Some establishments insist on dress codes and believe they set the tone of the establishment. It might be that beach wear isn’t allowed or that shirts must be worn, or it might be that gentlemen must wear jackets and ties.
This may not sound as if it has much to do with marketing, but it has. Customer perception is an important part of your marketing effort and you can influence it in many ways, including dress code and staff uniform.
The dress code you decide on will be a reflection of you and your establishment. There are no right or wrong answers. The pub that insists that muddy boots are to be left at the door is no better or worse that the restaurant that insists on jackets and ties. They are just different and aiming at a different clientele.
A few months ago I wrote about a guy I mastermind with that has a Client Referral System that Works Like Magic.
His name is Steve Gordon and he was a contributor to volume one of Creating Business Growth. In it he describes how to get referrals, even for those hard to refer businesses. It is a simple system that can be used again and again.
In essence what this referral system does is to make it easy to refer someone without the yuk factor. You know the “yuk” factor. It is when someone says can I refer you to my undertaker or insurance guy. At this stage you will go “yuk”. No one wants to be referred to these guys as they will want to sell us a prepaid funeral or a life policy. It is this certainty of them wanting to sell that we want to avoid (unless we recognise a desperate need for life cover right that moment). So to get referred we need to create a situation where people will not be sold to; a situation where they are given something of value to them.
Of course we want something back; we want their contact details. Here I must caution that this isn’t so that we can try to sell to them every five minutes.
We use their details to keep giving them something of value.
Stefan is rightly known as “The Marketing Magician”. He has an uncanny ability to conjure effective marketing seemingly ‘out of thin air’. But unlike most magicians he’s only too happy to reveal the secrets behind his magic. His enthusiasm is infectious and he’s generous with his time and attention. So if you want to get to grips with the tricks of the marketing trade, Stefan’s your man.
Stefan seems insatiably curious about how our experiences affect the way we interact with companies; what attracts us to them. And he turns this all into original marketing ideas. Plus, he's quite the gentleman. Really glad to know him!
Stefan is chock full of ideas - but more than that, they are GOOD ideas. In the space of one hour he gave me what is probably a year's-worth of implementation. Yet, it's all stuff I can do myself if I wish - no voodoo to be contracted to consultants I cannot manage and whose results I cannot reliably measure.
I have just completed reading Stefan’s book on the marketing of hospitality. I found it outstanding from both the strategic point of view Stefan adopted and the many practical suggestions he offered. And his wonderful, slightly quirky self shone through, which added delight to the entire experience. Check Molly’s Place, A Bar & Grill, in Grenada, MS a year from now and see how we are doing!
I have had the pleasure of working with Stefan on two occasions and was thoroughly impressed both times. His marketing knowledge is excellent and he has the ability to execute a task to a high standard all the way through to completion.
I've had the privilege of working with Stefan on two book projects, and I have also benefited from his marketing wisdom in a private mastermind group. The man is a consummate professional, and he backs it up with a hilarious sense of humor. I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.