Mobile Marketing: From the Kitchen to the Smartphone

Mobile Marketing:From the Kitchen to the Smartphone Jodi Craft Director of Product Marketing Web.com @webdotcom Kyle Agha Owner New Town Bistro @NewTownBistro Jason Stemm Associate Vice President Lewis & Neale @NYCubsFan

Breaking it DownWhat is mobile marketing?Communicating and engaging with your audience in an interactive andrelevant manner through any mobile device or network Mobile Marketing: From the Kitchen to the Smartphone

It’s Becoming a Mobile WorldNumber of people who accessed social network or blog over smartphone2010 v. 2011 (3 mo. average) Source: Comscore Mobile Marketing: From the Kitchen to the Smartphone

Online Research for Decision Making Source: Role of Restaurants for Online Use – Google Mobile Marketing: From the Kitchen to the Smartphone

And in Turn… Mobile Source: Role of Restaurants for Online Use – Google Mobile Marketing: From the Kitchen to the Smartphone

Three Reasons why MobileSites are Important Mobile-friendly sites positively impact consumer attitudes Mobile usage is exploding. It’s time to prepare. Consumers take immediate action on mobile-friendly sites. Mobile Marketing: From the Kitchen to the Smartphone

A Test… Load http://www.hellskitchen-nyc.com on your phone Mobile Marketing: From the Kitchen to the Smartphone

Now Try… http://www.hellskitchen-nyc.mobi 1. Keep it quick 2. Simplify navigation 3. Be thumb-friendly 4. Design for visibility 5. Make it accessible 6. Make it easy to convert 7. Make it local 8. Make it seamless 9. Use mobile site redirects 10. Listen, learn and iterate Mobile Marketing: From the Kitchen to the Smartphone

Local Search• 97% of consumers search for local businesses online.• While consumers search online, the majority (64%) expect the business location to be within a distance of 15 miles. http://www.google.com/places/ Source: Google Places for Business, (Source: TMP Directional Marketing/15miles & comScore, Local Search Usage Study Q3 2010 Mobile Marketing: From the Kitchen to the Smartphone

It’s Just a Little Step from Mobile to Social Mobile Marketing: From the Kitchen to the Smartphone

Mobile Marketing: From the Kitchen to the Smartphone

Smartphone/Social Networking Activities Smartphone Social Networking Activities by Share of Social Networking Audience People are sharing their experiences on-the-go Customers are listening to you Mobile Marketing: From the Kitchen to the Smartphone

Food as a Shared Experience• Food is intrinsically social.• Mobile and social media just change the venue for the shared experience from physical to virtual. Mobile Marketing: From the Kitchen to the Smartphone

Adding ValueThere is a fine line…The right amount of mobile Too much, and you quickly becomeinteraction is engaging and helpful. spam. Mobile Marketing: From the Kitchen to the Smartphone

Messaging for MobileLess is More! – Take a lesson from Twitter: Think in 140 characters! – A picture says a thousand words Half off pitchers of Sangria tonight! Mobile Marketing: From the Kitchen to the Smartphone

Messaging for MobileMobile/Social is atwo-way street - Engage! Do you have a Smartphone? Use it like your customers and talk to them. Mobile Marketing: From the Kitchen to the Smartphone

Messaging for MobileSegment your customers Mobile Marketing: From the Kitchen to the Smartphone

Mobile PublishingMobile adds a whole new dimension topublishing- Video, interactive, how-to, evensocial componentsThe Professional Chef iPad appby the Culinary Institute ofAmerica$49.99 for the whole book$2.99 per chapter Mobile Marketing: From the Kitchen to the Smartphone

Mobile Publishing Mobile Marketing: From the Kitchen to the Smartphone

SMS Text Marketing• 10-20% response rate for Text promotions. Prices vary but can be for as little as 3 cents a message• Texts are read within 4 minutes of receiving, while email can take up to two days Mobile Marketing: From the Kitchen to the Smartphone

SMS Text MarketingText can deliver the right message at the rightplace and at the right time From a Jello Shot…. To an Amuse Bouche! Mobile Marketing: From the Kitchen to the Smartphone

What about an App?• PROS • CONS A loyal crowd Can become saturated Mobile Marketing: From the Kitchen to the Smartphone

Mobile Marketing LoyaltySmartphones are the new customer loyalty tools – Check-ins – Menu Item-specific – Dollar amount Mobile Marketing: From the Kitchen to the Smartphone

Fun Ways to Use QR Codes Even Parties! App Awareness Mobile Marketing: From the Kitchen to the Smartphone

Results• 10% to 20% redemption rate on text specials• Sending an SMS promotion on a weekday around 10:30 am results in a 10 to 15 guest increase for lunch• SMS blast cost: $30• Revenue from extra lunch seats: $180 Mobile Marketing: From the Kitchen to the Smartphone

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Jodi Craft Director of Product Marketing Web.com @webdotcom Create a Mobile Site Today! Kyle Agha Owner Visit: NetworkSolutions.com New Town Bistro @NewTownBistroand click “Mobile” in the upper right corner Jason Stemm Associate Vice President Lewis & Neale @NYCubsFan Mobile Marketing: From the Kitchen to the Smartphone

Mobile Marketing: From the Kitchen to the Smartphone

by Rosalie Morton

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