Restaurant Marketing Cookbook 2.0

Turns your Facebook page into a commerce page Restaurant Marketing Cookbook

Table of Contents • Welcome to ge*a!Table • Why Use Facebook? • Facebook Timeline Best Prac;ces • Four Keys to Restaurant Facebook Marke;ng • Facebook Adver;sing Tips • Appendix: Facebook Coupon Case Studies

Welcome to ge*a!Table™ Who We Are: The getta!Table™ dining network features the industry’s best restaurants in Boston, Providence, and Chicago. Acquire new fans and find loyal customers by being a part of an exclusive network that diners trust. Why It’s Important: getta!Table™ lets restaurants optimally utilize their existing fan base by converting their Facebook presence into customer acquisition, retention, and sales. x Why It’s Different: Our business model differs heavily from the Groupon/LivingSocial model, which leaves restaurants facing high commissions, poor returns on investment, and low customer retention rates.

Welcome to getta!Table™Sell E-‐Cards to Your Fans! Ø Sell e-‐Cards, including e-‐Gift Cards, directly from your Facebook page. Ø Point consumers from your website or from your restaurant to your Facebook page to buy their e-‐Card including e-‐Gift Cards. Ø Acquire fans and capture emails while selling e-‐Cards. Ø No transaction charges or hidden fees.

Welcome to getta!Table™Gain Fans with Coupons! Ø Offer coupons for free items such as dessert, 2-‐1 entrees, or free drink. Ø Allows for rapid fan acquisi;on and are the main mechanism through which restaurant offers go viral. Ø Free items on coupons oTen generate more traffic than equivalent discounts. Ø Coupons drive website and Facebook views and likes. Ø Capture fans and emails.

Welcome to getta!Table™Promote Special Events & Offers! Ø Compose exclusive oﬀers that you can schedule in advance. Ø Presell seats for special events and occasions. Ø Post promo;onal deals that require fan likes or other fan ac;va;on experiences. Ø Oﬀer deals on food items for which you completely manage quan;ty, valid dates, and discount amounts.

Welcome to ge1a!Table™ Key Takeaways: Ø Marke6ng Engine: Restaurants have 100% control over offer management. No commission fees or outrageously high-‐risk deals. Ø Commerce Engine: Checkout happens directly on the merchant’s Facebook page. Fans never have to leave the page. All money from purchases goes directly into merchant bank accounts. Ø Customer Management Tool: Provide coupons, eCards, and offers to your fans and acquire more fans and email addresses. Ø Data Engine: Acquire email addresses and other info about fans and friends of fans via OpenSocial Graph hooks that also promote viral sharing. Ø Technology-‐Friendly Engine: Installa;on takes <1 min. With cloud redemp;on capabili;es and social media links for offer promo;on.

Why Use Facebook? Fact 1: Fans spend more -me on Facebook than on almost any other online site. Fact 2: The same people who eat in your restaurants are spending 8 hours per week on the site. Fact 3: Approximately 53% of the people who use Facebook always have it open. Fact 4: Most people make restaurant plans 6 hours before they walk into a restaurant. Fact 5: The most common way that people ﬁnd out about restaurants is from their friends and friends of friends.

Why Use Facebook? Create a special promotion designed to fill seats for a slow Tuesday evening. Let fans know in dynamic fashion that 3 tables just opened up. Let your fans do the work for you as Facebook is the perfect medium for word- of-mouth referrals.

Timeline Best Practices• Prepare a cover photo 850px x 315px. Avoid low resolu-on images or images with blue backgrounds. Choose a profile photo 180px x 180px; a logo is recommended.• Ensure that the Daily Offers app is within view for fans to easily see it. Swap the app order as needed.• Highlight important posts by pinning them to the top of the -meline. Pinning a special offer to the top of the -meline ensures maximum exposure of the offer. There is a 7-‐day pinned post limit. • Post offers on your -meline with geSa!Table’s share features. Promote your posts to increase the level of reach for your fans for as liSle as 5 dollars. • Engage with photos, videos, and links!

Four Keys to Restaurant Marke;ng Acquire Fans Ac6vate Fans Convert Fans Keep Fans Loyal Overview: Use the coupon, oﬀers, and eCard func-onality of the geSa!Table™ soYware toolkit to manage your best customers. To best grow and leverage your Facebook fan base, we recommend following the four keys to restaurant Facebook marke-ng: Key #1: Acquire a geo-‐targeted fan base. Key #2: Ac-vate fans by giving them a reason to go to your page or restaurant. Key #3: Convert a new fan into a returning customer. Key #4: Turn a returning customer into a loyal fan and brand advocate.

Four Keys to Restaurant Marke;ng Acquire Fans Ac6vate Fans Convert Fans Keep Fans Loyal Acquire Fans • Create a coupon featuring a deal that is compelling, clear in its restric6ons, and is easily a1ainable. •Next, create a centralized social media campaign for the coupon: Broadcast the offer on TwiSer. Use a pinned post to feature the offer on your -meline. Create a Facebook ad that links directly to your offer and targets poten-al new fans. • Spend a li1le 6me each day socializing: Interact on the fan pages of foodies, mothers with food blogs, and any public page that you would expect your target audience to visit.

Four Keys to Restaurant Marke;ng Acquire Fans Ac6vate Fans Convert Fans Keep Fans Loyal Ac6vate Fans• Engage fans daily by asking ques;ons, holding contests, and pos;ng pictures. A 4:1 ra;o of engaging posts to self-‐promo;onal posts is recommended. • CraT coupons and offers that encourage social sharing and discovery, e.g. bring a friend to dinner and get 20% off on a $50 meal, the first 100 Facebook fans who share this offer on Facebook get a free appe;zer with purchase of an entrée, etc. • Post pictures or videos of your food or restaurant on your ;meline.

Four Keys to Restaurant Marke;ng Acquire Fans Ac6vate Fans Convert Fans Keep Fans Loyal Convert Fans• CraT and announce new deals at least bi-‐weekly to convert fans into returning customers. This ensures that they have a reason to regularly return to your page.• Upsell. Incen;vize fans with new menu items, e.g. a free dessert when you try our new entrée through deals and oﬀers that you control. • Hold contests that reward your fans for interac;on. For example, oﬀer a free dinner to one lucky fan who likes a post or to one fan who comments about their favorite menu item.

Four Keys to Restaurant Marke;ng Acquire Fans Ac6vate Fans Convert Fans Keep Fans Loyal Keep Fans Loyal • The eCard is the perfect mechanism for rewarding loyalty in your fans. • Brand the eCard, e.g. “Abigail’s A-‐list Card.” to fit your needs. • Assign tangible benefits that reward loyalty, e.g. for $10 a year, get a table with no wait any day of the week, or for $25 a year, get 10% off your bill every 3 months

Facebook Advertising Tips• Specify your precise goals, e.g. driving “likes” to your Examples: fan page or driving a targeted audience to an oﬀer. • Use images featuring aSrac-ve individuals, happy people ea-ng food, and pictures of food. Use images that are 140px x 100px to minimize the white space between images and copy. Avoid blue backgrounds in the image. Images with bright colors such as red, orange, green, and yellow tend to catch the eyes beSer.• The copy should emphasize key words such as FREE or $10 OFF or LIKE OUR PAGE by using all caps and must have a strong call-‐to-‐ac-on. Do not use all caps more than 3-‐4 -mes in a single copy. • The landing page must clearly indicate how to accomplish your speciﬁc goals.

You’re Ready to Sell! Build and manage a Use Facebook data for loyal following better offer targeting Increase and monetize your Facebook fan base

More restaurants, better offers, only on Facebook For any questions/concerns or to submit a tip for our marketing guide, email: Jason@gettatable.com gettaTable.com Facebook.com/gettaTable

Facebook Coupon Case Studies• Campaign: Einstein Bros. Bagels oﬀered a free Bagel and Schmear coupon exclusively on Facebook in January 2010.• Objec6ves: Drive In-‐store traﬃc. Acquire Facebook fans for the company.• Tac6cs: Had a week “soY-‐launch” before running a large adver-sing campaign called reach block adver-sing. Then ran a reach block which guaranteed that 100% of a targeted demographic saw an ad. • Results: The fan base grew from 4,700 fans before the coupon to 36,000 fans aYer a week without using large-‐scale adver-sing. AYer they used a reach block, they grew to over 400,000 fans in a month’s -me.

Facebook Coupon Case Studies• Campaign: P.F. Chang’s launched a free leSuce wrap coupon in July, 2011. •Objec6ves: Drive in-‐store traﬃc. Acquire Facebook fans for the company. •Tac6cs: Posted about the oﬀer on their wall a total of 15 -mes during the month of July. P.F. Chang’s also built a Facebook tab as a landing page for adver-sing. •Results: P.F. Chang restaurants brought in 50,000+ guests, 40% of them new customers, during the campaign. The restaurant chain doubled the fan base to 420,000 three months aYer the one-‐month campaign began.

Restaurant Marketing Cookbook 2.0

by gettaTable on Aug 28, 2012

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