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National Restaurant Association - Increase the impact of your restaurant’s digital marketing

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Increase the impact of your restaurant’s digital marketing

You can promote your restaurant’s offerings so many different ways in-store and online. Unless your audience is engaged, however, it’ll could all be for not. When you know who your customers are and how they prefer to receive promotions or other news from you, you can strategically focus your marketing efforts, rather than hitting your entire customer database with blanket messages.

As your restaurant’s marketing strategy evolves, consider these tips:

  • Request customer contact information. When customers are in your restaurant or ordering online, ask them if they’d like to receive communications from you. If they opt in, make it easy to log their contact information digitally, and have a follow-up outreach plan in place.
     
  • Automate your messages. When a new contact is entered into your system, get your “new customer” marketing rolling. This could entail sending them an email with an introductory offer, such as 30 percent off their next entree. Track if they bite on the deal.

    From there, keep the marketing integration rolling. If you know, thanks to your POS, that particular customers ordered burgers with gluten-free buns, send them an email when you introduce a new gluten-free menu item and offer a few dollars off for a limited time. If some recipients do not redeem, send them a “We miss you” email with another promotion that may appeal to them more.
     
  • Customize your brand experience. Make all your digital communications visually interesting, consistent and easy to digest. When a customer logs into your in-store Wi-Fi or utilizes your tableside tech, display special deals on the homepage, enticing them to potentially add on to their orders. If you have a mobile app, experiment with push notifications’ effectiveness.
     
  • Determine where your customers are on the interwebs. Are your customers more engaged on social media or in their email inboxes? Conduct ample tests. For example, only on your restaurant’s Twitter page, you could tweet a promo code for a 50 percent off of your restaurant’s famous wings during trivia night. When guests present the code, you’ll know where they found that deal. As you analyze the success of your promotions, you’ll have a better idea of how to communicate the next one to your audience.

This content was provided by National Restaurant Association sponsor Zenreach.

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