A Digital Menu Board content strategy and defined marketing calendar is key to success. One of the biggest mistakes we see clients make is they don’t have a clear content strategy and they are unsure how often they are going to change out promotional offers, LTOs and update menu items.
As you plan your Digital Menu Board campaigns, you should keep the operating schedule of your restaurants, and plan to deploy and maintain your content over that schedule. Here’s a checklist for defining and operating your campaigns:
- What holidays or seasonal promotions are planned?
- What is the timing, scheduling, and deadlines involved? Especially important is the expected frequency of Limited Time Offers (LTOs) – i.e., daily, weekly, monthly, every eight weeks, quarterly.
- Are there seasonal menu items?
- How often does pricing change?
- How are pricing changes handled?
- Are there different dayparts for different times of the year?
- Do you require a completely new concept or can current assets be re-purposed?
- What about holidays? Stay open around the clock on Black Friday?
- What temporary changes or overrides are allowed locally?
You will want to plan ahead for language and geographical locations, too. If you need Digital Menu Boards deployed in languages other than English, be sure to document this requirement. Do the other languages impact the design? If so, how? In addition to language, some locations might have regulations like including units of measurement, calorie counts, fat content, etc.
Planning ahead will save you many headaches down the road and it’s one of the best ways you can maximize your digital menu ROI.