Customers today generate lots of data, from search and social to transactional and service data. The wealth of information available presents franchises with great marketing opportunities. Below are three ways franchises use big data to improve their franchise marketing efforts and grow the business and brand.
1. Marketing to customers on an individual level - The unprecedented amount of data customers generate lets franchises hyper-focus their marketing efforts in a way they haven’t previously been able to. Franchise marketers are segmenting their customers and targets into narrowly defined groups to create specific campaigns for. In some cases, they’re even targeting individual customers with offers to generate repeat business.
Broad demographics like “30- to 50 year old females” are being replaced with narrower ones, such as “working mothers between 30 and 35 years of age who have children under 5 years old.” Sometimes, customer data can get as granular “Jennifer, a mom of three and partner of an architecture firm, is turning 32 on May 3rd.” Knowing this, brands can be more personal with customers, and do things like send Jennifer a happy birthday message, coupon or offer.
2. Predicting and influencing customer actions – Beyond identifying who customers are, big data also gives franchises a view into customers’ past behavior. Every time a customer responds to an ad or makes a purchase, a little more information about them is collected. This data on past behavior can be used to predict future actions.
More advanced franchise marketing strategies don’t just predict customer desires, but also attempt to shape them. Using targeted ads, marketers can influence additional inquiries or purchases. If you know a customer normally orders a pizza for dinner on Friday, perhaps a coupon sent on Thursday could entice them to not only try a new pie, but also add a salad and wings to their order.
3. Providing better service – Gathering and analyzing purchase data can be crucial to franchise success. Especially if your business is a seasonal one, understanding when customers are most likely to buy certain items will help predict when to place orders and start advertising. Helping franchisees better gather and understand purchase patterns ensures they’ll be prepared to market the right products at the right time. They’ll also avoid running out of products and the risk of losing customers to a competitor that’s more prepared.
When franchises are able to predict customers’ desires and actions, they’re able to better meet customer needs. Franchises can ensure customers have the experience they’re looking for, which will make marketing to both new and returning customers easier and more effective.
White label marketing platforms not only use the power of big data to help franchisees find customers, they also ensure consistent branding and messaging. Register for the upcoming webinar to learn more.
