Demand generation lessons
The beachfront at Brighton is rarely a quiet place. Even in the winter, you will see a number of brave/foolhardy/daft* souls walking on the beach, the promenade and the pier.
This weekend was always going to be a busy one, with plenty of sunshine and the Brighton Marathon, but my wife and I took the kids anyway. Whether we’d remembered about the marathon or not is besides the point. It was when we went looking for some lunch that I noticed a great lesson in demand generation. Let me explain.
The bar in the picture is the Brighton Music Hall. As we arrived, it looked very busy, with few tables available. What I hadn’t seen at that time was the stack of picnic benches to one side. By not having all of their tables out, the crowd is concentrated together and makes it look busier than perhaps it really was.
The clever piece was the way they managed the addition of tables. As they saw that the turnover of guests seemed to slow, they added another row of tables that were quickly filled by new guests walking off the promenade. After all, there are few people who don’t measure the quality of an unknown restaurant by the crowd of diners.
I was looking at another company earlier today – a completely different business – who also managed their demand well. They did it by saying, on their website, that they are completely booked for April & May, but they are still happy to talk. Again, by suggesting they are really busy, they portray themselves as providing a sought-after service.
The lessons here:
- Keep a good eye on your customers
- Make them think you are popular – meaning more will want you
- Keep talking to them. Keep them informed, even when you are really busy