Digital Presence - Is It Necessary?

As we read in the Wiki, there are several steps to take before jumping into website development. In this situation, I think the first thing to do is identify your goals for your business, so your website helps you achieve them. Also, by identifying your goals you can strategize the time it will take to build out a web page and what information will be needed -  

·         What is our demographic (to help design look/feel of webpage)?

·         What information do we want to convey on the webpage?

o   Hours

o   Menu/Food/Specials – depending on the type of bar you may want to include a wine, beer, and spirits menu. Also, if they serve bar food – what is available and between what hours

o   Location

o   Contact Info (phone #, email)

o   Photos of the inside to show look and feel (this sometimes help people decide how to dress)

o   Do you offer private events? Do we need a separate tab for that?

I am a firm believer that every business should have a webpage. According to an article in The Chronicle,  “the information age of the late 20th and early 21st century means that people not only have access to significant levels of information but they expect that it is readily available”. Having said that, most consumers are not hoping that your business has a webpage – they expect it. If you see a restaurant that looks interesting, but can’t find anything about it online, you may be skeptical to visit.

In addition, having a webpage gives you an equal opportunity to compete against bigger stores/chain restaurants. According to the article on Entrepreneur, ” when it comes to benefiting from a website, size does not matter”. This is especially important for small businesses. You need to be able to compete and get your brand/name out there.

• Brochure
• If you wanted the bar to have a generic page with basic information about the bar (hours, location, phone #, etc). This would be a good way to go. This presence could also be used to showcase the vibe of the bar – is it a nightclub, is it a dive, etc.

• Informational
• Maybe this bar hosts a lot of events. McKinney Avenue Tavern in Dallas has a page that has a more informational presence. They host shows, comedians, etc. By using an information presence you get the best of the brochure, but can push out new information to you audience. With information like this, I also think Facebook is a great interactive way to engage with your audience.

• Media
• If the bar can be converted into a private event space you may want to show case weddings, parties, and other events that have taken place here. This is a good way to do it, since these types of events need good visuals/videos to entice the consumer to book.

• Data Gathering
• The first brand I think of when I hear this presence is TopGolf. They collect data and blast promotions, coupons, and other offers to consumers. If your bar is running specials or you wanted to get the word out about an event. Over time, you can incentivize consumers to sign up for your database to receive exclusive offers.

• Interaction
• For this category, I think it is where Twitter and Facebook come into play. A lot of businesses are very engaged with their consumers on social media. This provides the consumer with an area to ask questions (Example: Hey – are you serving the special pizza tonight at the White Rock store) and an area for the brand to develop a relationship. Maybe a consumer reaches out about a great experience. You can reply and tell them thank you – even offer them a coupon for next time. I don’t think live chats really make sense for a bar (nor would they have the manpower to do so), but for an airline company it is a GREAT idea.

• eCommerce
• Perhaps you want to sell branded mugs, cups, and shirts for your bar. Maybe you offer certain food items at the bar that can be ordered to go? I don’t think eCommerce is the best route for a bar because you want to drive in-store traffic so you sell more and help your staff make money. If everything was sold online there would be no point of paying rent for an establishment. 

• Promotional
• I think promotional tools are a great for all businesses. Not only are you rewarding the consumer and encouraging them to visit again, but you are establishing relationships. Consumers want to feel special to the brand. An article on Forbes talks about how making a consumer feel special can drive long-term business. “ When you find practical, workable solutions,  you will  be well on your way to gaining customers’ trust and long-term business.” Offers promotions and other incentives to your consumer can make them want to come back more and more.  For a bar, maybe these means running weekly specials, sending offers to repeat customers, or even a loyalty club (buy X receive Y)

Overall, I believe all businesses should have a website. The content businesses put on their pages may vary, but if you want to develop a brand and compete against similar brands, you need to have a strong digital presence since it is the first thing people will see before stepping foot inside.

Chronicle: http://smallbusiness.chron.com/local-businesses-need-website-39570.html

Entrepreneur: http://www.entrepreneur.com/article/65204

Forbes: http://www.forbes.com/sites/kauffman/2012/06/26/win-their-loyalty-ensure-your-customers-feel-special/