Optimizing Branding & Marketing Strategies Before Reopening

Hosted by: Kate Edwards

The panel began with Douglas Riccardi, brand expert and graphic designer, who shared the importance of the brand narrative in reopening your concept after closure. He shared that now is the time “to refocus who you are” as a brand and to strengthen your story by sharing what’s unique to your concept. He also advised attendees that “the world is ripe for a reassessment of values” both post Covid and as a response to George Floyd’s death. So you have an opportunity to “be truer to your brand narrative and what you stand for,” and, now more than ever; this will resonate with customers.

Juliana Pesavento, PR and marketing pro, took the baton and walked us through various types of marketing that you can do for yourself. She stressed that now is the time for “instilling confidence in your brand” and urges clients to share their updated practices on cleaning and safety on their social media channels. She ended with a call to action: to “shout from the rooftops” that you have reopened and to use your personal network and hospitality community to spread the word that you’re open for business.

Our digital marketing expert Jimmy Page furthered the previous messages and walked us through 6 aspects of digital marketing. He shared that “the most important part of your reopening plan is communicating with your guests” and that you can leverage your website and all digital channels to help you distribute your message to your customers. He concluded on a high note, “get excited about your opening plan” which was a perfect segue way into the next speaker., Adam Lathan from Gumbo Bros.

Adam shared his recent story of reopening. He revealed how he and his partners reviewed their menu by looking at sales reports for the past 3 years to evaluate the best sellers. Then they made the decision to cut their menu items down to the most essential items in order to “give people what they want” while staying true to his brand. He said that doing so “doesn’t have to be complicated or expensive,” and that simplicity is the key to making people happy.

All of our experts left attendees with practical methods for reviewing their brand promise and marketing strategies before reopening. And the panel offered a number of inspirational ways to reopen with authenticity and pride.

For more information and community support:
Please visit the NYCHG Community Hotline, a Facebook Group where hospitality operators can ask questions and members will provide professional guidance.