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2011 Wisconsin Restaurant Expo seminar deck "Navigating Online Marketing" 3 22-2011
 

2011 Wisconsin Restaurant Expo seminar deck "Navigating Online Marketing" 3 22-2011

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  • So we are looking at the internet marketing tree that we all live in as marketers and brand developers. What I am going to touch on today is the roots and trunk of the tree and branch out to email and social media to hot topics. In another session we can discuss other branchesI think this illustration is a good example of how core your website is to the growth of your program. A solid root system leads to a strong truck that then leads to strong branches that can weather anything that is blown there way
  • Mobile incentives provides event meet-up and social opportunities to create and relationship marketing that we are looking for.
  • Mobile incentives provides event meet-up and social opportunities to create and relationship marketing that we are looking for.
  • I want to stress how important it is to have a presence in either Twitter or Facebook or bothRecent statistics from Facebook show they have 400 million active users and more than 20 million people become fans each day. Twitter users post over 50 million tweets per day - that's an average of 600 tweets per second.The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.Some Quotes about Brands not on Facebook or Twitter“It shows they are not really with it or in tune with the new ways to communicate with customers.”“It's expected that a company have some digital face - whether it's on FB or Twitter I don't know - but they need a strong electronic presence or you doubt their relevance in today's marketplace.”“Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.”If you don’t have a Fan page or a twitter account you are missing an opportunity to continue the conversation.In the next couple of slides I am going to show you how some brands have entered the Social Sphere. Bottom line Social Media is good for your brand recognition as well as your bottom line!
  • Mobile23% of all mobile phones are smartphones and this is growingEmail97% if US households use email 66% of marketers are integrating social and emailSocialMost companies use Social for Brand awarenessBut you also can use it for:behavior trackingData acquisitionMulti-channel engagementContent distributionDrive sales
  • In your plan you will need to decide where you would like Vouchers to live and how they are going to be accounted for from that channel.I find that email is the best way because it is setting the expectation of what they are going to receive so they will subscribe.It is an incentive to open the closed loop that Social Media is plus customers like consistency but a surprise every once and a whileYou want to control the database! It is yours!Use the Social Sphere should be used for opening the doors (customer service, events, continued engagement)Listen and ask your customers in the social sphere to help plan your voucher program.

2011 Wisconsin Restaurant Expo seminar deck "Navigating Online Marketing" 3 22-2011 2011 Wisconsin Restaurant Expo seminar deck "Navigating Online Marketing" 3 22-2011 Presentation Transcript

  • 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
    • Telemarketing
    • Direct mail
    • Print ads
    • TV Commercials
    • Radio Ads
    • SPAM
    Online
    Marketing
    • SEO / SEM
    • Permission based Email
    • Social Media
    • RSS Feeds
    • Review sites & Directories
    • Mobile Interaction
  • 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
  • Online Landscape…Confusing?
  • …Little Bit Less Confusing
    Loyalty
    Acquisition
    9
  • Location based Marketing trends?
  • Daily Deals
  • 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
  • Questions?
  • THANK YOU!
    Twitter.com/fishbowljoe
    Facebook.com/fishbowljoe
    jgabriel@fishbowl.com
    Stop by Booth #529 for more info
    Show Special- FREE Custom Template