Mobile Apps: How To Attract More Customers And Get Your Existing Customers Spending More!

A recent 2012 Harris Poll reported that the majority of consumers surveyed planned on reducing their spending on dining out occasions. And in a 2011 market research done by The NBD Group, a leading market research firm for the Restaurants and Food Service Industry, the company determined that "U.S. restaurant industry visits declined from 62.7 billion in 2008 to 60.6 billion in 2011 and independent restaurants accounted for 87 percent (2 billion) of these traffic losses".  During this period, more than 7000 independent restaurants closed their doors!

The surprising fact about these findings is that major restaurant chains actually increased their market share during this period! So what are they doing to increase their market share, attract and retain their customers or get them to come back more often and spend more?  What lessons can the small, independent restauranter learn and adopt from the majors without breaking the bank and maintaining profitability?

The bottom line is that the major restaurant chains have learned to change and adapt to the changing demographic, social and marketing landscape. The most important marketing strategies that are being used by the majors are as follows:

Customer Data :

They have learned or are learning to better integrate customer data capture across ALL their marketing channels (newspaper, radio, TV, billboards, internet,  social media, etc). They have found a very simple way to tie all these advertising channels into a single, integrated database from where coupons, specials, loyalty programs are directed at their customers. Small restaurant owners currently keep their customer data in several, separate silos that do NOT talk to each other and therefore reduce overall marketing spend ROI. Individual or independent restaurant owners can use these same inexpensive strategies to attract new customers and improve profitability.

Identifying, Influencing and Rewarding Customers:

Most restaurant marketing professionals report that the main way consumers find and decide where to dine is based on a positive word of mouth recommendation from a close contact in their social sphere. However, when it comes to identifying,  activating and rewarding those customers who have the most authority to drive recommendations, there has been a significant lack of information on who those individuals are and which simple, inexpensive  and easily available tools to use to encourage them to do what comes naturally.

A One On One Intimate Connection & Communication  With Your Customers:

Social media has made getting to know the brand much easier and connecting with current customers or diners outside of the restaurant has been a simple communications evolution for many restaurants. However, diners are now demanding more: They want to get up close and personal with who’s cooking in the kitchen. The Major restaurants which are using mobile marketing, described by the New York Times as the "Most Effective Media Ever Invented" to perform this crucial marketing task and are the ones grabbing market share from the small, independent, restaurants.

Coupon Personalization:

In 2011 many restaurants experimented with social coupon sites such as Living Social, Groupon and others. Unfortunately, many reported neutral and often negative results. The main reason for these poor results is the lack of control that this third party resourced customer experience has imposed on the restaurants. Many restaurants were unprepared for the deluge of customers that swarmed their business, and the found out belatedly that the discounts negotiated sometimes resulted in losses or poor customer service experince! Again, the most effective and profitable restaurants are using a cost effective mobile marketing, coupled with a selective and personalized strategy to grab market share and improve profitability.

So What Must You Do?

Your current and/or future customers comprise the majority of the ‘untethered" consumer.  Consider this, according to the latest statistics, about 80% of US household have mobile phones and growing. Almost 30% of mobile web users  use their mobile phone Exclusively, and their their mobile phones are within reach 24/7. Finally, 97% of them will open/read your messages, coupons, discounts or special offers with 5minutes vs only 4% via email or newsletter!

Whoever is in their pockets (via smart phone app), will COMMAND their attention, loyalty and $$$ dollars!

Fortunately for the small to medium sized business person, there are affordable, scalable and functionally powerful, cross platform mobile app solutions on the market for you.

What Features MUST You Look For In Your Mobile App Design Solution?

Your App Must Have Cross Platform Capability – Must work on Iphones, Ipads, Android and Windows

Push Notification – This feature allows you to send unlimited offers/coupons to ALL your customers who have opted to download your app ( at NO additional charge)!

GPS Direction – One tap by your customer; and directions to your business is displayed! No more wasting time & resources to answer calls for direction!

Quick Response (QR) Coupons – Can be used to download your apps and also as a ‘frequent  buyer" card similar to the paper cards used by coffee shops, etc

Tap To Call - One tap, and device calls your business, no more fumbling to find a # and dial

Tap To Email – For your email, newsletter, etc

Mobile Ordering Platform – Should integrate with your existing platform (if you already have one)

Shopping Cart Feature – Should integrate with your existing platform

Mobile Reservation – Should integrate with your existing platform

Simple, Inexpensive, Complete Integration : Your app must be capable of handling the existing functionality and features on your website, and must be scalable to handle any future changes. You must not accept high, ongoing code changes or expenses.

Social Media Integration - Your app must integrate with Facebook, Twitter, YouTube, etc

Mobile App Marketing - You must choose a mobile app developer who will work with you to market your app to ensure you get as many current and/or future potential customers as possible to download your mobile app.

Conclusion

It is not too late for the small to medium business to consider adding a mobile app to their suite of marketing strategies. It is especially crucial if you are already marketing offline (Yellow pages, billboard, TV, radio or newspaper) or online (website, email, banner or pay per click marketing). Adding a mobile app will considerably improve your marketing ROI by enabling you to identify which channels are worth investing additional marketing dollars or vice versa.

For more information about how you can take advantage of an affordable mobile app to get more customers and increase customer loyalty and revenues  please email Mike at: mike@multimediaadvertising.biz

Michael Ofori is President of MVO & Associates, LLC, a multi-media advertising and mobile app design agency and can be reached at 978-631-0363 or email mike@multimediaadvertising.biz

Views: 317

Tags: , , , developer, , app, apps, design, design", developer, marketing, marketing", mobile, More…mobile app marketing, mobile apps, mobile marketing

Comment

You need to be a member of FohBoh to add comments!

Join FohBoh

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

Eateries turn to rationing as lime prices soar

Unrest caused by Mexico's drug cartels, along with floods in Mexico and a drought in California, are taking a toll on this ye -More

25% Usage Reduction, Guaranteed!
Reduce waste and cut cost. Impress your customers and express your brand. Every single Tork Xpressnap napkin dispenser performs double-duty for your business. Find out more about our 25% usage reduction guarantee or get a free trial.

Burger King to upgrade wireless with Whopper Wi-Fi

Burger King has teamed with AT&T to replace existing in-store wireless Internet with an upgraded system dubbed Whopper Wi-Fi  -More

Late-night indulgence pays off for Jack in the Box

Jack in the Box saw its profits rise sharply in the first quarter, a few months after introducing its $6 Munchie Meal menu of -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Wahlburgers Announces Expansion Plans Including Franchise Agreement in Philadelphia

Wahlburgers has signed a franchise agreement with Hingham Associates, LLC that will bring five Wahlburgers to the metropolitan Philadelphia area over the next several years. The franchise group is actively looking at sites and is targeting a late 2014-early 2015 opening for its first restaurant.

Chipotle Mexican Grill, Inc. First Quarter 2014 Revenue Up 24.4%

Comparable restaurant sales increased 13.4% - Restaurant level operating margin was 25.9%, a decrease of 40 basis points

Jamba Juice Announces Grand Opening of New St. Louis, MO Location

Jamba Juice Company announced the brand’s continued expansion in the St. Louis market with the opening of a Jamba Juice® store at 11477 Olive Blvd. on April 16, 2014.

Expert in Real Estate Analytics Joins Luna Grill

Luna Grill, the San Diego-based Mediterranean restaurant chain, is welcoming retail real estate industry veteran Greg Thorburn to its leadership team. Thorburn has been brought on board to fill the newly created position of Vice-President of Real Estate.

Rita's Italian Ice Awards Area Development Agreement for Kansas

Rita's Italian Ice has awarded franchise and area development agreements for Kansas and the Kansas City area, which extends to the Missouri side of the city, to franchisees and local residents Jay Miller, Jeff Miller and Pat Reilly.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: Jeremy Kasdin: The flower-shaped starshade that might help us detect Earth-like planets - Jeremy Kasdin (2014)

Astronomers believe that every star in the galaxy has a planet, one fifth of which might harbor life. Only we haven't seen any of them -- yet. Jeremy Kasdin and his team are looking to change that with the design and engineering of an extraordinary piece of equipment: a flower petal-shaped "starshade" that allows a telescope to photograph planets from 50,000 kilometers away. It is, he says, the "coolest possible science."

TED: Norman Spack: How I help transgender teens become who they want to be - Norman Spack (2013)

Puberty is an awkward time for just about everybody, but for transgender teens it can be a nightmare, as they grow overnight into bodies they aren't comfortable with. In a heartfelt talk, endocrinologist Norman Spack tells a personal story of how he became one of the few doctors in the US to treat minors with hormone replacement therapy. By staving off the effects of puberty, Spack gives trans teens the time they need. (Filmed at TEDxBeaconStreet.)

TED: Jennifer Senior: For parents, happiness is a very high bar - Jennifer Senior (2014)

The parenting section of the bookstore is overwhelming—it's "a giant, candy-colored monument to our collective panic," as writer Jennifer Senior puts it. Why is parenthood filled with so much anxiety? Because the goal of modern, middle-class parents—to raise happy children—is so elusive. In this honest talk, she offers some kinder and more achievable aims.

TED: David Brooks: Should you live for your résumé ... or your eulogy? - David Brooks (2014)

Within each of us are two selves, suggests David Brooks in this meditative short talk: the self who craves success, who builds a résumé, and the self who seeks connection, community, love -- the values that make for a great eulogy. (Joseph Soloveitchik has called these selves "Adam I" and "Adam II.") Brooks asks: Can we balance these two selves?

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service