Bloomin' Brands Inc. Emphasizes Relevance Of Effective Advertising To Mobile And Online Consumers
By Megan Zielinski, contributing writer
Bloomin’ Brands Inc., recently revealed the importance of mobile and online stability for building growth within the company and forming connections with consumers in an effort to increase sales in restaurants while staying true to the brand.
Executive Karen Soots, vice president of media services at Bloomin’ Brands Inc., spoke at the 2014 MMA Forum about how mobile devices have become a prominent tool in guiding consumers to restaurants through effective marketing strategies. The chain holder recognizes that it’s all about connecting to consumers on the move, as today’s generation is armed with technology, absorbing information constantly. Their focus is on bought and owned media to attract consumers to its restaurants. Soots stated during the “Closing the Sale with Your Consumer” presentation, “A lot of brands rely on unpaid media, and while this is great, fandom and ‘Likes’ don’t translate into measurable data. Mass reach is first, then, all the smaller things will come.”
Bloomin’ Brands Inc. uses collected data from consumers, offering personalized messages and promotions to help bring customers into the restaurants in the brand including, Carrabba’s Italian Grill, Fleming’s Prime Steakhouse and Wine Bar, Outback Steakhouse, Roy’s and Bonefish Grill. By connecting to mobile consumers through GPS technology, the brand alerts consumers of local Bloomin’ Brands dining options through ads appropriate for the current meal time of the day, providing menu items, restaurant hours, coupons, discounts, and other loyalty benefits for choosing one of their five restaurants. Their method of advertising incorporates influential creativity with geo-targeting to increase mobile user awareness and to interrupt consumers from deciding to go elsewhere. “Know these customers, find out what they respond to, and build awareness without straying from brand image,” said Soots.
Media tactics include online advertising through Pre-roll, presenting viewers who click on video links to watch a short 10-15 second commercial prior to video, and Banner ads showcased through promotional websites, social media and digital marketing as well as in mobile media. These tactics prove to be beneficial as consumers must watch Pre-roll ads to get to their desired video, and Banner advertising delivers impactful messages to gain interest of consumers. Bloomin Brands also targets viewers of Prime TV, Cable, late night TV, and Organizational programs. Their main media objective is to ensure the brand name is in front of consumers at all times when they are seeking information.