Have you ever wanted to know exactly when your customers want to dine out, what cuisines they like, or who they’re likely to go out with? All of this data is like a goldmine waiting to be discovered in their digital footprint. Below I am going to discuss a few ways you can leverage this data to adapt your customer communications for optimised timing and content to maximise your marketing ROI.
Today’s abundance of promotions and offers are driving 31%* of individuals to dine out at least once a week, but how can you tailor your marketing to make sure that they want to dine at your establishment, or order from your delivery service?
Any occasion is an excuse to eat out
A huge 79%* of adults have dined out for their birthday, with a further 67%* doing so for a partner’s birthday, 61%* for a trip to the cinema, 47%* for a child’s birthday, and 28%* for a trip to a sporting event. Connecting to your consumers’ digital footprints with advanced text analytics tools can give you the insights that you need to predict when these occasions occur including real-time alerts for life events such as anniversaries, graduations, and birthdays.
Make their day
Payday is one of the prime times that people go out for food, with 18%* of consumers marking the date with a meal out. Predicting this key date in your customers’ diaries can accurately enable you to determine when they are likely to go out for a meal and time your marketing or offers for optimum engagement. As well as many other meaningful insights, with PROFILE’s advanced text analytics techniques, you can identify date of pay of your connected consumers and leverage this insight to maximise ROI.
A social activity
Dining out is rarely a solo activity. With PROFILE you can identify who they interact with the most and predict who they would be likely to share your offers with. As well as this, you can also identify their social influence levels and target offers based on who has the most reach (after all, one in two consumers give recommendations to their peers and what better way to boost brand awareness than through a friendly recommendation?)
Give your customers a taste of what they want
It’s not enough to just predict when your customers want to treat themselves, fending off the competition and ensuring that your establishment is the most tantalising option can be tricky. This is where interests and preferences come into play. Research from American Express has found that 34%* of 18-34-year-olds will go out of their way to used a customised offer. With PROFILE, you can identify their frequent and recent locations, their specific interests (for example if they love football and their favourite team is Manchester United, you could send an offer for when you’re showing the match), their favourite cuisines (so you can tailor marketing to make their mouth water), and even their dietary requirements (are they vegan?)
Each piece of insight available at your fingertips can be used to build a better, more complete picture of your consumers and tailor your marketing to drastically improve engagement and ROI.
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