatic message afterwards asking them to rank the guest experience. Think of very low-key communication. The more user-friendly, shorter and faster, the better.
- Social proof notifications: show how many subscribers, followers and likers you have. These numbers inspire confidence in potential guests. Or let people check in to your business directly via Facebook, so that friends can see where you are. They say that whatever you hang around with gets infected. And in this case, the more infections the better for your business ;)