Have you been puzzling over how to leverage third-party order aggregators to best serve your business? You’re not alone! Fortunately, a data-informed examination of how businesses benefit from these platforms points to some key strategies that help clear the way forward, toward a more profitable approach.
Choose the right tools to help you manage third-party orders.
Huge numbers of customers are turning to third-party aggregators as their first source of information in deciding what they are going to eat. With an estimated 37 percent of the restaurant customer base reporting that they order food for takeout or delivery at least twice per week, getting the tools right is a critical first step. […]
If you have a teenage daughter or follow Liam Hemsworth’s life, then you probably recognize the title of this blog, which was inspired by “The Climb,” one of the many Miley Cyrus hit songs. I’m going to let you in on a little secret: Miley Cyrus is a marketing genius. But you don’t have to take my word for it – Business Insider, Huffington Post, and Entrepreneur Magazine all know that Miley Cyrus has some serious marketing chops.
Below are five lessons any marketer can take from Miley and apply to their own brand.
1. Create an Experience for Your Guests
78% of millennials prefer experiences over things
2. Think About the Customer Experience Loop
3. Identify the Barriers in Your Guest Experience and Knock Them Down
4. Have a Vision for Your Ideal Guest Experience
5. Transformations Don't Happen Overnight
"There's always gonna be another mountain,
I'm always gonna wanna make it move,
Always gonna be an uphill battle,
Sometimes I'm gonna have to lose."
An Interview with Content Marketing Professor Neil Feinstein
Content marketing professor and consultant Neil Feinstein has helped brands like Disney, American Express, and The New York Times improve their marketing efforts via social media, email, and mobile. In a recent interview, Neil provided insights from his years of experience that you can use to leverage content to bolster your own marketing efforts.
Paytronix: What are brands getting wrong about content marketing?
Neil: Too many brands align their marketing strategies with themselves, and not their customers. For a consumer interaction to be meaningful, it needs to be based on a consumer insight. What does the customer care about? Why should the customer care? Before marketers push out content, before they start tweeting or blogging or gramming, they need to understand the customer and then build a strategy that aligns with his/her expectations – not the business’s.
Paytronix: If that’s the case, what are most brands getting right about content marketing? […]
Think back to your last marketing meeting. What kinds of conversations did you have? Did you discuss with your team how to sell more fountain drinks, how to get more chips out of the store, or how to launch that new coffee program? Maybe you talked about how to get more people to buy gas AND go into the store.
These are important conversations to have about how you’re ultimately going to sell more products, but this way of thinking is “category centric.” You’re concerned about how to get certain items off the shelves instead of how to get certain customers into your stores.
Imagine you decide to run a “Buy 2 Cans of Coca-Cola and Get 1 Free” promotion. Coca-Cola cares about one thing – getting their product into the hands of more people. And if you’re category centric, as most convenience store marketers have been for years, that’s probably all you’re focusing on too. Let’s say you decide to blast this Coke promotion to all of your customers, because you know that the more people you send this to, the more people will come into the store to take advantage of the deal.
The Results…at First Glance
There’s a reason why sending a mass email blast is so appealing. Here’s an example of a target and control […]