• Restaurant Marketing

Using Guest Data and Insights for More Successful Restaurant Marketing

by: Allen Graves
5 min read

In our previous two posts, we discussed the various ways to gather guest data to build a customer data platform, and the insights you can glean from it. 

In this post we will talk about using your guest data and insights to keep current guests coming back using your CDP and the power of marketing automation.

What is Marketing Automation?   

Marketing automation for restaurants is the process of using guest data and a customer data platform to send marketing messages to guests automatically. Messages are sent based upon specific criteria configured by the marketer.

Further, messaging can be personalized to individual guests or groups of similar guests to improve engagement and ROI. This is also referred to as customer segmentation.

For instance, if your guest data includes your guests’ birth date, you can configure the CDP to send a happy birthday message a few days prior to that date. It can contain an incentive to get the guest to choose your restaurant for their special day. To personalize even more, you could create a different message for men and women, for example.

It is all done automatically. All you need to do is configure the campaign and monitor the results.

This is just one example of many marketing automation campaigns restaurateurs can configure.

Marketing Automation Campaigns

With the guest data you can collect using Bloom, and the insights you can see, many other opportunities become available.

Here are several more campaigns that are possible using Bloom’s restaurant customer data platform.

Upon Registration Campaign

When a guest makes their first online order, fills out your website form for the first time, or registers on your guest WiFi, a message can be automatically sent.

The message can thank the guest for ordering or registering, and maybe offer an incentive to get them to return for a second order or visit.

restaurant marketing automation example

It is a great way to increase your first-time visitor return rate. In turn, guest lifetime values will increase, and more loyal guests can be created.

If you have a high first-time visitor return rate, it means you’re doing something or several things right. If you can maintain this return rate, retain these customers over the long term, and increase their lifetime value, your business can grow rapidly.

Upon Exit Campaign

This campaign is triggered when a guest leaves your physical location. It can also be very effective at improving your guest loyalty and return rates.

marketing-automation-survey-exampleFor instance, you can configure the message to be sent a specific amount of time after a guest exits your location. The message could contain any number of things, such as:

  • a guest survey asking them to rate their experience
  • an online ratings request
  • an incentive to get the guest to return, such as a free dessert or discounted price
  • simple message campaign to reinforce branding, trust, and loyalty

The value of this type of campaign can be measured in several ways, depending on the message being sent.

For guest survey and ratings requests, you can gather even more insights as to your guest sentiment. Then you can use that insight to improve operations and get more ideas for future marketing campaigns.

The ratings request message reports also contain an easy to understand word cloud showing guest sentiment in positive, neutral, and negative clouds. This can give you an accurate view of what you’re doing right, and what could use more attention.

Sending an incentive message can improve your guest return rate and provide the same value as the upon registration campaign above.

The At-Risk Guest Campaign

This is one of the most powerful marketing campaigns for restaurants.

Guest attrition, also known as customer churn, is inevitable in any business. For restaurants, understand your churn rate and being able to keep it under control can mean the difference between a crowded front-of-house, or a practically empty dining room.

As Bloom collects guest behavior data at your physical location and your online ordering platform, the machine learning algorithms are able to predict when any guest should be making a return visit.

As time passes without another visit or online order, the guest is marked with a low, medium, or high chance of churning. Or, they are marked as churned altogether.

Then, with Bloom’s automated marketing suite, you can configure a campaign to send a specific message to these guests.

At-risk automated marketing campaign setup

The message can contain an incentive to get them to return and re-establish their loyalty.

Bloom users have seen as many as 37% of their churning guests return for another visit. Imagine the value in being to not only see an accurate number of churning guests, but to start getting them back through your doors.

The Ratings Request Campaign

Online ratings and reviews are very powerful for restaurant revenue when they are positive. Likewise, they can hurt your business if they are negative. And most consumers will check these reviews before deciding on a restaurant to give their business to.

Marketing-automation-ratings-campaignWith this automated marketing campaign, you can send a message to a guess after a specified amount of time after they leave your physical location or execute an online order.

The message contains buttons that send guests directly to your Facebook or Google My Business ratings and reviews page, or directly to the Bloom platform. It’s a great way to understand guest sentiment and keep a consistent stream of ratings and reviews flowing.

There is also a link asking the guest to contact you directly if their experience was negative so that you can work to make things better and keep them as a loyal guest. This may keep the guest from leaving a negative review online.

Over time you can improve positive ratings, mitigate the negative ones, and begin to realize more first-time guests are arriving, while more previous guests continue to come back.

Other Automated Marketing Campaigns and Strategies

There are many other automated marketing campaigns and strategies to execute with the Bloom Intelligence customer database platform.

Our next post will discuss these campaigns, along with techniques to personalize and segment your CDP guest list for even better engagement and marketing ROI.

Plus, we’ll show you how to use your attribution and result reports to test and optimize your messaging over time.

Discover Bloom Intelligence – Your Guests Will Love You For It

With Bloom, you’ll have a complete 360-degree view of your guest base. Then you can use the data to improve marketing and operations, save time, and increase guest lifetime values.

If you are ready to start collecting your own first-party guest data, you need to give Bloom Intelligence a look.

Not only will you be able to automate your restaurant email marketing, but you can also use Bloom to unlock valuable guest insights, improve your ratings and reviews, identify and bring back lost guests, and so much more.

You’ll feel confident as you make solid data-driven decisions. You’ll drive company growth and build a much larger base of loyal guests.

With the amount of competition out there, Bloom can give you a strong competitive advantage and ensure lasting success.

So, click for a free demo of the Bloom Intelligence platform, or call to schedule today at 727-877-8181.

restaurant online ordering marketing demo

 

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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