Have you ever received an offer from your favorite restaurant that on its face seemed generous, but really didn't draw your attention enough for you to make a visit to the restaurant or initiate an online order? Perhaps the offer was for a free menu item that you would never purchase, or maybe your personal choices simply precluded you from breaking diet or resolution by purchasing the item.
Restaurant marketing campaign goals ultimately come down to a single benchmark: how many guest orders were a direct result of the campaign? Did the campaign increase the engagement count (more butts in seats)? Simply "rewarding" the guest with a generic offer may cause the campaign to underperform simply due to lack of relevancy, leading to minimal engagement.
It's difficult to pinpoint why a specific offer campaign may underperform, but assumptions can be made based on a basic understanding of human nature (supported by real-world offer campaign metrics) as illustrated by the following:
Personalized offer campaigns leverage customer data to create tailored experiences, boosting engagement and conversions by making marketing efforts more relevant and personal. Members can be targeted based on purchase preferences and history, creating campaigns with promotions that offer relevant menu items.
To develop personalized offer campaigns, it's essential to start with thorough data collection. Gather comprehensive information about your customers, such as their demographics, purchase history, and engagement patterns, to better understand their needs and preferences.
Once the data is collected, segment your audience based on these insights, allowing you to create targeted groups for different offers and messages. Finally, craft item-specific offers by tailoring exclusive promotions to individual preferences or customer segments based on their past purchases, ensuring that the offers are relevant and appealing to each group.
Fishbowl offers two key products designed to enhance customer data management and marketing efforts. The Fishbowl GRM enables businesses to collect, manage, and analyze customer data through its GRM connections, allowing for more effective personalization. It allows users to create segments from member data collections, targeting members based on highly specific criteria. Additionally, Fishbowl Offers provides a unique solution for promotion management within the restaurant sector. It addresses challenges such as minimizing fraud, tracking campaign effectiveness, and gathering valuable insights about guests. Unlike traditional Point-of-Sale software, which often provides limited or no fraud prevention for coupons and discounts, Fishbowl Offers validates promotions in real-time and monitors guest engagement with specific coupons or campaigns, ensuring a more secure and effective marketing approach.
The Offers platform, in particular provides for item based offer types such as Free Item, Fixed Price, Price Modifier, Percentage off Item, and BOGO. Each of these offer types allow for selection of items directly from the client's menu.
Therefore, GRM campaigns that target specific member purchasing preferences can include item based offers directly mirroring those preferences.
Focus on real-time promotion validation, tracking marketing ROI, preventing coupon fraud, and providing detailed transactional reporting with our advanced promotions manager.
Enhancing guest marketing through personalized campaigns and offers is the right strategy to increase engagement counts. Fishbowl GRM and Offers are the right tools to move away from generic offers to meaningful, relevant guest experiences.
Want to make sure your offers reach the right guests? Let’s talk. Visit us here.
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