HoReCa marketing strategies explained in detail (for vendors and producers)

The HoReCa industry includes restaurants, hotels, and cafes that serve food and beverages meant to be consumed on the premise. For beverage producers looking to sell their products in the HoReCa sector, marketing is key to success. Here are some strategies that can help HoReCa beverage producers and vendors reach their target market and increase their sales.

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The importance of data

Precise data are crucial to win in the HoReCa sector in 21st century. Derived from transactions, government or digital sources, big data in HoReCa can help you get a critical edge over your competitors who are still relying on traditional ways of conducting commercial operations like sales and marketing. With HoReCa data you can:

• Target your ideal customers
• Learn about consumer behavior patterns
• Find sales hot spots like Hot Zones
• Follow and react to trends and market shifts
• Save millions of € or $ of expenses

All of which will help your marketing efforts succeed. If you base your market research and marketing strategies on big data derived from millions of transactions rather than your intuition, you will always perform better as studies have shown. Learn about HoReCa competitor analysis or HoReCa BI tools that might give you an idea where to focus your marketing activities - SharpGrid is actually giving one away for free now.

FREE MARKET REPORT FOR HORECA SALES & MARKETING

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HoReCa influencer marketing (yes, it exists)

Partnering with influencers or food bloggers can be an excellent way to showcase your products and reach a wider audience outside your brand's boundaries. Influencers, in particular, have a loyal following of people who are interested in the products and services they recommend. By collaborating with them, your products will be seen as more authentic, which can help build trust and credibility with potential customers.

These influencers are hard to find, but it is possible. Look for phrases like "HoReCa influencer" or "on-trade influencer" or possibly "food and drink influencer" on Google, Instagram and other sources. If you're in B2B business, Linkedin is your place to go. Look for HoReCa / on-trade / hospitality consultants and brand specialists or famous / influential industry personas . These people might not call themselves influencers per se, but they serve similar role.

They will differ from country to country so you will have to do your own research. Most of the times they will resemble micro-influencers rather than classical influencers. But in the B2B business, even micro-influencer can help you to big gains and sales growth. Possible cooperation includes webinars, conferences, social media content and all the other marketing strategies mentioned in this article.

If you're looking for an influencer example, check out Chris Maffeo and his Maffeo Drinks HoReCa podcast.

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Organize and host HoReCa tastings and workshops

Tastings and similar events are a great way to promote your products and get feedback from potential customers. You can host tastings at your own facility or at a restaurant or café that serves your products as this could be beneficial for both you and them. You can also consider hosting a special event, such as a wine pairing dinner or a cocktail-making class, to showcase your products and create a memorable experience for attendees.

HoReCa marketing on social networks: Can it work?

Social media platforms like Instagram, Facebook, and Twitter are excellent marketing tools for HoReCa beverage producers. You can use social media to showcase your products, share behind-the-scenes content, and engage with your audience in a more personal and authentic way.

There are several Linkedin groups you can use to target HoReCa professionals and decision makers like:

• InDrinks - officially one of LinkedIn's most engaging global Groups!
• Beer, Wine, Spirits Network
• Food & Beverage & Hospitality Network
• HoReCa Food & Beverage

You can always set-up your own groups and business account and start creating content, inviting people to follow you, run targeted ads and more. For professional B2B audience we recommend Linkedin, although you might have some luck on other social media as well.

Here are some tips for using social media effectively as a HoReCa marketing strategy:

• Choose the right platforms: There are many social media platforms to choose from, and it's important to select the ones that are most relevant to your target market. For example, if you're targeting a younger, more visually-oriented audience, platforms like Instagram and TikTok may be more effective. If you're targeting a more professional audience, platforms like LinkedIn may be more appropriate.
• Create high-quality content: Social media users are bombarded with content. It's therefore important to create visually appealing and engaging posts to stand out. Use high-quality photos and videos to showcase your products and consider hiring a professional photographer or videographer to create professional-grade content. A lot of people today can tell stock image from an original one so consider it an investment to your authenticity.
• Engage with your audience: Use social media to connect and get your audience engaged. An engaged audience will remember your brand and create a positive attitude towards it, which in turns helps business. This can also help build trust and credibility. Get your followers talking, liking and sharing your posts and your brand will be stuck in their minds.
• Use hashtags and tags: Hashtags work differently on every social media platform, but it generally helps to connect with users who are interested in similar topics. Always use relevant hashtags, don't "cheat" by including popular hashtags that have nothing to do with your post's content. And consider creating a branded hashtag to encourage your followers to share content related to your brand. You can also tag other users, such as influencers or industry professionals, to increase the visibility of your content. If they comment or like your post, their audience will see it.
• Run social media ads: These ads allow you to target specific demographics or interests, and you can set a budget and bid for ad placement so you never overspend. This can be a cost-effective way to reach potential customers and drive traffic to your website or social media profiles.

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Building your HoReCa marketing brand

Building a strong brand is essential for HoReCa beverage producers and vendors. You need to differentiate and create a simple shortcut for your brand that will stay in your audience and consumers' minds. Here are some tips for building HoReCa brand as a beverage producer or vendor:

• Define it: The first step in building your brand is to determining what's it all about. This involves identifying your brand's mission, values, and target audience. Think about what makes your products and company unique and how you want to be seen and perceived by your customers.
• Create a strong brand identity: This means elements like your logo, color scheme, font, and tone of voice. It doesn't have to be the most original thing in the world, but it should be distinctive and not easily interchangeable with other brands in your business field.
• Consistency is key: It's important to maintain consistency across all your marketing materials and channels, including your website, social media profiles, packaging, and more. This helps to create a cohesive brand image and makes it easier for customers to recognize and remember your brand. Which should be 100% your aim.
• Foster partnerships and collaborations: Partnering with other brands or influencers can help to increase exposure for your brand and reach new audiences. Consider collaborating with similar brands or like-minded influencers with a loyal following of people who might be interested in your products.

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HoReCa trade shows for hunting customers

Participate in trade shows. Trade shows and industry events are great opportunities to meet potential customers and showcase your products. Consider participating in relevant trade shows, such as food and beverage trade shows or hospitality industry events. This can be a great way to network with other industry professionals and gain exposure for your products.

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Train your HoReCa customers to strengthen mutual ties

The HoReCa industry is highly competitive, and customers are looking for partners who can provide them with the support and training they need to succeed. Consider offering training and support to HoReCa customers who serve your products, such as bartending classes or menu development assistance. This can help build loyalty and long-term partnerships with HoReCa customers.

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Don’t forget about sustainability

Sustainability is becoming increasingly important to consumers, and HoReCa customers are no exception. Consider implementing sustainable practices in your production process and promoting your commitment to sustainability in your HoReCa marketing efforts. This can help differentiate you from your competitors and appeal to environmentally-conscious customers.

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Set your sights on local HoReCa outlets

Partnering with local businesses or outlets (POS) can be a great way to increase exposure for your products and support your community. Consider partnering with restaurants, cafes, or hotels to serve your products and cross-promote each other's businesses.

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The possibilities of HoReCa advertising

Targeted advertising involves targeting specific demographics or interests with advertising messages. This can be an effective way to reach potential customers, as it allows you to focus your HoReCa marketing efforts on the people most likely to be interested in your products. Interested in a few practical tips? Here they are:

• Define your target audience: The first step in targeted advertising is to define your target audience. This should be based on factors such as the type of products you offer, the price point of your products, and the type of HoReCa establishments you want to sell to. For example, if you offer high-end craft beer, you may want to target upscale restaurants and bars, while if you offer lower-priced wine, you may want to target budget-conscious restaurants and cafes.
• Choose the right advertising platform: There are many advertising platforms to choose from, and it's important to select the ones that are most relevant to your target audience. For example, if you're targeting a younger, more tech-savvy audience, platforms like Facebook and Google may be more effective. If you're targeting a more professional audience, platforms like LinkedIn may be more appropriate.
• Use targeted ad campaigns: Once you have defined your target audience and chosen an advertising platform, you can set up targeted ad campaigns. This involves creating ads that are tailored to your target audience and targeting them based on factors such as demographics, interests, location, and more. You can also use A/B testing to see which ad variations perform the best.
• Monitor and optimize your campaigns: To get the most out of your targeted ad campaigns, it's essential to monitor their performance and optimize them as needed. This involves tracking metrics such as clicks, conversions, and cost-per-click, and making changes to your ad targeting, ad creative, or budget as needed to improve performance.

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How to avoid overspending on HoReCa advertising

• Set clear goals: Before you start investing money in HoReCa advertising, it's important to have a clear idea of what you want to achieve. Do you want to increase brand awareness, drive website traffic, or generate sales? Having clear goals will help you determine the best advertising strategy and allocate your budget accordingly. Never do advertising campaigns just for the sake of doing advertising campaigns. Make every penny count.
• Research your target audience: Knowing your target audience is crucial for effective advertising. Research your target audience to find out more about their demographics, interests, and behaviors. This will help you create ads that are more relevant and engaging to your target market. One type of message and graphic design won’t usually cut it. Always customize your ads and create different variants if possible.
• Pick the right advertising channels: There are tons of advertising channels to choose from nowadays, including social media, search engines, display advertising, and more. It's important to choose the channels that are most likely to reach your target audience and provide the best return on investment. For example, older generations might still be reading print magazines whereas younger people tend to consume everything online.
• Create compelling ad copy and visuals: To get the most out of your advertising budget, it's essential to create ads that are visually appealing and have compelling copy. Use strong headlines, benefit-driven language, and a clear call-to-action to encourage people to take action. Hire a professional copywriter or at least take a copywriting course before typing your first letter. For graphic design you’re going to need a professional graphic designer or art director. If you have bigger budget, consider hiring an advertising agency that’s going to take care of all of this.
• Track and analyze your results: To determine the effectiveness of your advertising efforts, it's important to track and analyze your results. Use tools like Google Analytics to track website traffic and conversions, and use social media analytics to track engagement and reach. By analyzing your results, you can identify what's working and what's not and make adjustments as needed. Don’t waste your money on efforts that don’t generate results.

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In conclusion, there are many marketing strategies that HoReCa beverage producers can use to reach their target market and increase sales. From collaborating with influencers and food bloggers to participating in trade shows and offering training and support to HoReCa customers, there are many ways to get the word out about your products and build a successful business in the HoReCa industry. By focusing on your brand identity, utilizing social media and targeted advertising, and engaging in experiential marketing, you can effectively promote your products and stand out in a competitive market.

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SharpGrid is a data & tech company reinventing market research in the on-trade channel. The on-trade channel consists of POSs (points of sale) like restaurants or bars where food & beverage is bought and consumed, and is often also called HoReCa, on-premise, food service, out-of-home, gastro or immediate consumption (IC) channel, hospitality or on-licence.