Over the last few weeks, a number of clients and prospects have been talking to me about MARTY and questioning in particular about our founding approaches to the Data-Marketing Strategy in 2023: Namely, Permission Marketing, our essential focus on the active collection of consented customer data, and the deployment of powerful CRM tools at the heart of each of our clients' marketing strategies.
There are a number of preconceived notions about these points above, which prevent a balanced approach to this strategy.
Let’s take a moment to answer each of these questions, one after the other.
Then we can start to get a better understanding of the importance and interconnection of each of them nowadays, more than ever.
And maybe, it will help you to understand the WHY of our approach. Before we start the HOW together afterwards.
Topics covered :
What is the origin of the concept of permission marketing? And how does permission marketing apply to restaurants' digital strategies?
What are the primary benefits of implementing newsletters in the digital marketing strategy of restaurants and bars?
Which Michelin stars and High-End restaurants in the world use emailing marketing as a basis for digital marketing?
What are the GEN Z and what are their expectations with restaurants?
What are the advantages of emailing marketing to target the GEN Z?
Is emailing outdated in digital marketing in 2023?
Is emailing outdated in digital marketing in 2023 in Asia?
What is the origin of the concept of permission marketing? And how does permission marketing apply to restaurants' digital strategies?
The origin of the concept of permission marketing can be traced back to Seth Godin, an American author and entrepreneur, who popularised it in his book "Permission Marketing: Turning Strangers into Friends and Friends into Customers" published in 1999. Permission marketing is based on the idea of seeking prior permission from consumers before sending them marketing communications.
My mum accepted to buy me this book in 1999 at the Librairie Mollat at Bordeaux ( my favourite place in Bordeaux, and today the largest independant librairy in France) .
I was 19 years all, in first year of Business school. It was an uppercut to me as this vision was so true and the way Seth Godin was developing it, truly genuine.
When I launched MARTY, I based ALL our data activation strategy around this concept of PERMISSION. Which is for me, the only sustainable way of developping a fruitful relationship with our clients.
When applied to restaurants' digital strategies, permission marketing allows establishments to seek customers' consent to send them targeted and personalised communications via digital channels such as email, newsletters and social networks. Here's how permission marketing applies to restaurants' digital strategies:
1. Data collection: Restaurants use a variety of means to collect customer information, including website booking apps, registration forms, loyalty cards, business cards exchange between managers and clients, contests or events. This data typically includes name, email address, food preferences, birthdays, etc.
2. Obtaining consent: Before sending marketing communications, restaurants actively seek consent from customers. This can be done by using check boxes to confirm acceptance of the terms of the privacy policy and marketing communications, or by using explicit registration forms.
3. Targeted communications: Once consent is obtained, restaurants can send targeted communications based on customers' preferences and interests. For example, they may send emails with special offers, personalised menus, invitations to events or relevant news.
4. Message personalisation: Permission marketing allows restaurants to personalise messages based on the data collected. This includes using customers' names, recommendations based on their food preferences, offers specific to their purchase history, etc. This creates a more relevant and engaging experience for the customer. This creates a more relevant and engaging experience for customers.
5. Privacy: Marketing permission emphasises the privacy of customers. Restaurants must comply with data protection regulations, such as the General Data Protection Regulation (GDPR) in Europe, and implement security measures to protect customer information.
By applying permission marketing, restaurants can build trust with their customers, offer relevant and personalised communications, and improve their marketing effectiveness. By respecting customer preferences and engaging them in a consensual manner, restaurants can increase loyalty, improve their reputation and generate more meaningful results from their digital strategies.
What are the primary benefits of implementing newsletters in the digital marketing strategy of restaurants and bars?
1. Personalized information search: Customers are looking for specific and relevant information that meets their needs and interests. Newsletters offer them the opportunity to receive personalised content, tailored to their individual preferences.
2. Increased engagement: Newsletters provide a platform for direct engagement with customers. Companies can encourage customers to interact, ask questions and share their opinions, creating a stronger bond and increased loyalty.
3. Control and consent: Customers appreciate being able to choose which brands they want to interact with and to control the information they receive. Newsletters allow customers to subscribe or unsubscribe easily, giving them greater control over their experience. 4. Exclusive content and previews: Customers appreciate the exclusive benefits they receive through newsletters, such as special promotions, limited-time offers and early access to new products or services.
5. Trust: Well-designed newsletters strengthen the trust relationship between the company and the customer. By offering quality content and respecting the privacy of customers, companies can gain their trust and long-term loyalty. Which Michelin stars and High-End restaurants in the world use emailing marketing as a basis for digital marketing? In the world:
>> NOBU Downtown - New York - USA
1. Nobu: The famous Japanese cuisine restaurant, Nobu, uses a newsletter to keep customers informed of the latest events, special promotions, and new dishes offered in their locations around the world. The newsletter also allows customers to book tables and receive exclusive offers. USA 2. The French Laundry: This award-winning restaurant in California uses a newsletter to share information about seasonal menus, collaborations with other top chefs, and special events at their location. The newsletter also offers culinary tips and exclusive recipes. USA 3. Eleven Madison Park: Considered one of the best restaurants in the world, Eleven Madison Park uses a newsletter to keep its customers informed about new products, special offers and upcoming events. The newsletter also features compelling stories about the ingredients used in their dishes and their culinary philosophy. USA 4. Osteria Francescana: This three-star Italian restaurant uses a newsletter to share news and special events with their loyal customers. The newsletter includes updates on seasonal menus, artistic collaborations and philanthropic projects in which the restaurant is involved. ITALY In France:
>> Le Jules Verne - TOUR EIFFEL - Paris - FRANCE
1. Le Jules Verne: Located at the top of the Eiffel Tower in Paris, the restaurant Le Jules Verne sends regular newsletters to its customers to keep them informed about special events, seasonal menus and exclusive offers. The newsletters also offer a behind-the-scenes look at the restaurant and interviews with the starred chef. 2. L'Ambroisie: This three Michelin-starred restaurant in Paris uses newsletters to share information about new dishes, collaborations with other renowned chefs and special events in their establishment. The newsletters also offer culinary tips and interviews with the chef and sommelier. 3. Le Bristol: The Le Bristol hotel in Paris is home to several starred restaurants, including the Epicure restaurant. They use newsletters to inform their customers about the latest gastronomic news, special menus and exclusive offers. The newsletters also feature interviews with the chefs and wine recommendations.
4. La Maison Troisgros: This legendary restaurant, located in Ouches, France, sends newsletters to its customers to share information about special events such as theme dinners, culinary workshops and wine tastings. The newsletters highlight the history of the Troisgros family and share exclusive recipes.
And ALSO in Asia,
1. Gaggan (Bangkok, Thailand): Gaggan, a renowned restaurant in Bangkok, uses email marketing to keep customers informed about seasonal menus, collaborations with other top chefs and special events at their restaurant. The emails highlight the culinary innovation and immersive experience offered by Gaggan.
>> Ultraviolet By Paul Pairet - Shanghai - CHINA
2. Ultraviolet by Paul Pairet (Shanghai, China): Ultraviolet is a conceptual restaurant located in Shanghai that offers a multi-sensory dining experience. The restaurant uses emailing to inform customers of upcoming opening dates, unique menus and artistic performances that accompany the meals. The emails create anticipation and excitement around the Ultraviolet experience.
3. Les Amis (Singapore): Les Amis, a Michelin-starred restaurant in Singapore, sends regular newsletters to its customers to share news about collaborations with renowned winemakers, special promotions on tasting menus and exclusive events held in the restaurant. The emails highlight the rich dining experience offered by Les Amis.
4. Ryugin (Tokyo, Japan): Ryugin, an upscale kaiseki restaurant in Tokyo, uses email marketing to share information about the seasonal ingredients used in their dishes, collaborations with local artists and artisans, and special events such as sake tastings. The emails highlight the harmony between the cuisine and traditional Japanese culture.
What are the GEN Z and what are their expectations with restaurants?
Generation Z, often referred to as Gen Z, is the demographic cohort that follows the Millennial generation. Born roughly between the late 1990s and the early 2010s, Gen Z is known for being the first generation to have grown up entirely in the digital age.
When it comes to their expectations with restaurants, Gen Z has distinct preferences and behaviors compared to previous generations.
Here are some key expectations:
1. Authenticity: Gen Z values authentic experiences and seeks genuine interactions. They appreciate restaurants that offer unique, transparent, and socially responsible dining experiences. They are attracted to restaurants that prioritize sustainability, ethical sourcing, and support local communities.
2. Digital Engagement: Gen Z is a highly digital generation and expects restaurants to have a strong online presence. They rely on social media, review platforms, and online ordering systems to discover, research, and interact with restaurants. Restaurants that have engaging websites, active social media profiles, and easy online ordering options are likely to capture their attention.
3. Customization and Personalization: Gen Z appreciates personalized experiences. They expect restaurants to offer customizable menus, allowing them to choose ingredients, dietary options, and flavour profiles. They also value personalized recommendations and offers based on their preferences and previous dining experiences.
4. Technology Integration: Gen Z embraces technology and appreciates its integration in restaurant experiences. They enjoy interactive menus, digital ordering systems, and mobile payment options. Restaurants that leverage technology to streamline operations, enhance convenience, and improve the overall dining experience are likely to resonate with this generation.
5. Social Consciousness: Gen Z places importance on social and environmental issues. They are more likely to support restaurants that demonstrate a commitment to sustainability, diversity, inclusion, and social responsibility. Restaurants that actively engage in charitable initiatives or support causes aligning with Gen Z's values are likely to earn their loyalty.
6. Authentic Communication: Gen Z values authentic and transparent communication from restaurants. They expect genuine storytelling, behind-the-scenes glimpses, and interactive conversations. Restaurants that engage with Gen Z through user-generated content, personalized e-mailings, digital interactions, and responsive customer service can build meaningful connections with this generation.
It's important for restaurants to understand and adapt to Gen Z's expectations to attract and retain their business. By embracing digital platforms, personalization, sustainability, and authentic communication, restaurants can effectively cater to the unique preferences and values of Gen Z customers.
What are the advantages of emailing marketing to target the GEN Z? 1. Direct access: Email is a direct means of communication that can effectively reach Generation Z. This generation is constantly connected to their friends and family. This generation is constantly connected to their mobile devices and check their inboxes regularly. Email marketing offers an opportunity to engage this audience directly. 2. Personalization: Generation Z values authenticity and personalization. Email marketing allows messages to be segmented and personalised according to the interests, preferences and behaviour of Generation Z. This makes messages more relevant and personal. This makes messages more relevant and engaging, increasing the chances of them being opened and read. 3. Visual content: Generation Z is very receptive to visual content. Emailing marketing allows for the incorporation of attractive visuals, such as images, videos and GIFs, which capture the attention of this generation and promote engagement.
4. Mobile-friendly: Generation Z is a mobile generation, and email marketing can be optimised for a smooth mobile experience. Responsive emails, which automatically adapt to the different screen sizes of mobile devices, make it easy for Generation Z to view emails on their smartphones. 4. Clear call-to-actions: Generation Z values simplicity and immediacy. Email marketing can include clear and engaging call-to-actions that encourage Gen Z to act quickly, whether it's to buy a product, register for an event or share content on social networks. 5. Tracking and measurement: Email marketing offers robust tracking and measurement capabilities. Companies can easily track open, click-through and conversion rates to assess the effectiveness of their campaigns with Generation Z, and make adjustments to improve results. Is emailing outdated in digital marketing in 2023? No, email marketing is not considered outdated in digital marketing in 2023. In fact, email marketing continues to be an effective and popular strategy for many businesses. Here are some reasons why email marketing is still very relevant: 1. Broad Reach: Email is one of the most widespread and accessible means of communication, used by billions of people around the world. This means that email marketing offers a wide reach to reach a large audience. 2. Direct communication: Email allows direct communication with recipients. Unlike other marketing channels, email offers a privileged place in people's inboxes, which increases the chances of the message being noticed and read. 3. Personalisation: Email marketing allows for advanced personalisation based on recipients' data and preferences. This allows for more relevant and targeted messages to be delivered, increasing engagement and the chances of conversion. 4. Automation: Email marketing tools offer advanced automation features, allowing personalised emails to be sent that are triggered by specific recipient actions. Automation makes campaigns easier to manage and allows for more effective follow-up.
For these actions, we use HUBSPOT as CRM of reference.
5. Performance measurement: Email marketing allows for accurate measurement of campaign performance, including open, click and conversion rates. This data helps to evaluate the effectiveness of strategies and make continuous improvements.
6. Integration with other channels: Email marketing can be integrated with other digital marketing channels, such as social networks and websites, to enhance the consistency and effectiveness of the overall strategy.
It is important to note that the effectiveness of email marketing depends on the quality of the content, relevance to the target audience and the adoption of good email design and delivery practices. Email marketing can be a powerful tool when used strategically and tailored to the needs and preferences of recipients.
Is emailing outdated in digital marketing in 2023 in Asia?
No, email marketing is not considered outdated in digital marketing in 2023, including in Asia. Email remains a highly effective and widely used communication channel for businesses to engage with their audience. Here are a few reasons why email marketing is still relevant:
1- A survey conducted by McKinsey found that Asian consumers have a higher propensity to open and read brand emails compared to other marketing channels. This indicates that email remains an effective means of communication to reach and engage consumers in Asia.
2- A study by Experian, a digital marketing company, found that the Asia-Pacific region has one of the highest email open rates in the world. Asian users are often more likely to open the emails they receive, demonstrating their interest in email communications.
3- According to a report by Statista, the email marketing market in Asia is growing rapidly and is expected to grow significantly in the coming years. This growth is fuelled by the increasing adoption of the internet and mobile devices in the region, allowing companies to reach a wider audience via email marketing campaigns.
Data marketing systems remains a priority action for restaurants and bars in 2023, when it comes to tactical customer data collection, creation of qualified and authentic restaurant content and use of powerful CRM, especially in ASIA and with regard to the new generations (generation Z).
At MARTY, we are specialised in these Data-driven marketing strategies and the support of their deployment.
Beyond the great importance of these in marketing in general, it's the success of your business that depends on it.
So let's Write The Future together.
Contact me today and let's start the discussion.
Pierre Stanghellini.