OpenTable: Marketing to Millenials
How many times have you been out with friends on a Saturday
evening and your tummy is rumbling? There are restaurants all over, but it’s
primetime for hitting them up. You know what that means…. A 45-minute wait to
get a table, but we all have that one friend… That friend who refuses to wait
for a table. As hungry as you all are, you just leave in hopes of finding a
spot with less of a wait or no wait at all!
Sounds like it’s going to be McDonald’s again tonight… Not if OpenTable
can help you!
Description. OpenTable is a service that allows users
to enhance their dining experience by helping them locate new restaurant
choices in the area. It also increases
the convenience of going out to eat by allowing the user to make reservations
and cancel them if necessary. OpenTable
also has a rewards system that reservation-makers to earn points towards discounting
their next visit to the restaurant. The application
also provides reservation-makers with the opportunity to view the menu of the
restaurant they are going to. All these
features add up for a pleasant, and smooth-running outing. OpenTable is available for online use and
both iPhone and Android playforms.
Marketing
Potential. This app and organization
does an excellent job of marketing. As
Kerpen mentions in chapter two of his text, it is important for a company to
understand the needs of their target audience.
OpenTable’s target audience is probably 20 to 35-year-old population as
this is the millennial generation and this group is notoriously known for their
technology use, impatience, and the careful watching out for “freebies.” This
application and service works towards directly catering to these consumers
(Kerpen, 34).
References
Kerpen, D. (2015)
Likeable social media: How to delight your customers, create and irresistible
brand, and be generally amazing on Facebook, Twitter, LinkedIn, Instagram,
Pinterest, and more (2nd ed.). Chicago, IL: McGraw Hill.
No comments:
Post a Comment