This is an excellent book. Published in 2017 the back cover explains that the lessons, stories and guidelines offer a unique and honest insight into tThis is an excellent book. Published in 2017 the back cover explains that the lessons, stories and guidelines offer a unique and honest insight into the day-to-day realities of what many people see as their dream job (running a coffee shop). I wrote a full book review in this blogpost .... https://www.startuphughes.com/coffee-......more
I got an advance copy of this book from the author's publishing team - I am a business consultant in Ireland and while I don't work with the Bar & ResI got an advance copy of this book from the author's publishing team - I am a business consultant in Ireland and while I don't work with the Bar & Restaurant industry to a great extent, this is a book that I would recommend to anyone operating in that sector.
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A GREAT READ The lasting impression of this book is its tone - the author's personality and voice definitely shine through. One of the headings in the Introduction is ‘Shit was Getting Real’ … other headings in the book include: ‘Why hiring “Social Media Experts” is NOT the answer’ and ‘Respond to Every Online Review – Good and Bad’ I would say that he is a typical Bar & Restaurant person. The ones I meet are really busy, passionate about customers and also want to make money. I can see them really enjoying this book - they will definitely buy into the frustrations so clearly outlined in the book. That frustration is how to do MARKETING.
BASED ON ONE BIG CONCEPT This book is only 90 pages in pdf. The book has a laser focus - the contents is very tight – such that there is really only one message. [image] The big concept of the book is the Ocean versus Fishbowl as explained on page 13 in the introduction to Chapter 1 entitled, ‘Get out of the Fishbowl and into the Ocean’ "If I had to sum up the contents of this book into a single, coherent concept, it would be the fishbowl versus the ocean scenario. A fishbowl environment is made up of people who have heard of you before. Existing customers. People who have “opted-in,” “liked,” or “followed” you. This environment is represented by things like email lists, social media accounts, customer databases, and so forth. Most continuing (and expensive) marketing efforts are geared toward getting more people into your particular fishbowl so you can continue to market directly to those people. Conversely, the ocean is made up of ALL consumers. People who have no idea you exist. People who are looking to branch out and try new places to eat and drink in their home city. People who have not opted in or liked anything you offer. The tourist economy is almost exclusively an ocean environment. It includes the person using Google or online reviews to find a business like yours."
This is geared towards Restaurant & Bars owners but addresses issues that have a broader application within marketing.
VIEWS ON SOCIAL MEDIA I totally agree with the author's views on social media which are controversial. For instance, a heading on page 59 is ‘Hashtags are Worthless’. They go against conventional wisdom as created by billions of marketing dollars every year.
DOES THIS BOOK APPLY IN IRELAND? This book is based on understanding your customer. Anyone who travels to other cities or foreign countries will empathise with the description of the customer decision-making process when choosing a restaurant. One often hears that you should eat where the locals eat! Before writing this review I had to think about what exactly the author is proposing as the solution to the marketing dilemma within restaurants. Here are 6 pointers: 1. Know your Customer 2. Keep Returning Customers happy 3. Invest in Staff… btw, the speech to employees on page 74 is superb 4. Invest in SEO & Content Marketing 5. Focus on Reviews 6. Make Social Media work for you (Chapter 5) So absolutely this book applies to Ireland. BTW, Yelp is not big in Ireland but I do see more signs for it in Dublin. For many years TripAdvisor and more recently Google Reviews /Google Business have been hugely important and beneficial for business. I know the Restaurant Manager of a 5 Star Hotel – voted #1 by TripAdvisor in Ireland in 2018. It was a huge boost to the family-owned business.
If you don't much time, yet want to know about Marketing and particularly if you own/operate or work in a Bar, Restaurant or Hotel, then you should read this book....more
This is an excellent book for anyone running a small business who wants to know how to market their business. The subtitle is 'Get New Customers, MakeThis is an excellent book for anyone running a small business who wants to know how to market their business. The subtitle is 'Get New Customers, Make More Money, and Stand Out from the Crowd'. This points to a key tenet of the book - small business must adopt a niche focus so that you can really figure out a specific problem that faces a specific customer profile, and then solve that problem for them by delivering a world class product or service. This will allow you to stand out from the crowd and charge more for your product or service. It will also lead to the developing of raving fan customers who will send other customers your way. This all sounds great but how do you do it. As the back cover of the book explains the answer is to complete the 1 PAGE Marketing Plan Canvas. Allan Dib has created a simple step-by-step process for creating a marketing plan for your business that is literally one page. Simply follow along and fill in each of the nine squares that make up his 1-Page Marketing Canvas after reading each chapter.
I would recommend this book to any startups that I meet to include those on Start Your Own Business and New Frontiers programmes in Ireland. I was so impressed with the book that I wrote a very detailed blog post which selected '20 Business Building ideas' extracted from the book. I also created an infographic to match. For more see: www.startuphughes.com/1-page-marketin......more
This is a fantastic book for anyone preparing a Pitch for their startup or new business project. The pitch formula containing 4 elements of a pitch isThis is a fantastic book for anyone preparing a Pitch for their startup or new business project. The pitch formula containing 4 elements of a pitch is superbly explained with great examples of real pitches by real businesses at Pitch competitions. The four elements of influence were also brilliantly explained. The author concludes that you don't need a Team slide preferring to address Team as part of the overall story of the pitch - a point that most people would disagree with. For more on the book see my blogpost: http://www.startuphughes.com/pitch-fo......more
The contents page is amazing. It links every element of Marketing - each page lists related articles so after reading PR, you might be directed to BraThe contents page is amazing. It links every element of Marketing - each page lists related articles so after reading PR, you might be directed to Branding. There is a separate book called QuickWin Digital Marketing. ...more
Book co-authored by Paul O'Dea Select Selling. A very good Sales book with lots of tools and models. A 3 star as somewhat difficult to read. But worthBook co-authored by Paul O'Dea Select Selling. A very good Sales book with lots of tools and models. A 3 star as somewhat difficult to read. But worth the effort all the same. ...more
In summary this is a very good book - well worth reading. It is available on Amazon.co.uk as an eBook for the Kindle on Amazon.co.uk for £3.59 - value at the price. ...more
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