Fishbowl 2011 NRA Show Panel


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Fishbowl's 2011 NRA Show Panel Discussion:
"Managing Your Social Media and Online Marketing"

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Fishbowl 2011 NRA Show Panel

  1. 1. “ Managing Your Social Media & Online Marketing” Panelists:
  2. 2. Today’s Topics <ul><li>Concept Introductions </li></ul><ul><li>Sample Campaigns </li></ul><ul><li>Discussion Topics </li></ul><ul><ul><li>Managing Online Marketing </li></ul></ul><ul><ul><li>Lessons Learned….“Do’s and Don’ts” </li></ul></ul><ul><li>Q&A </li></ul>
  3. 3. Raising Cane’s <ul><li># Locations…………………… 99 </li></ul><ul><li>Check average……………..... $7.25 </li></ul><ul><li>Segment……………………… QSR </li></ul><ul><li>Key demographic……………. 18-49 </li></ul>Quick Facts:
  4. 4. Case Study: Establish Digital Media Dept. Raising Cane’s <ul><li>Create a department within Marketing dedicated to Digital Marketing. </li></ul><ul><li>Integrated program and resources for Digital Marketing to complement traditional marketing efforts. </li></ul><ul><li>Caniac Club </li></ul><ul><li>Social Media </li></ul><ul><li>Website </li></ul><ul><li>Analysis </li></ul><ul><li>Campaign Integration </li></ul>
  5. 5. Case Study: Free Chicken Finger Raising Cane’s Results: <ul><li>1 million media impressions </li></ul><ul><li>Large lift in sales for the day </li></ul><ul><li>Proved that social media alone can drive guest traffic and brand awareness </li></ul>National Chicken Finger Day was created to celebrate and promote Raising Cane’s Chicken Fingers. To celebrate, we offered all Caniac Club members a free chicken finger on July 27, 2010.
  6. 6. Case Study: Continued Raising Cane’s Celebrate and promote one of America's favorite and fastest-growing menu items, the chicken finger – specifically Raising Cane’s Chicken Fingers. The specific goal of this promotion was increase customer traffic and Caniac Club membership while promoting our culture and create heightened brand awareness National Chicken Finger day was promoted solely through a social media, specifically face book and twitter and through the Caniac Club by emails.
  7. 7. Case Study: “Swiper Bowl” Raising Cane’s <ul><li>Objective: </li></ul><ul><li>Increase brand awareness, drive frequency of Caniac Club members, increase membership of Caniac Club (Loyalty program). Leverage event with national interest with brand. </li></ul><ul><li> </li></ul><ul><ul><li>Thousands of unique Total Page Views </li></ul></ul><ul><ul><li>Average time on page 107% higher than website average </li></ul></ul><ul><li>Caniac Club: </li></ul><ul><ul><li>Increased new member signups </li></ul></ul><ul><ul><li>Email open rate higher than average </li></ul></ul><ul><ul><li>Increased swipes vs. pre-campaign </li></ul></ul>
  8. 8. Farah Development, Inc. <ul><li># Locations…………………… 3 </li></ul><ul><li>Segment……………………… Casual </li></ul><ul><li>Key demographic……………. 18-25 singles, 35-50 with children </li></ul>Quick Facts: Insert Store Image
  9. 9. Case Study: “Kids Eat Free” Farah Development, Inc. Results: <ul><li>Saw a 10% increase in overall traffic through promotional period </li></ul><ul><li>Discount was offset by adult entrees </li></ul>Campaign intended to increase P.M. traffic. Easy offer to bring in parents, as well as give them an incentive without over-discounting.
  10. 10. Case Study: “Open on Christmas” Farah Development, Inc. Results: <ul><li>8% comp sales compared to year before even after dropping menu prices by 10% </li></ul><ul><li>More guest awareness that should continue for upcoming years </li></ul>Many restaurants in the area are closed on Christmas. Used this campaign to inform guests that we are open, without offering a discount
  11. 11. Case Study: “Midnight Special” Farah Development, Inc. Results: <ul><li>Email was sent out on a Thursday afternoon to allow people to plan their weekend around this blast </li></ul><ul><li>Had large groups of parties coming in the next evening with coupon </li></ul><ul><li>30% increase in late night sales </li></ul>Email blast intended to increase late night business within one of my locations. It was also used to advertise that we are open 24 hours on Friday and Saturday
  12. 12. Case Study: “Snow Day” Farah Development, Inc. Results: <ul><li>Had a large open rate of 46% </li></ul><ul><li>Made guests aware that we were still open regular hours </li></ul><ul><li>Had a decent amount of traffic even with the snow fall we received </li></ul>Campaign to alert customers that we were open despite weather reports calling for the largest snow fall of the season, and schools closing the night before.
  13. 13. Case Study: “Fallen Officer” Farah Development, Inc. Results: <ul><li>Raised $2,500 for family (because business saw a 200% increase in sales) </li></ul><ul><li>Huge community event with lots of local community and media support </li></ul><ul><li>Comp sales continued for almost 2 weeks </li></ul>A local police officer was shot in the line of duty. Set up fundraiser to raise money for officer’s family.
  14. 14. Sidework Marketing <ul><li>Locations..……………….…… 1 </li></ul><ul><li>Check Average………………. $17.50 </li></ul><ul><li>Segment……………………… Casual </li></ul><ul><li>Key Demographic…………… professionals, 25-40 & </li></ul><ul><li>35-50 w/kids </li></ul><ul><li>Sidework Services……..…… Social Media & Email </li></ul>Quick Facts: Insert Image Here
  15. 15. Case Study: “New Fall Beers” Ella’s Wood Fired Pizza Results: Results: <ul><li>Email picked up by City Paper’s Andrew George on his blog. – 16K clicks per mo. </li></ul><ul><li>25 comments on Foursquare </li></ul><ul><li>15 re-tweets in 48-hours </li></ul>Email campaign designed to promote the new selection of Fall beers.
  16. 16. Case Study: “Love Pairing…” Ella’s Wood Fired Pizza Results: <ul><li>Generated 23 new Facebook fans </li></ul><ul><li>Drove 30 Facebook wall posts </li></ul><ul><li>Sparked business on an otherwise slow holiday </li></ul>Valentines Day Facebook Contest -- engaging fans with free pizza
  17. 17. Sidework Marketing
  18. 18. <ul><li># Locations……………… 135 </li></ul><ul><li>Check average…………. $7-8 </li></ul><ul><li>Segment………………… Fast Casual </li></ul><ul><li>Key demographic……… 25-44 </li></ul>Quick Facts:
  19. 19. Case Study: Project “Lock Jaw” <ul><li>100+ million “known” reach </li></ul><ul><li>$150K+ in media value </li></ul><ul><li>200% increase in web traffic </li></ul><ul><li>50K+ You Tube views </li></ul><ul><li>To leverage PR and social media to capitalize on a one-time, golden PR opportunity. </li></ul><ul><li>To establish a social media presence to leverage this opportunity. </li></ul>Which Wich? Results: Leveraging social media for public relations windfall Objectives:
  20. 20. Case Study: “Heart Your Bag” Valentine’s Day Promotion <ul><li>To drive traffic into our restaurants through a digital media promotion. </li></ul><ul><li>To provide an exclusive incentive to our loyal fans, promoted exclusively through Vibe Club email database, Facebook & Twitter. </li></ul><ul><li>To engage guests by leveraging our key points of differentiation: our signature red Sharpie® and unique bag ordering system. </li></ul>Which Wich? Results: Draw a heart on your bag next to your name; get a FREE cookie Objectives: <ul><li>Contributed to +2.5% incremental comp sales growth for the day. </li></ul>
  21. 21. Case Study: Wich Madness <ul><li>To increase awareness of Which Wich’s breadth of sandwich offerings. </li></ul><ul><li>To provide a fun, interactive way for our guests to interact with the Which Wich brand. </li></ul>Which Wich? Results: March Madness-style interactive sandwich bracket challenge Objectives: <ul><li>AVG Time Spent = 2:48 </li></ul><ul><li>12K visitors to micro-site </li></ul> In-store POP
  22. 22. Which Wich? Case Study: Wich Madness - Continued <ul><li>Open Rate: 25.9% </li></ul><ul><li>Click-Through Rate: 6.0% </li></ul>Results: <ul><li>Open Rate: 78.9% </li></ul><ul><li>Click-Through Rate: 53.6% </li></ul><ul><li>Open Rate: 32.7% </li></ul><ul><li>Click-Through Rate: 3.7% </li></ul>Promo Announcement Registration Trigger Promo Conclusion
  23. 23. Case Study: Bun-ny Hunt <ul><li>To drive traffic (increase frequency) to locations. </li></ul><ul><li>To increase awareness and draw attention to our Community Wall. </li></ul><ul><li>To provide an innovative and fun way for our guests to interact with the Which Wich brand. </li></ul>Which Wich? Results: Locate the hidden QR code in-store And scan for a FREE surprise. Objectives: <ul><li>Open Rate: 36% </li></ul><ul><li>Click Thru Rate: 11% </li></ul><ul><li>+5.7% Incremental Comp Sales Growth </li></ul><ul><li>(over 4 day promotion) </li></ul>
  24. 24. Case Study: Insights & Analytics <ul><li>Open Rate: 34% </li></ul><ul><li>Click-Through Rate: 11% </li></ul><ul><li>Open Rate: 28% </li></ul><ul><li>Click-Through Rate: 34% </li></ul><ul><li>Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites </li></ul><ul><li>Facebook Insights: Likers; Post Views, Post Feedback </li></ul><ul><li>You Tube Insights: Views, Demographics, Referral Sites </li></ul><ul><li>Email Testing & Reporting: Open Rates, Click Through, Tiered Messaging, Subject Line Cell Testing, Days of Week </li></ul><ul><li> Articles; Helpful Tips; Updates; Trends </li></ul>Results: Available Resources: Which Wich? Use FREE resources available to you to measure & track digital media campaigns. Primary Secondary Tertiary +45% increase in website visits with each eblast
  25. 25. Discussion Topic #1: Managing Social Media & Online <ul><li>What does your organization look like? </li></ul><ul><li>What kind of outside partners do you use? </li></ul><ul><li>Who does what? </li></ul>
  26. 26. Discussion Topic #2: Lessons Learned <ul><li>Do’s “your best advice” </li></ul><ul><li>Don’ts “avoid that mistake!” </li></ul>
  27. 27. Q&A <ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>Contact Information: