Clients Case Study: Integrated Marketing Plan Increases Revenue
The Bay House is a venerable fine dining restaurant on the scenic Oregon coast. Steve Wilson became proprietor in 2005, confident that he could use his decades of experience in the food and beverage industry to elevate the dining experience even further. He also believed there was great untapped potential for growth. The previous owners had operated the restaurant for 30 years and had become complacent. Steve believed that he could attract new clientele while retaining the existing customer base. Not highly experienced in marketing and occupied with operational improvements, he engaged us to help develop and execute a marketing plan to expand the business.
We started with profiling the existing customer base and identifying new markets. Historically, most of the clientele were returning customers and from out-of-town. After researching behavior patterns in the market and options for advertising, we identified two venues as the most likely to reach the target markets. Working with some of our business partners, we created a new logo, shot photos, developed print ads, and designed and launched a website.
In addition to standard advertising, we also identified hotels and other establishments statewide that served the same markets. We developed relationships with key staff in those organizations and established a referral program. Lastly, we analyzed customer profiles to identify cross-sell and upsell opportunities. Based on that analysis, new products were introduced and staff trained in how to cross-sell.
"Although we are still executing the plan, results so far are fantastic. Revenue has increasd by 25%. New customers are coming in. The referral program has been really great - low cost and big impact. We've developed new revenue streams and more are on the way. It was a big relief for me to have the weight of marketing taken off my shoulders so that I could focus on operations." Steve Wilson, Proprietor
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