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Scott Shaw presentation AAF 2012

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Scott Shaw presentation AAF 2012

  1. 1. “Where Old Meets New: Local Store Marketing in the Digital Age” Scott Shaw, CEO Fishbowl
  2. 2. Agenda Back to The Future-  Building a multi-channel database  how new forms of media are helping restaurants reconnect with  How to use the database customers and communities (loyalty, brand, community events) Key elements of LSM today-  email, Facebook, Twitter, foursquar  Return on Investment e, review sites, Google places  How to manage it all The importance of putting listening first-  how restaurant companies are using SM listening to improve operations and gain a deeper understanding of their guests
  3. 3. THEN
  4. 4. NOW
  5. 5. Marketing’s Evolution…What We Did What We Do• Telemarketing • SEO / SEM• Direct mail • Permission based• Print ads Email• TV Commercials • Social Media• Radio Ads • RSS Feeds• SPAM • Review sites & Directories • Mobile Interaction
  6. 6. Consumer Trends US consumers now spend more hours online than watching TV or any other leisure activity
  7. 7. Restaurant Survey Findings • The vast majority of restaurants • Social media monitoring and are already using Facebook for reputation management is a key marketing purposes –87% of chains and 79% of independents. initiative for restaurants in 2011. • Twitter has significantly less • Responding directly to guests and traction than Facebook. acquiring email addresses are the Further, it is embraced by chains more so than Independents. two leading objectives for Facebook marketing • Both Chain and Independent Operators plan to increase social media activity and spending in 2011 and beyond.
  8. 8. Confusing Landscape…where do I start?
  9. 9. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card Plan on 4-5 hours a week initially, 2-3 hours a week later on
  10. 10. Claim Your Online Presence
  11. 11. Verify content and info
  12. 12. One Stop Solutions
  13. 13. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  14. 14. Question?What is the one thing you need to… – Make an online reservation? – Set up a Facebook, Foursquare or Twitter account? – Write a review on Yelp? – Place an online order?
  15. 15. An Email Address!
  16. 16. Set Up Your Email Account
  17. 17. And On Twitter
  18. 18. You Tube too
  19. 19. Single Log-In Management Tools
  20. 20. Hootsuite Dashboard Manage from one place
  21. 21. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  22. 22. Social Media = Loyal Guests60% of fans and 79% of followers aremore likely to recommend a brand they fan and follow.51% of fans and 67% of followers aremore likely to buy from the brands they fan andfollow. Chadwick Martin Bailey and Imoderate Research Technologies ,2010 600 Million Active Worldwide Facebook users 20 million people “like” a brand each day!
  23. 23. Build Your Email List• In Store • Paper Sign Up Slips • Staff Engagement & Incentives • POP • To-Go Bags • Window Clings • Placemats • Staff Buttons• Online • Website Join Form • Social Media Sites • Contests/Sweepstakes • Forward to a Friend • Online Reservations & Ordering• Other Sources • Public & Charity Events • Mobile Phone
  24. 24. Not just side-work• Engaging your staff is the most important component of building your list in-house.• Discuss with your FOH staff that building your email list is an investment in the growth of your restaurant.• Share results of successful campaigns• Offer incentives to your employees to encourage list growth
  25. 25. ROI Increases with Email List GrowthMore members  more opens  more traffic  greater ROI. Email database size benchmarks by restaurant category*: Category Per Store Average Top 10% Percentile Casual Dine 3,100 7,600 Fine Dine 3,700 4,300 Fast Casual 1,000 3,900 Family 600 1,700 Quick Serve 500 1,200 Your Brand XXX Percentile Rank Growing your audience can result in 2 to 4 times greater returns than average. *Data as of December 2010, rounded to the nearest 100 26
  26. 26. Building your Facebook Audience • Make it easy to find your page • Reward for “Likes” • Check-in deals • Write engaging posts • 90 day goal: 500 new fans (2000 at one year)
  27. 27. Facebook: 0 to 600 in 3 months! Challenge: create new Facebook page and build fans for a small town bar & grill … promoted via: Email campaign to list of ~1,000 members QR code on table tents Offer: free soft serve ice cream cone for new LikesRESULTS 600 likes in under 3 months Owner excited to jump ahead of local competitors
  28. 28. Building your Twitter Audience• Promote your Twitter page on Facebook• Identify local notables, follow then and re- tweet their posts• Create Twitter only offers• Use Hash Tags (#) often• Keep Tweeting! (3-5 per day) to keep high rankings• List size goals-50% of Facebook fan count
  29. 29. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  30. 30. Is email really Social? Mobile Devices New Media Marketing Social Email Media How are people sharing?
  31. 31. Key Reasons to integrate• Cross promotion• Encourage sharing of offers and information• Guest engagement• Drive Loyalty• Capture consumer data• Close the loop
  32. 32. Word of Mouth in Warp Speed Foursquare Facebook • Customer "checks" • Tax day fatigue? in with your • How’s this for a Come in 4/15 for restaurant, finds tax deduction--- $10.40 off a check out about take $10.40 off of $20 or more. promotion and your check, April Restrictions apply. this is broadcast to 15th only! Alcohol Just show your their social & gratuity not Tweet to your network incl, min purchase server! (Facebook, Twitter of $20 required. ) which in turn One-time offer. advertises your Mention you read venue to his or her Email this on friends, gaining Facebook! Tweet exposure to even more people.
  33. 33. Elements of a successful program Mix of 3 elements: Brand, Community, Loyalty  18-24 Emails per year 3-4 Loyalty Based  5-7 Facebook posts per week  10-20 Twitter posts per week  80% Content and engagement 20% promotion
  34. 34. Loyalty Case Study Birthday Promo • 13,563 members in database • No-strings attached Birthday Gift • 40% redemption rates (versus 8-12% Fishbowl average) • Results: $200,000 in directly attributable sales • …plus great goodwill and lots of new diners
  35. 35. Email plus Social: Customer Appreciation Promo overwood (wood-fired american kitchen) Father’s day at Overwood offers Dad a classic gift (we’re not telling) along with a $5 gift Certificate for his next visit! Kids---take our “Dad census” and win a free dessert…Special Father’s Day menu available all day! ROI: Sales up $1,546 (17%) Cost of $83 (+ Old Spice) Plus bouncebacks…
  36. 36. Off Beat is GoodSMOOCH YOUR POOCHStop in any Wednesday in Aprilwith your dog to get a freelarge cheese pizza.No Dog? Bring your significantother pet*You may be required to kissthat animal on the lips toprove that significant other petis really yours.
  37. 37. Twitter: Engage followers via contest Challenge: generate interest and traffic early in the week • Trivia contest via Twitter – art themed, consistent with restaurant concept • Cross-promoted on Facebook • One of the correct answers picked to win #FreeSangria for their entire party RESULTS • Increase in Twitter followers, engagement on Facebook • Contest winners redeeming offer bring in up to $200 in additional revenue 39
  38. 38. Cross Channel PromotionLocate the hidden QR code in-storeAnd scan for a FREE surprise.Objectives:  To drive traffic (increase frequency) to locations.  To increase awareness and draw attention to our Community Wall.  To provide an innovative and fun way for our guests to interact with the Which Wich brand.Results: Open Rate: 36% Click Thru Rate: 11% +5.7% Incremental Comp Sales Growth (over 4 day promotion)
  39. 39. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  40. 40. Social Media Consumer Interaction Source: Beyond 2011
  41. 41. Conversations about your Restaurant are rampant
  42. 42. You NOW Have to Listen Consumers weigh notonly online reviews, but online engagement by the restaurant when deciding to frequent a restaurant for the first time. Source- Conversocial 2011
  43. 43. SM Monitoring
  44. 44. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card
  45. 45. SideworkMarketing
  46. 46. Tracking Resources Use FREE resources available to you to measure & track digital media campaigns. Available Resources:  Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites  Facebook Insights: Likes; Post Views, Post Feedback  You Tube Insights: Views, Demographics, Referral Sites  Email Testing & Reporting: Open Rates, Click Through, Tiered Messaging, Subject Line Cell Testing, Days of Week  Mashable.com: Articles; Helpful Tips; Updates; Trends
  47. 47. Recipe Book • Claim your online presence • Manage your online presence • Build your Email, Facebook, Twitter audience base • Plan and execute your daily/weekly/monthly marketing • Listen and Respond to your guests • Prepare monthly report card • Extra Tidbit- How to Manage it all
  48. 48. Email Per Store ROIAssumptions:Table-service, $16 PPA x 2.5 guests = $ 40 average check per table2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey)$ 9 avg. discount, 10% average redemption, 40% direct costs, 20% cannibalization per store, full year: loyalty gifts only +1 visit/yr loyalty gift redemptions 600 600 additional undiscounted visits 0 2,000 total “program” visits 600 2,600 (x) check average = Added Sales $ 24,000 $ 104,000 (-) 20% cannibalization on offers (4,800) (4,800) (=) Net incremental sales $ 19,200 $ 99,200 (-) All discounts (600 x $ 9) (5,400) (5,400) (-) 40% direct costs (on incremental sales) (7,680) (39,680) (=) Added Profit before program costs $ 6,120 $ 54,120
  49. 49. How To Manage Your Online Marketing Program • Claim your online sites- Google, Foursquare, Yelp, Bing, etc. • Set up your email account & Social Media Pages (Facebook, Twitter) • Start with an “Inventory” of current activities to promote • Build an “Ideas” file of new things to try • Once Launched, set aside 2-3 hours every week to work on your guest marketing (4-5 hours a week to start) √ Plan for 1 to 2 email promotions per month √ Engage guests on Facebook, Twitter, Foursquare √ Respond to guest comments (monitor review sites) √ Track results, communicate to staff • Can’t find the time? Hire someone. It’s worth it. * $54,120 / 78 hours = $693 an hour!
  50. 50. Closing Thoughts…Do… Don’t be…• Get started • Intrusive• Make time • Slapdash• Involve staff • Cheap• Keep score • Boring
  51. 51. Questions?
  52. 52. THANK YOU! Scott Shaw Fishbowl scotts@fishbowl.com www.fishbowl.com Twitter/@fishbowlincFacebook/@fishbowlmarketing

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