- WHITE PAPERS
Restaurants use online and email marketing to provide consumers the personalized offers they prefer, according to new research by the National Restaurant Association released earlier this week. The research found that electronic marketing channels complement traditional and offline channels as part of a successful marketing mix.
Funded by an unrestricted research grant by LivingSocial, the study analyzed current marketing practices employed by restaurant operators and consumer perceptions of a range of marketing tools.
"Finding the right marketing mix is crucial to success in the restaurant industry," said James Balda, chief marketing and communications officer of the NRA. "Our new research outlines the challenges and opportunities of 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."
Key findings of the research include:
Online marketing can elevate a restaurant's brand and attract new customers.
Customized marketing messages that address a consumer's preferences result in more sales.
Restaurants understand what marketing tools work; they just need to implement them.
Consumers are very sensitive to social media and Internet advertising.
"Many restaurant owners feel overwhelmed by the wide range of marketing options available to them," said Mandy Cole, SVP of Sales, LivingSocial. "We partnered with the National Restaurant Association to conduct this study to see which tools are most effective at increasing revenue and improving business for restaurants. Working together with our thousands of restaurant partners, we look forward to turning these findings into actionable steps to help restaurants improve their marketing efforts."
The results were released Monday at the 2012 NRA Show in Chicago, in a session titled "Myths vs. Facts: How Online Marketing Can Benefit Your Restaurant's Bottom Line."
Read more about online/social media marketing.