• Customer Segmentation
  • WiFi Analytics

Restaurant Marketing Customer Segmentation

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

In today’s hyper-competitive restaurant industry, restaurateurs and marketers are always searching for an effective way to gain a competitive advantage without breaking the bank. That means finding a way to fully maximize the ROI of their marketing campaigns.

According to a study from Mailchimp, marketing email recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns. And an article from CMO.com stated that targeted promotions are, on average, almost twice as effective as non-targeted ones. Mailchimp also noted that email open rates are 14.31% higher in segmented campaigns.

Study after study has revealed that marketing is much more effective when different messages are targeted to specific customer segments, rather than sending a single message to an entire customer base. To do this, marketers need one very important thing – accurate and comprehensive market research data.

Customer SegmentationWhen it comes to effective restaurant marketing, market research is an essential component to help you understand who your customers really are, where their interests lie, and how they prefer to spend their money. When you know these things, you can easily segment your customers into different subdivisions based on demographic and behavior data.

Once you have created your various customer segments, you can then create marketing campaigns that will resonate with each individual segment. Then you can use the data to more easily brainstorm and create marketing messages that will speak to the customers in each segment.

Gathering Data for Restaurant Marketing

Restaurant marketers are faced with a challenge when compared to online companies. Businesses that are online can use inexpensive technologies, such as Google Analytics, to capture demographic and behavior data from a very large sample size of their customers. This makes customer segmentation easy.

Brick-and-mortar companies, however, do not have this advantage. They are forced to gather the data in other ways. Traditionally, offline customer data has been expensive to obtain from third-party market research companies. And those who have tried to gather the data themselves have realized it can be very time-consuming, and sometimes off-putting for their customers. Plus, the data they receive is simply a snapshot in time, and from a smaller sample size of customers.

For these reasons, many restaurants are forced to base marketing decisions on personal opinion or a guess, which can obviously be devastating for a business.

WiFi Analytics Platforms for Customer Data Collection

Luckily, there is now a way for brick-and-mortar establishments to collect comprehensive customer data from a large sample size of customers at pennies-on-the-dollar compared to traditional market research companies.

Using a WiFi marketing and analytics platform like Bloom Intelligence, restaurateurs can finally see accurate data about their customers, which will allow them to effectively segment their customer base and create powerful targeted marketing campaigns.

Using your existing WiFi access points, these platforms will collect anonymous customer data such as dwell times, repeat visits and other valuable metrics – whether customers log into WiFi or not. If they do log in, then the platform will collect even more data about each customer, giving you many more data points for segmentation.

Behavioral SegmentationUsing a process called progressive profiling, a complete and accurate customer profile can be created. Progressive profiling will analyze the customer’s profile each time they log in and instead of asking for the default email address each time, it will prompt them for a missing piece of data from their profile, such as their birthday, gender, or postal code.

Over time, you can build a customer database of ten-of-thousands of customers – each with a detailed customer profile.

Segmenting Your Customer Database

This is where the rubber meets the road. Now that you have accurate and comprehensive customer data, you can begin segmenting them into individual groups.

Start by spending some time reviewing individual customer profiles. Before long, you’ll begin to see similar profiles that you can start mentally grouping together. These may be close to the ideal customer or specific segments you already had in mind, or you may be completely surprised as to what you discover.

Eventually, you’ll have a much clearer view of the various segments of demographics, psychographics, and behavior patterns within your current customer base. This is when you can begin creating your list of general customer segments, or personas.

These are the personas you will use when brainstorming, creating, implementing and measuring your newly created or optimized marketing campaigns. Once your lists are built, you can then move on to creating the individual marketing campaigns that will be sent to each individual list.

How Bloom Intelligence Can Get You Started

The Bloom Intelligence WiFi marketing and analytics platform makes it easy to collect detailed customer profiles and segment them into various customer segments that can be saved for use in the automated marketing platform.

You’ll be able to create as many lists as you wish, and whenever a customer meets the list criteria, they will be added to the customer segment automatically. You can create marketing campaigns for each of these customer segments that can be scheduled, one-time or recurring. Or, they can be triggered immediately when a new customer is added to the segment.

Imagine the increase in marketing ROI when you can accurately target your marketing efforts to individual customer segments.

You’ll be able to make much smarter decisions as to what areas of your current marketing strategies can be tested for improvement, and how you can create new, more effective and engaging restaurant marketing campaigns.

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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 $$.”

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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

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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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