We are just back from two weeks’ holiday at one of our favourite destinations. We have been going there for many years. The truth is it ticks a number of boxes; weather and food being two ‘must have’ criteria.
When it comes to food It fascinates me how a handful of places are always packed out and others not so…..
A time tested strategy that our favourite restaurant uses…….
In fact, our favourite restaurant has expanded and yet you still have to book a table a few days in advance!
Why is that?
They have their core offer honed to a tee. For these guys it’s their food and service.
In marketing speak they have an offer that they know appeals to their target market and it converts.
By the way the restaurant in question isn’t cheap so their popularity isn’t based on price.
They know exactly what their market likes (predominately English). There are a few local dishes on the menu and the rest are classic, meat and fish combo’s.
They have even invested in making their offer more appealing by adding an area where you can have a pre-dinner cocktail
Lessons
The big lesson from this story………. for any recruitment business owner? Are you providing your clients and candidates with an offer that:
- Matches their specific needs
- Provides value
- Is delivered well
- …………is priced appropriately
If you do, then in theory you shouldn’t ever be short of either candidates or clients; should you?
Here is a question; when did you last review your recruiting offer?
What would your equivalent of a new cocktail area be? For instance, how can you add value to the whole recruiting service you offer. That might be using personality profiling, or running webinars or CV reviews.
One of our current Dominate Your Sector clients set up her recruitment company based on the fact that she wanted to give a better ‘service’ to both her candidates and clients locally.
It’s working so well for her that she is expanding. She saw a new need in her market and created her offer around it.
Marketing made easy
Let me reframe what I mean by easy.
Marketing becomes ‘easier’ with work. It doesn’t happen overnight and you will need to roll up your sleeves and take action. What does make it a smoother process is having a ‘product’ or ‘service’ that is aligned to what your customers want now.
Important
Remember that this core offer will change over time. What candidates and clients wanted 5 years ago is different today. The internet has made sure of that. Though you might now have a Facebook page or Twitter account is your core offer still what your ‘customers’ want? Social channels are a way to get people to your offer and aren’t about conversion!…………..think about it….
Important
As an ambitious recruitment organisation, THE marketing strategy to master is email marketing. It will consistently deliver both candidates and clients.
In a special complimentary training Webinar, we give you the template for writing emails we use for our clients and the exact 4 campaigns that are working now.
You can register here.
