At Scribe we love all the many amazing facilities that Parish, Town and Community Councils provide to their communities across UK, but…
🤔 As a thought experiment…….
How much more revenue would the facilities generate if they were run by a commercial venue hire and events management businesses? Would it be same, or double, triple or more?
Commercial organisations have dedicated marketing teams that can maximise customer acquisition.
😥 Unfortunately local councils do not have this luxury
This means we have all these amazing facilities scattered around UK not reaching their FULL POTENTIAL. Which makes us sad at Scribe.
😀 Fear not, this blog highlights some tips in which you can be your own marketing department on a shoestring.
Tip #01 - Know your customers
First up, before you even think about marketing, you need to know your target audience.
It is common to think of your target audience as “residents” and “non residents”. But this is not good enough. Customer segmentation is the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately. For example your new target audience could look like this:
- Health & fitness providers and users - pilates, yoga, crossfit, circuits, bootcamps
- Party goers - kids, toddlers, significant birthdays (21, 30, 40, 50 etc..)
- Event planners - weddings, concerts, entertainment
- Gaming lovers - bridge classes, chess, eSports
- Social animals - clubs, societies, coffee mornings, speakers
- Business users - meetings, training, conferences
Tip #02 Optimise keywords for Google search results
Now that you have segmented your customers, you can ensure all your online content is optimised to ensure it appears when your target audience searches for them on google.
The description of your facilities by MUST include keywords related to the activities your target audience will they be searching for like party venue, yoga classes (e.g ‘Children party venues near me’ or ‘room hires for dance classes’).
Tip #03 - List yourself on local business directories
As well as websites, there are loads of other ways your target audience can find you in google results, in particular local business directories.
Google My Business is one such directory. As the business owner, you can claim your business that appears on google maps. You can then have control on the description of your venue.
https://support.google.com/business/answer/2911778
This will again improve the likelihood of your venue appearing in search results, along with benefiting from rating and reviews.
And don’t stop at Google - there are many additional business directories. See
Tip #04 - Join existing forums and groups
It’s almost guaranteed that the majority of your potential customers will be in existing Facebook groups. Jump onto Facebook and search for groups in your area. Request to join the group, then you have a channel to promote your facilities. Sometimes there can be 1000’s of people on these groups, so its a no brainer!
Tip #05 Build an email list
Build a subscriber list to keep existing and new customers updated (remember to provide a clear unsubscribe link) and consider creating a monthly newsletter that provides your local community with information on upcoming events and classes.
Build a prospect list of local businesses, trainers, coaches and see if they’d be interested in providing classes at your venue.
Tip #06 - Provide a frictionless customer experience
Finally it’s important to consider the buying experience. If the only way for customers to book your venue is leaving a phone message, you will likely lose them. Customers expect low friction customer experiences in this day an age. For a simple booking, it should be possible to book and pay for the booking within minutes.
Playback - click below to watch John's webinar on turning your venues into revenue-generating businesses.
Further help - free download
Marketing Checklist For Parish And Town Council Hall Bookings
https://resources.scribeaccounts.com/tv-hall-checklist/
Also, if you want Scribe to show you how to create an amazing booking website in minutes, request a demo here:
Comments
0 comments
Please sign in to leave a comment.