The unique mobile nature of the food truck industry requires vendors to know and understand the needs of every demographic in each city they operate. Serving more than one group requires a strong marketing approach. Micro targeting has been defined as getting to know your local market or better understanding your target market. No matter what you call it, micro targeting as a growing trend in the food truck industry.
Broadly defined, micro targeting is a marketing strategy that gets rid of a food truck’s one-for-many approach in order to customize and personalize marketing strategies for specific demographics and areas within the region you operate in.
Micro targeting is an approach traditionally used in politics as candidates work to direct their messages at specific areas of the population in order to secure Nationwide victories. Food truck owners you can use micro targeting in several ways as part of your overall online marketing campaigns.
Creating A Micro Targeting Framework
Develop your food truck’s framework for the data you research based on each city’s:
- Lifestyle data
- Consumer data
- Responses to survey questions
Based on the data you collect you will be able to identify the optimal marketing messages and platforms to use. These messages can be sent out through a mix of social media, email, online advertising and food truck event invitations. All micro targeting does is use the consumer’s behavior to predict future behavior and how it can affect future sales at your food truck.
In addition to your marketing message using the consumer data you collect food truck vendors can to modify your menu items, prices, and packaging based on the locations you operate in on a daily basis.
The Bottom Line
Micro targeting can increase the number of customers at your service window and improve your food truck sales dramatically. It is certainly something every vendor should consider starting if you haven’t been doing. Remember, if this strategy is good enough for political campaigns, then it’s good enough for your food truck business.
While it may be just a fancy term to describe personalized marketing, but the idea is the same. Get to know your food truck audience, serve them well, and reap the rewards. Do you include micro targeting in your food truck marketing plan? How has it helped or hurt your business? Share your thoughts in the comment section below or on social media. Facebook | Twitter