Uncover Restaurant Owners' Feedback
After talking to our sales team about this finding, we gathered feedback on how clients actually feel about our campaign so far.
There are major two types of clients after a marketing campaign:
Small to medium size business owners actually care less
· Are happy to see customers flushing into the restaurant after a partnership
· Doesn’t care about conversion data too much as long as the restaurant gets busy. (Especially clients who have a longer relationship with our sales team)
· Are positive about data report provided by sales
Large business owners who care a LOT about data
· Are always debating whether to continue use our marketing campaign unclear if the increased traffic covered our bill.
· Prefer pay-per-click
Sometimes our sales team would apply a primitive way to address this issue - they will go to the restaurant in person to count coupon usage. However this is inaccurate and resource intensive.
We want to make our sales team's life easier by optimizing how we measure campaign conversion rate.
Collect Feedbacks from Subscribers
On the other side, we tried to figure how attractive our deals and coupons are to our subscribers.
Based on engagement data with over 1 million followers, we found posts with coupon attachment have better performance
views
25%
engagement
~5X
But to what extent people can be influenced when it comes to make dining decisions?
We conducted a survey in WeChat asking subscribers what are the top 3 elements they consider when making dining decisions:
78% of our followers choose deals & coupons as their priority.
Supportive research findings:
A report done by valassis shows: coupon users visit restaurants 7 times per month on average compared to non-coupon users who eat out just 4.8 times per month.
*https://valassis.com/press-releases/new-valassis-research-highlights-how-restaurants-can-earn-a-bigger-slice-of-the-pie/
Typically, customers are open to changing their dining destinations if attractive promotions and coupons are available.
