It's not a one-size-fits-all strategy anymore. Digital advertising with niche messaging to different consumer segments helps brands keep up with individual needs.
There is no such thing as a “typical” quick-service restaurant customer. From dietary restrictions and budget concerns to convenience and personal menu preferences, consumers are relying on specific factors to figure out where they’re going out to eat next. That means it's up to restaurants to keep up with their customers and cater to those individual needs.
According to a recent story in QSR, brands are catering to niche consumer markets now more than ever before. But unless customers are aware of what restaurants offer, those vegan and gluten free menus go to waste. It used to be that brands would roll out regional or national ad campaigns to launch a new menu item or limited time offer. But now, those ads need to be supplemented with targeted advertisements.
One of the easiest—and most effective—ways to send messages to targeted audiences is online. Online advertising technology allows brands to narrow in on a specific type of consumer, like moms who are on a budget or millennials who want diet options. Restaurants are then able to create messages that speak directly to those niche groups in order to show them that there’s something they’ll love on their menu.
After brands come up with their targeted online messages, they need to determine the best way to make them public. Restaurants can advertise through websites, blogs, mobile pages and of course, social media.
It can be difficult for QSRs to create targeted advertising campaigns considering they typically have large and diverse consumer bases. But when a brand understands the needs of its individual consumers and relays that message through targeted ads, they have a better chance of bringing more customers through their doors.
Click here to read the original article.