Acva 5.12

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Acva 5.12

  1. 1. “How to grow sales using email marketing” <br />ACVA 5.12.10<br />
  2. 2. Topics Today: <br />Online Marketing Landscape<br />Value Of Email Marketing<br />How to Build a List<br />How to Use Email: Case Studies<br />Tying in Social Media<br />How to Measure Results<br />How to Manage Your Program<br />Closing Tips<br />2<br />
  3. 3. (Confusing) Online Landscape<br />Thanks for joining the BW3 mobile vip club receive mobile features alerts via text message. <br />visit BW3.mobi to see more special events and offers<br />?!!!!<br />
  4. 4. …Little Bit Less Confusing<br />Thanks for joining the BW3 mobile vip club receive mobile features alerts via text message. <br />visit BW3.mobi to see more special events and offers<br />Customer Acquisition<br />Customer Retention<br />
  5. 5. …Lot Less Confusing<br />Thanks for joining the BW3 mobile vip club receive mobile features alerts via text message. <br />visit BW3.mobi to see more special events and offers<br />Customer Retention<br />Build email/fan/follower/SMS lists<br />2. Engage with them:<br /><ul><li>Listen to them
  6. 6. Share with them
  7. 7. Thank them</li></li></ul><li>Email is Still the Foundation<br /><ul><li>More than 204 Million Americans use email regularly, making it the top online activity.</li></ul>- Pew Internet & American Life Project & Google Public Data (April 2010)<br /><ul><li>Email marketing was estimated to generate $43.52 for every dollar spent in 2009.</li></ul>- Direct Marketing Association (2009)<br /><ul><li>89% of retailers cited email as most successful marketing tactic overall.</li></ul>- Forrester Research and Shop.org (2009)<br /><ul><li>75% of daily social media users said email is still the best way for companies to communicate with them. </li></ul>- MarketingSherpa (2010)<br />
  8. 8. OT Boutique District<br />2 year old innovative multi-merchant program <br />Email is part of larger marketing plan that includes, web, direct mail, print, PR<br />Co-registration allows individual merchants and OBTD to both touch customers<br />Focus is on 4-5 events per year<br />It’s working: “Summer Stroll” drove 30%-300% increases in merchant sales<br />
  9. 9. Boutique District<br />Other events:<br />Scavenger hunt (passport program)<br />Halloween stroll<br />Holiday shopping night<br />Black Friday <br />Close integration with Facebook and Twitter<br />
  10. 10. Sample OTBD campaign<br />
  11. 11. How to Build a List-Part 1<br />Must-do’s<br /><ul><li>In-store
  12. 12. Website
  13. 13. Facebook</li></ul>Other Sources<br /><ul><li>Reservations (OpenTable)
  14. 14. Online ordering
  15. 15. Gift card registration
  16. 16. Guest satisfaction services
  17. 17. Offline media
  18. 18. Community events</li></ul>10<br />
  19. 19. How to Build a List-Part 2<br />6 Key Steps<br />Design and set-up your Welcome and Birthday offers<br />“W.I.I.F.M?” (be generous….BOGO or better)<br />Print sign-up slips..keep them simple!<br />Add online join form to your web-site and Facebook page<br />Set a goal of 2,000 names in first year<br /> = 166 per month = 6 per day = < 1 per server per shift!<br />Train servers, hosts (use carrots and sticks: quota & rewards)<br />Keep score, share results:<br />List growth by week, month, server <br />Loyalty redemptions + other campaigns <br />11<br />
  20. 20. Elements of a successful program<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)
  21. 21. 12-18 brand and community messages per year
  22. 22. 1-2 other “Surprise” offers, usually one-day offers</li></ul> = Total of 18-24 communications per year<br />
  23. 23. No Shortage of Ideas…<br />Loyalty gifts<br />Holiday/Seasonal events<br />Signature events, PR<br />Weather<br />Charity/Community<br />Wine, Beer, Food menu nights<br />Vendor sponsored events <br />Contests & Viral campaigns<br />Sports events <br />Kids-related<br />Live music<br />New menu / Recipes<br />Gift card sales<br />
  24. 24. Loyalty Gifts..Show The Love<br />
  25. 25. Case Study<br />Birthday Promo<br />13,563 members in database<br />No-strings attached Birthday Gift<br /> 40% redemption rates (versus 8-12% Fishbowl average)<br />Results: $200,000 in directly attributable sales <br />…plus great goodwill and lots of new diners<br />
  26. 26. Weather<br />One day, Two locations, 250 covers, $6,250 in sales<br />
  27. 27. Key Takeaway <br />Offers don’t come across as coupons when they’re a “thank you”<br /> …or when they put a smile on your guest’s face <br />17<br />
  28. 28. Holiday Reminders<br />Takeaway:<br />You don’t always <br />need an offer<br />
  29. 29. …and MORE Holiday Promotions<br />
  30. 30. Case Study<br />EVENT<br />Valentine’s Day lunch and dinner special menus<br />Promoted with 2 emails to list of 3,905 members<br />RESULTS<br />23% open rate, 149 click-throughs<br />Sold out entire restaurant <br />
  31. 31. Special Menus, Tastings<br />Event:<br />Wine Dinner <br />Prior to promoting through email, their ability to fill a wine dinner was “disappointing”.<br />Result:<br />Received 130 reservations the day the email was sent. Completely booked by the date of the event.<br />21<br />
  32. 32. Special Menus, Tastings<br />Event:<br />Belgium Style Beer Dinner<br />Promoted by email only.<br />Result:<br />Sold out 65 seats with a 20-person wait list. Scheduled a second date for event which also sold out. <br />22<br />
  33. 33. Signature Events & PR<br />
  34. 34. 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 />24<br />
  35. 35. More Off-Beat<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 />
  36. 36. Have FUN!<br />
  37. 37. Kid Friendly Promotions<br />
  38. 38. Charity & Community<br />
  39. 39. Charity & Community<br />
  40. 40. Customer Contests<br />
  41. 41. Viral Campaigns<br />
  42. 42. Promote Gift Cards<br />
  43. 43. 33<br />Tying in Social Media <br />3 simple steps:<br />Cross pollinate lists<br />Cross publish promotions*<br />Listen across all media<br />
  44. 44. How to Measure Results<br />List Size (2000 per year)<br />List growth (10% per month)<br />Open rates (25-50%)<br />Redemption rates for offers (8-12%)<br />Attendance & sales from non-offer events<br />ROI: all-in program-related sales and costs<br />Customer feedback<br />Staff feedback<br />34<br />
  45. 45. Bottom Line 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% costs, 20% cannibalization <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 /> (-) 20% cannibalization on coupons (4,800)(4,800)<br /> (=) Net incremental sales 19,200 99,200<br /> (-) All discounts (600 x $ 9) (5,400) (5,400)<br /> (-) 40% direct costs (on incr sales) (7,680)(39,680)<br /> (=) Added Profit before program costs$ 6,120 $ 54,120<br />
  46. 46. 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 />Plan for 1 to 2 promotions per month<br />Compose and send emails (post to Facebook,Twitter, or SMS too)<br />Respond to guest comments<br />Track results, communicate to staff<br />Can’t find the time? Hire someone. It’s worth it. <br />* $54,120 / 78 hours = $693 an hour!<br />36<br />
  47. 47. Closing Thoughts…<br />Do…<br />Get started<br />Make time<br />Involve staff<br />Keep score <br />37<br />Don’t be…<br /><ul><li>Intrusive
  48. 48. Slapdash
  49. 49. Cheap
  50. 50. Boring</li></li></ul><li>Question and Answer<br />Thank You!<br />Scott Shaw<br />Scotts @ fishbowl.com<br />38<br />

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