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When operating a multi-location restaurant or franchise, house owners and operators haven’t got an extra period of time to consider advertising and marketing. And never all franchise advertising and marketing options are created equal. Many “canned” advertising and marketing applications save time however are constructed on model recognition solely and can do little to drive income and improve loyalty to a selected location. It may really feel difficult to implement advertising and marketing distinctive to at least one location over one other when there are numerous surface-level similarities. Fortunately, instances have modified.
Advertising and marketing by way of using built-in applied sciences equivalent to WiFi, texting and digital shows supplies the choice for full automation whereas offering the supply of extremely focused advertising and marketing messages that lead to higher visitor site visitors and drive increased income at every franchise location. No, this is not a science-fiction hypothetical — it is a actuality with using modern, built-in advertising and marketing know-how.
By gathering beneficial buyer knowledge by way of onsite WiFi, franchises can construct a totally automated and customized expertise for every buyer whereas understanding what works and what would not for a enterprise’s advertising and marketing technique. This text will talk about what built-in WiFi advertising and marketing automation is, the way it works for multi-location eating places or franchises and easy methods to implement extremely focused advertising and marketing campaigns that generate extra income.
Associated: Evaluating a Franchise’s Advertising and marketing Program
What’s advertising and marketing automation, precisely?
Centralized multi-location restaurant or franchise advertising and marketing automation is achieved by synching a location’s WiFi to a buyer’s machine (by way of free WiFi entry) after which accumulating the buyer’s beneficial knowledge. From there, prospects are then filtered, organized and analyzed individually by synthetic intelligence (AI) to establish the behaviors of a buyer and what message would most definitely enchantment to them.
The information gathered and retained over this course of additionally continues to develop as a lot because the enterprise wishes and as a lot because the buyer is prepared to take part — as prospects may partake in surveys or different key touchpoints for gathering qualitative data. Even when a buyer decides they do not need to take part in one thing equivalent to a survey, their schedule behaviors for frequency, time of day, day of week or month, length of their visits and different knowledge stay to assist present them an expertise tailor-made to their desires and desires.
Ought to a buyer go to a number of places of the identical multi-location restaurant or franchise over the course of their weekly or month-to-month routine, that data will even be retained. This permits the enterprise to see which location is most effective for that buyer and incentivizes their go to to particular places. By incentivizing their go to with a coupon or supply code for a free drink, sandwich or one other merchandise, it will possibly direct a buyer to a selected location that should improve guest-flow effectivity, in the end serving to the underside line for that location as effectively. With advertising and marketing automation by way of built-in WiFi advertising and marketing know-how, routine advertising and marketing duties could be dealt with with out the necessity for human supervision or hand-holding.
To perform all this, it in fact necessitates a willingness on the enterprise proprietor’s half to just accept the know-how and implement it throughout their multi-location eating places or franchises. This manner, knowledge could be saved and disseminated throughout places and guarantee a buyer going to a location in North Dakota on a Monday can get the identical customized message that day as they’d on a Tuesday in California. Whereas the concept of machine studying and different buzzwords can sound intimidating, clever AI in automated advertising and marketing means a better and extra private relationship with prospects.
Associated: 5 Methods to Freshen Up Your Franchise Advertising and marketing in 2023
How will I see it improve my enterprise?
If a franchise or multi-location restaurant proprietor desires to take the following step and supply an immersive, customized expertise for his or her prospects, built-in WiFi advertising and marketing and automation are the best choice. Based on a report from PWC, 82% of customers would share a few of their private data to obtain a extra customized buyer expertise. A customized expertise was additionally famous by 87% of respondents to PWC’s survey as probably the most essential parts of the shopping for expertise to them — which means, folks need to have an expertise that solely they’ll have, not the identical cookie-cutter, one-size-fits-all method many companies absorb messaging their prospects.
Utilizing SMS messaging, electronic mail, social media and digital on-line shows, a enterprise can ship customized messages that allow their prospects know individually that their desires and desires are seen and heard.
For instance, if a buyer repeatedly purchases breakfast sandwiches and occasional within the mornings from a location, that franchise or multi-location restaurant can ship an SMS message alongside the strains of, “Thanks for selecting us to start out your day! Here is a free espresso on us [link to post on social media for social gravity boost!]” Moreover, the AI in built-in WiFi advertising and marketing and automation acknowledges that buyer retention and re-acquisition are pivotal and can present every buyer kind — together with new, returning, common and misplaced prospects — an expertise that greatest speaks to them.
With misplaced prospects vs. new prospects, it is essential to recollect there’s a 60-70% likelihood of constructing a sale to a former buyer — which, in accordance with the guide Advertising and marketing Metrics: The Definitive Information to Measuring Advertising and marketing Efficiency, is far increased than the 5-20% likelihood a enterprise has of changing a sale with a potential new buyer.
Associated: The Fundamentals of Multi-Location and Franchise Advertising and marketing
Advertising and marketing automation by way of built-in WiFi know-how might sound and appear futuristic, however surprisingly, 76% of companies have already adopted fundamental WiFi know-how. Nevertheless, most are lacking out on the worth of the mixing of texting and digital shows for a complete messaging resolution. Inefficient spending of funds for advertising and marketing turns into a factor of the previous with intuitive AI utilized in built-in WiFi advertising and marketing.
Within the digital age, companies have a possibility not like another time in historical past to make deep, lasting connections with their prospects. Built-in and automatic options enable WiFi and SMS messaging to interact the client immediately and show on their social media and different on-line platforms to additional the strains of communication and understanding between buyer and enterprise.
