“We’re reinventing media from mass blast to mass one-to-one,” said Procter & Gamble’s chief brand officer Marc Pritchard last year at an event hosted by The Economist.
The multinational consumer goods corporation has a point, but it’s something that has begun to filter down to the smallest of businesses, too.
In a recent survey by Marketing Week, it was found that behaviour, location and age are the most common market segmentation methods used. In 2017, marketers were exceeding their goals 83% of the time, thanks to personalisation techniques, driven by data.
At Beambox, we refer to this type of marketing as ‘event-driven’, but the principles are the same. And we think it could transform your hospitality business.
What is behavioural marketing?
The essence of marketing is delivering answers to people - in the form of products or services - who will benefit from them.
Simple when you put it like that, isn’t it? Only, in the digital age, it’s data that is often needed to incite action on behalf of potential customers.
This is because data enables you to get up close and personal to customer requirements.
Behavioural marketing is an advertising technique that allows businesses to target audiences based on their location, interests, past buying behaviour and other metrics.
These data points can be obtained at the point of signing up for something, or captured from cookies, search history, voice input and smart devices.
Businesses can then segment these audiences by categorising them based on specific behaviour, geolocation or user profile. This enables them to deliver relevant content that is far more likely to be interacted with compared to a mass broadcast message to everyone.
Advantages of behavioural marketing
Behavioural marketing enables businesses to have more meaningful interactions with both existing and potential customers. It’s changing the way products are advertised… but there’s just one problem.
It all seems a bit too much like hard work. All that data; all that time spent sifting through it all… where to begin?
The good news is there are tonnes of affordable tools out there for capturing, storing and segmenting behavioural data. But we appreciate you might still need convincing, so here are a few unavoidable advantages of behavioural marketing.
- You’ll understand your customers better than ever before. If you know what your customers are doing during their buying journey, you have a greater chance of engaging with them at just the right time. This is how modern businesses remain customer-centric and provide targeted offers that work.
- You’ll be able to anticipate customer needs. Being one step ahead of the customer in the digital age is tough because they tread such a dynamic journey. With behavioural marketing, you can anticipate their next step thanks to trend data and, if they’ve bought from you before, the choices they’ll likely make.
- Your marketing budget will stretch further. Sending out mass email campaigns can be effective, but it’s always a bit of a stab in the dark - much like social media marketing. By instead tailoring your marketing output to specific customer segments, your budget will be more effectively utilised and calculating ROI will be easier.
- It’ll help you innovate. The more you find out about how your customers interact with your brand, the more you’ll spot opportunities to evolve your product and service offerings. Their preferred products, deflection to the competition and buying patterns will help you innovate more than investing thousands in R&D - data is that powerful.
- You’ll fall in love with email marketing again. If you’ve previously put email marketing on the back burner, the discovery of behavioural marketing will encourage you to retrieve it. You can use the data you collect for a number of different marketing channels, but email remains one of the best ways to reach customers directly.
Common examples of behavioural marketing campaigns
Once you’ve got the data required for behavioural marketing, you can get started with your campaigns.
To get you started, we’ve got four examples of behavioural marketing campaigns that will make best use of the data you’re collecting.
These campaigns will work brilliantly for restaurants and hotels, but can be applied to pretty much any hospitality-related business out there.
1. The new guest
Having visited your establishment three days ago, this guest has you fresh in their minds. The experience you provided will have left a mark on them in one way or another, and now is an ideal opportunity to capitalise on that attachment to your brand - whether it’s good or bad.
Two or three days after their visit, why not ask how they found the experience? Jump in early enough, and you may just prevent a negative review ending up on TripAdvisor - or tempt them back to experience the great service once again.
Too late capturing a bad guest review? Read this: Dealing with the Dreaded: How to Handle Bad TripAdvisor Reviews
2. The loyal guest who’s gone cold
It happens; you welcome a guest who has such a brilliant stay or meal that they return again and again.
But, then they go cold. They don’t return for a few weeks. What gives?
Chances are, they’ve simply been distracted or have decided to try out somewhere else for a change. They may even be saving the pennies.
Whatever the reason for their sudden non-appearance, if you know how long it has been since their last visit and how many visits they previously made, you can target them with a “come back” campaign. Offer them a small discount for returning or update them with your latest menu and they’ll return in no time at all.
3. Birthday time
It’s a marketing technique that’s as old as the hills, but a very effective one.
If you know a customer’s birthday, you have the perfect opportunity to send them good wishes and in turn tempt them over on their special day.
The beauty of this form of behavioural marketing is that you probably won’t have to give away anything, either. Just a bit of your time designing a beautiful, personalised email or snail mail invitation to celebrate their birthday with you might be all that’s required.
4. The super loyal guest
With the right data, you can precisely identify your most loyal guests. If, for instance, you’ve tracked ten visits from Mrs Smith, she’s probably due a “thank you” in the form of a discount or special offer.
Presence detection devices (i.e. your [guest WiFi network]) can work out how many times the same guest has visited, and that will provide you with countless, key datapoints to find the customers who have invested the most of their valuable time with you.
That level of customer loyalty simply can’t be measured without data.
All of the campaigns above can be automated based on rules and data gathered about the customers within those segments. And that means little to no effort on your part beyond the initial rule setting. Bliss!
Want to know more?
Excited about behavioural marketing? Great! All you need is the right tools to start ethically collecting and using data, and then you can get cracking.
Check out how Beambox can help you with behavioural marketing by watching this short video on events-driven interactions.