Attention, Database, & Information For Restaurants

Welcome to the Restaurant Owner’s Marketing Academy or ROMA for short. I’m Brad, director of ROMA curriculum at crispclicks.

In this module I’m gonna break down our A.D.I. framework, and show how it can be used in your food service business. Remember, you can pause the video to get a closer look at any of the examples shown throughout this module. We encourage you to take notes. You’ll also have the option to request for summarized notes to be sent to you.

Also, remember that the way you market your restaurant has to be part of a bigger plan. The most important rule is that your plan needs to be built on a strong foundation. If the way your restaurant works internally isn't good, then no matter how hard you try in your marketing, it won't end well due to poor reputation. Now let’s dive into the A.D.I. framework. 

A.D.I. is actually an acronym for attention, database, and information. We’ve found that attention, database, and information are the three most valuable things in the world of online marketing.

First, you want to get peoples attention to your restaurant through your advertising. Then, you want to keep track of these people in your own database. Finally, you'll use this database to tell them all the cool things you offer.

The database serves as the bridge between the two. It’s a process which involves ethically capturing the names, emails, phone numbers, and other useful information about your leads and customers, to then use later as methods of communication. So how do we build that bridge? How do we get more engaged leads and customers into our database?

You might already have a list from people who order online or join your loyalty program, which is awesome! But we'll show you how to find even more people who might become customers. You can do this through something called lead magnets and by connecting different online tools through integrations.

By placing your lead magnets on platforms like social media, your website, and your Google Business Profile, you can convert traffic into a database that you own and then market to that database consistently. There is a famous saying, don't build your business on borrowed land. Facebook, Instagram, Google, that's all borrowed land. Your website and database is what you own. Here are some examples of the different lead magnets that we run here at crispclicks.

In this first example we are looking at a V I P club lead capture form directly on the website. It captures the customer name, email, phone number, birthday, and visit frequency. This info goes into the database and will then be used to build a relationship with the customer and periodically give exclusive offers to them. Generally, the conversion rates on your website are higher because of the buyer intent of the lead or customer when they visit the website.

In this next example we are looking at a catering booking lead capture directly on the website. It also has a little bonus frequently asked questions section to pre-emptively answer your customer’s questions which has been shown to increase conversions. This info goes into the database and will immediately be used to close the deal over the phone. It will also be used for future communications regarding catering and other services.

In this next example we’re looking at the same V I P club lead capture shown before, but this time it is through a Facebook lead form. A Facebook lead form is generally used to capture leads when running lead ads on Facebook and Instagram. The customer information shown in this example is the crispclicks founder’s business information. Therefore we aren't showing any sensitive information from people that didn't give us consent. Although the conversion rates are lower than the ones that take place on your website, Facebook lead forms are a great way to reach a bunch of people in your local area and generate leads.

In this next example we are using a chatbot to capture and qualify the lead after they click on our B2B catering giveaway ad. The chatbot asks a series of questions pertaining to the offer. This info goes into the database and will be used for future communications regarding catering and other services.

Notice that on some of the forms, we have captured their birthday as well. This works extremely well when you have a birthday offer particularly for dine in services. A birthday offer is a great reason to invite people back to your restaurant. It converts really well and the checks are higher because they usually bring people with them.

Once you have a database built up, you can legally upload that information back to Facebook and Google to create custom audiences. Here is an example of custom audiences built out for this client within the Facebook Ads Manager. These audiences can then be used for your retargeting campaigns and future marketing campaigns. It also allows you to get the best bang for your buck on impressions because you are telling the platform algorithms exactly who to show your ads to.

If you're using our crispsclicks marketing software, many integrations shown in the examples are already built in. It has the website, lead capture forms, emails, texts, A.I. chatbots, automated workflows, reputation management for the Google business profile, and more, all under one roof. If you aren't, then you have the option of using Google Sheets as a middleman which many platforms integrate with. Some tools like Zapier also do the job well. This may require some technical skill, but overall is worth the time, effort and money if you want to do your marketing properly.

This concludes this video. Links to any resources will be provided in the video description below. If you’d like to leave us feedback for future content that you would like to see, you can do so at the bottom of this page. If you found this information valuable, then spread the love and share it with someone who could use it. Thank you for watching, and I'll see you in the next video.