Bar Marketing Strategy
Bars are competitive businesses and generally have low profit margins. Effective marketing is critical to ensure that bars are attracting the right patrons through their services and pricing, satisfying their needs through employees with good customer service skills and remaining alert to a constantly shifting competitive environment. Bars can use a variety of marketing strategies to increase the odds of their success.
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Finding a Niche
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In a crowded market, finding a niche to help stand out from the crowd can be an effective marketing strategy. Bars operate in crowded and competitive environments, so if they can come up with something unique and different to appeal to potential patrons, they can achieve success. Jazz bars, cocktail-themed bars, culturally focused bars and bars catering to very specific market niches (e.g. cowboy bars) have all been ways of standing out among the crowd of competitors.
Consistent Branding
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Bars that can establish a clear and consistent brand identity -- or personality -- can develop a market focus that can lead to positive word-of-mouth and repeat business. A successful brand encompasses more than just the logo and signage. It also involves the look and feel of the facility itself, the dress and demeanor of wait staff, the types of drinks served and even the glasses that the drinks are served in. A brand that is designed to appeal to a specific nice and that maintains a clear and consistent focus can help bars develop an identity that leads to success.
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Communication
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While word-of-mouth is a key driver of bar business, effective marketing also requires that bar owners are reaching out to their markets through a variety of communication channels that may range from the traditional (radio, print) to new technology options (websites and social media). Social media contests and competitions can be a great way to raise awareness and connect with a younger generation that is likely to represent a sizable market segment. Importantly, communications should be consistent with the bar's intended audience and desired brand.
Effective Pricing
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While the margin for bars may be somewhat limited, creating pricing options and bar specials can be a good way to attract business. However, bar owners must carefully consider the impact on their desired brand from their pricing choices. For instance, a very upscale jazz bar may not wish to be known for its "2 for 1" specials -- yet a sports bar located near a college campus may feel that this is the perfect strategy.
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References
Resources
- Photo Credit bar image by daniel sainthorant from Fotolia.com
