Navigating Online Marketing for Restaurants Tuesday, March 22, 2011
Fishbowl Cocktail Facts 10 years old, 130+ employees- Alexandria, VA based The leading provider of on-demand marketing software and services to the restaurant industry Serving over 40,000 restaurant locations Managing an opt-in member database of over 50 million guests More than 1.5 billion email messages distributed annually Technology and services designed specifically for the restaurant industry Chosen partner of leading organizations in the restaurant industry…
Agenda Online Marketing Landscape Guest Acquisition vs. Guest Loyalty To Groupon or not to Groupon Facebook, Twitter, Foursquare, oh my Email is still the king Paying Attention The Third Screen Who and How Most Importantly Q&A
Marketing’s Evolution… Traditional Marketing
SEO / SEM
Permission based Email
Review sites & Directories
Consumer Trends US consumers now spend more hours online than watching TV or any other leisure activity
The Plan How do you find new customers? Where do you focus your marketing budget? 7
…Little Bit Less Confusing Loyalty Acquisition 9
Location based Marketing trends?
Connecting the dots Key takeaway is to embrace how you track if the new guest returns for that second or third visit. Ensure this by encouraging the guest who redeems the flash-buy offer to sign up for your email club, so you can track if they engage your restaurant through your email offers.
Social Media = Loyal Guests 60% of fans and 79% of followers are more likely to recommend a brand they fan and follow. 51% of fans and 67%of followers are more likely to buy from the brands they fan and follow. Chadwick Martin Bailey and Imoderate Research Technologies ,2010 500 Million Active Worldwide Facebook users 20 million people “like” a brand each day!
Social= Viral = Word of Mouth
Facebook People on Facebook More than 500 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook Activity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each month More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Mobile There are more than 200 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
Twitter 10 Billion Tweets 140 Characters or less 50 Million Tweets per day Over 30Million registered Users
Foursquare Launched March 2009 Over 6 Million users Over 1 million “Check In’s” per day over 380M total Mobile Social Networking with “Gaming Component” Restaurants offer Specials and events to engage users
Why Email Marketing?
More than 204,000,000 Americans use email regularly
-Pew Internet & American Life Project & Google Public Data (April 2010)
86% have given their email to a retailer
$43.52 returned for every dollar spent in 2009
-Direct Marketing Association (2009)
Restaurant customers open and
respond to a restaurant’s email
75% of daily social media users said email is still
the best way for companies to communicate with them. - Marketing Sherpa (2010)
“41 percent of consumers surveyed by the NRA say they
choose new restaurants because of e-mail promotions... ” -National Restaurant Association (2010)
ROI Increases with Database Growth More members more opens more traffic greater ROI. Email database size benchmarks by restaurant category*: Growing your audience can result in 2 to 4 times greater returns than average. *Data as of December 2010, rounded to the nearest 100 19
Elements of a successful program Mix of 3 elements: Brand, Community, Loyalty
2-3 Loyalty “gifts” annually to drive enrollment and baseline ROI (ex: BOGO entrée gifts on Welcome, Birthday, Anniversary)
12-18 brand and community messages per year
1-2 other “Surprise” offers, usually one-day offers
= Total of 18-24 communications per year
Is email really Social? How are people sharing?
Fan Signs Up for E-club Connecting Facebook Fans to Email databases
Facebook Email Join Form 23
Strengthen Guest Relationships Extend your restaurant’s relationship with its email club members by offering an easy way to connect on social media sites such as Facebook , Twitter, Yelp! And OpenTable. With just the click of a button within the email messages, subscribers can become fans and followers of your restaurant’s social media profiles. 71% of business executives use email to promote their presence on Facebook & Twitter -eMarketer 2010
Multi-Channel Promotions 2010 Campaign drove 313,764 offline and 171,563 online opt-ins for the new “Denny’s Rewards” Program. More than nine times the total 50,816 guest registrations gained via the 2009 campaign.
Local Business Reviews
Social Media Monitoring
The Third Screen US Mobile Marketplace Projected 120 Million Smartphone users by end of 2015 50% of Mobile Phones owned at that time will be a smartphone device Mobile Devices will outsell PC’s in 2012 accounting for the largest segment of consumer electronic devices sold By 2013, more people will access the internet from a mobile device than a PC Resources- eMarketer, Nielson, Gartner and Morgan Stanley
One Stop Shop SOCIAL EMAIL PURCHASE SHARE TEXT/SMS INTERACT SEARCH
So What is a QR Code?
“Quick Response” Codes QR Codes allow user to quickly scan and be taken to more information 70 Million smartphone users have installed a “QR Code Reader” app Use in online (web, email, social) and offline (POS materials, print ads) marketing Turn standard restaurant items into marketing devices (napkins, receipts, to-go bags, menus, etc.) Restaurants can use to offer incentives & promotions Sign up for email and loyalty clubs easily & effectively Link to additional descriptions of menu items, nutritional information or chef demos of dish
How To Manage Your Online Marketing Program
Set up your email account & Social Media Pages (Facebook, Twitter)
Start with an “Inventory” of current activities to promote
Build an “Ideas” file of new things to try
Set aside 60-120 minutes every week to work on your guest marketing
Plan for 1 to 2 promotions per month
Compose and send emails (post to Facebook, Twitter, or SMS too)
Respond to guest comments (monitor review sites)
Track results, communicate to staff
Can’t find the time? Hire someone. It’s worth it.
Most Importantly… Focus on Being Social! Have a dialogue…Engage the conversation Build Relationships Listen and Respond to comments Be Unique and Creative Ask and Answer Questions
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