It’s a given that a well planned Sales & Marketing strategy is key to jump-starting any new business.

If your new business happens to be a restaurant, a bar, coffee house, this rule takes on whole new meaning. And in a competitive, growing metropolis like Davao, where the drinking and dining crowd are apt to jump ship en masse to the next cool thing, a successful campaign becomes absolutely critical.

Here are a few lessons we’ve picked up along the way:

- set yourself apart ~ Create a buzz by offering something unique. Decide on what this is and remain consistent in the plan and execution. Be it the overall theme (the atmosphere, entertainment), the menu, etc. as these relate to your target market. Avoid being too faddish or trendy. . .because we all know what happens when they no longer are.

- creative affiliate programs work ~ Back when we first started, a services exchange deal with the highest rated pop music station in our target demographics segment certainly helped in creating awareness and curiosity.

- public relations / press releases ~ We were fortunate to have met some really cool, local media movers and shakers when we first started who remain really good friends to this day.

- an online presence does not have to cost much ~ The local buy and sell web portal davaosale.com is in fact, free to join. This one happens to be very well organized and maintained and has quite the readership. List your establishment in every possible online directory. . .once again free. If the budget allows, create a website and start a blog – we are new to the latter. Other options are facebook, twitter and the few dozen other social networks.

- suppliers are your best friends ~ Suppliers (especially the large, national or global brands) can help you organize your next big event . Tap into their ideas and expertise to help you launch the next one, be it an annual summer party or anniversary celebration. More often than not, these collaborations are mutually beneficial.

- work with your landlord ~ Support from your landlord in terms of ongoing events in your stripmall or location can sometimes spell the difference between early demise or long-term success.

- nurture your clients ~ Nothing beats good old fashioned service in influencing word of mouth referrals and repeat customers. When the novelty of a new place wears off, this carries your business to the next level.

last but not least . . .

- creative marketing techniques ~ our good friend Martin from LIP got us going on this post and offers some off beat suggestions inspired by Jay Conrad Levinson’s book called Guerrilla Marketing. It’s a fun, very informative read on using unorthodox, disruptive, low cost alternatives when traditional (print, tv, radio) mediums don’t make the most financial sense. Thanks again Martin and LIP for your insights and ideas.

Cheers everyone!

Here are some of our thoughts on this subject as published in the business section of a popular Davao based Blog called LIP

The old adage “location, location, location” certainly holds true in our case. Four and a half years ago, we opened our little bar/restaurant operation in the remote, suburban North part of Davao City.

While the initial buzz of a new place brought people in in droves, eventually, the crowd reverted back to hanging out closer to home or closer to the downtown area, in big-box entertainment venues and other areas where clusters of similar establishments already existed – to see and be seen, so to speak.

It was not an easy task going against other flashier, better funded establishments.

Four and a half years later, with the transformation of this part of the city running at full speed, we’re finding that we’re not as stretched. The new malls (new or under construction), major IT hub across the street, new restaurants and hotels, not to mention, the McDo within crawling distance (that hot caramel sundae sure sounds good after a half-a-case of San Mig Lights, haha!), certainly help in increasing visibility.

But what kept us alive in these last four years was primarily sticking to our plan of offering a nice, comfortable place to unwind and hang out, a cozy atmosphere – not too trendy (we have a new air-con btw) haha! And making the customer feel right at home.

It’s a good business to venture into if you enjoy a constant challenge, which can mean it’s not for everyone.

It’s also highly competitive, especially in a burgeoning market like Davao. You have to enjoy working long nights and enjoy what you do (a lot!).

Thanks to Martin for the fine article and to Bob for a wonderful website.