SOFTWARE & SYSTEMS
How data can help your business identify its key target audience
Audience growth is a key part of maintaining and developing your business . A maturing customer base can help increase cash-flow and market share , and even make it possible to launch venues or events in other locations or regions . However , expanding your audience can be difficult , and knowing who to target and how to reach them can be complex . Businesses should consider whether they need to reach new markets , or their current one . In essence , brands want and need to know if they should be looking for more of the same type of people to help accelerate their business , or a completely different group of customers ?
On the other hand , the business may introduce more evening offers and use more traditional marketing channels if the data suggests leaning into their current audience .
With further market research they may find new products to add to the menu , or even more locations to expand into . This can help guide decisions for both new and existing audience growth .
Collecting data
The answer to this question all lies in your customer data . This can include ages , locations , sales , gender splits , average group sizes , favourite menu items , busiest periods , and the most used offers , among many other pieces of information .
Capturing such data is invaluable . It can unlock opportunities that were previously unknown to the business . For example , an independent restaurant chain may have a perception that their core customer base is older and less price-conscious , but their data may indicate that there is a strong secondary audience of younger families which hasn ’ t yet been explored .
Using this insight , the business can now adapt its marketing , messaging and business offerings to tap into this untouched audience , crafting experiences to suit specific individuals . It may increase social media visibility , bring in lunchtime offers and update the menu with improved kids ’ options . In terms of overall brand messaging , there should be a focus on appealing to younger people .
Brands must be harvesting data from every customer touch point , whether that ’ s pre-visit , in-visit , or postvisit .
You can then use technology to create a single view of the customer , helping you easily view , segregate and understand the information .
Mature data analysis is the goal . This involves assertive harvesting processes and a large quantity of clean , secure and segmented information . Brand communications and selling can then be specific to each customer ’ s needs .
Contact us to see how we can help with your data needs ! hello @ adactus . co . uk 01865 632643
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