Nice, but what use is a catering entrepreneur to photos of a decorated plate? Janssen: “Tweets from catering visitors can be compared to conversations at the table. 'Is everything to your liking?' or 'Did you enjoy it?' are questions that every entrepreneur will ask his guests. As soon as guests start tweeting their findings or spreading them in some other way via social media, it is a small trick for the entrepreneur to share the compliment with his or her network. That makes the difference between PR and advertisement. Let someone else tell the story. In that respect, there is little difference between offline and online.”
Spend your budget on people who are interested in you
Experiences are therefore central. Guests must have a kind of exhibitionistic urge, I dominican republic phone number list think, to share photos of their meals via Facebook, for example. How should the hospitality industry respond to this? Janssen: “With a well-maintained business Facebook page, hospitality entrepreneurs can approach the target group in a targeted manner, responding to signals – buying signals – that Facebookers themselves give. An example: suppose I have a café in a large city and organise a snooker tournament twice a month. I can then use Facebook to specifically search for people who live near my business and who like snooker. The chance that they will come to my business is many times greater just because of these two factors. Every entrepreneur only spends the advertising budget once. So spend it on people who indicate that they are interested in the product. More efficient than blindly conveying a general message to everyone.”