Before you start to write a marketing plan for your catering business you should do some research in the market to find out what your potential competitors are offering. You also need to know exactly what prospective clients are looking for.
The following article sets out some ideas to consider as you proceed to put together your catering business marketing strategy.
What are you Selling?
Before you can start your marketing plan you must first be able to clearly define exactly what products and services you are selling. Before you can plan your menus and services you need to understand what the people in your target market want.
There are many different catering niche markets such as wedding receptions, seated dinner events, corporate functions, barbecues, boxed lunches and picnics to name a few.
When choosing the kind of food that you would like your catering service to specialize in you should try to choose an area that is currently being under served. Or you could specialize in area that is so popular that there is plenty of space in the market for a new player. If you do your research and talk to enough people you will be able to reveal what these areas are.
Branding Ideas
A brand is not only about your companies visual representation in the market. Sure you need a great catering business name and logo design but there is much more to a brand than that. Your brand is all about your reputation in the market, the promises that you make to clients and the standards that they expect. If customer perceptions of your brand are positive then it will make your marketing efforts much easier.
Set high standards for your business and go out to satisfy clients with great service wherever possible. Always try to over-deliver with your service and you will find that you have grown a strong brand in no time.
Pricing and Packaging Catering Services
The next step in the process of designing your marketing plan is to package your products or services into marketable units with pricing that is attractive and profitable.
Create some promotional materials for your catering business. Every time you cater an event don’t forget to take pictures of the dishes that you have prepared. You can use them in your brochures, information packs, menus or on your website to show customers how your food is presented.
How will you Compete?
Try to go into an area that you have a competitive advantage in because you have unique skills or because you have access to unique suppliers for example. If no area jumps out here just try to think about how you can offer the same service as other caterers but in a way that makes you stand out from them. You need to develop a ‘unique selling proposition’ that sets you apart from what your competitors are offering.
Advertising and Marketing Methods
Research and implement a marketing strategy that combines traditional advertising methods, online marketing of your website, direct marketing and buying leads. You can also experiment with other forms of marketing such as ‘word of mouth’ or networking.
Test every method and track them carefully wherever possible to discover which methods justify the costs and time involved.
Sales – Closing the Deal
When going along to meet with prospective clients always take a few small samples of your food, even if it is just a few hors d’oeuvre’s for them to try. Learn how to sell your services to a customer and how to encourage them in a polite way to spend a little more than what they originally planned.
Work out a consultation and sales process that can be refined over time until perfected. Some caterers prefer to communicate naturally while others work predominantly off a sales script. Find out what works best for you.
Successful catering business owners develop marketing systems that are constantly bringing new prospects to their business. They then make the most of the leads that they get and know how to maximize sales. Mastering the art of catering business marketing is one of the most important factors leading to a ‘six figure’ income in this business.