If you want to be successful, you need to know your target group and how to reach them. If you don’t make efforts to understand your target audience, you can never develop a successful foodservice strategy. You shoot your arrows around without focusing on the rose.
Social media have become indispensable as a means of communication, but they can do a lot more for you as a food service professional. Did you know that Facebook is a popular medium for audience profiling?
The profiling of your target audience is necessary to gather a lot of extra knowledge about consumers, knowledge that is important for your foodservice business. This audience profiling consists of two important elements: economic and social consumer characteristics. On the economic level, the available income of consumers is mapped. The social characteristics are, for example, hobbies, purchasing behavior and their media preferences.
Facebook is the ideal tool to conduct this research. In 2017, Facebook had no less than 5.3 million Belgians logging in on a daily bases.. So it gives you a great average of our population and it is the ideal pond to fish for interesting information.
Why is this Facebook consumer survey important?
Profile determination is not just a non-binding way to gather information. This knowledge forms the basis of personas, a business plan or a new brand strategy for your foodservice company. Determining these profiles can take time, but that does not outweigh the enormous amount of information you receive.
The information you get from audience profiling can help you to build personas. These are semi-fictional representations of the various ideal customer profiles of your foodservice company. These personas in turn form the starting point for a successful business plan. The information about your target audience – now structured in personas – will help you to determine your positioning, to define a brand strategy or to determine which media you will respond to.
If your target audience are fervent newspaper readers and ignore TV, you know that investing in newspaper advertising will bring more potential consumers as opposed to television commercials. Thanks to profile determination, you have a head start and you cleverly spend your time and money.
Wineproof investigated the behavior of Belgian restaurant visitors. We give you a foretaste of what a Facebook survey can teach you. For example, the largest group of out-of-home consumers consists of 25 to 44 years old people with a higher average diploma. The Flemish in particular are very well represented in the group of Belgian restaurant visitors.
Many Belgian out-of-home consumers love to take city trips in the neighboring countries around us and they also have a preference for Asian travel destinations. Flemish restaurant visitor like to browse the newspapers De Morgen and De Standaard and also appreciate magazines such as Knack, Marie Claire and Vogue.
Hungry for more and curious how Wineproof can help your wine company? Wineproof conducts research tailored to your business. Contact us for all opportunities to translate research insights into strategy and discover what Facebook research can do for you.