The smartest marketers are able to understand which customer segments are most valuable to their business and how each of those segments prefer to receive communication.
We've noticed there are 3 primary buckets of engagement: The Overt, The Personal, The Money Talker.
The Overt customers are the ones that post on social media, tell their friends where to go and are generally "the loudest". They want to feel appreciated when they share love for your brand.
The Personal customers are the ones who will communicate with your brand when you reach out to them. They tend to be the most engaged email subscribers, enroll in loyalty programs, answer surveys and claim promotions.
The Money Talkers let their wallet give all the feedback they need.
The key to identifying who customers are and what they want is collecting data on them. You can start collecting data immediately:
- Send a feedback survey via email to your email subscribers
- Invite people to try a new menu item
- Run a promotion for your social media fans only
More data = better segments.
As you collect more customer contact information and additional data on who these people are, you will start to see some trends and consistencies - these will comprise your customer segments.
It's easy to fall down a rabbit hole and make arbitrary segments so, when you get to creating your segments, it's important to think about the drivers of your business first.
For casual dining businesses, increased online engagement increases the average frequency of visits. You should create segments that help you understand how to engage that segment to do what will drive your business.
Segments for casual dining restaurants that can encouraged to come more frequently might be:
- Facebook Fan + has spent money in-store before
- Filled out a survey + on email list
- Enrolled in loyalty program + social media follower + has been to website in the past month + filled out a survey
There are nearly unlimited different segments you can create and maintain, the key is starting somewhere and tailoring as you go. Once you create segments, you can send targeted and custom messaging that relates to what that segment cares about. They will appreciate the tailored messaging and you will benefit from them coming and giving you more of their business.
To see how Privy can help you create and maintain segments, click here.
To see how On The Spot Systems can help you collect in-store surveys and apply them to your segments, click here.