Generating additional income has become more difficult than ever for restaurant brands. Traditional mass marketing techniques are missed by many customers, and for those they reach, they often miss the mark.
What should a restaurateur do?
A panel of restaurant marketing experts offered an hour of advice during a webinar, “Is Restaurant Marketing Broken? Find Out What Works and Techniques Needed to Drive Growth,” sponsored by Mobivity Inc.
The panel included Jamie Turner, internationally renowned author, university professor and management consultant; Deena McKinley, Marketing Director at Papa Gino’s Pizzeria and D’Angelo Grilled Sandwiches; and Chuck Moxley is senior vice president of marketing at Mobivity. Elliot Maras, editor-in-chief of Kiosk Marketplace, moderated the webinar.
“The number of prime-time viewers is dropping,” Turner said, citing a recent poll. Additionally, “28% of digital ads are clicked by bots.” Additionally, 34% of consumers say ads are inappropriate or irrelevant, while 84% say ads create a bad impression.
The research also found that 93% of QSR ad spend went to TV and radio. A survey of listeners during the webinar found that most are channeling their marketing funds digitally.
“The more focused and personalized you are, the better off you’ll be with the whole campaign,” Moxley said.
Brands need to embrace personalized marketing, Moxley said.
“You reach the people most likely to buy your product and you are more specific in how you do it,” he said.
A study by Mobivity found that SMS marketing subscribers visit stores 44% more often than non-subscribers, Moxley said.
When a customer joins an SMS marketing program, their frequency and spend increase by 23% in the first year. Additionally, 96% of subscribers stay in the SMS program for 90 days, compared to 66% for emails and 21% for apps, while 90% have stayed in the program after two years.
The average SMS subscriber generated $ 12.15 in additional revenue in the first six months.
McKinley, a Mobivity client in SMS marketing for three years, said her company started the program after seeing other brands succeed with SMS marketing.
“Food is all about impulse, and you want to be on the move when people are on the go and be prepared to lead when they’re ready to make their decisions about what to eat,” a- she declared.
“If you find a good deal and the deal works, you won’t need to reinvent the deal,” she said. “You don’t have to figure out which different offer to keep sending. You just need to know how to make it relevant and to which group of people you need to make it relevant.”
Ownership of data is another benefit that an SMS marketing program can offer, McKinley said.
“We really need our own first party data to be able to understand our customers and be able to market them on our own and have owned channels that we control,” McKinley said.
The messaging of the mobile market offers an opportunity to stand out, the panelists agreed. It allows the operator to encourage more digital downloads, showcase new products, showcase videos, promote contests and giveaways, and promote live events and sponsorships.
To watch the webinar, click here.