Welcome to episode eight, series two of Inside Marketing. Grab a cuppa (or a jar) and give yourself an 8 minute break with Newstyle Media’s Ideas Chick Mikyla Gilbert as she interviews some of South Australia's most successful and entrepreneurial marketers and business owners. We discover what works – and what doesn’t, in marketing and business from some our state’s best business minds.
We set up shop in Adelaide bars and clubs, to take a quiet moment (and often a cheeky drink) to reflect on what our guests have learnt. Each episode we get into the nitty-gritty of the reality of modern business in South Australia and ask the questions you’ve been desperate to hear. Think of this as your one on one networking or mentoring session!
We've got a tasty treat for you in episode eight of Inside Marketing. We've settled into The Library room at Benjamin on Franklin with Caitlin Harvey, owner and director of Feast on Foot to discuss all things digital marketing – and deliciousness.
A South Australian oriented food tour, Feast on Foot walking tours celebrate all things food, beverage and street art in Adelaide and South Australia. Caitlin, an eager traveller and lover of local food tours realised that there was a niche gap in the market for Adelaide food and street tours. Thus, a business was born – and it's a smart move. Discover what's missing, and absolutely blanket that market – and Feast in Foot has got that nailed.
For Feast On Foot, word of mouth, Trip Advisor and social media mix together to create a savvy marketing plan – on a budget.
Caitlin has a very brand focused mentality for Feast on Foot, with a prime directive to ensure that customers turn into brand advocates. How? By delighting their customers and – love it or loathe it – by utilising the power of TripAdvisor. Caitlin insists it's a beast that you need to get to grips with if your business falls within that industry. It's a simple process: ask and if your customers love you, they will deliver. By asking her happy punters to review the Feast on Foot tours, Feast is bumped up on the TripAdvisor ratings. The higher the rankings, the higher the benefits. You can't be lazy with this though and insincerity is very obvious. Ask for reviews and follow up in a personal and engaging manner.
Combined with smart Facebook advertising and a heavy focus on social media streams like Instagram and Twitter, Feast on Foot has managed to make the most of a tight marketing budget.
Caitlin's marketing strategy brilliantly maximises the potential of digital marketing while operating under fiscal restrictions. When you don't have the investment capacity of your competitors, it requires you to be very clever with your tactics.
Think a small business means you don't leave a big footprint? Think again. Obviously, it helps that the product is engaging, informative and most importantly – delicious.