The Bloom Intelligence WiFi Marketing Automation and Customer Intelligence Hub is a powerful restaurant marketing platform that restaurants use to grow their business. Bloom provides physical locations with the ability to:
- Understand their customer behavior at their locations.
- Build large clean customer databases quickly.
- Segment their rich customer profiles into buyer personas to personalize your customers experience.
- Remarket to customers based upon their behavior and buyer’s persona.
- Track every marketing campaign down to a customer walking back in your door and the tangible ROI of each campaign.
How to Use WiFi Marketing & WiFi Analytics to Grow Your Business
Utilizing your guest WiFi access points, Bloom gathers anonymous customer data. As a result, this data informs you about your customers behavior at your locations- even if they never log into your WiFi.
Bloom Intelligence collects, cleans, and analyzes this anonymous customer data and represents this customer behavior data in your dashboard with key performance indicators such as:
- Traffic Count
- Dwell Time
- Popular Visit Times
- Churn Likelihood
- Customer Lifetime Value
Once a customer logs into your guest WiFi and opts into Bloom Intelligence their digital profile is captured. Bloom verifies all emails in real time and cleans all customer data that is collected.
This allows us to build large clean customer databases quickly with detailed customer profiles that include names, emails, phone numbers, zip codes, birthdays, and individual customers presence analytics.
Now that Bloom has automated the building & cleaning of your customer databases, we now give you the ability to segment your customer databases in a combination of different ways or giving you the ability to build buyer personas.
Using Buyer Personas for Restaurant Marketing Success
Buyer personas are groupings of people with similar characteristics. This gives you the ability to associate these lists to campaigns so that you can personalize the messaging to your customers which drive higher engagement rates.
Now that you have this large cleaned customer database that you can segment into buyers’ personas you have the ability to start remarketing to your customers.
Blooms marketing automation platform allows you to send one time or repeating messages, offers or surveys, but more importantly we allow you to trigger messaging that is based upon your customers behavior.
For example, one of Blooms triggers is our at risk customer trigger. We use machine learning to identify your customers that have been lost, and target them with an offer at the right time & place. Our customers are seeing up to 38% of there previously list customers returning to there locations.
This is a big deal, because it is much cheaper to save an at-risk customer than to gain a new one.
All campaigns can be tracked down to someone opening your email, walking back in your door, redeeming at your location, and the tangible ROI of every campaign.
Restaurant Marketing Strategies
As a result, WiFi marketing and analytics can open up an entire new world of marketing possibilities for restaurants. Bloom gives you the ability to have the same competitive edge that online companies have in terms of measuring customer behavior, building customer databases, and the ability to personalize your marketing at scale.
Once you have set up this advanced restaurant marketing platform you can automate the following 7 restaurant marketing strategies for advanced restaurant marketers in 2020.
1. Develop Intelligent Restaurant Marketing Strategies
Bloom Intelligence features a suite of powerful marketing tools that allow you to create real-time, automated behavior-driven digital marketing for restaurants that build customer loyalty and maximize your restaurant email marketing ROI. In addition, the Bloom platform provides tangible attribution on every campaign you create when re-marketing for restaurants. You’ll save money and time as you improve your marketing efforts and results. Likewise, you’ll save on advertising costs, and make better business decisions.
With Bloom, you can create any number of campaigns, surveys, ratings requests – even smart coupons and restaurant comment cards. These campaigns can be simple messages, they can include redeemable digital coupons, or they can be configured to ask customers for a rating of a recent experience. All can be sent manually, scheduled on a recurring/timed basis, or sent based upon specific customer behavior.
To learn about WiFi marketing in the restaurant industry, download our free whitepaper here – Bloom Intelligence WiFi Marketing Guide
2. Create Targeted Marketing Campaigns
Bloom gives you the ability to sort, filter and save your customer profiles into various customer lists, or buyer personas. This is invaluable data when learning how to market a restaurant. Additionally, if you choose a smart list it will automatically update as a new person that meets this criteria enters your customer database. As a result, this allows you to begin creating much more effective and profitable offline targeted marketing campaigns. By using restaurant marketing segmentation, you can send different messages to different groups, instead of sending a single mass-message to your entire customer database. Segmented, targeted content marketing for restaurants is much more effective for customer engagement and overall marketing ROI.
So, stop guessing who your customers really are and how they behave. Instead, discover your most profitable and loyal customers! Target personalized campaigns to your various customer groups for better ROI and more satisfied, loyal customers.
Discover the ease in which you can segment your customer base with a WiFi marketing platform – Improving Restaurant Marketing with Customer Segmentation
3. Build A Positive Online Reputation
Customer ratings and reviews can have a significant impact on your business. Whether good or bad, these reviews provide priceless feedback you can use to improve your overall customer experience. They allow you to recognize specific things that customers love, and those that need improvement.
Online reputation is as important as it ever has been for restaurants. Study after study has shown that they correlate directly with overall revenue. Restaurant marketing wouldn’t be complete without proper attention to online reputation.
We allow you to stay ahead of customer sentiment and stay proactive about your reputation by measuring your customer behavior in real time. You can stop poor ratings before they reach popular rating sites. – i.e. TripAdvisor, Google, etc., and encourage good raters to post their experience online.
Automate the Process
Bloom gives you the ability to automatically send ratings requests to customers about their recent visit. If they respond with a good rating, you can reply with a “thank you” and links to your pages on the online ratings sites. Should they reply with a negative review, you can respond with an apology and a way to resolve the issue. This gives you the opportunity to stop an online negative rating before it even happens.
Also, with Bloom you’ll be able to receive real-time notifications when a customer leaves a bad rating. This gives you the opportunity to contact the customer and resolve the issue immediately – perhaps even before they leave your place of business.
If you’re not paying close attention to your online ratings and reviews, you are missing out on vital information that can help grow your business. And if you’re not actively pushing those rating higher, you are leaving a lot of money on the table.
Learn how to proactively improve your online ratings and reviews in our free guide – Rocket Your Restaurant Ratings and Reviews
4. Create a Restaurant Loyalty Program
Build a successful customer loyalty program for restaurants or integrate and make your current loyalty program more effective. Bloom tracks every device that enters your restaurant, whether it is logged into your guest WiFi or not. However, when a customer logs into your WiFi, their previous and future visit data is attached to their customer profile. Bloom utilizes advanced algorithm sets that include machine learning and predictive analytics to provide deep customer insight that can be used to create automated email marketing campaigns to send messages, offers or surveys based upon your customers’ behavior on- or off-premise.
If you’d like to learn more about using your guest WiFi to create a loyalty program, download our free guide – Drive Traffic and Loyalty to Restaurant with Marketing Automation
You can track the effectiveness of all campaigns with our advanced attribution models that know when a customer receives a message, returns to your locations, and redeems your offers at your restaurants. Then you can take the guesswork out of marketing for your restaurant.
5. Use Content Marketing to Bolster Your Restaurant Marketing Efforts
Many restaurateurs believe that content marketing is the same as marketing with content. While this is somewhat true, there is a huge difference in the concept behind true, effective content marketing for restaurants. Traditional marketing with content involves trying to sell a product or service to someone through persuasive writing and outright promotion. Content marketing, on the other hand, involves providing informational, interesting content without any sort of promotion.
So, the point is to allow your customers to engage with and look forward to seeing your content and have their questions answered, and interests piqued. Over time, customers will begin to form an inherent bond with your business which builds trust and loyalty. And the next time they are making a decision about where to dine, your restaurant will be top-of-mind.
If you’d like to learn more about using content marketing for restaurants, download our free guide – Content Marketing for Restaurants
With the power and flexibility of Bloom Intelligence WiFi marketing and customer intelligence hub, you’ll have the data required for effective, profitable content marketing for restaurants.
6. Build a Customer List and Implement Email Marketing
Since its inception, email marketing has always been a great way to market products and services to consumers. Unfortunately, building an email list has been difficult for brick-and-mortar marketers. Likewise, it took a very long time to build a list of any significant size. However, now it is entirely possible for brick-and-mortar companies to build huge lists of actual customers.
Using your guest WiFi access points, you can build a large list of customers with very little effort. When a customer attempts to log into your WiFi, they will be taken to a WiFi landing page. On this page, they will be required to enter their email address, or log in with their social media account. Their information is immediately added to your customer email list. Then you can begin adding them into your restaurant email marketing campaigns.
With a WiFi marketing and analytics platform, like Bloom Intelligence, you can easily create email marketing campaigns. You can send emails with coupons, offers, rating requests, or any other information you’d like to send. Likewise, Bloom will provide attribution to your campaigns. Since the platform will know when a customer comes back through your door, or if they redeemed any offer, you will have access to reports on every campaign you execute. This allows for testing and optimization over time.
If you’d like to learn more about using your guest WiFi for email marketing, download our free guide – Using Marketing Attribution To Power Up Your Restaurant Marketing
7. Discover Bloom Intelligence
The restaurant industry is extremely competitive and marketing continues to be as difficult as ever. However, Bloom Intelligence can give you that necessary competitive edge by engaging your customers on a much more personal level that leads to a higher restaurant revenue per square foot.
It’s time to start leveraging your guest WiFi to gain a competitive edge. Then watch your profits grow. Schedule your free demo today and see how Bloom can help your business grow.
In addition, learn more about cutting edge marketing with our list of 2020 restaurant marketing ideas to grow your restaurant business.
Restaurant Marketing FAQs
Of all the restaurant marketing strategies, perhaps the most efficient and effective strategy is using a WiFi marketing and analytics platform. It allows you to collect customer contact information, segment your customer list, create targeted, personalized messaging, and remarket to them for maximum results.
Restaurant remarketing is a powerful way to connect with visitors to your website or customers who have logged into your WiFi. It allows you to send targeted advertising, behavior driven promotions to those people through online advertising or email marketing. It’s a key marketing concept that should be a primary focus of restaurant owners and marketers.
Restaurant customer segmentation refers to the process of subdividing a customer base into specific groups based on similar demographics, psychographics, and/or various behavior data points. This information can guide restaurant marketing professionals when developing new marketing campaigns for each group, or optimizing existing ones to personalize the customer experience online or at their physical locations.
The best and easiest way to implement and maintain a digital smart coupon program is to use a WiFi marketing and analytics platform like Bloom Intelligence. The platform allows you to easily create and send customers a unique, one-time use code that they can redeem at their next visit. The coupon is stored on their mobile device.
Amazing analytics tools.
“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