Electronic Connections
Building a Happy, Profitable Community

Connectivity and building relationships electronically are the focus of this month’s Buzztime Report. Online communities and electronic communities provide a prime opportunity for a bar to reach its target market.
    Regarding whether they are interested in receiving coupons via text message, 72 of respondents said “no.” But this is not surprising, nor is it discouraging at all. The solid 28 percent who said “yes” represent plenty of people you can reach with text messaging. Collect their cell phone numbers just as you normally would collect e-mail addresses.
    Twenty percent of respondents check their favorite bar’s Web site regularly. This is a significant number who are heading to your site — or your competitor’s — when planning their nights out. Keeping the site current and worth repeated visits is absolutely critical. Make sure you update it with all events, specials and other information that will get them into your establishment.
    Eighteen percent said they do receive e-mails from their favorite bars. Being that most e-mail lists are opt-in (patrons have to sign up online), this number will be higher if you keep your Web site rocking with current and interesting information, photos, etc., to drive traffic.
    Once you’ve got them visiting — even if they only visit once and see that your site is impressive — make sure you have a conspicuous button inviting them to enter their e-mail addresses to receive weekly or monthly (your call) e-mail updates. Many would rather find the information in their e-mail boxes than have to remember to check your site.
    Ultimately, your demographic plays a big role in which electronic media, or mix thereof, will work best for you.