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When working a multi-location restaurant or franchise, homeowners and operators do not have an extra period of time to consider advertising. And not all franchise marketing options are created equal. Many “canned” advertising applications save time however are constructed on model recognition solely and can do little to drive income and enhance loyalty to a selected location. It can really feel difficult to implement advertising distinctive to 1 location over one other when there are a lot of surface-level similarities. Luckily, occasions have modified.
Marketing via using built-in applied sciences resembling WiFi, texting and digital shows gives the choice for full automation whereas offering the supply of extremely focused marketing messages that lead to larger visitor visitors and drive greater income at every franchise location. No, this is not a science-fiction hypothetical — it is a actuality with using progressive, built-in advertising expertise.
By gathering beneficial buyer information via onsite WiFi, franchises can construct a completely automated and personalised expertise for every buyer whereas understanding what works and what does not for a enterprise’s advertising technique. This article will focus on what built-in WiFi marketing automation is, the way it works for multi-location eating places or franchises and tips on how to implement extremely focused advertising campaigns that generate extra income.
Related: Evaluating a Franchise’s Marketing Program
What is advertising automation, precisely?
Centralized multi-location restaurant or franchise advertising automation is completed by synching a location’s WiFi to a buyer’s system (via free WiFi entry) after which accumulating the customer’s valuable data. 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 more than likely attraction 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 keen to take part — as prospects may partake in surveys or different key touchpoints for gathering qualitative data. Even if a buyer decides they do not need to take part in one thing resembling a survey, their schedule behaviors for frequency, time of day, day of week or month, length of their visits and different information stay to assist present them an expertise tailor-made to their wants and needs.
Should a buyer go to a number of areas of the identical multi-location restaurant or franchise over the course of their weekly or month-to-month routine, that data may even be retained. This permits the enterprise to see which location is best for that buyer and incentivizes their go to to particular areas. By incentivizing their go to with a coupon or provide code for a free drink, sandwich or one other merchandise, it could direct a buyer to a selected location that should enhance guest-flow effectivity, in the end serving to the underside line for that location as effectively. With advertising automation via built-in WiFi advertising expertise, routine advertising duties may be dealt with with out the necessity for human supervision or hand-holding.
To accomplish all this, it after all necessitates a willingness on the enterprise proprietor’s half to simply accept the expertise and implement it throughout their multi-location eating places or franchises. This means, information may be saved and disseminated throughout areas and guarantee a buyer going to a location in North Dakota on a Monday can get the identical personalized message that day as they might on a Tuesday in California. While the concept of machine studying and different buzzwords can sound intimidating, clever AI in automated advertising means a better and extra private relationship with prospects.
Related: 5 Ways to Freshen Up Your Franchise Marketing in 2023
How will I see it improve my enterprise?
If a franchise or multi-location restaurant proprietor needs to take the following step and supply an immersive, personalised expertise for his or her prospects, built-in WiFi advertising and automation are the best choice. According to a report from PWC, 82% of customers would share a few of their private data to obtain a extra personalised buyer expertise. A customized expertise was additionally famous by 87% of respondents to PWC’s survey as some of the essential parts of the shopping for expertise to them — that means, individuals need to have an expertise that solely they will have, not the identical cookie-cutter, one-size-fits-all approach many companies soak up messaging their prospects.
Using SMS messaging, electronic mail, social media and digital on-line shows, a enterprise can ship personalised messages that allow their prospects know individually that their needs and wishes are seen and heard.
For instance, if a buyer usually purchases breakfast sandwiches and low 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 begin your day! Here’s a free espresso on us [link to post on social media for social gravity boost!]” Additionally, the AI in built-in WiFi advertising and automation acknowledges that buyer retention and re-acquisition are pivotal and can present every buyer sort — 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 creating a sale to a former buyer — which, in accordance with the guide Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, is way greater than the 5-20% likelihood a enterprise has of changing a sale with a potential new buyer.
Related: The Basics of Multi-Location and Franchise Marketing
Marketing automation via built-in WiFi expertise might sound and appear futuristic, however surprisingly, 76% of companies have already adopted fundamental WiFi expertise. However, most are lacking out on the worth of the combination of texting and digital shows for a complete messaging resolution. Inefficient spending of funds for advertising turns into a factor of the previous with intuitive AI utilized in built-in WiFi advertising.
In the digital age, companies have a possibility not like every other time in historical past to make deep, lasting connections with their prospects. Integrated and automatic options permit 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.