Article

5 ways to build a strong brand across all markets

Market content to specific customers by incorporating geo-location data into your website.

January 8, 2014

By Julie May,
bytes of knowledge

Multi-location restaurants face a marketing dilemma: On one hand, they want their promotions and menu items to be responsive to the peculiarities of each market. On the other hand, they also need to establish and maintain a singular brand across all markets.

The solution to this challenge lies with geo-location data, which allows websites to identify viewer locations via Google's library. Many restaurants already use geol-ocation data on a small scale. For example, when a customer Googles a restaurant, a map appears and pinpoints the nearest locations. Once the customer clicks on the map and allows Google to access her location, she's given directions to the restaurant.

Restaurants can take geo-targeting a step further by tailoring their messages based on customers' locations.

Julie May, Ceo of bytes of Knowledge

Restaurants typically have different menu items, hours and coupons based on location, but they're not able to easily promote these different items online without having a confusing website. So, instead of standardizing the menu, many include a disclaimer on online menus, stating that items may vary by location.

By incorporating geo-location data into your website, you're able to avoid this problem and can specifically target customers based on where they are. You have the ability to change various items on your website, including coupons and specials, menu items and promotional videos, based on the location provided by the viewer.

For example, restaurants located in a major pro football town may choose to promote drink specials for Sunday night football, while a restaurant with locations in the South may choose to feature a barbeque sandwich in those areas.

Very few restaurant chains have reached this level of location targeting. To stay ahead of the competition and better serve your customers via geo-targeting, follow these five steps.

1. Define your market. Determine exactly to whom you're targeting. Get to know these customers, ask them what they'd like to see change, and cater to them. But remember that the overall goal is to create a strong brand image, so don't stray from it.

2. Partner with an IT firm. Do your research and make sure you work with a firm who has experience with similar projects in your industry. They'll be able to serve as a sounding board while also implementing the technology.

3. Meet expectations. Customers have certain expectations when dining at your restaurant. Make sure you know what those expectations are before rolling out a new menu or adding new promotions. And take note if customers aren't happy with some of the new rollouts. You may need to adjust your strategy.

4. Roll out slowly. Don't start by changing everything on the menu or running a number of new promotions—that will confuse customers. Instead, be cautious, plan ahead and determine what works best for each location. You can adapt and evolve along the way.

5. Analyze analytics. Incorporating geo-location data with your website provides insight into your customers' eating habits and preferences. You're able to see where they search your website from and what pages or information they search while on your website. You can evaluate and apply this information to better understand the regional preferences of your customers. You can also use it from a real estate perspective to determine what areas may be underserved.

Using geo-location data gives you unprecedented control of your messaging and promotions.

Julie May is CEO of bytes of knowledge, a technology company that provides digital media development and comprehensive IT services.

Cover photo: Courtesy of Nancy Bass at bytes of knowledge