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Personalized marketing is also known as p2p marketing, person-to-person
And it can be defined as the implementation of a strategy whereby they deliver individualized content to recipients through data collection, analytics, and automation technology.
The objective of personalized marketing is to treat each client as a unique and special individual, different from other clients, and according to their tastes, trends or habits.
The benefits of personalized marketing
The benefits of personalized marketing have a “win-win” vocation, because although the company wins, so does your guest. See some benefits of applying it:
- You offer useful content and offers to each person, improving their experience in your restaurant, and at the same time, you more easily obtain information from them: if they get something in return, they will tell you, for example, if the reservation is for a business dinner or for a wedding anniversary, and they will have no qualms about giving you such information
- By knowing your clients more and better, you will inevitably increase your income, because you treat each one as if they were the only client
- You increase loyalty to your business brand, because your customers will feel loved by you.
How to do personalized marketing in a restaurant
If at this point in the article you think it sounds nice, but it is difficult to execute, it is not your thing. It is, and for any branch that occurs to you: convincing customers to provide information, and more with the recently approved privacy laws, is complicated at best.
You really just need creativity and the willingness to invest work and a little money to execute a good personalized marketing strategy.
Here are some strategies and tools to do personalized marketing in your restaurant. They are simple, and also cheap.
Before starting I clarify: you must create and feed a contact list, both clients and potential clients, and feed it regularly. Whatever the medium.
1. Event reminder
Suppose that you can only book online at your restaurant, and in the box to make the reservation, you ask the reason for the reservation, you can put:
- Price informal
- Family dinner
- Wedding Anniversary
- Marriage proposal
This is pure gold for you. If the reservation is confirmed and indeed they attended the meal, you will be able to send an email within a year telling the person: do you remember that last year you celebrated your wedding here? Would you like us to reserve a table to celebrate it? With one click you can confirm the appointment.
2. Special offers based on behavior
Loyalty is something that all businesses look for, but they should also reward.
If you have a method of knowing who your customers are, you can reward your best customers.
A person eats at your restaurant every week, because, for example, once a week he works near your establishment, and he likes your food. If you detect it, you can send him a message saying: Hello “Juan Pérez”, we have seen that every week you come to eat with us, so, as a thank you for your trust, we will invite you to the next meal ”.
The same for people who, although they go little, consume a lot because they take their entire family, for example.
3. Know the habits of your customers
We live in a time when food trends and diets are very varied: celiacs, diabetics, vegetarians, vegans, fruit eaters, etc. And they all have one thing in common: they are a minority. That is to say, a vegetarian person has difficulties to find food without meat, since almost all places have meat as the main dish.
So, if you manage to obtain the information from this, you can use it to your advantage: “Dear client, we know that you are (diabetic, celiac, vegetarian), and that is why we have added special dishes to our menu, which are the following … “
It’s a very simple example, but you can use this for more, like customizing the menu.
As you can see, just three examples will change the image for your clients and they are not difficult to implement, far from it, expensive.