Strategic Marketing and Event-Driven Engagement Grows Turnover by 25%
Client: Tonic Bar
Duration: 12 months
Overview
Tonic Bar, a venue specializing in New Zealand and International craft beers, sought to revamp its marketing strategy to grow brand awareness and increase customer footfall. Vicki and Francis Fitzpatrick, proprietors of Tonic Bar, enlisted the expertise of Flying Lizard to develop and implement actionable marketing tools over a 12-month period. The primary goal was to enhance weekly headcount and drive business growth.
Project Background
The owners had previously invested in a logo and identity for the bar but needed a comprehensive marketing plan to sustain growth throughout the year. The focus was on creating a consistent message through various marketing collateral and developing events to attract and retain customers.
Key Achievements
- Marketing Strategy Development:
- Created a detailed marketing plan with a budget of $10,500 per year, representing 7% of the previous year’s turnover.
- Implemented a range of free and low-cost marketing activities to maximize reach within budget constraints.
- Branding and Collateral:
- Produced a set of branded materials including posters, flyers, and point-of-sale items to promote weekly events and highlights.
- Designed and printed template posters and flyers for digital distribution.
- Event Creation and Promotion:
- Established a monthly beer-tasting event with a passport concept, allowing customers to collect stamps for sampling beers from around the world, redeemable for vouchers.
- Launched a craft beer membership program with planned annual trips to breweries and beer tastings.
- Organized a variety of nightly music and themed culture evenings to attract diverse customer segments.
- Implemented snack offerings to complement evening events.
- Digital and Print Marketing:
- Updated website content and graphics to reflect current events and promotions.
- Utilized Google AdWords and ads in local publications like Goodlife ODT, A-Z, and Yellow Pages.
- Produced and distributed DL cards/flyers and footpath posters to increase local visibility.
- Customer Engagement and Feedback:
- The bar staff were trained to actively inquire how new patrons heard about Tonic Bar, providing valuable feedback for marketing adjustments.
- Encouraged word-of-mouth promotion through superior customer service and engagement.
Challenges and Solutions
Navigating a limited budget while needing to generate significant footfall required innovative and cost-effective marketing solutions. Collaborating closely with the bar owners, Flying Lizard devised a strategy that balanced paid advertising with creative free marketing tactics, ensuring sustained patronage and business growth.
Project Highlights
- Brand Strategy Implementation: Developed and executed a comprehensive brand strategy focusing on event-driven customer engagement.
- Design and Production: Created visually appealing and functional marketing materials resonating with the target audience.
- Digital Presence: Enhanced the website and digital campaigns to improve brand visibility and customer interaction.
Financial Efficiency
The project was meticulously planned to stay within the budgetary constraints, ensuring optimal resource allocation and maximizing return on investment.
Client Testimonial
Vicki and Francis Fitzpatrick, proprietors of Tonic Bar, praised the project’s impact:
“The marketing strategy helped us achieve a 25% increase in turnover for the 12-month period and we have continued the services of Dayne to promote our business. It is satisfying to work on the business with a strategy in place and with the knowledge of how our business fluctuates over 12 months.”
Conclusion
Dayne’s marketing strategy led to a significant increase in turnover for Tonic Bar, allowing the Owners to progress with their strategic business plan. The Owners have since sold Tonic Bar to further their plans after sustained growth and success. A collaborative effort not only boosted immediate business performance but also established a solid foundation for the complete plan.