Post by account_disabled on Mar 5, 2024 6:23:35 GMT 1
We spoke with Raquel González, Communications Director of El Tenedor about her B2B marketing strategy within the restaurant sector. A few days ago we repeated the experience on Instagram. This time Raquel González, communications director of ElTenedor , a leading restaurant reservations company that is in more than 20 countries, told us how the restaurant industry has faced the Covid-19 situation, the tactics and strategies to take care of its B2B audience, as well as the pillars of your business-to-business content strategy.
For Raquel, the key in recent months has been her communication with her clients -both hoteliers and diners-, as well as demonstrating flexibility in the content calendar, and the ability to react quickly. Raquel González is a journalist by profession and today she is fully Industry Email List dedicated to digital marketing , precisely corporate communications. Currently, she directs ElTenedor's communications in Spain and coordinates the firm's Public Relations in Latin America, Portugal and Australia. Along these lines, she is also co-author of the ebook Mentorízate .
Don't miss the full recording of this interview on our Instagram TV channel and follow us to participate in the next #B2B LiveChat! We leave you a summary below of the most outstanding questions. Obligatory question: COVID and the impact on restaurants. Tell us everything you are doing from the container to be able to cope with this situation. The impact of Covid has been devastating in many sectors, but especially in the restaurant world it has been quite important. In mid-March, from one day to the next, more than 300,000 bars and restaurants across Spain closed.
At ElTenedor we have been working as an ally of the industry for more than 15 years and our responsibility as partners of restaurants was to help them.And how could we help them without bringing them clients? Well, we're starting to see different formulas. The first thing was to save them fixed costs by eliminating the fee for our software and offering them visibility to their delivery service —exceptionally, given that at ElTenedor we do not have that service—so that they could have some means of income.
The main ElTenedor communication action that we carried out was the “save our restaurants” initiative, a platform for selling prepaid vouchers to customers who wanted to help their favorite restaurants and then collect those vouchers when they reopened. Another initiative that we have underway in all our markets is “let's go back to restaurants” with the aim of connecting diners and restaurants.
In all these initiatives, communication has been key. Both the communication to our diner clients to inform them well of the security measures applied by each restaurant, as well as to the restaurants. Another important point has been the flexibility regarding the content calendar, always adapting it to the current situation.
The keys to ElTenedor's communication that we have done at the B2B level have been this capacity to react, the speed in providing information, providing alternatives, launching initiatives and, above all, always based on transparency, honesty and from royal support. Raquel González, communications director of El . What is the key when generating content for your B2B target? And thus having managed to educate restaurants in the digital world.
Really, this process of education or digitization of a sector as traditional as restoration has not been an easy task nor a quick one, we have gone little by little. Imagine, we were born in 2007, when everyone already bought a plane ticket or reserved a hotel online, but it was unthinkable to do so with restaurants. At that time, restaurants did not have Internet on the premises and some did not even The sector has evolved a lot technologically in recent years, they have seen the need to get on the bandwagon of new technologies because their client, the diner, was already in them.
For Raquel, the key in recent months has been her communication with her clients -both hoteliers and diners-, as well as demonstrating flexibility in the content calendar, and the ability to react quickly. Raquel González is a journalist by profession and today she is fully Industry Email List dedicated to digital marketing , precisely corporate communications. Currently, she directs ElTenedor's communications in Spain and coordinates the firm's Public Relations in Latin America, Portugal and Australia. Along these lines, she is also co-author of the ebook Mentorízate .
Don't miss the full recording of this interview on our Instagram TV channel and follow us to participate in the next #B2B LiveChat! We leave you a summary below of the most outstanding questions. Obligatory question: COVID and the impact on restaurants. Tell us everything you are doing from the container to be able to cope with this situation. The impact of Covid has been devastating in many sectors, but especially in the restaurant world it has been quite important. In mid-March, from one day to the next, more than 300,000 bars and restaurants across Spain closed.
At ElTenedor we have been working as an ally of the industry for more than 15 years and our responsibility as partners of restaurants was to help them.And how could we help them without bringing them clients? Well, we're starting to see different formulas. The first thing was to save them fixed costs by eliminating the fee for our software and offering them visibility to their delivery service —exceptionally, given that at ElTenedor we do not have that service—so that they could have some means of income.
The main ElTenedor communication action that we carried out was the “save our restaurants” initiative, a platform for selling prepaid vouchers to customers who wanted to help their favorite restaurants and then collect those vouchers when they reopened. Another initiative that we have underway in all our markets is “let's go back to restaurants” with the aim of connecting diners and restaurants.
In all these initiatives, communication has been key. Both the communication to our diner clients to inform them well of the security measures applied by each restaurant, as well as to the restaurants. Another important point has been the flexibility regarding the content calendar, always adapting it to the current situation.
The keys to ElTenedor's communication that we have done at the B2B level have been this capacity to react, the speed in providing information, providing alternatives, launching initiatives and, above all, always based on transparency, honesty and from royal support. Raquel González, communications director of El . What is the key when generating content for your B2B target? And thus having managed to educate restaurants in the digital world.
Really, this process of education or digitization of a sector as traditional as restoration has not been an easy task nor a quick one, we have gone little by little. Imagine, we were born in 2007, when everyone already bought a plane ticket or reserved a hotel online, but it was unthinkable to do so with restaurants. At that time, restaurants did not have Internet on the premises and some did not even The sector has evolved a lot technologically in recent years, they have seen the need to get on the bandwagon of new technologies because their client, the diner, was already in them.