Aldo has a seasonal business, but he works all year round.
He owns a hotel/restaurant that is always full.
If you were in a touristic city, you wouldn’t be surprised. But the hotel is in the classic tourist resort that lives two months a year.
How does he do that?
No SEO indexing, no Facebook page with over 327,000 likes, no promotions on Groupon.
Aldo has always implemented a simple commercial strategy: he has cultivated some relationships with agencies that provide him with the customers he wants.
Who are they?
His “typical customers” are foreign pensioners, preferably German or English. Well-off people in search of fresh air, walks outside in the fresh air, quiet, and good food.
He calls them “my old friends“.
Result? It’s the only hotel in the area which is open (and full) 11 months a year.
You may be his best friend, but if you show up for dinner after 9 p.m. Aldo tells you:
– The kitchen is closed.
You may be his best friend, but if you try to book a dinner for 10 people who are not guests of the hotel, Aldo tells you:
– We’re full.
His old friends first of all.
Let’s be clear: Aldo makes things simple, but he sells a good product, he knows how to value it, and offers an excellent quality/price ratio.
He recently summarized his philosophy this way:
– I just do what it takes, nothing more: I’m rather doing without it. If, for example, I already have a full restaurant, I don’t let other customers in, because I would make everyone angry: the cook, the waiters, the customers…”.
Moral:
- You need to know who your ideal customer is,
- and organize yourself accordingly thinking exclusively of that target group.
- There’s no point in trying to please everyone else.
- Don’t care about fashion, social media, etc.: use marketing tools that work for your business.
- Finally, learn how to say “no”.
If you also know who your target is, you have a good product, and you want to replicate the success of Aldo, this is the formula that we recommend to attract the customers you want:
