Have you launched a mass F&B marketing campaign only to be hit with disappointing results? Typically, you would revise every step, wondering what went wrong. It’s because today’s audiences expect a bespoke approach.
Generic marketing campaigns are no longer effective. Now is the time to shift your marketing efforts to something more customized. Read on for more insight on F&B marketing personalization and why it actually works!
Why is Mass F&B Marketing Failing?
Mass F&B marketing is no longer effective because it’s built on a false assumption: that all audiences are the same. This approach worked well in the pre-digital era when we all tuned into the same radio stations and TV ads. Today, the landscape is entirely different. Online platforms attract people with distinct interests and behaviors.
A one-size-fits-all approach will cause your brand to fall out of the conversation. Imagine trying to sell fresh beef burgers at a vegan food festival. You’ll make zero sales, not because of your product’s quality, but because of a fundamental lack of audience fit.
This is why mass marketing will continue to fail. Without tailoring your message, all your efforts will go in vain.
What is F&B marketing Personalization?
As the name suggests, it means customizing the marketing approach based on your audience’s preferences and orientations. When your message feels relevant, the chances of purchase rise dramatically.
So, how do you craft a personalized F&B marketing message? No, it’s not flashy ads or even the best products! It’s simply about knowing your audience. And the key to knowing them is data.
Data includes their shopping preferences, location, cultural background, and more. With proper analysis, your next ad or product suggestion addresses real customer pain points.
5 F&B Marketing Personalization Traps To Avoid
Do you think F&B marketing personalization is a magic ‘open sesame’ to success? Well, not quite!. As your marketing companions, we’ve identified the five most common traps you can easily walk into while trying to personalize your F&B marketing.
Targeting Everyone The Same
You wouldn’t talk to a 30-year-old fitness enthusiast in the same way you talk to a 55-year-old man with cholesterol risk. While you can sell a product like baked potato chips to both, your marketing message must reflect their unique stories.
Ignoring Purchase Behavior
If you want recurring customers, study their shopping behavior. By doing so, you gain valuable insight into their habits, preferences, and expectations. How to get this data? Through first-party data and gamified marketing experiences.
Then use those insights to draw them back in. When they revisit your site, everything they expect should be right at their fingertips.
Skipping Local Context
Geography is more than lines on the map. It significantly shapes your audience’s culture, taste, and buying habits. Ignore it, and you risk offering the wrong products. For example, in many Arabic countries, Turkish coffee is far more popular than instant or espresso varieties.
Send The Same Message Across Platforms
Each platform has its own audience behavior and content style. For example, TikTok users want quick and to-the-point videos. On the flip side, email newsletter subscribers usually prefer richer and more detailed content. So, tailor your message accordingly.
Relying on Gut Over Data
Intuition can sometimes be useful, but it’s not a reliable professional tool for making decisions. In most cases, it lacks sound judgment because it isn’t based on evidence. That’s why it’s always better to rely on accurate and transparent data.
For instance, adding a new flavor to your production line should come from concrete research and consumer insights. It should not just be because it “feels right”.
5 F&B Marketing Personalization Winning Hacks
Avoiding these pitfalls can put you on the right path, but it won’t be enough. Investing in these five tactics will prove they are worth your while.
Use Smart Segmentation
Settling for your audience’s ages or genders won’t give you an edge. What can truly make a difference is tracking their online activity and engagement patterns. This is how you get a grip on their actual interests.
Personalize Product Recommendations
Say adios to random and irrelevant suggestions. Instead, transform the concrete data from your audience’s shopping history into product or service recommendations. Each suggestion that pops up should be something they actually need and will likely click on.
Adjust Creative By Region
Showcase your understanding of local culture by tailoring localized content and products to each region. This isn’t just about relevance. It’s about respect. Audiences naturally lean toward businesses that recognize and honor their culture.
Optimize Campaigns In Real-time
Do your F&B marketing personalization reports seem disappointing? It’s never too late to fix a campaign. However, timing remains crucial. Real-time optimization means constantly keeping track of your campaign’s performance. This allows you to make fast adjustments. In return, these quick adjustments not only minimize potential damage but can also turn setbacks into opportunities.
Build Feedback Loops
Customer feedback is the cornerstone of F&B marketing personalization. How does it work? By consistently collecting inputs, comments, and suggestions. Then, you should implement them where they fit best. This way, your next product launch or service update will feel personalized.
Following these F&B marketing tips and personalization dos and don’ts helps you stay on the same page with your audience. This translates into personalized messages that resonate and eventually convert.
Struggling to properly put your F&B marketing personalization ideas into action? Don’t worry, we’ve got your back! Contact us and let our team help you with personalized content creation and curation services!
