This document discusses email marketing strategies for restaurants. It recommends building a customer database and engaging customers through email, social media, and other channels. Some key points covered include how to build an email list, ideas for promotional emails like loyalty offers and seasonal themes, how to measure results, and tips for managing an email marketing program. The overall message is that email marketing can be an affordable and effective way for restaurants to communicate with and drive sales from existing customers when done properly.

1. Email Marketing-affordable, effective, easy

2. About Fishbowl 2

3. Confusing Online Landscape ?!!! 3

4. Good news: Shift from mass-media to customer engagement takes us back to what we’re already good at---and always have been Source: Glendale CA Public Library

5. …Bit Less Confusing Acquisition Retention 5

7. Share with them

8. Thank them“Just like a table visit” 6

9. Let your guests engage the way they want RESTAURANTS WEBSITES Text SMS/MMS DIRECTORIES

10. Social= Viral = Word of Mouth

12. Common Questions How do I build a list? What kind of messages should I send? How often? What works best? How do I measure results and track ROI? How do I manage all of this!!!! 10

14. Website

16. Online ordering

17. Gift card registration

18. Guest satisfaction services

19. Offline media

20. Community events11

23. 12-18 brand and community messages per year

24. 1-2 other “Surprise” offers, usually one-day offers = Total of 18-24 communications per year 13

25. Ideas are also critical, especially in a social world RESTAURANTS WEBSITES Text SMS/MMS DIRECTORIES

26. Start with a general theme Loyalty gifts Holiday/Seasonal events Signature events, PR Weather Charity/Community Wine, Beer, Food menu nights Vendor sponsored events Contests & Viral campaigns Sports events Kids-related Live music New menu / Recipes Gift card sales 15

27. Then add a twist

28. Key takeaway #1 Develop and emphasize your brand personality (aka don’t be boring) 17

29. Offbeat Ideas: (Create Your Own Promotion) Chorizo Fresh Mex “420” Promotion Five year old one-day promotion. Previously used print and direct mail support. Used email for first time in 2010. Result: Line at the door starting at 10:30 am. “Never seen anything like this” Frank M, Owner 18

30. More Off-Beat SMOOCH YOUR POOCH Stop in any Wednesday in April with your dog to get a free large cheese pizza. No Dog? Bring your significant other pet* You may be required to kiss that animal on the lips to prove that significant other pet is really yours.

31. More Offbeat 20

32. Key Takeaway #2 Offer isn’t perceived as a coupon when it... is a “Thank You” gift Uses humor Promotes a cause 21

33. Loyalty Gifts…Show The Love 22

34. Birthday Gift Birthday Promo 13,563 members in database No-strings attached Birthday Gift 40% redemption rates (versus 8-12% Fishbowl average) 5400 X $40 = $216,000 in directly attributable sales …plus great goodwill and lots of new diners 23

35. Weather Offer One day, Two locations, 250 covers, $6,250 in sales 24

36. Key Takeaway #3 You don’t always need an offer. 25

37. Charity & Community 26

38. Weather: Info and Accolades 27

39. Special Menus, Tastings Event: Belgium Style Beer Dinner Promoted by email only. Result: Sold out 65 seats with a 20-person wait list. Scheduled a second date for event which also sold out. 28

40. Holiday reminders EVENT Valentine’s Day lunch and dinner special menus Promoted with 2 emails to list of 3,905 members. Included link to reserve online RESULTS 23% open rate, 149 click-throughs Sold out entire restaurant 29

41. Promote Gift Cards 30

42. Charity & Community 31

43. How to Measure Results List Size (2000 in first year) List growth (4-5% per month, 50% annually) Open rates (25-50%) Redemption rates for offers (8-12%) Attendance & sales from non-offer events ROI: all-in program-related sales and costs Customer feedback Staff feedback 32

44. All-In Per Store ROI Assumptions: Table-service, $16 PPA x 2.5 guests = $ 40 average check per table 2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey) $ 9 avg. discount, 10% average redemption, 40% direct costs, 20% cannibalization per store, full year:loyalty gifts only +1 visit/yr loyalty gift redemptions 600 600 additional undiscounted visits 02,000 total “program” visits 600 2,600 (x) check average = Added Sales $ 24,000 $ 104,000 (-) 20% cannibalization on offers (4,800)(4,800) (=) Net incremental sales 19,200 99,200 (-) All discounts (600 x $ 9) (5,400) (5,400) (-) 40% direct costs (on incremental sales) (7,680)(39,680) (=) Added Profit before program costs$ 6,120 $ 54,120 33

46. Compose and send emails (post to Facebook,Twitter, or SMS too)

47. Respond to guest comments

48. Track results, communicate to staffCan’t find the time? Hire someone. It’s worth it. * $54,120 / 78 hours = $693 an hour! 34

50. Slapdash

51. Cheap