Marketing is an integral part of any business, especially in the restaurant industry. To garner customer attention and boost sales, a restaurant needs to employ effective marketing strategies. In this article, we will explore the 6 levels of content in marketing and how to apply them to restaurant marketing.
Level 1: No Problem
The first level is when customers do not encounter issues and have no immediate need to purchase a product. At this stage, customers are not actively seeking out a new restaurant experience. To attract customers in this scenario, in restaurant marketing, you can focus on introducing new menus or discount programs to stimulate curiosity and entice new customers to experience the restaurant's services.
Level 2: Facing Issues, No Immediate Need
At this level, customers are facing issues but do not have an immediate need to make a purchase. For instance, a customer may desire a specific dish, but the restaurant does not have it on the menu or lacks the necessary ingredients. In such a case, when marketing for the restaurant, you can update the menu or introduce special dishes to address the specific needs of the customer.
Level 3: Having a Need and Seeking a Solution
The third level is when customers have a need and are actively seeking a solution. For example, a customer may want to eat a specific type of dish and is searching for a suitable restaurant. To attract customers in this scenario, in restaurant marketing, you can create content introducing that particular dish on the website or on social media platforms, making it easy for customers to search for and discover.
Level 4: Aware of the Solution, Seeking a Brand
The fourth level is when customers are already aware of the solution and are seeking a brand. For example, customers have decided they want to eat a specific dish and are looking for a restaurant that aligns with a reputable brand and offers high-quality services. In this case, when conducting restaurant marketing, it is crucial to focus on building the brand through creating content that introduces the restaurant on the website, social media platforms, and other communication channels. The restaurant can share information about its history, cooking methods, distinctive architecture, ambiance, and service style.
Level 5: Aware of the Brand, Currently Considering the Decision
The fourth level is when customers are already aware of the solution and are seeking a brand. For example, customers have decided they want to eat a specific dish and are looking for a restaurant that aligns with a reputable brand and offers high-quality services. In this case, when conducting restaurant marketing, it is crucial to focus on building the brand through creating content that introduces the restaurant on the website, social media platforms, and other communication channels. The restaurant can share information about its history, cooking methods, distinctive architecture, ambiance, and service style.
Level 6: Used the product, undecided about repurchasing
At this level, customers have used and experienced our product and are now unsure whether to continue purchasing it. In restaurant marketing, retaining customers is crucial for maintaining and growing the brand. To achieve this, restaurants need to focus on developing CRM platforms to maintain strong relationships with customers (such as Zalo OA, Messenger, etc.). Additionally, restaurants can provide content about membership programs, rewards for frequent customers, and encourage customers to share their experiences with the restaurant on social media channels.
