• Restaurant Marketing
  • WiFi Marketing

Content Marketing with Email for Restaurants

by: Ron Zvagelsky On: November 6, 2019
4 min read

If you’re in search of a way to build brick-and-mortar customer loyalty and establish a strong customer following, it can help to put on your thinking cap and look at some of the ways other companies have realized success.

prime-dayFor instance, Amazon, one of the most powerful companies on the planet, created a new sales holiday for its customers in 2015 – Prime Day. It was a hit with customers and has since become one of the most successful post-Thanksgiving sales campaigns ever.

While this is a rather extreme example, the lesson is clear. All it really takes is a bit of creative ingenuity, the right customer data, and an effective way to get your messages in front of your customers.

Fortunately, restaurant marketing opportunities are plentiful, potential creative ideas are countless, and the secret ingredient for increasing customer engagement and loyalty might just be producing the right content experience for your customers.

Why Content Marketing for Restaurants?

There are two primary reasons to consider content marketing for your restaurant or retail business. First, consumer confidence is high, but so is competition. According to Deloitte’s 2019 Retail, Wholesale and Distribution Outlook, U.S. retailers will quite possibly face some headwind this year. “Retailers should look beyond tiered programs built around traditional loyalty and benefits—points, dollars off, gifts, mailers—that at best elicit “transactional” loyalty. In an industry shifting toward experience-based models, retailers should look to make emotional connections, not just transactional ones.”

Content marketing is the perfect strategy to generate that type of loyalty.

This brings us to the second and equally important reason for making content a part of your marketing strategy – cost savings.

Cost containment should always be a major part of planning, and economic tension between the U.S. and other countries might result in trade wars, resulting in much higher cost of goods, services and shipping. Amid this turmoil, cost saving becomes even more imperative. Even if trade wars do not develop, retail profit margins are known to be thin, so saving on advertising and marketing costs is essential.

Fortunately, content marketing is one of the most inexpensive and sustainable marketing strategies available today, and well within the reach of companies at any budget level.

The Key to Successful Brick-and-Mortar Content Marketing: WiFi Analytics

You obviously want to engage your customers in a way that will have them coming back to your store again and again, and then translate that engagement into tangible ROI. To do this, you need to be able to segment your customers into specific groups and measure the behavior of each customer individually, based on the marketing messages they receive.

personalization

There are several ways to collect customer data, such as through your POS system, loyalty platform, or your website. However, for most brick-and-mortar restaurant and retail establishments, the ideal solution is a quality WiFi marketing and analytics platform.

These platforms allow business owners to use their WiFi access points to collect anonymous customer behavior data while they are visiting your establishment. When customers log into the WiFi, the platform collects even more valuable data, allowing you to build individual customer profiles including data like: email address, phone number, popular visit times, frequency, age, gender, birthday, and much more.

Using WiFi Data for Content Marketing

With all this data collected, it becomes easy to segment your customers into groups and send targeted, personalized email messages which can include any type of message, newsletter, event reminder, promotion, coupon, etc.

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Furthermore, since each customer is tracked individually, you’ll be able to see who comes back into your establishment and/or redeems an offer after you have sent them a marketing message. This allows you to accurately track the individual ROI of each email marketing campaign sent through the system.

With this type of data at your fingertips, the marketing ideas become as endless as your imagination. You can send specific emails to specific customer segments about:

  • Weekly specials
  • Monthly freebies
  • Events (such as local craft beer/wine tasting, kid’s night, etc.)
  • Newsletters from the company CEO
  • Or even create a new sales holiday, like Amazon!

With a WiFi marketing platform, you can also send out marketing messages based on demographics and user behavior, triggered by things like:

  • Customer birthday
  • Customer age or gender
  • Milestone number of visits
  • Customer ratings
  • Evidence of churning

This is content marketing at its finest. The important thing to remember is that you need to gather as much data as possible about your customers so that you can segment them and personalize your messaging to each segment.

This leads to increases in customer engagement which can build loyalty to your brand and keep them coming back. And this, in turn, leads to higher customer lifetime values, which increases your profit margins and helps you hedge against an unpredictable and possibly volatile economic future.

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Restaurant Marketing FAQs

What is Restaurant Marketing?

Restaurant marketing is the process of getting people to visit your restaurants. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising.

Learn More About Restaurant Marketing Here

What is WiFi Marketing?

WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door.

Learn More About WiFi Marketing Here

What is Restaurant Reputation Management?

Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. It is a very important aspect of running a successful restaurant business.

Learn More About Restaurant Reputation Management Here

How Does Bloom Identify and Bring Back Lost Customers?

Bloom Intelligence uses machine learning to identify at-risk customers. When one is recognized, the system will send them a message with an incentive to get them to return and re-establish their visit pattern. Bloom users are seeing up to 37% of churning customers return.

Learn More About Saving At-Risk Customers Here

SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
are saying

Austin Eggleston
Bob Cross, Vice President of Operations
Ron Murray
Matt Thompson, Managing Partner
Jacqueline Martin

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

Austin Eggleston

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross, Vice President of Operations

Atlanta Bread Company

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

Ron Murray

Atlanta Bread Company

“They have always been attentive through whatever needs and questions we have.

They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.”

Matt Thompson, Managing Partner

Madison Social

“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

Jacqueline Martin

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