INSIGHTS FROM THE SPECIALIST HOSPITALITY MARKETERS FOR THE LAST 12 YEARS
In the bustling world of hospitality, standing out from the crowd is more challenging than ever.
As a leading restaurant marketing agency in Sydney for the last 12 years, we've seen firsthand how the digital and social media landscape has transformed the way cafes and restaurants connect with their audience.
Among the myriad of marketing strategies available, one approach has proven particularly effective: collaborating with micro-influencers and food bloggers. Let's dive into why these smaller-scale social media personalities are the perfect match for hospitality businesses and how you can leverage their influence to boost your brand.
The Power of Influencer Marketing in Hospitality
Before we zoom in on micro-influencers, it's crucial to understand the broader impact of influencer marketing in the hospitality sector. At CPM Hospitality Marketing Agency, we've witnessed the transformative power of influencer collaborations across numerous clients. The results have been nothing short of impressive, with significant increases in foot traffic and online engagement.
Have a look at a few of the case studies below to see a few.
But don't just take our word for it. The statistics speak volumes:
“ A staggering 63% of consumers have made a purchase based on an influencer's recommendation.”
While this figure spans all categories, it certainly includes food and dining experiences. In an industry where visual appeal and personal recommendations reign supreme, influencer marketing is a natural fit for cafes and restaurants.
Should restaurants and hospitality businesses use Micro or Macro Influencers?
None other than world famous Marketing guru Neil Patel, in his YouTube video on his number one marketing hack, emphasises the importance of micro-influencers over macro-influencers for most businesses. The reason? Better ROI.
Patel argues that while macro-influencers might have massive followings, their engagement rates often pale in comparison to those of micro-influencers. This means that for the same budget, you could potentially reach a more engaged audience by partnering with several micro-influencers.
Also, think of the relevance of your audience, is it more important that you reach deep into the local audience of your cafe or restaurant or would you prefer to pay to reach hundreds of thousands of people around the world who wouldn't even step foot in the country, let alone your venue?
If you're a product stocked in every supermarket of the world it makes sense, but for a restaurant or cafe, it’s wasting the eyeballs and marketing dollars.
Micro-Influencers: The Sweet Spot of Influence for your restaurant or cafe
Now, let's narrow our focus to micro-influencers. These are everyday consumers with followings ranging from 10,000 to 100,000. What sets them apart is their high brand relevance and the influence they wield through their personal experiences with brands.
Why are micro-influencers so effective for hospitality marketing? Here's why:
Authenticity and Trust Micro-influencers often have a more genuine connection with their audience. Their recommendations come across as sincere advice from a friend rather than a paid advertisement. This authenticity is gold in the hospitality industry, where trust can make or break a dining decision.
Niche Expertise Many micro-influencers focus on specific niches, such as vegan cuisine, coffee culture, or local food scenes. This specialization allows cafes and restaurants to target precisely the audience they want to attract.
Higher Engagement Rates Contrary to what you might expect, accounts with smaller followings often boast higher engagement rates. This means a larger percentage of a micro-influencer's audience is likely to interact with their posts about your venue.
Cost-Effective Marketing Partnering with micro-influencers is generally more affordable than working with macro-influencers or celebrities. This makes it an accessible strategy for businesses of all sizes, from cozy corner cafes to up-and-coming restaurant chains.
Local Impact For cafes and restaurants, local visibility is key. Micro-influencers often have a strong presence in specific geographic areas, making them perfect for targeting potential customers in your neighbourhood.
Nano-Influencers: The Rising Stars in the food blogging world
Taking it a step further, let's talk about nano-influencers. These are social media users with even smaller followings, typically between 1,000 to 10,000 people.
“Despite their modest follower count, nano-influencers often boast the highest engagement rates of all!”
Why consider nano-influencers for your cafe or restaurant?
Hyper-Local Focus Nano-influencers often have a very localised following, perfect for neighbourhood cafes and restaurants looking to build a loyal local customer base.
Extremely High Trust Factor With such a small following, nano-influencers' recommendations often feel like personal advice from a close friend, carrying significant weight in decision-making.
Budget-Friendly Collaborating with nano-influencers can be very cost-effective, often involving product exchanges or small fees rather than large payouts.
Testing Ground Working with nano-influencers can be a great way to test influencer marketing strategies before scaling up to larger collaborations.
The Micro-Influencer Advantage: Quality Over Quantity
CPM's Pioneering Approach to Micro-Influencer Marketing
At CPM Hospitality Sydney Agency, we've been at the forefront of micro-influencer marketing for over a decade. Our journey with this powerful marketing strategy began back in 2013 when the concept of influencer marketing was still in its infancy. At that time, many in the hospitality industry were sceptical about the effectiveness of influencers, viewing them as a passing trend rather than a legitimate marketing channel.
However, we saw the potential early on. While others were hesitant, we recognized that these passionate individuals with growing followings could be powerful advocates for our clients' brands. We started building relationships with food bloggers, local photographers, and everyday food enthusiasts who were gaining traction on platforms like Instagram and Facebook.
In those early days, explaining the value of influencer collaborations to our clients was often an uphill battle. Many restaurant owners couldn't see how partnering with someone who had just a few thousand followers could impact their bottom line. But we persisted, driven by our belief in the authentic connections these micro-influencers had with their audiences.
Our faith in this approach paid off. Over the years, we've witnessed firsthand how micro-influencer partnerships have driven significant foot traffic to our clients' venues, increased online engagement, and ultimately boosted revenue. What was once viewed with scepticism has now become a cornerstone of effective hospitality marketing.
Today, CPM boasts an evolving community of trusted micro-influencers that we've cultivated over the past 12 years. This network allows us to quickly and effectively spread the word about our clients' latest offerings, special events, or new menu items. Our long-standing relationships with these influencers ensure that collaborations feel genuine and resonate with their followers.
The landscape has changed dramatically since we first embraced micro-influencer marketing. What was once a novel concept is now widely understood and sought after by businesses across industries. However, our years of experience give us a unique advantage. We've refined our approach, learning what works best for different types of venues and target audiences.
Our success stories span a wide range of hospitality businesses - from cozy neighborhood cafes to trendy cocktail bars and high-end restaurants. In each case, we've leveraged our micro-influencer network to create buzz, attract new customers, and build lasting brand loyalty.
As we look to the future, we continue to evolve our micro-influencer strategy. We're constantly identifying emerging talent, exploring new platforms, and finding innovative ways to measure and maximize the impact of these collaborations. Our commitment to this approach remains as strong as ever, driven by the consistent results we've achieved for our clients over the past decade.
By staying ahead of the curve and maintaining our focus on authentic, engaging partnerships with micro-influencers, CPM continues to offer our clients a powerful tool for standing out in Sydney's competitive hospitality landscape.
As a restaurant or cafe in any major city of Australia, you should definitely be harnessing the power of these micro & nano influencers for your business!
Curious about how to enhance your social media presence?
Explore our resources, insights and case studies by clicking the button below to learn more about crafting impactful strategies for your hospitality business.
CPM has been Sydney’s leading hospitality marketing agency for the last 12 years, specialising in cafe marketing, restaurant marketing, paid ads, social media, Hospitality PR, influencer marketing, localised marketing, Facebook community marketing, Video REELS, and strategic promotions to keep cafes and restaurant businesses thriving.
Overwhelmed with all this? Then chat with us at CPM where we have been using Instagram and a suite of other digital marketing tools to build great restaurant and cafe brands across New South Wales for nearly 12 years. We are more than happy to chat to see how we can help you!
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