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INFLUENCING CUSTOMERS

The Vibe Affecting the bottom line

Setting a distinctive ambience which works well can have a major effect on a business’s bottom line.

Many factors help influence a location’s atmosphere but all must be considered and be aligned with that of your overall branding story.

We are in the form of the entertainment industry and there are many reasons as to why a pub or restaurant become and remain profitable. It could be the cuisine, wine menu, location, marketing effects, staff and management but one which is far often overlooked is the importance of atmosphere and setting a distinctive ambiance. One which works well can have a major effect on a business’s bottom line.

The Vibe 1

Setting the right vibe for your customers is certainly a contributing factor to long term profit and sustainability. Any of the previous mentioned points might work well on their own but if you’re not creating an exciting and comfortable environment, customers will automatically deduct points when writing their trip advisor reviews. 

Many factors help influence a location’s atmosphere but all must be considered and be aligned with that of your overall branding story.

Chris Scott owner of the Morton Scott Pub company in Covent Garden who we recently visited (page 56) gave us a nugget of advice which rings true “We prefer small places, as they are easier to create an atmosphere”. This is something to bear in mind. A smaller location or room can have a bigger impact on your customers as you can specifically set your stall with your individual style and branding rather than having to fill large spaces with something which isn’t in keeping.

Good staff are a massive advantage to creating an enjoyable experience.

Decor is a major consideration with certain colours effecting first impressions. Before customers taste or even smell anything they are left to judge the establishment and take in to account the overall style. Look to which colours compliment your ideas and your overall marketing. Make sure even if not all are used that there is consistency throughout with what you want to be known for. Good staff are a massive advantage to creating an enjoyable experience.

Finding the right people that have the ability to communicate their own personality with your own business message is worth their weight in gold. How many times have you heard “But the service was poor”?

Also, think about how they are dressed. There are now many printers/embroiderers that offer a catalogue of shirts, aprons and hospitality wear available in many colours to fit within your projected style. Applied with one of your main brand colours and accompanied by a one colour version of your logo gives the impression of consistency and trust. This in turn leads to a better chance of securing a fan base and all important repeat customers. Nothing has to be drastically expensive but planning at an early stage with a defined look and style in mind can have an outright positive effect.  

Have fun with making an individual style that you become known for, word of mouth advertising will soon boost profits.

by Mark Tipton

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