Your food looks good and tastes better! That’s great, but is there a problem in getting that message across effectively to those who don’t yet know you or haven’t yet had the chance to experience the taste sensation your catering company offers?
You only get one chance to make a first impression, and very often the perception of catering companies is not as strong as it could be, not because they are in any way bad at the cookery or service delivery, but because they often struggle to get their message across throughout their marketing efforts.
Can your prospects easily find your company when looking online?
Firstly, there is the challenging issue of online findability… this isn’t just a matter of being found when the person types in your name or company name, but is more importantly linked to what we call a ‘context search’; this is where the prospect asks a search engine for a ‘catering company in X location’ or ‘wedding caterers in Y county’. It is what you do not who you are, and is very often linked to a specific need or location.
If you aren’t ranking on page 1 for the right search terms or haven’t optimised your social media or website correctly, well, in effect, you are the best-kept secret on the internet!
Is your website working as an effective marketing tool?
Understanding the difference between websites which consist of pretty images in a basic brochure style website, and having a well optimised, well-constructed and visually stunning website can mean the difference between enjoying substantial numbers of well-qualified enquiries and watching tumbleweed blow by!
Are you more appealing than your competition?
Once your marketing platforms have been improved to the point of being seriously and professionally findable, the second issue is in conveying your competitiveness effectively.
Your brand identity is important. Do you come across as professional, clinical, friendly, adaptable, qualified, effective, efficient, and related to your different target audience’s situations and requirements?
It always helps to segment your audiences out and speak in the right language for each of them… “one message fits all” severely limits the effectiveness. This means identifying the different people that can and should be ordering from you and shaping the copy, imagery, presentation, and flow of your messages carefully for each audience group. For example, if you were wording a social media post advertising Birthday cakes for a children’s party, you would want to use a fun friendly tone but that same tone wouldn’t work as well for a cake post for a corporate event.
Finally, once your core online content is findable, professional, segmented and simple, you can then start to drive leads towards those resources and replicate the messages within offline marketing channels too!
Has this blog post heightened your awareness of the marketing requirements for your catering company? Want to discuss your options? We have a full team of marketing experts with a highly-varied skillset, and between us, we are very well set to support you in improving your approach, results and understanding of the marketing minefield!