Is your restaurant marketing effectively generating business in a profitable way? If you’re responsible for marketing your brick-and-mortar business, you need a way to know if your strategies and tactics are bringing people through the door. Marketing ROI can be simply defined as a measurement of how much revenue is generated by a campaign compared to the cost of running the campaign.
But to accomplish this with brick-and-mortar marketing campaigns, you must have accurate, reliable and comprehensive data. And it should be updated in real-time.
With a WiFi marketing and analytics platform like Bloom Intelligence, you’ll be able to passively gather this data. Therefore, you'll have detailed customer profiles, the ability to create segmented marketing campaigns, and measure ROI on the campaign level - all in real time.
Using Customer Profile Data to Increase Marketing ROI
An article on CMO.com reported that targeted advertising is, on average, twice as effective as non-targeted ads, and consumers are willing to trade their data for deals, points, or discounts.
But, without detailed data around the demographics and behavior data of your customers, it's impossible to segment your customers accurately. Therefore, you cannot create the kind of precisely-targeted marketing campaigns that will produce that kind of ROI.
Fortunately, Bloom Intelligence can use your existing guest WiFi to passively collect detailed customer profiles. The profiles contain the type of data necessary for effective customer segmentation. You can build specific lists of customers based on their demographic and/or behavior data. The lists update in real time whenever a customer meets the list criteria you specify. They can then be saved to use for targeted marketing campaigns.
Plus, when you execute a marketing campaign through Bloom, accurate campaign data, including open rates, click rates, and redemption rates will be accessible and updated in real-time.
You can use the marketing ROI calculator above to get an idea of the ROI you can realize when you have the right kind of data to execute targeted WiFi marketing campaigns.
Triggered Campaigns to Increase Marketing ROI
Bloom Intelligence not only allows you to create and execute one-off and scheduled/repeating marketing campaigns, you can also create triggered campaigns for even higher marketing ROI.
Triggered campaigns are based on specific behavior data. When a customer has executed the behavior, a pre-written marketing message will be sent to them.
Some example of triggered campaigns would be when a customer:
Registers on your WiFi landing page
Leaves a rating
Exits your establishment
Has a birthday
Visits your establishment a specified number of times
Is at risk of churning
Triggered marketing campaigns can further increase your marketing ROI because they are based upon user behavior and can resonate with the customer on a much more personal and emotional level. The message will look like a personal message from your business, and not just a canned, mass marketing email.
WiFi Marketing ROI Increases with Segmented/Triggered Marketing
Knowing that segmented and triggered marketing produces a higher engagement rate, try using the WiFi marketing ROI calculator again with a higher customer return rate on promotions. As a result, you'll quickly see that your ROI can increase dramatically.
Customer profiling and targeted marketing can be extremely valuable to your business. They give you a greater understanding of who your best customers are, allowing you to speak to them when, where and how they want to be spoken to. Consequently, this drives engagement, familiarity and loyalty between you and your customers, driving solid increases in marketing ROI.
In short, now is the time to move into the future of customer profiling and restaurant marketing to leverage a jump-start on other savvy marketers. The concept is easy to master and can yield huge returns. Successful business owners not only know their business, they understand the differences in their customers. Moreover, they provide specific, engaging messaging that speaks to those differences.
Increasing customer frequency and spend, building customer loyalty, increasing your bottom line, staying ahead of competition and striving for continuous improvement – all are potent and effective ingredients for impressive marketing ROI and business success.
Get a head-start on your competitors. Certainly with the amount of competition out there in the restaurant, coffee shop, retail and café sectors, WiFi marketing and customer profiles can be one of the easiest methods of gaining a strong competitive advantage and ensuring lasting success.
Use the WiFi marketing ROI calculator above to see the impact that WiFi marketing can have on your bottom line.