The right message at the right time

It might sound logical, but the importance and power of communicating the right message at the right time is still often underestimated. When visiting hospitality establishments, both online and offline, I’ve regularly been confronted with information I don’t need at that moment, or I miss information I would have liked to have.

A few examples:

• A WiFi code on the sidewalk sign as I approach the restaurant.
• A refill offer while placing my order.
• A combo deal offer when I’m sitting at my table with my order.
• A huge „about us” story as the first info when I view a website.
• An invitation to sign up for a newsletter just as I open a restaurant’s website.
• A coupon for a discount on something with my order that I’ve just paid for.
• The price of a product/dish in a list far from the item itself.

Perhaps the above examples don’t seem illogical at first glance. What’s wrong with starting your website with an „about us” story? People want to know that, right? It’s nice to share, isn’t it?

The answer is simple: no. Guests are just like people, and people are always focused on getting information that helps THEM. So, ask yourself what information the guest wants, but more importantly, what information leads them to you. To a visit, an order, an upsell, or a cross-sell.

How should it be done then?

How do you communicate the right message at the right time? You do this by having a good picture of the „guest’s journey” (the customer journey, in fancy marketing terms). Both online and offline, it’s important that you provide information at the moment the guest is actually waiting for it. For example, it’s much smarter to give your guest information about what you have to offer THEM when they visit a website. So: how can they make a reservation? What’s on the menu? Where is your restaurant located?

You can do a lot with this offline as well. It makes sense to indicate your combo deal with a few words on your sidewalk sign. So guests can let that information sink in while sitting down or ordering at the counter, to then order it from the restaurant staff taking the order. Placing a sign with that same combo deal at the cash register only helps. Also, the personal recommendation of the staff or a tasting sample will convince extra guests to order that combo deal.

When the guest is enjoying that deal, you can move on to providing information to keep the guest staying as long as possible (if that’s what you want) and possibly increase that spending. How? Well, now would be the right time to share that WiFi code or promote that refill action on a sign on the table. Or how about a product the guest can take away to enjoy later, or for at home?

This way, you communicate bits of information at the right time, not only providing the guest with the right info but also ensuring that you entice guests to come by, return more often, and spend more during their visit.

Do you know how to handle it?

Are you able to communicate the right message at the right time? Both online and offline? Or do you have examples where it went well or went wrong? I’m curious! If you haven’t mastered it yet, let me know, maybe we can create a perfect customer journey together.

And speaking of the power of communicating the right message at the right time: if you want to know more about the guest journey, I also cover this during my Webinar, where I discuss the power of online and offline marketing and communication. You can sign up HERE for a spot in the Webinar on Monday, September 28 (at 10:00 AM or 8:00 PM)

Take care, grz Suus

„Hey! Ik ben Suus en ik begeleid horecaondernemers die het niet lukt om structureel voldoende omzet te creëren, om online én offline marketing zo in te zetten dat zij meer gasten trekken, die meer besteden en vaker terugkomen.”

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