This afternoon I did what all self-respecting Torontonians do on the weekend–I went for brunch with my partner, Joel. (In case you didn’t know, Sunday is official brunch day in our thriving little metropolis, and Saturday is quickly catching up.)

I’m a passionate foodie, but that’s not the only reason I knew the one amazing brunch place in the city that wouldn’t be busy.

Not because they don’t serve unique, delicious food (my favourite is the eggs over-easy, roasted tomato & chipotle mayo on fluffy rye bread—OMG), but because they’re marketing phobic.

 

The Little Cafe That Could, But Didn’t

The friendly, service-oriented staff definitely practice Dare to Care marketing (my descriptor for simply giving a shit about your customers and showing them with every interaction how much they mean to you), which is winning them some positive word-of-mouth/social media-inspired business. But they still feel “icky” about the idea of truly marketing their offerings.

 

If you have this problem, read my previous post: So, You Think Branding’s Tacky.

 

When I last ate there about a month ago, my usual compulsion to help well-meaning but otherwise lost small business souls kicked in, and I had shared various marketing approaches they could try with the seemingly enthused barista.

He had waved his hand at a woman standing next to him who was already taking notes. Apparently she’d been hired to help them “work on things”.

But did they?

I wanted to find out.

When we arrived, it was, as I expected, mostly empty. The benefit for us was the best seat on the courtyard-style patio, listening to the trickle of a water wall and a fleet of curious chickadees.

Unfortunately, for the owners, it meant another Sunday of lost opportunity.

Just to be sure, I asked the manager if they were choosing to avoid marketing their brunch for some reason. No, he explained, shrugging. He pointed to a newly framed copy of the brunch menu sitting on the counter, which was so discrete I hadn’t noticed it (so most other customers won’t either).

But feel free to tell all your friends, he said. (For the record, I did that + posted a review on Yelp).

Sigh. There are better, free and easy solutions.

 

First: The Problems

  1. The cafe looks like just a cafe–it doesn’t appear to have a kitchen. So people don’t believe they serve a real brunch even when they see the word on the sign. People trust and act on patterns of information that are generally happening on a subconscious level–that’s why congruency in your messaging is so important. People can and will make assumptions about you based on what they see.
  2. The sandwich-board sign outside has a “joke of the day” filling most of it (which was so confusing, I heard an employee trying, unsuccessfully, to explain the joke to a customer), with the word “Brunch” written as an afterthought on the bottom, along with a somewhat helpful “Try our french toast.”
  3. There is no brunch menu on the cafe’s main blackboard; it lists only drinks and take-out snacks (in plastic boxes)–and, yet, mysteriously, there is an empty chalkboard section with a random giant letter “K” written on it.

Now, the Free and Easy Solutions

  1. Write down the brunch menu on that blank, glaringly empty blackboard with the useless letter “K” on it, with a note at the top explaining that it is only served until 3pm. The reason they hadn’t listed it, by the way, was because they were afraid people would come in after 3pm and be disappointed. In my mind, that’s a benefit–they will then at least be aware brunch exists, and they will feel a longing to try it (we all want what we cannot have RIGHT NOW).
    • Limiting the availability of a product or service is often used as a sales tactic, because of our psychological response to scarcity and also a desire to be in on a secret or special deal/thing (e.g. Starbucks’ pumpkin lattes).
    • Consistency and availability can also be a selling point (as it is for Starbucks). The key is to embrace what you’ve authentically got going on and make it work for you.
  2. Post a gorgeous glossy photo of your most beautiful brunch dish (they serve it up with decorative fruit and everything) on the chalk board outside with the words “Need Brunch?” and an arrow pointing inside. Simple, clear and an easy directive to follow for those searching for it (as many people walking by will be, because most good brunch places have at least an hour wait on Saturdays/Sundays). Of course, the second best option would be to list the top two items on the menu including all the extras, so people are already imagining eating it, and so they understand the cafe has a full kitchen and they’re not afraid to use it.

 

The Little Ice Cream Shop That Could, And Did

Funny enough, on the way home from brunch, I passed a place that shows how this basic but effective marketing is done. It’s “The Perfect Scoop” in Liberty Village. When I walked by they were celebrating the installation of their patio. Never mind that it was cold enough today for a sweater plus a jacket, the patio was packed with excited guests. What drew them?

 

Elements of a Mini-Party (the original social media marketing)

  • Fun, loud music
  • A digital instant photo “booth”
  • Free sausages cooked on a BBQ
  • A cool, electric cart with the company logo plastered all over it (so no one forgets what’s being marketed)
  • Free popcorn from an old-fashioned popcorn cart
  • A friendly host greeting everyone like old friends

 

What’s this guy doing? He sells ice cream–not sausages or popcorn, right?

He’s creating an experience that people won’t forget, and he’s making full use of it to build personal relationships with every person in attendance. Ice cream is a community business after all, and the people in a community are way more interested in supporting local businesses they feel personally connected to.

He also listens.

He asks people: What flavours of ice cream do you want? What kinds of cones do you want? What types of toppings? His genuine interest leads directly to sales, even on a ridiculously cold day to be eating ice cream.

Finally, here’s a random bonus link to one (very successful!) restaurant’s simple brand story that shows it doesn’t have to be fancy to work.

 

Today’s Marketing Lessons

  1. Don’t be afraid to let people know you exist, and to make it clear what you have to offer.
  2. Go out of your way to talk to your customers and build lasting relationships with them. Ask them what they want.
  3. Create fun, memorable experiences for them (that they will associate with you and your product).
  4. Bonus: Have a powerful brand story.

 ***

Please share your own tips and experiences in the comments below! And pass this post on if you know someone who can benefit from it.