BUILD YOUR TRIBE

Chapter 1 - From Striving to Thriving 21 It was the best of times, it was the worst of times Symptoms of Minimal Marketing Investment Unsuccessful Marketing Budget Guzzlers Rising Trends in Food & Drink Hospitality -- The Little Guy Goes Big -- More Provenance Please -- Themed Eating & Drinking -- Healthy Eating -- Talking about Food & Drink on Social Media -- Foodies Bloggers -- Online Feedback Chapter 2 - Kick-start your Tribe What is a Tribe? -- The Rise of the New Market Influencers -- The Essential Elements of a Tribe Your 5-Step Tribe-building Plan -- Tribe-building step #1 - Write your Manifesto -- Tribe-building step #2 - Take the Lead -- Tribe-building step #3 - Open the Lines of Communication -- Tribe-building step #4 - Create Connections -- Tribe-building step #5 - Track & Talk about your Progress Chapter 3 - Your Marketing Plan Where are you now? Creating your New Tribe-building Marketing Plan -- Situation Analysis -- Brand Assets -- Customer Personas -- Marketing Channels -- Goals, Targets, Strategies and Tactics -- Sales Forecast -- Marketing Expenses Budget Chapter 4 - Connect With your Tribe on the Internet Using Social Media to Market Your Business Social Media Management: In-House vs Marketing Agency Your Website Search Engine Optimisation Email Newsletters Food and Lifestyle Bloggers Your Blog Online Customer Reviews Mystery or Requested Reviews Online Reservation Websites Discount Voucher Websites Chapter 5 - Attract Visiting Customers to your Tribe First Impressions Meeting and Greeting Let your Interiors do the Talking At the Table Using Events to Connect with your Tribe Chapter 6 - Your Marketing Dream Team Your Management Team -- The Boss -- Strategic Business & Marketing Advisors -- Marketing Manager -- General Managers & Assistant Managers Your Customer Service Team -- Chefs, Cooks, Mixologists, Sommeliers and Baristas -- Front of House Team Your Marketing Partners -- Copywriter -- Interior, Brand & Communication Designers -- Photographer -- Web Developer Other Supporting Partners -- Professional Advisors -- Suppliers -- Local Community Chapter 7 - Which Social Media Channels? Twitter Facebook Google+ Local Instagram YouTube FourSquare Pinterest Chapter 8 - Your Essential Digital Marketing Tools The Changing World of Software Customer Relationship Management Solutions Social Media Management Email Newsletter Management Online Surveys Social Media Auto Response Design Software Blogs Website Solutions Analytics Chapter 9 - Getting Results Communication Essentials Establish your Priorities Keep the Momentum Going People and Resource Management Tackling Your Blocks The New Marketing Manifesto for Restaurants, Bars and Cafes References About the Author