New research from the National Restaurant Association found that restaurants are increasingly using online and email marketing to give customers personalized offers. This electronic use of marketing channels has been proven to complement traditional marketing techniques, resulting in a hugely successful marketing mix.
The daily deal site, LivingSocial funded this research, which evaluated current practices in the marketing world used by restaurant operators and the consumer perceptions of a variety of marketing tools.
According to Chief Marketing and Communications Officer of the National Restaurant Association, James Balda, “Finding the right marketing mix is crucial to success in the restaurant industry. Our new research outlines the challenges and opportunities o both offline and online marketing to help restaurant operators find the ‘sweet spot’ for promotions by identifying what consumers respond to and how various messaging vehicles are perceived.”
Some of the major findings from this research include:
-Restaurants using online marketing tools tend to be viewed as more popular and modern to consumers. In return, restaurant operators feel that websites, TV ads, social media, emails, and daily deals to be very effective in gaining new consumers.
-Restaurant operators and consumers agree that savings provided through customized messages are very important for business.
-95% of restaurant operators find savings offers to be a crucial marketing tool.
-78% of restaurant operators perceive daily deals as an effective way to increase revenue for their restaurants. And 69% of customers claimed that emails from daily deal providers motivate them to check out that featured restaurant from that daily deal.
-40% of restaurant operators claimed they plan to partner with a daily deal provider within the next year.
-87% of consumers would order from or go to a restaurant if given a savings offer.
-Consumers are likely to go to a restaurant if they received personalized marketing messages that referenced previous restaurant patronage, permitted reservations, and identified them by name.
-84% of restaurant operators feel that restaurant-specific marketing emails are an effective way to increase revenue for their restaurant, and 78% of consumers feel that an email from a restaurant would entice them to go to that restaurant.
-Online marketing can boost a restaurant’s brand image and bring in new customers.
With this interesting information, it is clear that the use of LivingSocial and other daily deal sites, or simple email offers, may be a great way for your business to take online marketing to the next level and see an increase in revenue and customers!
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