More than 80% of restaurants are using technology to help them run their business. But are they really getting the most out of the tools they use?

Your restaurant should be going beyond the day-to-day use of technology and take advantage of the data that’s produced. When you dig deep into the information collected by restaurant technology tools, you can get great insights on your customers that can help you market your private dining spaces to generate repeat business and drive new leads.

Here are three steps that will help you make smarter decisions with your data and grow your private dining program:

1. Focus on the data that drives more business

If you offer private dining, you most likely have busy seasons and slow seasons, and have a wide variety of clients: ranging from small dinner parties to clients who occasionally book large events to the huge office down the street whose departments have made you their go-to for all things celebration- and work-related.

Which of these types of clients add more to your bottom line? It’s your busy season clients, your repeat customers and your big spenders.

Keep track of these revenue-driving clients with your event reports. Make a point to regularly run reports that show data such as your most booked contacts, your financial information by month or quarter, and payments by event. Make a list of these VIP clients in a spreadsheet.

2. Take advantage of marketing tools

Once you’ve identified the clients who have brought in the most business, keep in touch with them throughout the year to stay top of mind with them. Email marketing is a great way to reach these clients directly.

Create lists of your VIPs by their possible interests, such as types of events, location, holidays, occasion (reunions, graduations, networking, etc.) or busy seasons. Then send emails that are related to those interests, remind them of deadlines, inform them of venue or menu upgrades, or share special discounts. And make it easy for them to book with you — include direct contact information for your team and a link to your website lead form for event inquiries.

3. Promote your venue to people just like your current customers

People who are similar to your current customers are more likely to become your next customers. Data from your event reports and marketing tools can help you create a profile of your VIP customers: their needs or preferences, event types, location, and more.

Use this information to create Google ads or social media ads to target prospects online who have a similar profile. As you learn more about your VIP customers, make sure to tweak the information you’re using in your ad targeting to reach the right audience.

The best data will get you the best results.

At Tripleseat, we believe that reporting is key to creating a successful events program for your restaurant or venue. Our reports and additional features combine to help you fully increase event sales streamline your event planning process.

If you’re interested in learning more about Tripleseat’s features, schedule a demo at your convenience to take a closer look.