How data can help your business identify its key target audience

Audience growth is a key part of maintaining and developing your business. A maturing customer base can help increase cash-flow and market share, and even make it possible to launch venues or events in other locations or regions. However, expanding your audience can be difficult, and knowing who to target and how to reach them can be complex. Businesses should consider whether they need to reach new markets, or their current one. In essence, brands want and need to know if they should be looking for more of the same type of people to help accelerate their business, or a completely different group of customers?

On the other hand, the business may introduce more evening offers and use more traditional marketing channels if the data suggests leaning into their current audience.

With further market research they may find new products to add to the menu, or even more locations to expand into. This can help guide decisions for both new and existing audience growth.

The answer to this question all lies in your customer data. This can include ages, locations, sales, gender splits, average group sizes, favourite menu items, busiest periods, and the most used offers, among many other pieces of information.

Capturing such data is invaluable. It can unlock opportunities that were previously unknown to the business. For example, an independent restaurant chain may have a perception that their core customer base is older and less price-conscious, but their data may indicate that there is a strong secondary audience of younger families which hasn’t yet been explored.

Using this insight, the business can now adapt its marketing, messaging and business offerings to tap into this untouched audience, crafting experiences to suit specific individuals. It may increase social media visibility, bring in lunchtime offers and update the menu with improved kids’ options. In terms of overall brand messaging, there should be a focus on appealing to younger people.

Collecting data

Brands must be harvesting data from every customer touch point, whether that’s pre-visit, in-visit, or postvisit.

You can then use technology to create a single view of the customer, helping you easily view, segregate and understand the information.

Mature data analysis is the goal. This involves assertive harvesting processes and a large quantity of clean, secure and segmented information. Brand communications and selling can then be specific to each customer’s needs.

Contact us to see how we can help with your data needs!

hello@adactus.co.uk

01865 632643

People-first technology that delivers great experiences

People-first technology that delivers great experiences

Your pre-visit customer reservation solution

Your pre-visit customer reservation solution

Your

Your in-visit customer ordering solution

No matter what challenges they face, to be successful, hospitality businesses must offer great experiences through good food & drink, good service, and a good environment. What defines ‘good’ will vary business to business depending on the brand and the customer expectations.

No matter what challenges they face, to be successful, hospitality businesses must offer great experiences through good food & drink, good service, and a good environment. What defines ‘good’ will vary business to business depending on the brand and the customer expectations.

Technology can enhance these experiences in several ways, before, during and after a visit. Value is found where the technology does something the guest finds relevant and significant to them.

Technology can enhance these experiences in several ways, before, during and after a visit. Value is found where the technology does something the guest finds relevant and significant to them.

01865 632643

01865 632643