3 PR tactics QSRs must know to stay ahead

While “green shoots” are starting to emerge in the Australian retail and QSR industry, the reality is a staggering 1,024 Australian retail companies went into administration during 2011-12.

Now, more than at any other time in the economic cycle, opportunities exist for clever and committed companies to get on the front foot and position themselves for an upturn.

It is alarming how many businesses have taken the knife to non-operational costs, such as front-line customer relations, marketing and PR, at a time when these services could be helping to bring new customers through the door.

And while promotional resources are slashed, the challenge for in-house teams to demonstrate value to the franchise network and to management becomes even greater.

Whether your company’s marketing and PR is run completely in-house or in conjunction with an agency, there are some key things that you can do to make your PR dollar go further and position your business ahead of competition once the market picks up.

1. Align your marketing and PR tactics with the business strategy

While all marketing and PR tactics should be aligned with your company’s objectives, during difficult times it is worthwhile re-evaluating your tactics and taking a razor to any superfluous activities that do not contribute significantly to the business’ bottom line.

It’s not about cutting activity completely, but funnelling resources into activities that will provide the most “bang” for your (limited) marketing buck and correlate to a direct increase in sales. This is where “free” tools such as traditional and online media relations can come into play.

2. Show love to your existing customers

With many sectors of the QSR industry heavily franchised and new outlets popping up daily, there has never been a more important time to focus on retaining your existing customers.

How to show them love:

• Make it a company-wide objective to develop relationships with loyal customers and reward them, encouraging staff on a store level to make your brand’s experience one that is positive and worth returning to

• Communicate with customers in their space: if they are online, go there. Be cautious though and interact online in the way that customers want you to

• Help customers share their experiences with others and drive referral-based loyalty campaigns.

3. Communicate your REAL point of difference

All staff within your business should have a clear understanding of your brand’s point of difference, from the head office through to individual store staff. A key tip in the QSR market is to make your point of different real and tangible. Vague promises of “service”, “choice” and “quality” will do little to inspire existing and potential customers, compared to concrete evidence that stands you apart from the crowd. Are you genuinely the only market player to offer a particular service or product? If not, how can you innovate to give you a real competitive edge. Many businesses, including those in QSR, struggle to articulate a point of difference that means anything to anyone who doesn’t work for the company.

Ultimately, economic cycles have proven that those companies that invest in positive customer communication during tough times are the ones that maintain a steady customer base to see them through. These are the businesses that are then in the strongest position for growth once the market stabilises.