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Why Online Marketing and Social Media Matter to Restaurants

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Why does online marketing matters to restaurants?
- Your website is your image, your brand, your reputation, and your storefront
- The Internet is how people will find you
- Social media is how Gen Y will evaluate you and decide to become customers
- Social media and email help you maintain relationships with customers when they're not in your restaurant or winery
- Your website, social media, and email marketing have a multiplying effect in increasing repeat sales

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At 26 Brix, we have just one purpose: Help our clients grow their business by connecting to customers and increasing sales.

26 Brix provides online marketing for restaurants and wineries.

That means we design, develop, and optimize websites. We create mobile versions that render well on any smartphone or tablet. And we build social media programs that extend the experience and keep customers engaged after they visit your tasting room or dine in your restaurant.

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Why Online Marketing and Social Media Matter to Restaurants

  1. 1. Why Online Marketing and SocialMedia Matter to Restaurants26 BrixOnline Marketing for Restaurants & Wineries This presentation copyright 26 Brix. May not be used without permission. © 2012
  2. 2. “In an increasingly globalized world, whereconsumers are living, learning, connecting,and buying online, anyone who wants to sella product in a competitive marketplacemust be engaging their customers online.” Alder Yarrow Wine blogger at Vinographyhttp://www.vinography.com/archives/2012/02/social_media_and_the_wine_indu.html
  3. 3. “Being a chef these days involves far morethan sourcing products, designing menusand cooking food. You have to be amultimedia impresario if you want tocompete.” Blair Anthony Robertson Food critic for Sacramento Beehttp://blogs.sacbee.com/dining/archives/2012/03/burger-scandals.html
  4. 4. “From where I sit, social media is animportant way of marketing a brand today.We’re looking at ways to enhance our socialmedia skills across the portfolio.” Ray Chadick CEO, Wilson Danielshttp://www.steveheimoff.com/index.php/2012/04/05/spotlight-ray-chadwick-of-wilson-daniels/
  5. 5. “No matter what you think about socialmedia personally, your customers aremoving online and into the social web indroves, so you and your organization havelittle choice but to figure out how to benefitfrom this evolution.” John Jantsch Author of Duct Tape Marketinghttp://www.openforum.com/idea-hub/topics/marketing/article/5-ways-that-sales-people-can-benefit-from-using-social-media-john-jantsch
  6. 6. “Before chef Michael Tuohy left Grange lastyear, he maintained an excellent blog on therestaurant/hotel’s website, explaining histhoughts about food, farms, butchery,cooking and anything else related to theculinary experience. The reader would learna lot about Tuohy the chef and the person,and Tuohy demonstrated just how effectivethe blog could be in connecting with folkswho loved food.” Blair Anthony Robertsonhttp://blogs.sacbee.com/dining/archives/2012/03/burger-scandals.html
  7. 7. Why online marketing mattersYour website is your image, your brand, yourreputation, and your storefrontThe Internet is how people will find youSocial media is how Gen Y will evaluate you anddecide to become customers Social media and email help you maintainrelationships with customers when theyre not in yourrestaurant or wineryYour website, social media, and email marketing havea multiplying effect in increasing repeat sales
  8. 8. Who are your customers?With a population of roughly 75 million, or25% of the total US population, Gen Y*(born 1977-1994; ages 18 – 35) is estimatedto be the largest consumer group in UShistory.* Gen-Y’s annual spending power, whichalready exceeds $200 billion, is expected toeclipse Boomers’ by 2017.* Gen Y = Millennialshttp://www.marketingprofs.com/charts/2012/6969/gen-y-wont-buy-without-user-generated-input
  9. 9. What are your peers doing?Your competition? They’re moving to socialmedia.“79% of US marketing professionals saidthey plan to increase spending on socialmedia marketing or ads in the next 12months, with mobile and tablet spendingnot far behind, at 75% and 66%,respectively.” (April 2012)http://www.emarketer.com/Article.aspx?R=1008995
  10. 10. Go where your customers areTwo-thirds of Gen Y consumers say a brandbeing on social media shows it cares abouttheir generation, and 56% think socialmedia is a great way to find out what’s newwith brands they like.“Gen Y consumers are on social media toconnect and have fun, and advertisersshould remember that when talking to themin that space.”“Traditional or Social Marketing? Millennials Want Both,” American Marketing Association, Dec 2012
  11. 11. But it’s a balancing act“Gen Y consumers use social media toconnect with brands, but they don’t want tobe bombarded by sales and dealinformation.”The most common reason they decide to“un-like” brands online is the brand sendstoo many messages.“Traditional or Social Marketing? Millennials Want Both,” American Marketing Association, Dec 2012
  12. 12. Gen Y is cautious (and skeptical)When looking for information about a brand,product, or service, 51% of Gen Y say theytrust user-generated content (UGC) morethan information on a company website(16%), articles about the company (14%), oradvertising (6%).http://www.bazaarvoice.com/talking-to-strangers-millennials-trust-people-over-brands
  13. 13. Where does Gen Y go for advice?When looking for opinions about productsto buy, Gen Y consumers are more than 3xas likely as Boomers to turn to social medialike Facebook and Twitter.51% of Gen Y consumers say that UGCfrom strangers is more likely to influencetheir purchase decisions than recommen-dations from friends, family, and colleagues.http://www.bazaarvoice.com/talking-to-strangers-millennials-trust-people-over-brands
  14. 14. What should you do? Be “likeable.”Nobel Prize–winning psychologist DanielKahneman found that people would ratherdo business with a person they like andtrust than someone they don’t, even if thelikeable person is offering a lower-qualityproduct or service at a higher price.http://www.forbes.com/sites/keldjensen/2012/04/12/intelligence-is-overrated-what-you-really-need-to-succeed/
  15. 15. What should you do? Be real.“Our analyses of Facebook Pageengagement have continually shown thatbrands posting content that depicts behind-the-scenes activities, exclusive updates, orpromotions encourage user interactions andpromote higher engagement rates.”http://mashable.com/2012/02/29/facebook-brand-timelines-changes-marketing/
  16. 16. What should you do? Find influencers.“Your most valuable customers are thosewho buy the most, right? Not necessarily. …your most valuable customers are thosewhose word of mouth brings in the mostprofitable new customers, regardless ofhow much they themselves buy.”“How Valuable Is Word of Mouth?” Harvard Business Review.
  17. 17. What should you do? Find advocates.“Companies that systematically identify andenergize Brand Advocates are getting atleast a 10X ROI in media and sales value…For every $1 a company invests inenergizing Advocates, the company gets$10 in positive WOM impressions andsales.”“The ROI of Energizing Brand Advocates,” Zuberance.
  18. 18. One final thought:“Business relationships are just like anyother relationship. They require some effortto maintain and they must be mutuallybeneficial. As in any relationship, you mustbe willing to give, share, and support – notjust take or receive… Let’s face it, peopleprefer to buy from people they connectwith. Period.” Michael Denisoff CEO, Denisoff Consulting Grouphttp://denisoffconsulting.com/
  19. 19. Why 26 BrixAt 26 Brix, we have just one purpose:Help our clients grow their business byconnecting to customers and increasingsales.
  20. 20. How we help26 Brix provides online marketing forrestaurants and wineries. That means we design, develop, andoptimize websites. We create mobileversions that render well on any smartphoneor tablet. And we build social mediaprograms that extend the experience andkeep customers engaged after they visityour tasting room or dine in your restaurant.
  21. 21. What we offerAs a small business, we understand how you think,and we know your marketing budgets are tight. That’swhy we emphasize results. Our services are designedto be both measurable and affordable so you canmake this investment in your success with confidence. •  Website design and development•  Social media strategy and execution•  Search engine optimization (SEO)•  Email marketing•  Logo design, including identity and branding•  Message and content development
  22. 22. Ready to grow?26 BrixPh: 530-400-4005Email: connect@26-brix.com 26-Brix.com Facebook Twitter This presentation copyright 26 Brix. May not be used without permission. © 2012

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