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  1. 1. Ken Burgin TXT your message and drive sales: Marketing with SMS and smart email
  2. 2. More high-value functions More trade Mon – Wed People in earlier Thurs – Saturday Increase the Bistro trade More people to the trivia night Increase lunch trade More office workers for after work drinks Promote our quality food events Promote special entertainment What do you want?
  3. 3. <ul><li>By mid-2008, 1.02 million business and 6.21 million household internet subscribers. </li></ul><ul><li>78% of all internet connections are now broadband </li></ul><ul><li>At the end of 2007: </li></ul><ul><li>25% of people over 65 using the internet </li></ul><ul><li>58% of people 55-64 </li></ul><ul><li>76% of people 43-54 </li></ul><ul><li>93% of people 18-24 </li></ul><ul><li>22.1 million mobile phone accounts </li></ul><ul><li>96% of SMS messages are read </li></ul>
  4. 4. Recipe Main Course Barbeque Dessert Make sure your message appeals to all personality types
  5. 5. <ul><li>Mine the list you have already! Refresh the information - it ages quickly... </li></ul><ul><li>Create a Web Gallery - effective and easy. Hand customers a card telling them how to download pics from the web gallery. </li></ul><ul><li>Members only specials - and you need to be on our SMS or email list to receive information </li></ul><ul><li>Signups by special promotional staff. Membership discount if you give your email. </li></ul><ul><li>Member get member - rewards for people you sign up or friends you refer </li></ul><ul><li>Competitions - win if you sign up to the database eg 2 for 1 offer or $5 steak on a quiet night </li></ul><ul><li>Free Download offer </li></ul>List building activities Clean and update your list
  6. 6. Build the fan club… Invite people to join your list, using a bribe if need be…
  7. 7. <ul><li>Footy and beer...d’oh! </li></ul><ul><li>Jazz and cocktails on a Sunday </li></ul><ul><li>Trivia and interest in wine </li></ul><ul><li>Soccer and imported beers </li></ul><ul><li>TV show connections - Pizza with Idol, Nachos with Big Brother... </li></ul><ul><li>Hungry people - lunch-time SMS tells them about tonight’s bistro special </li></ul><ul><li>.......How often and what to send? Text, Email or Print? </li></ul>Find the correlations:
  8. 9. What most people see when they receive your email and they have picture viewing turned off (as most do)…
  9. 10. What it looks like if picture viewing is turned on…
  10. 11. What most people see when they receive your email and they have picture viewing turned off (as most do)…
  11. 12. What it looks like if picture viewing is turned on…
  12. 13. Sidenote: how good is your photo library? Do you have a collection of good modern photos ready if a journalist rang and wanted to do an rush story? Check for a low-cost quality stock photos. - see examples following…
  13. 18. Excellent newsletter from
  14. 20. Don’t waste space with fluffy introductions - people check the email preview and in 2 seconds decide if it’s worth reading…
  15. 21. Good newsy email in plain text format
  16. 22. Promote your wine event worldwide with this free service
  17. 23. Format I use for the weekly Profitable Hospitality email news - a short intro to push people through to the website…
  18. 24. This is what they came through to
  19. 25. Statistics available from the email service I use, showing opening rates and what were the most popular links
  20. 26. <ul><li>Some tricks to make your next group booking or function a success. </li></ul><ul><li>Choose the next dessert special for us </li></ul><ul><li>Five tips for trying and enjoying a new and unfamiliar wine. </li></ul><ul><li>A walk in the neighbourhood - places you may not know about. </li></ul><ul><li>Photos from a recent community meeting or staff event. </li></ul><ul><li>How the chefs decide on what goes onto a new menu - and what comes off. </li></ul><ul><li>Video - a tour of the restaurant or the kitchen, and a day in the life of a chef or manager etc. </li></ul><ul><li>The next two years: how we are planning to grow. </li></ul><ul><li>Meet the local wine supplier/fish vendor/vegetable supplier etc </li></ul><ul><li>The economy is piling up costs, and we have to share the burden - with an example. </li></ul><ul><li>We have staff from these 22 countries. </li></ul><ul><li>Travel plans of our staff - what they're doing in the next 6 months. </li></ul><ul><li>Video - when we went to the farmer's market. </li></ul><ul><li>Green is our new favourite colour - how we're saving money and energy with these changes. </li></ul><ul><li>Interesting hobbies of a staff member. </li></ul><ul><li>Our chef's favourite cookbooks. </li></ul><ul><li>Latest cookbooks bought by the kithen staff. </li></ul><ul><li>The chef's favourite knives - brand and type. </li></ul><ul><li>The bar manager's favourite cocktail ingredients and why. </li></ul><ul><li>The chef's favourite breakfast on her days off. </li></ul><ul><li>Something surprising you didn't know about Dan the waiter. </li></ul><ul><li>What the kitchen staff really think about Gordon Ramsay. </li></ul><ul><li>Two words on the menu that no-one knows how to pronounce. </li></ul><ul><li>Information about where our coffee beans come from. </li></ul><ul><li>Make friends with us on Facebook/MySpace - here's how. </li></ul>What to write about?
  21. 27. Now it’s about conversations, not shouting...
  22. 29. Email to members generated form the Golden Sheaf’s Facebook Group…
  23. 30. A club’s Facebook Group, harnessing the enthusiasm of young members and staff
  24. 32. The age of feedback... Everyone has an opinion and they now have someone to share it…
  25. 34. GREAT café website that collects customer photos sent from around the world…
  26. 35. << putting YouTube video on your site
  27. 37. Ivy in Sydney
  28. 38. Thanks! Lots more resources and ‘how to do it’ information at … Ken Burgin…