Why does online marketing matters to restaurants? - Your website is your image, your brand, your reputation, and your storefront - The Internet is how people will find you - Social media is how Gen Y will evaluate you and decide to become customers - Social media and email help you maintain relationships with customers when they're not in your restaurant or winery - Your website, social media, and email marketing have a multiplying effect in increasing repeat sales -------- At 26 Brix, we have just one purpose: Help our clients grow their business by connecting to customers and increasing sales. 26 Brix provides online marketing for restaurants and wineries. That means we design, develop, and optimize websites. We create mobile versions that render well on any smartphone or tablet. And we build social media programs that extend the experience and keep customers engaged after they visit your tasting room or dine in your restaurant.

1. Why Online Marketing and Social
Media Matter to Restaurants
26 Brix
Online Marketing for Restaurants & Wineries
This presentation copyright 26 Brix. May not be used without permission. © 2012

2. “In an increasingly globalized world, where
consumers are living, learning, connecting,
and buying online, anyone who wants to sell
a product in a competitive marketplace
must be engaging their customers online.”
Alder Yarrow
Wine blogger at Vinography
http://www.vinography.com/archives/2012/02/social_media_and_the_wine_indu.html

3. “Being a chef these days involves far more
than sourcing products, designing menus
and cooking food. You have to be a
multimedia impresario if you want to
compete.”
Blair Anthony Robertson
Food critic for Sacramento Bee
http://blogs.sacbee.com/dining/archives/2012/03/burger-scandals.html

4. “From where I sit, social media is an
important way of marketing a brand today.
We’re looking at ways to enhance our social
media skills across the portfolio.”
Ray Chadick
CEO, Wilson Daniels
http://www.steveheimoff.com/index.php/2012/04/05/spotlight-ray-chadwick-of-wilson-daniels/

5. “No matter what you think about social
media personally, your customers are
moving online and into the social web in
droves, so you and your organization have
little choice but to figure out how to benefit
from this evolution.”
John Jantsch
Author of Duct Tape Marketing
http://www.openforum.com/idea-hub/topics/marketing/article/5-ways-that-sales-people-can-benefit-from-using-social-media-john-jantsch

6. “Before chef Michael Tuohy left Grange last
year, he maintained an excellent blog on the
restaurant/hotel’s website, explaining his
thoughts about food, farms, butchery,
cooking and anything else related to the
culinary experience. The reader would learn
a lot about Tuohy the chef and the person,
and Tuohy demonstrated just how effective
the blog could be in connecting with folks
who loved food.”
Blair Anthony Robertson
http://blogs.sacbee.com/dining/archives/2012/03/burger-scandals.html

7. Why online marketing matters
Your website is your image, your brand, your
reputation, and your storefront
The Internet is how people will find you
Social media is how Gen Y will evaluate you and
decide to become customers
Social media and email help you maintain
relationships with customers when they're not in your
restaurant or winery
Your website, social media, and email marketing have
a multiplying effect in increasing repeat sales

8. Who are your customers?
With a population of roughly 75 million, or
25% of the total US population, Gen Y*
(born 1977-1994; ages 18 – 35) is estimated
to be the largest consumer group in US
history.*
Gen-Y’s annual spending power, which
already exceeds $200 billion, is expected to
eclipse Boomers’ by 2017.
* Gen Y = Millennials
http://www.marketingprofs.com/charts/2012/6969/gen-y-wont-buy-without-user-generated-input

9. What are your peers doing?
Your competition? They’re moving to social
media.
“79% of US marketing professionals said
they plan to increase spending on social
media marketing or ads in the next 12
months, with mobile and tablet spending
not far behind, at 75% and 66%,
respectively.” (April 2012)
http://www.emarketer.com/Article.aspx?R=1008995

10. Go where your customers are
Two-thirds of Gen Y consumers say a brand
being on social media shows it cares about
their generation, and 56% think social
media is a great way to find out what’s new
with brands they like.
“Gen Y consumers are on social media to
connect and have fun, and advertisers
should remember that when talking to them
in that space.”
“Traditional or Social Marketing? Millennials Want Both,” American Marketing Association, Dec 2012

11. But it’s a balancing act
“Gen Y consumers use social media to
connect with brands, but they don’t want to
be bombarded by sales and deal
information.”
The most common reason they decide to
“un-like” brands online is the brand sends
too many messages.
“Traditional or Social Marketing? Millennials Want Both,” American Marketing Association, Dec 2012

12. Gen Y is cautious (and skeptical)
When looking for information about a brand,
product, or service, 51% of Gen Y say they
trust user-generated content (UGC) more
than information on a company website
(16%), articles about the company (14%), or
advertising (6%).
http://www.bazaarvoice.com/talking-to-strangers-millennials-trust-people-over-brands

13. Where does Gen Y go for advice?
When looking for opinions about products
to buy, Gen Y consumers are more than 3x
as likely as Boomers to turn to social media
like Facebook and Twitter.
51% of Gen Y consumers say that UGC
from strangers is more likely to influence
their purchase decisions than recommen-
dations from friends, family, and colleagues.
http://www.bazaarvoice.com/talking-to-strangers-millennials-trust-people-over-brands

14. What should you do? Be “likeable.”
Nobel Prize–winning psychologist Daniel
Kahneman found that people would rather
do business with a person they like and
trust than someone they don’t, even if the
likeable person is offering a lower-quality
product or service at a higher price.
http://www.forbes.com/sites/keldjensen/2012/04/12/intelligence-is-overrated-what-you-really-need-to-succeed/

15. What should you do? Be real.
“Our analyses of Facebook Page
engagement have continually shown that
brands posting content that depicts behind-
the-scenes activities, exclusive updates, or
promotions encourage user interactions and
promote higher engagement rates.”
http://mashable.com/2012/02/29/facebook-brand-timelines-changes-marketing/

16. What should you do? Find influencers.
“Your most valuable customers are those
who buy the most, right? Not necessarily. …
your most valuable customers are those
whose word of mouth brings in the most
profitable new customers, regardless of
how much they themselves buy.”
“How Valuable Is Word of Mouth?” Harvard Business Review.

17. What should you do? Find advocates.
“Companies that systematically identify and
energize Brand Advocates are getting at
least a 10X ROI in media and sales value…
For every $1 a company invests in
energizing Advocates, the company gets
$10 in positive WOM impressions and
sales.”
“The ROI of Energizing Brand Advocates,” Zuberance.

18. One final thought:
“Business relationships are just like any
other relationship. They require some effort
to maintain and they must be mutually
beneficial. As in any relationship, you must
be willing to give, share, and support – not
just take or receive… Let’s face it, people
prefer to buy from people they connect
with. Period.”
Michael Denisoff
CEO, Denisoff Consulting Group
http://denisoffconsulting.com/

19. Why 26 Brix
At 26 Brix, we have just one purpose:
Help our clients grow their business by
connecting to customers and increasing
sales.

20. How we help
26 Brix provides online marketing for
restaurants and wineries.
That means we design, develop, and
optimize websites. We create mobile
versions that render well on any smartphone
or tablet. And we build social media
programs that extend the experience and
keep customers engaged after they visit
your tasting room or dine in your restaurant.

21. What we offer
As a small business, we understand how you think,
and we know your marketing budgets are tight. That’s
why we emphasize results. Our services are designed
to be both measurable and affordable so you can
make this investment in your success with confidence.
• Website design and development
• Social media strategy and execution
• Search engine optimization (SEO)
• Email marketing
• Logo design, including identity and branding
• Message and content development

22. Ready to grow?
26 Brix
Ph: 530-400-4005
Email: connect@26-brix.com
26-Brix.com
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This presentation copyright 26 Brix. May not be used without permission. © 2012