Knowledge is power. The more insight you have about a guest, the more you can tailor an event or experience to their preferences.
Data isn’t limited to big corporations like Google and Facebook, either. More and more restaurants are using data to learn about their target audiences and deliver personalised guest experiences.
In this article, we’ll look at what restaurant guest data is and highlight some of the ways restaurants, bistros and bars can use it to create better events.
“Having anything less than the comprehensive picture of your customer leaves you scratching and clawing to try and achieve the engagement needed to establish a strong relationship with your audience.” – Karl Schneider
Guest data describes the collected information about a guest’s choices, behaviours and preferences. For the restaurant industry, it’s a guest’s food allergies, dietary restrictions, spending habits, favourite table, preferred wine and most-ordered dishes.
Restaurant guest data reveals relevant and actionable insights about your customers – something you can actually use to market to the right people, personalise events, experiences and promotions, and design a better guest experience.
Guest data can help you achieve your event objectives, increase your ticket sales and provide meaningful and unforgettable event experiences for attendees. Insights about the people coming to your restaurant will help you understand what they like, what they’re willing to spend and how to cater your event to them.
It can also reveal what guests don’t like and enable you to make better decisions about who your event is for and what should happen at future events
There are many benefits for designing an event plan based on useful intelligence gained from data rather than just doing what you always do, copying other restaurants or trusting your gut.
Restaurants who make data-informed decisions will:
Superb created the first Guest Experience Management (GXM) platform to make collecting guest data easier for restaurants – and to provide the restaurant industry with a way to run and market their business using data.
The best way to collect data at a restaurant or bar event is to sell prepaid tickets. This tells you how many people are coming to your event, and it provides a demographic breakdown, dietary information and, when connected with Superb’s POS, spending habits.
This guest data is also necessary for future events. Knowing your target audience means you can tailor to what guests want – and that increases attendance and ticket sales.
Plus, you’ll be able to collect the email addresses of attendees for email marketing campaigns.
With Superb’s GXM, you can create shareable links to events and tickets.
During and after an event, look back and see where your guests shared the links – was it on Instagram, Facebook or via SMS? This makes it easier for you to budget and plan social media marketing efforts for future events.
When you’re ready to stop using multiple systems that won’t integrate, book a free demo and see how our GXM platform takes advantage of guest data and gives you more time to focus on creating great events.
Once you’ve collected guest data from prepaid ticket sales, you’ll want to pull key learnings about your event and insights about your attendees.
For example, you should have information that shows the following about your audience:
Following this process allows you to make broad statements about who your event attendees are, what they like and what they want from an event.
Using that information, create statements like these:
The guest data collected from a previous event will reveal who your attendees were. Use it to make informed decisions about your next event.
Recognising patterns in the data may help you discover a type of event that you hadn’t thought of before. For example, design a gin and tonic evening with a mixologist because guest data shows that 20 of your past guests regularly order G&Ts.
You know who your guests were from previous events and you know what they prefer. Use that to tailor an email marketing campaign or inform your social media strategy.
You should also analyse your email platform and social media channels to see how guests found out about your restaurant event.
Knowing this type of data will help you decide how best to promote your next event.
The questions above reveal how successful your marketing activity was before and after the event. Use these to understand where to increase your budget and what channels to focus on for future events.
Remember to make your website a resource for event attendees with valuable information that will educate them about your event and show what they’ll get out of it.
Collecting guest data for your next event is only 1 step in the event planning process, but it’s the most important one.
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