2013 Remove the Strings How to Build Guest Loyalty with Email

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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
  • 2013 Remove the Strings How to Build Guest Loyalty with Email

    1. 1. Remove the Strings!How to Build Guest Loyalty with Email Marketing Joe Gabriel Fishbowl
    2. 2. Copy of Presentation Joe Gabriel jgabriel@fishbowl.com www.fishbowl.com/nra Twitter/@fishbowljoe Facebook/@fishbowljoe
    3. 3. Is Your Online Marketing Strategy Working?
    4. 4. Are you caught up in the…
    5. 5. What IS Guest Loyalty?
    6. 6. Loyalty Works57% of Adults said they wouldbe more likely to visit arestaurant that offered acustomer loyalty programrather than one that did not Source: National Restaurant Association
    7. 7. 80% of your sales come from 20% of your customers
    8. 8. Acquisition works GREAT with Loyalty
    9. 9. 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?
    10. 10. An Email Address!
    11. 11. Email is BigSource: Visible Gains
    12. 12. Growing Bigger
    13. 13. How your guests want to hear from you
    14. 14. Big ROI with Email Source: Direct Marketing Association, The Power of Direct Marketing, 2011-2012
    15. 15. Email is Permissive
    16. 16. Set Up Your Email Account
    17. 17. Easy with Single Log-In Management ToolsManage fromone place
    18. 18. 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
    19. 19. Brand Ambassadors Mobile Devices New Media Marketing Social Email Media #1 choice for ages 25 to 65+
    20. 20. Elements of a successful Email 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
    21. 21. “But I hate to discount”….
    22. 22. Sorry, you have to Remove the Strings
    23. 23. Strings you say? Strings turn Gifts into Coupons Restrictions encourage the guest to NOT redeem Thank You= Loyalty
    24. 24. And thank your Guests 2-3X per year
    25. 25. Case StudyWELCOME GIFT Free Menu Item AVG Cost of Gift $9.50 57 % Open Rate 12K Member ListAVG Check- $55
    26. 26. Case StudyBirthday Promo 13,563 members 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
    27. 27. Case StudyFREE Birthday Pizza 50% Open Rate No strings attached Built list over 12K 46% Redemption Rate
    28. 28. Other Loyalty Campaign Ideas• Belated Birthday• Thank You for Dining• Wedding Anniversary• “We Miss You”
    29. 29. Email 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…
    30. 30. All-In Per Store ROIAssumptions:Table-service, $16 PPA x 2.5 guests = $ 40 average check per table2,000 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
    31. 31. Questions?
    32. 32. THANK YOU! Joe Gabriel Fishbowl jgabriel@fishbowl.comwww.fishbowl.com/nra Twitter/@fishbowljoeFacebook/@fishbowljoe

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