In the bustling world of restaurant businesses, the secret ingredient to success isn’t only about cooking up mouth-watering dishes. It’s also about serving up enticing advertisements. Out-of-Home (OOH) advertising has proven to be a powerful tool in increasing foot traffic, transforming a mere passerby into a loyal customer.
But what is OOH advertising, and how can it help your restaurant business thrive? Let’s tuck into this tasty topic.
Table of Contents
What is OOH Advertising?
OOH advertising, or Out-of-Home advertising, means ads that people see when they’re not at home. Think billboards, bus shelters, and benches. These old ways of OOH advertising have been big hits over time, turning unknown firms into well-known brands. But now, there’s a new way that’s causing a buzz – Digital Out-of-Home (DOOH) advertising.
Introduction to DOOH Advertising
DOOH advertising is a step up from old OOH ads, where the outdoor displays are set up in a digitized format. It uses digital signs and screens, placed smartly in public spots and travel paths. As tech has advanced and we’ve moved towards a digital world, DOOH ads have grown popular. It’s not just about a still picture on a billboard now. It’s about making ads that draw in and engage viewers.
Benefits of DOOH Advertising for Restaurants
DOOH advertising brings to the table a plethora of benefits that can impact and boost foot traffic to restaurants. Here are some of the key advantages:
- Real-time content updates: Unlike traditional billboards, digital screens are updated in real-time. This enables restaurants to promote daily specials or flash sales.
- Targeted advertising: Digital out-of-home advertising allows for more precise targeting based on the time of day, day of the week, or even current weather conditions. Want to promote your hearty soup when it’s raining? DOOH has got you covered.
- Interactive features: Some DOOH platforms offer interactive features that can uniquely engage passers-by. Imagine a digital billboard that lets users browse your menu or make a reservation!
- Environmental benefits: Digital out-of-home advertising is more environmentally friendly than traditional billboards. It eliminates the need for physical materials and the waste associated with them.
Case Studies
Don’t just take our word for it – there are many examples of restaurants that have effectively used DOOH advertising to boost customer visits.
Burger King
A noteworthy case is that of Burger King, a large fast-food restaurant chain. They created the “Food Moments” campaign. This saw a 3% increase in footfall, with over 7 million impressions throughout the campaign.
The campaign run for 28 days and was serving content depending on the time of the day. This campaign spread across 14 of their restaurants in London, UK. At every store where they had the campaign active, they used sensors that measured the footfall.
Dominos Pizza
Domino’s Pizza, a fast-food chain, brought back its Ssamjeang Pizza Range. They had issues that reduced their brand’s visibility and noticed fewer customers coming in. They wanted a new solution to boost both brand awareness and performance.
To do this, Xaxis built a DOOH strategy that allowed accurate digital targeting and measurement from outdoor ads. They used device ID mapping and collection to measure and link the audience who saw the DOOH ads to Domino’s outlets within a geofenced area.
The result was that the campaign reached over 5.4 million people, led to more than 1,300 store visits across seven outlets, and increased sales by 10%.
Implementing DOOH Advertising in Your Restaurant
Embarking on the journey of digital out-of-home advertising within your restaurant setting can be an exciting venture. This can provide you with a range of opportunities to engage with customers in a dynamic, out-of-the-box way. The process is straightforward, but it’s important to approach it methodically for optimal results.
Objectives
Begin by clearly defining your objectives. Do you aim to increase brand awareness, promote new menu items, boost off-peak dining, or perhaps enhance customer loyalty? The clearer your goals are, the more effectively you can tailor your DOOH strategy to meet them.
Digital Platforms
The next thing to do is pick the right digital platforms. When you know which ones you want to use for ads, carefully choose where to place them. You could use digital billboards on nearby roads to attract drivers. Or you could use screens in your restaurant to show tempting menu items or special deals. By knowing your target audience and their habits, you can pick the best places and platforms for your ads.
Content
Creating captivating content is another crucial aspect. Content that is consistent with your brand image and resonates with your audience is key. This could be anything from a heartwarming story about the origins of your restaurant to tantalizing images of your signature dishes or even testimonials from satisfied customers. Make your content as engaging and memorable as possible to stand out in the bustling DOOH landscape.
Opportunities
DOOH advertising is full of creative chances that you don’t get with old media. You could use geofencing. This means ads start when possible customers are close. Or you could use real-time data to show ads linked to the weather. For example, you could show an ad for your warm soup on a cold day.
Integrations with other marketing efforts
You should think about linking your DOOH ads with your other marketing efforts. This makes a joined-up plan across all channels. Your DOOH ads could get customers to follow you on social media, download your app, or join your newsletter. This way of doing things makes your message stronger. It also helps you connect better with your customers over many different touchpoints.
Analyse and measure
Don’t forget to measure and analyze the performance of your DOOH campaigns. Use these insights to understand what resonates with your audience and optimize your future campaigns accordingly.
Conclusion
In a nutshell, DOOH advertising can be a game-changer for restaurants looking to increase foot traffic. It offers a modern, flexible, and engaging way of reaching customers, and with the right approach, it can significantly boost your restaurant’s visibility and popularity. So, why not give it a whirl? It could be the secret sauce your restaurant needs to stand out from the crowd.
