Janell Morton, Southern Arkansas University ASBTDC director, recently caught up with Dr. Timothy Wise, associate professor of management at SAU’s Rankin College of Business, for an interesting conversation on theming for small business.
1. Describe theming. What does theming mean as it applies to a small business?
Wise: A theme is a combination of visual, auditory, and other elements that tell a story to guests. It is an element of branding.
The lettering on the signs and menus, the colors, the architecture, the choice of music, the furniture, the clothing worn by the employees, and even the decoration of the restrooms are all deliberately chosen to serve the theme.
2. What are some good examples of theming?
Wise: Theme parks, naturally, are built around themes. Disney’s Adventureland, Tomorrowland, Fantasyland, Frontierland, and Main Street USA sections all give their guests very distinctive experiences. At the Disney World resort, even the campgrounds and the stores have themes.
Gold’s Gym fits a classic gym theme that caters to weightlifters, whereas Planet Fitness distances itself from the “he-man” image and caters more to professionals, as well as placing more emphasis on cardio and weight loss. Planet Fitness has bright colors, and Gold’s has more of an industrial look.
A family campground might have a classic vacation theme with Route 66 elements. Even churches have theming, though the parishioners might not call it that.
3. Why is it important for a small business such as a restaurant to have a theme?
Wise: One reason customers go to physical venues rather than shopping online is that they want an experience that takes them away from everyday life and gives them a sense of having gone somewhere. It takes them on a kind of mini-vacation.
The term “eatertainment” was used to describe restaurants like Hard Rock Café with its classic rock theme, Planet Hollywood with its movie theme, and Rainforest Café with its jungle theme. People visit these restaurants to experience the ambiance. Some will pay a good bit more for the escape it gives them.
Aside from the experience aspect, theming is also used to attract the target customer and to reinforce the culture of the business.
4. How can a small business keep its theme fresh and interesting?
Wise: Part of the beauty of a well-chosen theme is that the theme itself suggests new ideas. They don’t have to be dreamed up in isolation.
Holidays, naturally, suggest variations on a theme and can be changed out on a seasonal basis. Though definitely not a small business, Disneyland in California keeps customers engaged by redecorating the Space Mountain roller coaster for Halloween and the Haunted Mansion for Christmas (with a “Nightmare Before Christmas” theme). That gives the California residents who have season tickets a reason to come back and see the décor.
Summer vacation and fall football season suggest certain themes as well.
5. Is there anything else that is important for small businesses to understand about theming?
Wise: Just as all businesses have a culture, all businesses have a brand whether they deliberately chose it or not. Thinking consciously about theme is one of the elements of branding.
If you asked what kind of experience you want your customers to have when they visit your business, what would you want the answer to be? What mental images, sounds, and smells would you want them to connect to your business?
It doesn’t have to be garish or flamboyant unless that’s what you’re going for, but it does create a consistent sense of who you are. This is an example of a themed grocery store.
We would like to thank Dr. Wise for taking the time to share these insights.
Theming Ideas for Your Business
Use this worksheet to write down your own theming ideas.
For more ways to create your unique brand identity, check out these recommendations from Hubspot: How to Develop a Unique (& Memorable) Brand Identity in 2022