Picture: iStock
By Megan Wintersteen
VP, Advertising at Zenreach
As COVID-19 restrictions proceed to raise and client foot visitors to bars and eating places escalates, now’s the time to start out reactivating your advertising efforts. Buyer visits to pizza and Italian eating places are up greater than 37% since January, and whereas new buyer acquisition campaigns are essential to your advertising combine, beginning with present and lapsed prospects might provide a extra environment friendly method in a panorama the place each greenback counts.
Sometimes a lapsed buyer could be outlined as a buyer that you just haven’t seen for 30 days or extra, nevertheless it’s very doubtless that the affect of the pandemic elevated the variety of lapsed prospects you’ve seen over the previous 12 months. Re-engaging this group of consumers may be difficult, so we’ve put collectively an inventory of 3 ways you’ll be able to re-engage lapsed prospects:
- E-mail Win-Again Campaigns.
An electronic mail win-back marketing campaign is a well-timed automated collection of customized emails used to extend model consideration, re-establish the connection, and finally incentivize buy. Win-back campaigns may be as easy or as advanced as you want to, however right here’s a simplified instance of what this may appear to be under:
| E-mail # | Timing | Messaging | Incentive |
| 1 | 40 Days since Final Go to/Buy | We miss you — see what our specials are this week | NA |
| 2 | 60 Days since Final Go to/Buy | Don’t miss this provide | 10% Off Your Order Legitimate this week solely |
| 3 | 90 Days since Final Go to/Buy | Final probability | Free Appetizer with buy of 1-topping pizza |
The concept right here is to step by step improve the motivation for the shopper to re-engage with the model. Not solely will this offer you perception into what affords they’re drawn to, nevertheless it additionally helps you save on provide prices as a substitute of leaping straight into one in all your richest promotions.
A important facet of a win-back marketing campaign may also be figuring out measure success. With a objective of incentivizing buy, open charges and even click-through charges might not be sufficient to substantiate a purchase order, particularly for those who’re providing takeout/supply companies by way of third-party apps. As a substitute, the very best indicators of buy could be a direct conversion by way of your web site, variety of provide redemptions, and/or deterministically understanding the variety of prospects who walked into your retailer inside 7 days of opening your electronic mail (we name this a Stroll-By way of Charge™).
- Offline Retargeting.
One other technique for re-engaging lapsed prospects is to launch an offline retargeting marketing campaign. The place on-line retargeting is while you serve advertisements to customers who go to your web site and depart, offline retargeting takes it a step additional by serving advertisements to prospects that had beforehand visited your bodily location. That is achievable by way of WiFi Advertising instruments like Zenreach and isn’t solely probably the most efficient methods to remain high of thoughts, but in addition safe-guarded from recent changes that may quickly dissolve our skill to supply on-line retargeting to nameless customers.
Not like electronic mail the place you’re counting on the shopper to open the e-mail to be uncovered to your content material, advert placements on paid social and programmatic show get your messaging entrance and heart with or with out buyer engagement. And opposite to what you may suppose, these campaigns can usually be very reasonably priced.
Much like what was talked about above, measuring the success of those campaigns has to return from extra than simply on-line engagement. Working with a platform like Zenreach means that you can not solely monitor the net conversions, but in addition see the variety of prospects pushed in retailer after being uncovered to one in all your advertisements in real-time.
- Faucet Into Buyer Opinions.
For those who’re a enterprise that’s been round for greater than a month, likelihood is there are a selection of on-line opinions left by prospects about their expertise with you throughout Google, Yelp, Fb, and perhaps even Tripadvisor. Auditing these opinions can’t solely be an excellent supply of buyer suggestions, but in addition a good way to re-engage lapsed prospects.
Take stock of your 1-3 star opinions and extrapolate frequent themes to tell how one can make actual optimistic adjustments at your restaurant. If the opinions are obscure or extra data is required, you can even observe up with prospects by responding to their opinions and asking for extra data by way of electronic mail or for them to take a survey. When you’ve recognized the alternatives for enchancment and labored to right them, then spin it right into a advertising marketing campaign!
Observe up along with your prospects to allow them to know “We mounted it!” and invite them again to provide you a second probability. Most of the time, prospects will admire your willingness to take their suggestions and provides it one other go. A fantastic instance of that is Domino’s Pizza Turnaround marketing campaign, the place they listened to buyer suggestions, addressed the requested adjustments, and authentically responded to prospects by way of advertising and PR. The place Domino’s was as soon as struggling to maintain up with Pizza Hut and the like, this marketing campaign was a turning level for the chain and it now ranks as No. 1 because the pizza chain with the best product sales within the U.S.
