Whether it be gift card sales, holiday party planning, catering/to-go orders, etc.
While continuing to utilize Fishbowl creative BDPs:Limit length of message to eliminate need to scroll down for full review of messaging components. Position primary message call-out within top portion of message creative (“above the fold”) to drive click- through and open rates.Re-vamp and highlight the key website links within the header/logo to have a ‘holiday theme’.Increase size differentials for gift card purchase call out/link within main creative to draw recipient eye and convey need for action.Incorporate animation elements to draw the eye and pique interests for opening and engagement with message.Focus all messaging elements on one, common element (gift cards) to increase conversion to card purchase.Add an extended shape to catch the reader’s eyeOptimize for mobile viewing
How about a slide or two of past client holiday messages that are well done?What fits best with your brand and your members?2006: Very interactive/animated card. The radio dials hosted different music stations along with some Fishbowl carolers. Screensavers were inside the cookies along with a fireplace and other hidden surprises. 2008: Personalized with a picture of all the staff along with animated falling snow- “Click Here to meet our staff”2009: Interactive holiday story sharing (removed) mainly because I wasn’t fond of graphic..you can change2011: Used animation to illustrate how a restaurant “powered by Fishbowl” helped drive members in house (more butts in seats).
Now is a great time review past successes and shortcomings to help get your program off to a great start in 2013. Don’t leave program performance to chance
Post holiday planning tips & strategies
Post-Holiday Planning Tips & Strategies
Fishbowl Best Practices WebinarHosted by:Stephanie CongletonOnline Marketing Specialist
AGENDA• Finishing the Year with Purpose• Post-Holiday Tips & Strategies• Thinking Ahead: 2013 Program Planning
Resend Transaction-driving Messages to Non-Openers• Maximize holiday revenue by re-blasting your holiday mailing(s) to non-openers• Be sure to adjust the subject line and include a strong, time-sensitive call-to-action. • Get your holiday bonus card now! • Let us cook your holiday meal • Free shipping won’t last much longer… • Only 2 days left for this exclusive offer!
Year-end Messaging (12/26-12/31)Consider sending a Thank you, Happy Holidays, or Happy New Year message to your membersPRAGMATIC APPROACH• Simple• Straight Forward• Transactional
Review the Past Year and Plan for Next Year• Review 2012 program goals and compare to actual performance 2012 2013 FOCUS AREA RESULTS TARGET LIST SIZE• Develop program objectives that Database 375,095 450,000 support 2013 business goals Net Growth 9.97% 20% Churn 13.2% 8.0% ENGAGEMENT Set targets for each key area and plan specific strategies and tactics Open Rate 19.75% 23.5% to achieve them Click Thru Rate 3.25% 5.0%
Develop a Strong Messaging Calendar•Strategically integrate email into your overall marketing calendar • Support for other marketing channels (Promotions, LTOs, Holidays, etc.) • Look for national and store-level messaging opportunities• Follow frequency Best Practices: • 1-2 national sends and 1-2 store-level sends per month • Segment delivery to specific audiences when possible • Avoid overlapping dates for store-level national mailings Listings of food-themed holidays are available on the web: http://www.theultimateholidaysite.com/holidays/2013-12/ http://www.tfdutch.com/foodh.htm
Give Your eClub a Year-end Check-up WEBSITE TRIGGERED MESSAGE SOCIAL MEDIAOPTIMIZATION ANALYSIS REVIEW AUDIT 11
Optimize Your Website to Gain New eClub MembersProminent Appearance • Significant size • Bold colors • Graphic or food photographyMultiple locations • Home page • Menu page • Contact Us pagePrime placement • On the Navigation bar • Above the fold on the home page • Grouped with Social Media linksStrong call to action • Join Today • Promote Welcome Offer Top-tier brands maximize their website real estate to • Promote Future Offers generate eClub joins
Optimize Your Website to Gain New eClub Members
Test and Address Triggered Message Performance Welcome, Birthday and Anniversary messages should be reviewed periodically to ensure that they are fresh, relevant and driving results Creative • Incorporate animation • Keep the design simple • Extended Shape Offers • Focus all messaging elements on one offer • Include a clear call to action • Position offer and call to action “above the fold” to drive click- through and open rates. Expiration window • To increase the sense of urgency, limit the offer from 1 week to 1 month in length
Social Media Efforts Audit Your eClub and Social Media programs should work together to drive list growth and engagementFan conversion• Be sure to include eClub sign up on your Facebook page• Invite fans to join eClub in posts/ & tweetsCross communication• Post and promote eClub offers through Social Media• All emails include an icon with links to Social Media pages• Send emails to eClub members inviting them to be a Facebook Fan and/or follow you on TwitterPromotional tie-ins• Run eClub sweepstakes on Social Media (ie: photo contests)• Invite eClub members to share on your wall
Summary of Recommendations• Use the week between Christmas and New Years to show appreciation to your eClub members and capture transactions • Thank you message • Reblast to non-openers of transactional messages• Get your eClub off to a good start by clearly defining it’s role within your overall marketing strategy • Set goals and performance targets; develop corresponding strategies and tactics • Strategically integrate with other marketing channels • Create a 2013 eClub mailing calendar• Give your eClub program a year-end check-up to identify areas for improvement • Website optimization analysis • Offer review • Social Media audit
Questions?Thanks for your time! View this presentation & past webinars at:http://www.fishbowl.com/news/presentations/
Upcoming Fishbowl WebinarsJanuary 10th: Valentine’s Day Messaging Strategies
ResourcesFor information on Fishbowl’s creative and strategic ProfessionalServices offerings:Enterprise Clients: Please contact your Account DirectorLocal Clients: Please contact your Sales RepresentativeNot yet a client? 800.836.2818 US & Canada Sales 0203 3030274 UK Sales Technical questions? Call our Support line 800.883.1984 or email firstname.lastname@example.org To get the most out of Fishbowl, existing clients, sign up here : http://www.fishbowl.com/feature/webinar_enterprise_series