Offering free WiFi to your customers is a major selling point for your restaurant. In fact, 96% of consumers prefer locations that offer free WiFi.
But what if you could turn this perk into a profit-generating marketing strategy?
With WiFi marketing, restaurants can gather valuable customer data that can be used to send more targeted marketing messages that increase sales and brand awareness.
Let’s take a closer look at how this strategy works, its benefits, and how to get started.
What is WiFi Marketing?
WiFi marketing is one component of digital marketing for restaurants. The concept is simple: in exchange for access to your establishment’s WiFi, customers provide information.
A simple sign-on splash page is used to collect this information, which you can then use to send personalized messages, promotions or coupons to customers.
Often, these sign-on pages ask for the customer’s email address, but they may also ask customers to connect their social media accounts.
Another option is social WiFi for cafes and restaurants. This strategy requires customers to like your Facebook page or take another action on social media in order to access your WiFi network.
What’s the Purpose of Restaurant Wi-Fi Marketing?
Why make customers jump through hoops just to use your WiFi? Because it’s a mutually beneficial exchange.
- Diners get access to free WiFi, which helps them save on data costs
- Your restaurant benefits from increased brand awareness and revenue
Through WiFi marketing, you can build a database of contacts and essential information, like their location, age, gender or number of visits.
You’re already paying for WiFi at your restaurant. Why not make the most of it and use it to improve customer loyalty? In fact, there are many benefits to adopting this marketing strategy.
The Benefits of Restaurant WiFi Marketing
Here’s what WiFi marketing can do for your restaurant:
Help You Grow Your Contact List
Rather than signing in to your WiFi with a password, customers use their email, phone number or social media info to get access to your network.
Guests get free WiFi, and you obtain a method of communicating with them. You can use their information to build your customer database and send effective personalized messages.
By automating your email campaigns, you can reward your customers, build brand awareness, and increase sales with ease.
Send More Effective Promotions
One of the greatest advantages of this marketing strategy is that it gives you customer intel that you can use to send highly personalized and contextual messages.
For example, you can trigger a message when:
- Customers enter your restaurant, encouraging them to spend more during their visit.
- Customers exit your restaurant, encouraging customer loyalty and repeat visits.
- Customers haven’t returned to your restaurant in a while. Sending a coupon or deal will encourage them to drop in and help improve customer retention.
Because these marketing campaigns use location data, they allow you to send timely messages at just the right moment.
How to Do Restaurant WiFi Marketing
You know what WiFi marketing is and its benefits, but how do you get started? Here are some important guidelines to consider.
Secure Your Network
Before you do anything else, make sure that your WiFi network is secure. If you have the budget, consult with a professional to ensure everything is secure.
Here are some tips:
- Ensure that WPA2 security is enabled
- Setup firewalls to add an extra layer of security
- Change passwords frequently
- Disable WPS
- Create a separate, private network for your business needs and point-of-sale system
Once your network is secure, you can focus on another important task: privacy and compliance.
Focus on Data Protection and Compliance
When building your WiFi marketing strategy, make sure that your practices respect customer privacy and are in compliance with data protection regulations, such as GDPR in Europe.
Be transparent about how you collect and use your customers’ data.
Invest in a WiFi Marketing Solution
The next step is to find a WiFi analytics solution that will help you gather customer data. WiFi marketing software provide insights on:
- Dwell time
- Frequency of visits
- The likelihood of churn
Many solutions also offer real-time, visit-triggered messages, which can help promote customer loyalty and reach diners at just the right time.
Build Customer Profiles
With the data you collect, you can start building customer profiles. Restaurant analytics software will make this process much easier because it will help you gather and analyze data from multiple sources, including:
- WiFi
- POS system
- Social media
Once you’ve created your customer profiles, you can start segmenting customers into smaller groups based on their behaviors or characteristics, such as:
- Age
- Gender
- Location
- Occupation
- Customer loyalty
app or drink on Friday morning or afternoon to encourage them to continue their habit.
Today’s consumers expect marketing messages to be personalized. When your offers and messages speak to your customers, they’re more likely to remain loyal and spread the word about your restaurant.
Summary
WiFi marketing is something that every restaurant can benefit from if they offer WiFi to their guests. Customers get access to your network, and you get insights that you can use to send more personalized messages. It’s a win-win for all parties. Just make sure that you use the tips above to ensure your marketing is a success and take your customers’ privacy into account.
Source: https://mcdonaldpaper.com/blog/wifi-marketing-for-restaurants