Learning from Others’ Mistakes

Prague Food Festival took place for the 4th time back in late May of this year. It had been in a number of different locations over the four years and this year it was in arguably the most prestigious – the Royal Gardens of Prague Castle.

The weather co-operated and the sun shone throughout. Many of the city’s top restaurants were there serving tasting-size portions of their best dishes.

All sounds great apart from the fact that the organisers made some basic mistakes that led to much disgruntlement amongst visitors to the festival. As opposed to previous years there was very little in the way of ‘built-in’ furniture for sitting on at the venue. The grass was off limits even for walking on and there were nowhere near enough tables. Nobody thought to co-ordinate with the restaurants leading to lots of places serving very similar dishes. When the whole point of such an event is to try out lots of different things this was a disappointment for many. Other organisational mis-steps were cited, such as requiring advance ticket purchasers to go to one specific entrance, where the queue was longer than for people purchasing on the day, and a lack of toilet facilities. These concerns were all posted on the PFF’s Facebook page (some of them were removed to, a whole other level of fail) along with annoyance at how the prices for dishes had become excessive – though they were little changed from the previous year. The overriding criticism was that the organisers of PFF were only in it for the money and didn’t care about the visitor experience.

Marquees at Prague Food FestivalThis weekend saw the first FoodParade – an alternative to Prague Food Festival, featuring some of the same restaurants as PFF and whole load more from outside the central square mile of the city – up and coming places, or places with strong followings of locals but with a desire to expand their customer base. The festival was located out of the centre of the city but still just as accessible by public transport. As a visitor to both the difference can only be described as like night & day:

  • The odd PFF practice of giving you a set of chromed plastic knife & fork when you enter, that you are supposed to re-use (or find somewhere to wash, incidentally not very easy), gave way to an altogether more sensible ‘metal cutlery available at every stand’ approach.
  • The festival currency, “chefs”, had a conversion rate of 1 chef to 10 crowns, which was printed on each ‘chef’ whereas at PFF, each “grand” was worth 25kc, which you had to remember. A little touch that was aimed to be more transparent about how much dishes were costing you.
  • Tables were conspicuous by their abundance not absence.
  • All the restaurants and food retailers were treating the event as they should – a marketing exercise rather than trying to make out like bandits. Some even gave coupons for money off when you go to their restaurant.
  • The weather forecast on Sunday predicted rain. In anticipation of this the organisers put up marquees and posted pictures of the marquees to their Facebook page so people could visit without worrying about getting rained on while they ate.
  • FoodParade’s Facebook page is full of enthusiastic compliments from visitors, already looking forward to next years.

Without a doubt FoodParade’s organisers saw what was wrong with PFF and have put together an enjoyable event that stands as a true festival of food.

The marketing takeaway?

Keep an eye on what your competitors’ customers are saying in social channels:

  • Watch their Facebook pages (you can subscribe to a Page’s updates as an RSS feed)
  • Create saved Twitter searches
  • Set up Google alerts for their company names or product names + words like review, complaint, feedback.

And of course you’ve already got this kind of monitoring set up for your own brands and products haven’t you?

Expert tips on Competitive Intelligence

Lego BondHow’s this for a tongue-in-cheek nod to this week’s 20 Years of Freedom post and its mentions of nosey neighbours and secret police?

Staying aware of what your competition is up to is a useful skill and the net makes it so much easier than dumpster diving and illegal wiretaps.

I came across these blog posts via one of my RSS subscriptions and found the tips summed up from a session at last week’s PubCon so valuable I think they should form part of every serious marketer’s toolkit.

Rebecca Kelley of 10e20 and Lisa Barone of Outspoken Media both provide great summaries of the entire session and Andy Beal has made his slides available on Slideshare.

Image credit: Dunechaser via Creative Commons on Flickr