The B2B target in the food sector.

When we talk about B2B, we are referring to employees, managers, and executives. In short, the company in the broadest sense and its environment. But why should brands focus on such a target? The answer is simple: 28 million employees in France in 2022. 😍

28 million represents that many opportunities to communicate, make an impact, and persuade.

While the market may seem broad at first glance, there are many similarities, both in consumption patterns and work habits.

👁‍🗨 B2B, behavior and habits

80% of employees take less than a 30-minute lunch break every day. While time is tight and meal times are shrinking, they are still concerned about the quality of their food. In fact, healthy and responsible eating is emerging as a major recent trend.

It is worth noting that despite the time employees no longer take for themselves, no fewer than 4 million of them benefit from meal vouchers.😏

The conclusion is obvious. Click and collect and delivery are coming out on top in the battle for time. Nearly 50% of employees take their lunch to go. If click and collect is winning the battle for time, how will it win the battle for attention? ⏳

In a world of constant advertising noise, consumers have learned to tune out the ads they are targeted with.

So, how can you stand out as a restaurant operator when there are 175,000 of them in France alone?

🧐 A few levers for reaching the B2B target

📱 DCO Focus

A powerful way to personalize digital ads for each individual. Whether through display banners or native ads, DCO (Dynamic Creative Optimization) cross-references your target's data with their environment and external context. Simply put, the recipient sees an ad that takes into account their consumption habits, browsing history, interests, and intentions. 💡 But the power of DCO goes much further, as it allows you to integrate all kinds of criteria into the ad: weather, geolocation, language, time of day, sports results, and much more. Applied to the food industry, this lever is extremely powerful: targeting the individual, timing the delivery, selecting publisher sites relevant to your targets, and personalizing ad content based on temperature, all while incorporating geolocation.

When DCO is perfectly integrated into a target's digital environment, it has a direct impact on conversion rates. It also proves its worth for retargeting objectives, thanks to the performance of programmatic advertising.

📺 DOOH

Digital Out Of Home is an advertising delivery lever that allows you to target the catchment area of your points of sale. It is a powerful way to reach an audience in the vicinity of your restaurants. Using animated banners or video formats, you can broadcast an ad at specific times while choosing strategic locations. Every location has its target. With Klox, you can target over 80,000 screens worldwide as part of a global strategy.🔥 Conversely, you can choose to target only the locations that are relevant to your brand, in the case of an independent restaurant or for local conversion goals.

DOOH applies just as well to the areas around business districts, coworking spaces, and cultural venues (concert halls, bookstores, cinemas) as it does to shopping areas (boutiques, malls, hypermarkets) or even train stations, subway stations, and airports. In short, whatever your target, we have the means to reach them based on the places they frequent. The advantage lies in delivering an advertising message in the immediate environment of a point of sale for a direct impact on your targets.

🚩 Geolocation-based programmatic

The idea? Reach your target based on their location.

Deploying a geolocated programmatic marketing strategy means reaching the right person, at the right time, in the right place. In other words, programmatic advertising allows for refined targeting based on geographic location, resulting in effective engagement and conversion rates. The benefit? Creating a sense of proximity in the relationship between a brand and its customers.

👀 Two types of geolocated programmatic:

The first targets a geographic area, where the campaign is focused on a defined space: a city, region, or department. The second targets a specific location precisely: a restaurant, a bakery, etc. In this strategy, the advertisement is directed at people who are in the immediate vicinity of the location.

This lever offers a wide range of possibilities for adapting your message to your target audience, thereby maximizing conversions while limiting your costs.

Want to know more? Right this way!👇

🎧 Audio

Audio streaming platforms are all the rage, and since the average commute for working professionals is 24 minutes, what better way to reach them than while they are listening to music?

Audio also includes podcasts, a booming format with soaring numbers. In January 2022, 150 million podcasts were listened to or downloaded according to Médiamétrie, an 8.7% increase from the previous month. It brings together 15 million monthly listeners in France, and the number of people consuming native content has grown by 81% in just one year. 📈

Spotify has 200 million freemium users, SoundCloud has 175 million, and Deezer has 12 million. As you can see, audio advertising presents a significant opportunity to reach a B2B audience while they are on the move.

🚗 Waze

76% of French working professionals use a car for their business or home-to-work commutes, which means the Waze app is a powerful tool for targeting them during their travels.

💻 Display

You know the drill: static or animated advertising banners, refined targeting based on user interests, and a multitude of placements. But display also offers original formats: 360° view banners, augmented or virtual reality, stories, and many others. Speaking of innovation, we should also mention charitable advertising formats, which have the unique feature of involving the advertiser in causes that matter to them. It’s an effective call-to-action that can be further personalized through DCO. 🧐

Call on Klox for your strategies!

👉 In short

In short, establishing dedicated strategies for the restaurant industry to reach a B2B audience is essential to stand out in the advertising world. The demand is there, and it's greater than you might think. As an agency-as-a-service, our expertise provides access to a range of innovative products, exclusive partners, and optimal targeting. Klox also delivers high-performance management of catchment areas, whether local, national, or international.