Unraveling Multimodality with Large Language Models.pdf
Where Old Meets New: Local Store Marketing in the Digital Age
1. “Where Old Meets New: Local Store
Marketing in the Digital Age”
Scott Shaw, CEO
Fishbowl
2. Agenda
Back to The Future- Building a multi-channel database
how new forms of media are
helping restaurants reconnect with How to use the database
customers and communities (loyalty, brand, community
events)
Key elements of LSM today-
email, Facebook, Twitter, foursquar
Return on Investment
e, review sites, Google places How to manage it all
The importance of putting
listening first-
how restaurant companies are
using SM listening to improve
operations and gain a deeper
understanding of their guests
5. Marketing’s Evolution…
What We Did What We Do
• Telemarketing • SEO / SEM
• Direct mail • Permission based
• Print ads Email
• TV Commercials • Social Media
• Radio Ads • RSS Feeds
• SPAM • Review sites &
Directories
• Mobile Interaction
6. Consumer Trends
US
consumers
now spend
more hours
online than
watching TV
or any other
leisure
activity
7.
8. Restaurant Survey Findings
• The vast majority of restaurants • Social media monitoring and
are already using Facebook for reputation management is a key
marketing purposes –87% of
chains and 79% of independents. initiative for restaurants in 2011.
• Twitter has significantly less • Responding directly to guests and
traction than Facebook. acquiring email addresses are the
Further, it is embraced by chains
more so than Independents. two leading objectives for
Facebook marketing
• Both Chain and Independent
Operators plan to increase social
media activity and spending in
2011 and beyond.
10. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
Plan on 4-5 hours a week initially, 2-3 hours a week later on
14. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
15. Question?
What is the one thing you need to…
– Make an online reservation?
– Set up a
Facebook, Foursquare or
Twitter account?
– Write a review on Yelp?
– Place an online order?
22. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
23. 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
600 Million Active Worldwide Facebook users
20 million people “like” a brand each day!
24. Build Your Email List
• In Store
• Paper Sign Up Slips
• Staff Engagement & Incentives
• POP
• To-Go Bags
• Window Clings
• Placemats
• Staff Buttons
• Online
• Website Join Form
• Social Media Sites
• Contests/Sweepstakes
• Forward to a Friend
• Online Reservations & Ordering
• Other Sources
• Public & Charity Events
• Mobile Phone
25. Not just side-work
• Engaging your staff is the most
important component of building
your list in-house.
• Discuss with your FOH staff that
building your email list is an
investment in the growth of your
restaurant.
• Share results of successful
campaigns
• Offer incentives to your
employees to encourage list
growth
26. ROI Increases with Email List Growth
More members more opens more traffic greater ROI.
Email database size benchmarks by restaurant category*:
Category Per Store Average Top 10% Percentile
Casual Dine 3,100 7,600
Fine Dine 3,700 4,300
Fast Casual 1,000 3,900
Family 600 1,700
Quick Serve 500 1,200
Your Brand XXX Percentile Rank
Growing your audience can result in 2 to 4 times greater returns than average.
*Data as of December 2010, rounded to the nearest 100
26
27. Building your Facebook Audience
• Make it easy to
find your page
• Reward for “Likes”
• Check-in deals
• Write engaging
posts
• 90 day goal: 500
new fans (2000 at
one year)
28. Facebook: 0 to 600 in 3 months!
Challenge: create new Facebook
page and build fans for a small
town bar & grill … promoted via:
Email campaign to list of
~1,000 members
QR code on table tents
Offer: free soft serve ice
cream cone for new Likes
RESULTS
600 likes in under 3
months
Owner excited to jump
ahead of local
competitors
29. Building your Twitter Audience
• Promote your Twitter page on Facebook
• Identify local notables, follow then and re-
tweet their posts
• Create Twitter only offers
• Use Hash Tags (#) often
• Keep Tweeting! (3-5 per day) to keep high
rankings
• List size goals-50% of Facebook fan count
30. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
31.
32. Is email really Social?
Mobile
Devices
New
Media
Marketing
Social
Email
Media
How are people
sharing?
33. Key Reasons to integrate
• Cross promotion
• Encourage sharing of offers
and information
• Guest engagement
• Drive Loyalty
• Capture consumer data
• Close the loop
34. Word of Mouth in Warp Speed
Foursquare
Facebook
• Customer "checks"
• Tax day fatigue? in with your
• How’s this for a Come in 4/15 for restaurant, finds
tax deduction--- $10.40 off a check out about
take $10.40 off of $20 or more. promotion and
your check, April Restrictions apply. this is broadcast to
15th only! Alcohol Just show your their social
& gratuity not Tweet to your network
incl, min purchase server! (Facebook, Twitter
of $20 required. ) which in turn
One-time offer. advertises your
Mention you read venue to his or her
Email this on friends, gaining
Facebook! Tweet exposure to even
more people.
35. Elements of a successful program
Mix of 3 elements: Brand,
Community, Loyalty
18-24 Emails per year
3-4 Loyalty Based
5-7 Facebook posts per week
10-20 Twitter posts per week
80% Content and engagement 20%
promotion
36. Loyalty Case Study
Birthday Promo
• 13,563 members in database
• No-strings attached Birthday
Gift
• 40% redemption rates
(versus 8-12% Fishbowl
average)
• Results: $200,000 in directly
attributable sales
• …plus great goodwill and lots
of new diners
37. Email plus Social: Customer Appreciation Promo
overwood (wood-fired american
kitchen) Father’s day at
Overwood offers Dad a classic
gift (we’re not telling) along
with a $5 gift Certificate for his
next visit! Kids---take our “Dad
census” and win a free
dessert…Special Father’s Day
menu available all day!
ROI:
Sales up $1,546 (17%)
Cost of $83 (+ Old Spice)
Plus bouncebacks…
38. Off Beat is Good
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.
39. Twitter: Engage followers via contest
Challenge: generate interest and traffic
early in the week
• Trivia contest via Twitter – art
themed, consistent with restaurant
concept
• Cross-promoted on Facebook
• One of the correct answers picked to
win #FreeSangria for their entire party
RESULTS
• Increase in Twitter
followers, engagement on Facebook
• Contest winners redeeming offer bring
in up to $200 in additional revenue
39
40. Cross Channel Promotion
Locate the hidden QR code in-store
And scan for a FREE surprise.
Objectives:
To drive traffic (increase frequency) to locations.
To increase awareness and draw attention to our
Community Wall.
To provide an innovative and fun way for our
guests to interact with the Which Wich brand.
Results:
Open Rate: 36%
Click Thru Rate: 11%
+5.7% Incremental Comp Sales Growth
(over 4 day promotion)
41. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
44. You NOW Have to Listen
Consumers weigh not
only online reviews, but
online engagement by
the restaurant when
deciding to frequent a
restaurant for the first
time.
Source- Conversocial 2011
46. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
48. Tracking Resources
Use FREE resources available to you to measure & track digital media campaigns.
Available Resources:
Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites
Facebook Insights: Likes; Post Views, Post Feedback
You Tube Insights: Views, Demographics, Referral Sites
Email Testing & Reporting: Open Rates, Click Through, Tiered Messaging, Subject
Line Cell Testing, Days of Week
Mashable.com: Articles; Helpful Tips; Updates; Trends
49. Recipe Book
• Claim your online presence
• Manage your online presence
• Build your
Email, Facebook, Twitter
audience base
• Plan and execute your
daily/weekly/monthly
marketing
• Listen and Respond to your
guests
• Prepare monthly report card
• Extra Tidbit- How to Manage
it all
50. Email 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 0 2,000
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
51. How To Manage Your Online Marketing Program
• Claim your online sites- Google, Foursquare, Yelp, Bing, etc.
• 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
• Once Launched, set aside 2-3 hours every week to work on your guest
marketing (4-5 hours a week to start)
√ Plan for 1 to 2 email promotions per month
√ Engage guests on Facebook, Twitter, Foursquare
√ Respond to guest comments (monitor review sites)
√ Track results, communicate to staff
• Can’t find the time? Hire someone. It’s worth it.
* $54,120 / 78 hours = $693 an hour!
52. Closing Thoughts…
Do… Don’t be…
• Get started • Intrusive
• Make time • Slapdash
• Involve staff • Cheap
• Keep score • Boring
54. THANK YOU!
Scott Shaw
Fishbowl
scotts@fishbowl.com
www.fishbowl.com
Twitter/@fishbowlinc
Facebook/@fishbowlmarketing
Editor's Notes
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
