Almerimar Life Readers Question – Week Four

Here is our fourth Readers Question from Paul:

I liked your post on what the Foro should be doing next and your post on the need for businesses to change in Almerimar and it is obvious that a few businesses have been working with you on some great initiatives. In the current climate what would your advice be?

Excellent question and great timing after the latest post regards the Foro!!!!

Almerimar is in a slightly strange situation as the significant majority of its businesses are geared towards the leisure and tourist markets, and those that aren’t tend to be in the ‘nice to have’ rather than ‘need to have’ brackets. As such when times are tight as they undoubtably are these are the first to suffer.

That said we all want to be entertained, have some fun, meet with friends and forget the current woes so in many ways that is the first thing I would suggest ……… put on a brave front, have a smile on your face, and help people to forget.

I was in a couple of bars recently where they had done the exact opposite. Stock was low, staff were ’slagging off’ the owners, the owners looked grumpy and in one case didn’t even come out and say hello to the customers!!! First rule when things are tough …….. work harder!!! Work hard to give your customers a good time, work hard to put a happy face on, work hard to get them to spend more with you (in the situations above we left after one drink, found a bar that we had never really used before and had a good time. Result? One bar has lost its regular custom another has found new regulars). For example what is the point of closing your business and staying at home using electricity and/or spending money. Get your business open, sit there all day if necessary, entice people in, work your socks off, make people want to spend time with you ……

That leads me to the second rule ……. don’t assume loyalty!!! Your staff wont be loyal so don’t worry if you have to let them go. If someone offers your staff more money or hours they will leave, so if you don’t need them or can get by without them then let them go! Your customers wont just keep coming back to support you because they have always used you. They are suffering as well so understand that and figure out ways to keep them coming back. That is the third rule, and one that you should always bear in mind but especially now, know your competitors. With more businesses after my € you have more competitors than before. Whereas before I may have had a coffee, a cake and a glass of wine, now I may just have a coffee, and if I can get it for 1€ rather than 1.10€ where do you think I will go? .10€ isn’t much but if I drink two cups a day for three months that is 18€, which is two menu del dias, possibly in the restaurant that I bought the coffee in!!!

Finally KISS!! Everyone will understand lower stock levels so be smart. If you are a restaurant offer a limited menu or affordable good quality food. Personally I would rather go out three times a week for a bowl of soup and bread, or a casserole and glass of wine, than just once for a ‘proper’ meal. Target the people that still have money. Pensioners for example. They may have less than before but they have a steady income and a desire to go out and live their life (no point them sitting at home and riding out the recession) so do some targeted special menus and deals for them.

Of course cross marketing and utilising the Internet are good ideas, but they are topics for a future post.

About Almerimar

Almerimar is located in the region of Andalucia, Spain. The nearest airport is 30km away in Almeria. Other airports that are within 3 hours include Malaga, Murcia, Granada, and Alicanti. Other holiday resorts in the region include Mojacar , Aguadulce and Roquetas de Mar

Almerimar is also one of the largest marinas in Spain with over 2,000 berths and excellent boatyard facilities.

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