Using localised precision marketing to reach new customers
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Recently Big Hospitality (and their sister publication Restaurant Magazine) invited us to give a talk at their annual Digital Innovation Forum, at The Soho Hotel. The presentation focussed on how restaurants can utilise localised, precision marketing; across a mix of digital channels, to reach new customers.
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Using localised precision marketing to reach new customers
- 1. Using localised precision marketing to reach new customers
- 2. Channel Mix Digital Channel Mix
- 9. Case Studies
- 10. Beefeater Grill – Local Campaign
- 12. Dos Caminos Local Campaign
- 13. Dos Caminos Local Campaign
- 14. Targeting
- 15. Geographic
- 17. Advanced Targeting Keyword Local interests Placements
- 20. Coming Soon
- 21. New Advertising Channels Social media advertising is set to nearly double by 2017, from around $6.1 billion to $11 billion.
- 23. SnapChat Advertising How it might look… Potential for promoted content & advertising. Utilising ‘stories’, closest feature to ‘broadcasting’ Snapchat has to offer
- 24. Pinterest Advertising Clever targeting, pay for website visits only, highly engaged user base.
- 25. www.ignitehospitality.com +44 (0)20 7275 8682 sam@ignitehospitality.com @ignitetweet
Notas del editor
- First, a look at the channel mix be covering today
- Google Remarketing works on the same display network as Display marketing, but is based on users who visit your website. Call it online stalking, or intelligent marketing – it’s one of the most powerful advertising tools available. I’ll talk you through how it works now.
- Some of these channels raise demand, and others capture that demand. This approach works very well as a strategy for the larger chains we work with. What we’ve been experimenting with over the last year, is using the full channel mix on a hyper-local basis. Geographically targeted to create and capture demand.
- Reach the right people, in the right place, at the right time – when they are most likely to become your customers
- All within a 10 mile radius
- Over 1 million impressions, Over 10k clicks, Revenue up +17% YOY, 3000+ Facebook Fans
- Reach the right people, in the right place, at the right time – when they are most likely to become your customers
- First things first, all the advertising channels can be geographically targeted. Depending on the location of the restaurant, we usually target within a 10 mile radius. Incredibly powerful.
- Many others, device, #, etc.
- This schematic illustrates the mix of digital marketing tools that we use and the strategy of conversion optimisation. The website’s primary objective is to convert visitors to bookings. It uses what we call Persuasion Assets to encourage sales. The website, its conversion funnel and each of the traffic channels all provide heaps of wonderful data that give us insight into what’s working, how well it’s working, and where best to allocate resources. Today I’m going to focuson on online advertising & remarketing. The reason for this is they provide a powerful solution to how to get new customers, and re-engage them into a conversion. Lets get started with Google Display
- Reach the right people, in the right place, at the right time – when they are most likely to become your customers