When I first started Protegie (then called Glow Marketing), I always wondered what it would take to leave a marketing legacy in the world. It was neither money nor pride that motivated this dream but rather the thought of being able to leave a lasting impact through our marketing strategies. Many think of marketing as revolving around creativity or conversion but I believe that marketing is also about a probability game.
Why a probability game? As the world progresses, we are constantly bombarded with all kinds of advertisements and promotions fighting for our attention. Hence the only way to safeguard our sanity is to develop an innate ability to filter information, make assumptions to simplify our lives or simply stick to trusted brands. This is nowhere more evident than in the F&B industry, where restaurants jostle in a crowded arena to get noticed. From absurd or innovative dishes to crazy promotions that undercut margins just for that short stint in the limelight, you name it and someone has probably tried it before.
Let your competitors scramble around undercutting each other, going for the low hanging fruits. Our goal at Protegie is to study human behaviour and the consumer journey behind each and every one of our partner restaurants with the goal of crafting a sustainable evergreen strategy. From the pre-consumption aspect to the post-consumption (remembered) experience, we work daily to improve the consumer experience of our partner restaurants. This increases the probability of consumers going to our partner restaurants little by little and slowly but surely, the positive impact can be felt by both our clients and their customers.
Here is our first insight of the month:
As your restaurant no doubt undergoes preparations for the upcoming Valentine’s Day and Chinese New Year, why not take a step back and reflect upon the fundamentals of marketing and the market research aspect? Maybe it’s time to re-look your target market and their emotional/physical connection with your brand through an analysis of your restaurant’s consumer journey.
As suggested previously, there are 4 phases within a consumer experience (Arnould & Price 1993):
1. Pre-consumption experience (planning and decision making) (best to engage here)
2. Purchase experience
3. Core consumption experience
4. Remembered consumption
To simplify the process, we will generally separate the consumer experience into how it is initiated: mainly the digital or the physical experience.
Each of these phases, can be further broken down into multiple sub-stages. For example, the pre-consumption experience could be split into:
1a: research over the internet 1b: digital influence of desire and decision making, stage 2a: contact with visual, stage 1: menu touchpoint and etc.
Each of these substages are sub divided based on our individual perspective to details and requirements. Within each of these substages, we can relook our consumers’ emotional/physical touchpoints, pain-points and develop counter-measures. We have attached a free powerpoint sample template for your usage here.
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