Online Display
Search & Maps
PROMOS & ADS
Online Display
The copy in Ruth’ s Chris’ banner ads indicate that they cover most stages of the conversion funnel, starting with awareness and ending with strong call-to-actions encouraging reservations. For awareness, they have ads that promote happy hour, family dinners, date nights, and business occasions. Others promote viewing the menu, which should be targeted towards those who may already be aware of the Ruth’ s Chris brand but are not familiar with new options on the menu. Their lower-funnel strategy points towards offering special discounts and making a reservation. Interestingly, many of the ads that offer special discounts do not have any copy that promotes making a reservation. Step: 2
65
Search & Maps
Our target often mentioned that they use search and online maps as part of their consumer journey, especially when in an unfamiliar location. Search can fit into most stages of the consumer journey. A consumer typing in the keyword“ steakhouses near me” may not be aware of the Ruth’ s Chris brand, but a consumer typing“ Ruth’ s Chris” is obviously aware of the brand. A keyword such as“ fine dining reservations” may indicate that a user is farther along the consumer journey. For all of these scenarios, Ruth’ s Chris needs to make sure it is reaching potential customers at every stage of their online consumer journey. Steps: 2 & 3