What A View! You Should See the (Customer) Panorama From Here
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Strong customer relationships are built on knowing your audience, inside and out. What they like, watch, buy, where they go, and more. But arriving at that expansive view is often a challenge for QSR brands. First-party data is a great first step but it’s a pinhole peek into what your customers are all about — outside your restaurant and in the real world. Join Jason Downie, Chief Revenue Officer, at unstacked data solutions provider Lotame as he makes the case for how and why widening your view of customers and prospects can strengthen relationships and create lasting experiences.
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What A View! You Should See the (Customer) Panorama From Here
- 1. WHAT A VIEW! YOU SHOULD SEETHE (CUSTOMER) PANORAMA FROM HERE. MediaPost Brand Insider Summit QSR Jason Downie Chief Revenue Officer Lotame February 17, 2020
- 2. 2 – Lotame - Unstacked PERSONAL EXPERIENCES There are all kinds of these experiences happening in your restaurants right now: • Friends catching up • Coworkers grabbing lunch • Families out for a bite
- 3. 3 – Lotame - Unstacked P A N O R A M I CTHE VIEW OF CONSUMERS SLIM
- 4. 4 – Lotame - Unstacked QSR TREND: LOCATION AS THE GATEWAY
- 5. 5 – Lotame - Unstacked “We push like hell on the creative ambition to get some really cool stuff, but every year we look at ourselves and think, how do we do it? How do we do it again?” - Fernando Machado,Global CMO, Burger King
- 6. 6 – Lotame - Unstacked QSR TREND: IT TAKES TWO TO MAKE A THING GO RIGHT
- 7. 7 – Lotame - Unstacked SPENDING TREND: TIME VS. AD DOLLARS
- 8. 8 – Lotame - Unstacked YOU SHOULD SEE THE (CUSTOMER) VIEW FROM HERE ● Find the right data partners ● Extract value from the data you have ● Create flexible data tech to grow with you
- 10. 10 – Lotame - Unstacked QSR SOLUTION: DATA CONNECTS TV & LOCATION 3k+ UNIQUES CFA TV AD VIEWERS 155M+ UNIQUES CFA RESTAURANT VISITORS
- 11. 11 – Lotame - Unstacked QSR SOLUTION: DATA DRIVES IN-STORE VISITS CRM Social Search Display155MM Chick-Fil-A In-Store Consumers 3kTV Viewers
- 12. 12 – Lotame - Unstacked QSR SOLUTION: DEMOGRAPHIC, AFFINITIES, INTERESTS & MORE Sony PlayStation Rold Gold Hey, ladies... with disposable income... have you tried our LTO Rold Gold pretzel bunOR seen our coupon inTarget when you buy a Sony PlayStation?
- 13. 13 – Lotame - Unstacked BUT WAIT, THERE’S MORE ● 1P data is a good start ● Relationships take work & partnership ● Expand your view to see the whole picture
- 14. GET PANORAMIC! Visit Lotame’s table to enter to win a GoPro to capture your ideal panoramas
Notas del editor
- Good morning. I’m Jason Downie, Chief Revenue Officer at Lotame. Lotame is the leading unstacked data solutions company helping brands, agencies and publishers solve business challenges using data and data tech. Thrilled to be here to join the conversation about customer experience and how to expand your view of customers and future customers.
- Speaking of customer experiences . . . I’m a dad to this amazing kid who loves to dance. I’m sometimes mistaken for her chauffeur on the weekends as we travel from dance class to dance competition. It’s the best job in the world. A really important part of our day together is post-practice when we hit our local CHICK-FIL-A. There are all kinds of these experiences happening in your restaurants right now: Friends catching up Coworkers grabbing lunch Families out for a bite
- These connections are a treasure trove of knowledge to inform your entire business. And they’re a great start. 1PD is a great foundation but provides a SLIM VIEW of who your customers are, what they like, what else they buy, etc. For example, would dance dad be something you could capture? With the right tools and connections you can expand that SLIM VIEW into a RICH PANORAMIC VIEW. QSR is pushing the envelope to learn more about your customers. I’ll highlight THREE TRENDS and then SHOW you what’s possible to expand your view.
- Burger King has a WHOPPER of an idea in using location data. Remember the 1 cent Whopper deal in 2018-2019? In 2020, BK went hyper local with FREE WHOPPERS FOR BRONX RESIDENTS. To drive local traffic to their NYC restaurants, Burger King seized on a social moment — Joker fans taking Instagram pix of a highly trafficked stairway to geotarget customers and prospects.
- Global CMO Fernando Machado set the bar high for Burger King & admits to the pressure of repeating these experiments.
- Partnerships are a beautiful thing. Dunkin & Saucony’s Boston Marathon shoe was major in 2018 so they repeated it in 2019. How did either brand find each other? Assume Dunkin saw strong affinities among their audience for sports. Assume that data from the sale of sneakers on Saucony’s site was passed back to Dunkin & vice versa — opens up a pathway for both to acquire new customers & learn more from a first purchase.
- Fragmentation. Today’s theme. We all know the story. It’s harder than ever for a marketer to connect meaningfully and at scale with your audience. Digital in Time Spent and Media Spend overtaken TV but TV still strong in time and attention. Fragmentation makes it difficult to connect the dots between digital & TV and get the PANORAMIC VIEW of customers.
- Here’s where Lotame can help. These trends tell us QSR is active in expanding its view of customers and prospects. And this is a top business challenge for you. Kinds of challenges Lotame was made for. 1) Build strong relationships with data partners to round out your view of customers & create opportunities to engage deeper. 2) Help extract value from data to inform your planning, activation, and analytics. 3) Develop flexible & extensible tech to collect, organize, activate and analyze those datasets and customer knowledge.
- You know I have an affinity for Chick-Fil-A so I’m going to SHOW you what Lotame can do for a brand like this. Disclaimer: CFA is not a current customer of Lotame, although they may be by the end of this. What I’m about to share with you are insights from our CFA segments that are openly available to anyone in our Lotame Data Exchange.
- We talked about location as a key trend and TV spend so let’s connect some dots. We can see in our platform that 53% of people who saw an ad went to a location. Overlap is interesting, but use this data day over day, month over month, trends start adding up. How did the month you introduced a new LIMITED TIME OFFER drive video garners in-store (Super Bowl anyone?)? How does that compare to typical months with your standard content? HOW DO WE DO IT? Unique to Lotame. Use TV data and location-based in-store data — thanks to our data partners — to find overlaps and better yet the connections between fragmented platforms. Round out the view of your customers...
- Let’s try another one. And move consumers to action like Burger King. You’ve got repeat customers and one-time customers. How do you get them back to your restaurant next week? Lotame data is tied to physical device IDs. We can work with your agency of record to retarget users who came into your CFA yesterday or who saw your Super Bowl ad. HOW DO WE DO IT? Lotame is integrated with 100s of digital channels for media buys. Tomorrow we can onboard your offline customer data and use it to target online in Google or any other channel. We can export this same in-store, TV, or demographic data back to your CRM to allow for an expanded view of your consumer in your own platform!
- Three is the magic number so last one. How can you find great partnerships like Dunkin? How can you expand your view of customers? How can you inform product innovation and enhance customer experience? HOW WE CAN HELP: From Lotame’s view, of the 150MM CFA restaurant visitors 65% are female. Does your content strategy resonate with that audience? 26% have $100k+ HHI -- are you upselling them with LIMITED TIME OFFERS based on their affinities and interests like strong interest in Rold Gold Pretzels or Sony Playstations?
- There is MUCH MORE to what our relationship with QSR can do for your brand. But I’ve got 10 minutes and you need coffee. To wrap, 1PD is a great foundation. Keep doing what you’re doing to capture it. Deepen your customer relationships by forging new ones — with high-quality data partners Complement your knowledge with demographic, affinity, interest, purchase, intent data to get a fuller picture of your customers & prospects, find new partners, INNOVATE
- LASTLY, visit our table during the coffee break where you can ENTER TO WIN A GOPRO TO CAPTURE YOUR IDEAL PANORAMAS. That’s where you’ll find me to chat more.