That was me. Until I started Googling, hitting up Yelp and TripAdvisor, I hadn’t heard of the Porter Beer Bar - and it was top ranked all over the place. Mini review: Good service. Clever touches. Smart, value-driven pricing. Killer beer menu. Which goes to show:
- You don’t have to be a national chain.
- You don’t have to be the biggest.
- You don’t need to be the schmanciest. Not the highest priced, nor the lowest for that matter.
You absolutely DO need to be KNOWN.
The Porter Beer bar is a place I should have at least heard of. This is a place you recommend, you take friends, it’s worth the trip and the battle of traffic. Ok, maybe not the 6th circle of hell that is Atlanta on a Friday afternoon but worth the journey once in a while.
How did I not know a thing about this place?!
Restaurants are one of the hardest businesses to build into a success, and that starts with getting people to take note – then tell their friends.
How often do we take a wrong turn, get ‘lost’ – only to learn a different or better way to get from A to J? Bonus: we discover cool new places tucked along the way.
How often does a friend or family member share their secret (if poorly branded) shopping discovery – only to find that they’ve been going there for years?
How often do employees miss out on different programs, benefits, even required training – because HR did a crap job of making them aware? (Newsletter rant pending.)
Oh my, how often we tackle a need or a problem, a want or goal with a trip to Google. Then scratch heads not knowing what to search. And when we discuss it with others, they’ll offer suggestions and tips, brands and companies, solutions and extras that We. Never. Knew. Existed.
I’m a Communications consultant, consider myself a Public Relations integrator. I know that effective, cross-discipline communications with various key stakeholders is essential to developing and sustaining a successful organization, building a strong brand.
I also know that if your target audience isn’t even aware of you – or the solutions you can provide or desires you can meet – you’re going to go nowhere. Fast.
Is ‘awareness’ a dirty word or due some proper respect?