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Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
Scott  2011 frla 9.11-email
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Scott 2011 frla 9.11-email

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Scott Shaw presentation on "Email Marketing for Restaurants- Attract, Engage & Thrive" at the 2011 Florida Restaurant & Lodging Association Show.

Scott Shaw presentation on "Email Marketing for Restaurants- Attract, Engage & Thrive" at the 2011 Florida Restaurant & Lodging Association Show.

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  • 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
  • Compared to Fishbowl Benchmark of 24%
  • Transcript

    • 1. Email Marketing for Restaurants- Attract, Engage & Thrive<br />
    • 2. Fishbowl Cocktail Facts<br />11 years old, 130+ employees- Alexandria, VA based<br />The leading provider of on-demand marketing software and services to the restaurant industry<br />Serving over 40,000 restaurant locations<br />Managing an opt-in member database of over 70 million guests <br />More than 1.5 billion email messages distributed annually<br />Technology and services designed specifically for the restaurant industry<br />Chosen partner of leading organizations in the restaurant industry…<br />
    • 3. Agenda<br />Online Landscape<br />Elements of a Successful Email Program<br />Tracking & Measuring Results<br />How to Manage your Program<br />Integrating Social Media<br />
    • 4. Marketing’s Evolution…<br />Traditional<br />Marketing<br /><ul><li>Telemarketing
    • 5. Direct mail
    • 6. Print ads
    • 7. TV Commercials
    • 8. Radio Ads
    • 9. SPAM</li></ul>Online <br />Marketing<br /><ul><li>SEO / SEM
    • 10. Permission based Email
    • 11. Social Media
    • 12. RSS Feeds
    • 13. Review sites & Directories
    • 14. Mobile Interaction</li></li></ul><li>Consumer Trends<br />US consumers now spend more hours online than watching TV or any other leisure activity<br />
    • 15. Confusing Online Landscape<br />?!!!<br />
    • 16. …Bit Less Confusing<br /> Acquisition<br />Engagement<br />
    • 17. …Lot Less Confusing<br />Engagment= Customer Marketing<br />Two basic steps:<br />Build a customer database across all media<br />2. Engage with them:<br /><ul><li>Listen to them
    • 18. Share with them
    • 19. Thank them</li></li></ul><li>Good news: Shift from mass-media to customer engagement takes us back to what we’re already good at---and always have been<br />Source: Glendale CA Public Library<br />
    • 20. Why Email? Still the #1 tool to reach customers<br /><ul><li>More than 204,000,000 Americans use email regularly</li></ul> -Pew Internet & American Life Project & Google Public <br /> Data (April 2010)<br /><ul><li>86% have given their email to a retailer
    • 21. $43.52 returned for every dollar spent in 2009</li></ul> -Direct Marketing Association (2009)<br /><ul><li>Email IS Mobile
    • 22. 75% of daily social media users said email is still </li></ul> the best way for companies to communicate <br /> with them. <br /> - Marketing Sherpa (2010)<br /><ul><li>“41 percent of consumers surveyed by the NRA say they </li></ul> choose new restaurants because of e-mail promotions... ” -National Restaurant Association (2010)<br />
    • 23. And #1 way that (most) people share online<br />
    • 24. Email Best Practices<br /><ul><li>How do I build a list?
    • 25. What kind of messages should I send?
    • 26. How often?
    • 27. What works best?
    • 28. How do I measure results, ROI?
    • 29. How do I manage all of this!!!!</li></li></ul><li>WhereTo Grow Your Lists<br />Must-do’s<br /><ul><li>In-store
    • 30. Website
    • 31. Facebook</li></ul>Other Sources<br /><ul><li>Reservations (OpenTable)
    • 32. Online ordering
    • 33. Gift card registration
    • 34. Guest satisfaction services
    • 35. Offline media
    • 36. Community events</li></li></ul><li>How To Grow Your Lists <br />7 Key Steps<br />Design and set-up your Welcome and Birthday offers<br /><ul><li>Be generous, BOGO or better (“WIIFM” )</li></ul>Print sign-up slips..keep them simple!<br />Add online join form to your web-site and Facebook page<br />Promote your eclub EVERYWHERE<br />Set a goal , break it down<br /><ul><li>2000 = 166 per month = 6 per day = < 1 per server per shift!</li></ul>Train servers, hosts (use carrots and sticks)<br />Keep score, share results with staff<br />
    • 37. How often should I message? What types should I send?<br />Mix of 3 elements: Brand, Community, Loyalty<br /><ul><li>2-3 Loyalty “gifts” annually to drive enrollment and baseline ROI (ex: BOGO entrée gifts on Welcome, Birthday, Anniversary)
    • 38. 12-18 brand and community messages per year
    • 39. 1-2 other “Surprise” offers, usually one-day offers</li></ul> = Total of 18-24 communications per year<br />
    • 40. Loyalty is foundation (and drives ROI)<br />
    • 41. Typical ROI <br />Assumptions:<br />Table-service, $16 PPA x 2.5 guests = $ 40 average check per table <br />2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey)<br />$ 9 avg. discount, 10% average redemption, 40% direct costs<br />per store, full year:loyalty gifts only +1 visit/yr<br /> loyalty gift redemptions 600 600<br /> additional undiscounted visits 02,000<br /> total “program” visits 600 2,600<br /> (x) check average = Added Sales $ 24,000 $ 104,000<br /> (-) All discounts (600 x $ 9) (5,400) (5,400)<br /> (-) 40% direct costs (9,600)(41,600)<br /> (=) Added Profit before program costs$14,400$62,400<br />
    • 42. Birthday Gift Case Study<br />Birthday Promo<br /><ul><li>13,563 members in database
    • 43. No-strings attached Birthday Gift
    • 44. 40% redemption rates (versus 8-12% Fishbowl average)
    • 45. Results: $200,000 in directly attributable sales
    • 46. …plus great goodwill and lots of new diners</li></li></ul><li>Brand & Community Marketing (How to)Step 1, pick a theme <br />Restaurant News<br />Last Minute Special Events<br />Theme Dinners<br />Kids-Related<br />In-Store Events (music, trivia)<br />New Menu / Recipes<br />Community Related Events<br />Gift Card Sales<br />Viral Marketing<br />Holiday / Seasonal Events<br /> Ex: Fathers Day<br />
    • 47. Step 2: Come up with an idea to match the theme <br />Theme: Fathers Day<br />Idea: Old Spice--the ultimate gift<br />In store:<br /><ul><li>Fun Dad Quiz for kids
    • 48. $5 Bounceback for Dad
    • 49. Plus bottle of Old Spice </li></ul>Reservation link (make it easy!)<br />
    • 50. Step 3. Leverage the idea using other media<br />
    • 51. Reservations + email is a no-brainer<br />Integrate your email program with local online reservation solutions to increase recognition, results, measurability<br />“Click here to book your birthday dinner—and gift from us”<br />Create other promotions for holidays, slow dayparts<br />Seamless software integration with “Reserve Now” button<br />
    • 52. EVENT<br />Valentine’s Day lunch and dinner special menus<br />Promoted with 2 emails to list of 3,905 members. <br />Included link to reserve online<br />RESULTS<br />23% open rate, 149 click-through’s<br />Sold out entire restaurant <br />
    • 53. Special Menus, Events<br />
    • 54. Basics: Kid Friendly Promotions<br />
    • 55. Basics: Promote Gift Cards<br />26<br />
    • 56. Basics: Charity & Community<br />27<br />
    • 57. Key takeaway #1<br />Develop and emphasize your brand personality<br />(aka don’t be boring)<br />28<br />
    • 58. Offbeat Ideas: (Create Your Own Promotion)<br />Chorizo Fresh Mex<br />“420” Promotion<br />Five year old one-day promotion. Previously used print and direct mail support. Used email for first time in 2010. <br />Result: Line at the door starting at 10:30 am. <br />“Never seen anything like this” <br />Frank M, Owner<br />29<br />
    • 59. Offbeat Ideas: (Create Your Own Promotion)<br />
    • 60. Key Takeaway #2<br />► Offer isn’t perceived as a coupon when it...<br />is a “Thank You” gift<br />Uses humor<br />Promotes a cause or event<br />
    • 61. Offer with Humor <br />SMOOCH YOUR POOCH<br />Stop in any Wednesday in April with your dog to get a free large cheese pizza.<br />No Dog? Bring your significant other pet* <br />You may be required to kiss that animal on the lips to prove that significant other pet is really yours. <br />
    • 62. Cause Marketing Case Study<br />Subject Line: Helping Others Never Tasted So Good<br />Target Audience: 78,141<br />Open Rate: 41%<br />Click Throughs: 3,171<br />RESULT: Sales company-wide up<br />over 4% for the week<br />
    • 63. Cause Marketing<br />
    • 64. Weather Offer<br />One day, Two locations, 250 covers, $6,250 in sales<br />35<br />
    • 65. Weather: Info and Accolades<br />36<br />
    • 66. How To Manage Your Email Program<br />Set up your email account<br />Start with an “Inventory” of current activities to promote<br />Build an “Ideas” file of new things to try <br />Set aside 60-90 minutes every week to work on your guest marketing<br /><ul><li>Plan for 1 to 2 promotions per month
    • 67. Compose and send emails (post to Facebook,Twitter, or SMS too)
    • 68. Respond to guest comments
    • 69. Track results, communicate to staff</li></ul>Can’t find the time? Hire someone. It’s worth it. <br />
    • 70. How to Measure Results<br />
    • 71. Integrating Facebook with your Email<br />3 “must-do’s”<br />Convert Facebook fans into email club members <br />Encourage (and enable) sharing within your emails<br />Publish campaigns to Facebook (and other media)<br />
    • 72. #1-Facebook Email Join Form<br />40<br />
    • 73. #2-Turn Your Customers into Promoters <br />Social Sharing Links:<br />A simple click of the Facebook sharing button,<br />inserted into your restaurant’s emails, and<br />recipients can promote your restaurant’s<br />messages to their friends across the<br /> Facebook network. The average social media user has<br /> nearly 200 friends with which to share your restaurant’s <br /> messages<br />Facebook Stats:<br />The average Facebook user has 120 “friends,” and their <br />communications pack the power of a personal referral –<br />not advertising clutter.<br />
    • 74. #3-Publish to Facebook (and other media)<br />
    • 75. Closing Thoughts…<br />Do…<br />Get started<br />Make time<br />Involve staff<br />Keep score <br />Don’t be…<br /><ul><li>Intrusive
    • 76. Slapdash
    • 77. Cheap
    • 78. Boring</li></li></ul><li>Questions?<br />

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