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.
23. SnapChat Advertising
How it might look…
Potential for promoted content &
advertising. Utilising ‘stories’, closest feature
to ‘broadcasting’ Snapchat has to offer
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