Summary:
Rory Sutherland reveals the marketing tactic of placing chairs outside cafes to signal they are open.
This simple act attracts customers, creating an immediate opportunity to dine.
Outdoor seating works as a marketing tool even in bad weather.
Stacking chairs upside down signals the cafe is closed, deterring customers.
Marketing experts agree that outdoor seating enhances business visibility and customer attraction.
The Marketing Magic of Outdoor Chairs
If you've ever been drawn into a cafe or coffee shop by the sight of chairs and tables outside, you're not alone. Rory Sutherland, a renowned advertising executive and TikTok star, shares a fascinating marketing insight behind this common practice.
The Simple Trick Explained
Sutherland, who is the vice chairman of Ogilvy & Mather, explains that placing chairs outside signals to passing customers that the cafe is open for business. This simple act creates an immediate opportunity for potential customers to grab a coffee or a bite to eat.
In his TikTok video, he states: “We don’t actually go, rationally there are chairs outside the cafe therefore it must be open... It’s system one - we just automatically go, wahey coffee chance over there.”
Weather-Proof Marketing
Interestingly, this tactic works even in bad weather. The presence of outdoor seating communicates to customers that the cafe is ready to serve, regardless of the conditions outside. Sutherland encourages cafe owners to leave chairs outside even when it rains.
A Reverse Strategy
Conversely, if a cafe wants to deter customers, Sutherland suggests simply stacking a few chairs upside down on a table. This non-verbal cue effectively communicates that the cafe is closed, leading to a decrease in foot traffic.
Expert Validation
Other marketing strategists, like those at FemFounder, echo Sutherland's insights, emphasizing that outdoor seating not only attracts customers but also serves as a form of advertising. Passersby can see the social atmosphere and gauge the cafe's service quality, making outdoor chairs a valuable marketing tool.
Embrace these clever tactics to enhance your cafe’s appeal and attract more customers!
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