QSR and Fast Casual Audience

QSR and Fast Casual Audience

QSR and Fast Casual Audience

Primary and Secondary Goals

Primary and Secondary Goals

Primary Goal

Actively acquire potential clients within the QSR sector to directly contribute to revenue growth.

Objectives:

  • Generate 500 new QSR owner leads within Q3 through targeted LinkedIn campaigns.

  • Increase the number of demo requests from QSR decision-makers by 25% over the next six months.

  • Implement a content marketing strategy to attract 1,000 new leads from QSR-related segments by the end of Q4.

KPIs

  • Number of new leads captured through campaigns.

  • Cost per lead (CPL).

  • Conversion rate from lead to qualified lead.

  • Number of demo bookings or product sample requests.


Secondary Goal

Enhance overall engagement and perception among QSR audiences to create a favorable environment for lead generation.

Objectives

  • Achieve a 20% increase in website traffic from QSR-related content within the next quarter.

  • Grow social media engagement (likes, shares, comments) among QSR professionals by 30% over the next six months.

  • Develop and distribute a series of webinars/podcasts to engage with at least 300 QSR decision-makers by the end of Q4.

KPIs

  • Increase in website traffic from QSR-related content.

  • Social media engagement metrics (likes, shares, comments).

  • Click-through rates (CTR) on ads and emails.

  • Webinar registrations and attendance rates.

  • Number of QSR professionals engaging with branded content.

Predictable Challenges
For the Primary Goal: Drive Lead Generation

Predictable Challenges
For the Primary Goal: Drive Lead Generation

Identifying the Right Audience

The diversity within the QSR segment, including fast food, fast-casual, and various cuisines, makes it challenging to accurately identify and target the right decision-makers.

Resource Allocation

Ensuring sufficient resources such as budget, personnel, and time are available to execute multiple campaigns effectively across various channels.

Content Saturation

The market is crowded with similar messages aimed at QSR owners and operators, making it difficult to create content that stands out and captures attention.

Cross-Channel Activation

Effectively implementing cross-channel activation strategies to nurture leads and accelerate the pipeline requires a cohesive approach, which can be complex given the different touchpoints and messaging required for each channel.

Conversion Bottlenecks

Turning leads into qualified prospects or demo bookings may be hindered by factors like long sales cycles, indecisiveness, or lack of immediate need.

Measuring CPL Accurately

Accurately tracking and attributing cost per lead (CPL) across multiple platforms and channels can be complex, potentially impacting budget optimization and ROI validation.

Predictable Challenges
For the Secondary Goal: Increase Brand Awareness and Engagement


Predictable Challenges
For the Secondary Goal: Increase Brand Awareness and Engagement


Content Relevance and Quality

Developing content that is both high-quality and relevant to the diverse needs of the QSR audience is challenging but crucial for driving engagement.

Tracking Brand Awareness

Ensuring sufficient resources such as budget, personnel, and time are available to execute multiple campaigns effectively across various channels.

Unique Messaging Needs of Each Persona

Crafting unique and tailored messaging that resonates with each persona involved, from restaurant owners to chefs and purchasing managers, is complex. Each group has distinct needs and pain points, requiring a nuanced approach to ensure the messaging aligns and drives engagement.

Identifying Key Individuals for Retargeting

Identifying and segmenting key individuals from initial brand engagement for effective retargeting can be challenging. Developing personalized retargeting strategies to nurture these individuals through the pipeline requires a focused and data-driven approach.

Volume to Drive Impact

Reaching a large enough audience to make a noticeable impact on brand awareness and engagement can be challenging. It requires a consistent and scalable content distribution strategy to ensure the message reaches the desired volume of QSR professionals.

Competing for Attention

The QSR audience is frequently targeted by various vendors, making it challenging to capture and maintain their attention amidst a sea of competing messages.

Solutions to Overcome Challenges with Our ABM Platform
For the Primary Goal: Drive Lead Generation


Solutions to Overcome Challenges with Our ABM Platform
For the Primary Goal: Drive Lead Generation


Identifying the Right Audience:

  • Custom Audiences: Our platform allows you to create highly specific person-based or IP-based audiences using a robust Data Management Platform (DMP) and third-party data suppliers. This precision targeting ensures that you reach the right decision-makers within the QSR segment, including fast food and fast-casual.

  • Unlimited Intent Data: Utilize unlimited intent data to build refined audience segments. This ensures you're targeting prospects actively showing interest in your products or services, enhancing the likelihood of engagement and lead generation.

Resource Allocation

  • Content Syndication Program: Our content syndication program is based on competitive CPL rates, and you only pay for qualified leads that opt-in. We offer full-funnel lead types, allowing you to invest more heavily in leads that meet specific criteria and answer qualifying or disqualifying questions related to budget, need, authority, and timeframe.

  • No Setup Costs and No Upfront Fees: With our performance-based plans, you only pay for the results you achieve. This eliminates the need for upfront investments and reduces financial risk, allowing you to allocate resources more effectively across multiple campaigns.

  • Flexible Solutions: Our platform offers flexible solutions without annual contracts or monthly spend minimums. You can adjust your campaigns based on performance, optimizing resource allocation without being locked into long-term commitments.

Content Saturation

  • Custom Podcasting Solutions: We offer a unique podcast program through Fairway Content Studios that helps differentiate your brand in a crowded market. By creating tailored podcast content, you can build deeper connections with your audience, establish thought leadership, and offer engaging storytelling that goes beyond traditional content formats. Our managed service handles everything from concept to launch, providing long-term marketing assets that enhance your brand's visibility and credibility.

Cross-Channel Activation:

  • Managed Cross-Channel Activation: With our managed service, we take on the complexity of executing targeted media campaigns across multiple channels for you. Our team ensures that your content is delivered efficiently and effectively to the right audiences, making it stand out in a crowded market. We handle the strategic placement and optimization of your content, allowing you to focus on other aspects of your business while we maximize reach and engagement.

  • Seamless Integration with Existing Tools: Our ABM platform (IntentStream) integrates with your existing CRM, marketing automation, and sales enablement tools. This allows for a unified view of your customer journey, streamlining cross-channel activation and enhancing lead nurturing.

Conversion Bottlenecks:

  • New Retargeting Opportunities: Leverage our platform to identify and re-engage previously hidden audiences through advanced retargeting strategies. This helps in driving increased conversions by keeping potential leads engaged and moving them down the pipeline.

  • De-Anonymize Website Traffic: Place a pixel on your website to identify and profile anonymous visitors. This technology provides deeper insights into your customer base, allowing you to retarget these individuals effectively and address conversion bottlenecks.

Measuring CPL Accurately:


  • Campaign Tracking: Our platform allows you to track the performance of your marketing campaigns across multiple channels and platforms. By attributing pipeline and revenue to specific tactics, you can measure CPL accurately and optimize budget allocation for better ROI.

  • Reporting and Analytics: Generate comprehensive reports and dashboards to measure the impact of your B2B marketing efforts. Use actionable intelligence to make data-driven decisions, ensuring accurate measurement of CPL and overall campaign performance.

Solutions to Overcome Challenges with Our ABM Platform
For the Secondary Goal: Increase Brand Awareness and Engagement

Solutions to Overcome Challenges with Our ABM Platform
For the Secondary Goal: Increase Brand Awareness and Engagement

Content Relevance and Quality:

  • Create Custom Audiences: Use a combination of 1st and 3rd party data to build custom audiences tailored to the unique characteristics of each target account segment. This ensures your content is highly relevant and resonates with each persona within the QSR audience.

  • Premium Ad and Data Solutions: Execute targeted media campaigns that deliver your content to the most relevant audiences. By ensuring efficient audience delivery, your message is more likely to engage the QSR professionals you're targeting.

Tracking Brand Awareness:

  • Campaign Tracking and Reporting: Track the performance of your brand awareness campaigns across platforms, providing insights into how well your message resonates with the audience. Use comprehensive reporting and analytics to measure increases in website traffic, social media engagement, and overall brand sentiment.

  • Seamless Integration with Your Existing Tools: Integrate with CRM and marketing automation tools to gain a unified view of customer interactions. This allows you to track brand awareness metrics effectively and adapt your strategies for better engagement.

Unique Messaging Needs of Each Persona:

  • Custom Audience Segmentation: Our platform enables you to segment audiences based on unique persona needs, such as restaurant owners, chefs, and purchasing managers. Tailor your messaging to resonate with each group, addressing their specific challenges and pain points.

  • Unlimited Intent Data: Utilize intent data to understand the interests and behaviors of different personas. This data allows you to create highly targeted messaging that speaks directly to the needs of each segment, enhancing engagement and brand perception.

Identifying Key Individuals for Retargeting:

  • De-Anonymize Website Traffic: Identify key individuals visiting your website through our de-anonymization technology. This provides deeper insights into your audience, enabling personalized retargeting strategies to nurture these individuals through the pipeline.

  • New Retargeting Opportunities: Leverage insights from our platform to identify and re-engage hidden audiences. By focusing on these previously unidentified prospects, you can drive increased conversions and enhance brand engagement.

Volume to Drive Impact:

  • Managed Service for Budget Allocation: Our managed service provides you with the maximum availabilities and makes it easy to adjust budget allocations to drive the necessary volume for impact. Whether you need to increase or decrease your spend, we offer flexible adjustments to ensure your campaigns can scale to meet your goals and reach the desired number of QSR professionals.


Competing for Attention:

  • Actionable Intelligence: Utilize insights from our platform to optimize your digital marketing strategies and gain a competitive edge. By understanding what resonates with your target audience, you can craft compelling messaging that captures and maintains their attention amidst a sea of competing messages.

  • Comprehensive Cross-Channel Activation: By executing targeted campaigns across multiple channels, you ensure consistent messaging that reaches QSR professionals where they are most active, helping you stand out and engage effectively.

Option 1: Primary Goal:
Pricing Over a 1 -to-3-Month Timeframe

Option 1: Primary Goal:
Pricing Over a 1 -to-3-Month Timeframe

Custom Audiences

What It Accomplishes: Targets specific decision-makers in the QSR segment using person-based or IP-based data.

Unlimited Intent Data

What It Accomplishes: Builds refined audience segments based on real-time intent signals to enhance lead generation.

Content Syndication Program

What It Accomplishes: Generates qualified leads with competitive CPL rates through targeted content syndication.

Custom Podcasting Solutions

What It Accomplishes: Creates long-term marketing assets through tailored podcast content to establish thought leadership.

New Retargeting Opportunities

What It Accomplishes: Identifies and re-engages previously hidden audiences to drive conversions.

De-Anonymize Website Traffic

What It Accomplishes: Uncovers and profiles anonymous website visitors for targeted retargeting strategies.

Silver

$10k - 15k

p/month

Custom Audiences

Unlimited Intent Data

Content Syndication (200+ Leads)

New Retargeting Opportunities

De-Anonymize Website Traffic

Gold

$15k - 30k

p/month or qtr

Custom Audiences

Unlimited Intent Data

Content Syndication (400+ leads)

Custom Podcast Series Creation

New Retargeting Opportunities

De-Anonymize Website Traffic

Platinum

$30k - 50k

p/month or qtr

Custom Audiences

Unlimited Intent Data

Content Syndication (750 leads)

Custom Podcast Series Creation

New Retargeting Opportunities

De-Anonymize Website Traffic

Option 2: Secondary Goal:
Pricing Over a 1 -to-3-Month Timeframe

Option 2: Secondary Goal:
Pricing Over a 1 -to-3-Month Timeframe

Premium Ad and Data Solutions

What It Accomplishes: Executes targeted media campaigns across platforms to enhance brand awareness.

Campaign Tracking and Reporting

What It Accomplishes: Tracks and measures the effectiveness of brand awareness campaigns.

Custom Audience Segmentation

What It Accomplishes: Tailors messaging to different QSR personas for higher engagement and resonance.

Optimization Services

What It Accomplishes: Provides flexibility to adjust budget allocations, ensuring optimal volume and impact.

Actionable Intelligence

What It Accomplishes: Offers insights to fine-tune digital marketing strategies, enhancing audience engagement.

Comprehensive Cross-Channel Activation

What It Accomplishes: Ensures consistent messaging across multiple channels to engage QSR professionals effectively.

Silver

$10k - 15k

p/month

Premium Ad and Data Solutions

500,000 impressions

Campaign Tracking and Reporting

Custom Audience Segmentation

Optimization Services

Actionable Intelligence

Cross-Channel Activation

Gold

$15k - 30k

p/month or qtr

Premium Ad and Data Solutions

1M impressions

Campaign Tracking and Reporting

Custom Audience Segmentation

Optimization Services

Actionable Intelligence

Cross-Channel Activation

Platinum

$30k - 50k

p/month or qtr

Premium Ad and Data Solutions

2M-3M impressions

Campaign Tracking and Reporting

Custom Audience Segmentation

Optimization Services

Actionable Intelligence

Cross-Channel Activation

Option 3: Bundled Primary and Secondary Goals:
Pricing Over a 1 -to-3-Month Timeframe

Option 3: Bundled Primary and Secondary Goals:
Pricing Over a 1 -to-3-Month Timeframe

Silver

$20k - 30k

p/month

Primary Goal: Lead Generation

Custom Audiences

Unlimited Intent Data

Content Syndication (250+ leads)

Custom Podcast Series Creation

New Retargeting Opportunities

Secondary Goal: Branding

De-Anonymize Website Traffic

Premium Ad and Data Solutions

500,000+ impressions

Campaign Tracking and Reporting

Custom Audience Segmentation

Optimization Services

Actionable Intelligence

Cross-Channel Activation

Gold

$30k - 60k

p/30-90 days

Primary Goal: Lead Generation

Custom Audiences

Unlimited Intent Data

Content Syndication (400+ leads)

Custom Podcast Series Creation

New Retargeting Opportunities

Secondary Goal: Branding

De-Anonymize Website Traffic

Premium Ad and Data Solutions

1M+ impressions

Campaign Tracking and Reporting

Custom Audience Segmentation

Optimization Services

Actionable Intelligence

Cross-Channel Activation

Platinum

$60k - 100k

p/30-90 days

Primary Goal: Lead Generation

Custom Audiences

Unlimited Intent Data

Content Syndication (850+ leads)

Custom Podcast Series Creation

New Retargeting Opportunities

Secondary Goal: Branding

De-Anonymize Website Traffic

Premium Ad and Data Solutions

2M-3M impressions

Campaign Tracking and Reporting

Custom Audience Segmentation

Optimization Services

Actionable Intelligence

Cross-Channel Activation