the lime tree
word of mouth is important, nurturing the relationships that are the source of word of mouth is essential
We were chatting with a group of ladies, who were all nursing sore feet after a week’s walk on the West Highland Way, they all enjoyed their meal, wine and telling stories. They also found out about the Lime Tree from the people at their B&B. I am sure that David does the PR thing well – he is that kind of person.
However, I am often amazed when business owners, especially in a reasonably small town such as Fort William, don’t ask how did you find out about us?
It is one thing to have a great restaurant, it is another to get the right people to know your product and to recommend you, and it is another for people to recommend you long-term. It is important that marketing practitioners put in place strategies to identify the people who recommend a business and reward the people who drive customers to a business.
Perhaps, in a place like Fort William an event could be held at the start of a ‘summer season’ to ensure that the right people, the owners of B&Bs, are rewarded and remain advocates for the business.
This is the difference between a salespipeline and a salesdrain.
- What strategies could an organisation such as a restaurant in a tourist town undertake to ensure that the other small business owners [e.g., B&B owners] are shown appreciation for their efforts.