SIX RESTAURANT MARKETINGTRENDS FOR 2012Six Marketing Trends To Gain Market Share, Understand Customers & Turn A Profit INK FOUNDRY
OVERVIEW✤ Data, data, data✤ Identifying and activating inﬂuencers✤ Signature items✤ Gamiﬁcation of loyalty programs✤ One to one accessibility✤ Coupon personalization INK FOUNDRY
DATA✤ This is the biggest restaurant marketing trend for 2012✤ Integrating data from multiple touchpoints: social media, email, advertising, customers and more✤ Separate marketing silos will begin to merge together✤ Customer data points will also be expanded to create a picture beyond common demographics INK FOUNDRY
DATA✤ Senior customer intelligence analysts will be needed to extract usable information from data✤ Data reporting services alone they will not be able to deliver the multi-platform analysis required✤ Holistic marketing analysts will mine and merge insights from webpage analytics, onsite restaurant data and social media analytics from Facebook, Yelp, OpenTable, Twitter, YouTube and others. INK FOUNDRY
DATA✤ Many restaurants still keep data in separate silos✤ Silos will begin to break down✤ More fully integrated marketing programs will emerge✤ Multi disciplinary analysis will help reach a highly deﬁned target market with customized messaging✤ A robust understanding of marketing effectiveness will emerge INK FOUNDRY
DATA✤ Data convergence and thorough analysis will provide a signiﬁcant lead for successful organizations beyond 2012 For the complete article on how data will aid restaurants in 2012, please visit http://www.inkfoundry.com/2011/12/ restaurantmarketingtrends/
INFLUENCER MARKETING✤ Restaurants will get serious about inﬂuencer marketing in 2012✤ The big play will be digging deep beyond the top traditional media inﬂuencers and food bloggers to uncover the passionate hidden inﬂuencer✤ Specialized tools, analysts and techniques will be engaged to identify individuals have both the digital and ofﬂine reach to drive others to purchase INK FOUNDRY
INFLUENCER MARKETING✤ Restaurants will activate individuals who have access, motive and credibility to make restaurant, food and dining recommendations✤ The perfect tool that seamlessly blends on and ofﬂine dining inﬂuence will not arrive in 2012✤ Evaluating dining inﬂuence will remain a high touch, high tech proposition in 2012 For the complete article on how data will aid restaurants in 2012, please visit http://www.inkfoundry.com/2011/12/ restaurantmarketingtrends/
SIGNATURE ITEMS✤ Signature items will take on new marketing importance✤ In 2011, we saw increased chatter in both social and in traditional media discussing speciﬁc dishes vs. restaurant types✤ Search volume for speciﬁc restaurants types is trending down, but speciﬁc items appears to be rising in popularity✤ Marketers will need to get signature items into the hands of key inﬂuencers to generate conversation about the restaurant For the complete article on how data will aid restaurants in 2012, please visit http://www.inkfoundry.com/2011/12/restaurantmarketingtrends/
GAMIFICATION ✤ 2012 will be a transformational year for loyalty programs ✤ Social gaming-type rewards will be incorporated into restaurant’s loyalty programs ✤ Location-based services merge with loyalty programs to play a major role in incentivizing repeat visits, facilitating sharing and making rewards easier to redeem for diners. ✤ Integrating gaming dynamics to impact diner action will accelerate restaurant loyalty programs.For the complete article on how data will aid restaurants in 2012, please visit http:// www.inkfoundry.com/2011/12/restaurantmarketingtrends/
ONE TO ONE ACCESSIBILITY✤ Restaurants have always been excellent at customer relations✤ For restaurant patrons, social media has facilitated getting to know the restaurant easier. But...✤ Consumers want to interact with the chef directly, both on and ofﬂine, not with the intermediary in the marketing department.✤ Expect to see personalized messages to best customers directly from the chef about menu changes, nightly specials, and suggestions based on past orders. INK FOUNDRY
ONE TO ONE ACCESSIBILITY✤ Chefs will manage this enhanced engagement by relying on the marketing team to ﬁrst identify the restaurant’s best customers both on and ofﬂine.✤ The chef will also need to play a prominent role on the dining room ﬂoor.✤ People are looking for more personalized, direct connection with both what’s on the plate and who’s plating the food.For the complete article on how data will aid restaurants in 2012, please visit http:// www.inkfoundry.com/2011/12/restaurantmarketingtrends/
COUPON PERSONALIZATION✤ In 2011 restaurants experimented with social coupon sites✤ In 2012 restaurants will continue to experiment with coupons and certiﬁcates, but with more realistic expectations of results, more control, customization, and ﬂexibility as well as insist on reporting data✤ Certiﬁcating will focus on activating top inﬂuencers to pass along coupons to their social sphere and rewarding them with value added experiences and tools and rewards to facilitate the pass along recommendation. INK FOUNDRY
COUPON PERSONALIZATION✤ Couponing will be more select and personalized for the brand with restaurants running their own deals to loyal customers.✤ This trend will accelerate as restaurants see the beneﬁts in tracking and engineering word of mouth recommendations that a well designed application and program can deliver.For the complete article on how data will aid restaurants in 2012, please visit http://www.inkfoundry.com/2011/12/restaurantmarketingtrends/
SEARCH IS THE NEW SOCIAL✤ In 2012 we will most likely see restaurants allocating resources to local search.✤ Local search will most likely take up a greater percentage of the marketing budget than it will return.✤ Preliminary results from our current dining survey point to search as one of the least inﬂuential channels for diners.✤ Restaurants should not totally ignore search, but should earmark resources judiciously.
MORE INFORMATION ✤ About The Author Carin Galletta Oliver is the president and founder of Ink Foundry, a word of mouth marketing agency. With more than 20 years of word of mouth and inﬂuencer marketing experience, she has worked with a wide range of brands including Anheuser- Busch, California Pizza Kitchen, Fogo de Chao,Carin Galletta Oliver, President Rubio’s Fresh Mexican Grill, Fleming’s PrimeInk Foundry Steakhouse & Winebar, Outback Steakhouse, Rodney Strong Wine Estates, Tanqueray, Palmsemail: email@example.com Casino Resort, Johnny Walker, KFC, and others.phone: 415.508.5796 Oliver resides in the San Francisco Bay Area with her daughter, Labrador and fabulous husband.