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Tuesday, March 1, 2011<br />
Fishbowl Cocktail Facts<br />10 years old, 130+ employees- Alexandria, VA based<br />The leading provider of on-demand mar...
Agenda<br />Why Email?<br />Successful Email Program <br />How to Build Your Email List<br />1  In Store<br />2  Viral<br ...
Why Email Marketing?<br /><ul><li>More than 204,000,000 Americans use email regularly</li></ul>	-Pew Internet & American L...
$43.52 returned for every dollar spent in 2009</li></ul>		-Direct Marketing Association (2009)<br /><ul><li>    Restaurant...
Key to a Successful Email Program<br />How do you find new customers?<br />Where do you focus your marketing budget?<br />...
ROI Increases with Email List Growth<br />More members  more opens  more traffic  greater ROI.<br />Email database size...
Customer Lifetime Value<br />What is the value of a new member to your restaurant?<br />Restaurant Metrics:  $15 Check Ave...
Leaky Bucket Problem<br />All restaurants experience a regular churn rate on their email program:<br />A strong growth str...
1. How To Grow Your List – In Store<br /><ul><li>Paper Sign Up Slips
Staff Engagement & Incentives
POS Materials
To-Go Bags
Window Clings
Placemats
Staff Buttons
Loyalty Cards</li></li></ul><li>Not just side-work<br />Engaging your staff is the most important component of building yo...
2. How to Build Your List- Viral<br /><ul><li>Forward to a Friend
Family Join
Public & Charity Events
Community Fundraisers</li></li></ul><li>Refer a Friend<br />Allow your existing e-club members to extend the reach of your...
One-Click Forward to a friend
Social Sharing</li></ul>.<br />
Encourage Family’s to Join<br />Grow your member database while increasing brand impressions<br />Control messaging direct...
3. How To Grow Your Lists – Online<br /><ul><li>Website Join Form
Social Media Sites
Contests/Sweepstakes
Online Ordering
Online Reservations</li></li></ul><li>Is email really Social?<br />How are people sharing?<br />
Fan Signs Up for <br />E-club<br />Connecting Facebook Fans to Email databases<br />
Facebook Email Join Form<br />17<br />
Turn Your Customers into Promoters <br />Social Sharing Links:<br />A simple click of the Facebook sharing button,<br />in...
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2011 nysra show seminar deck so 5 tips to build your email list 3 1-2011

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2011 International Restaurant & Food Show Fishbowl seminar deck- 5 Tips to Build Your Email List
Tuesday, March 1, 2011

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2011 nysra show seminar deck so 5 tips to build your email list 3 1-2011

  1. 1. Tuesday, March 1, 2011<br />
  2. 2. Fishbowl Cocktail Facts<br />10 years old, 130+ employees- Alexandria, VA based<br />The leading provider of on-demand marketing software and services to the restaurant industry<br />Serving over 40,000 restaurant locations<br />Managing an opt-in member database of over 50 million guests <br />More than 1.5 billion email messages distributed annually<br />Technology and services designed specifically for the restaurant industry<br />Chosen partner of leading organizations in the restaurant industry…<br />
  3. 3. Agenda<br />Why Email?<br />Successful Email Program <br />How to Build Your Email List<br />1 In Store<br />2 Viral<br />3 Online/Social Media<br />4 Mobile<br />5 What’s Next?<br />Tracking & Measuring Results<br />
  4. 4. Why Email Marketing?<br /><ul><li>More than 204,000,000 Americans use email regularly</li></ul> -Pew Internet & American Life Project & Google Public <br /> Data (April 2010)<br /><ul><li>86% have given their email to a retailer
  5. 5. $43.52 returned for every dollar spent in 2009</li></ul> -Direct Marketing Association (2009)<br /><ul><li> Restaurant customers open and </li></ul> respond to a restaurant’s email<br /><ul><li>75% of daily social media users said email is still </li></ul> the best way for companies to communicate <br /> with them. <br /> - Marketing Sherpa (2010)<br /><ul><li>“41 percent of consumers surveyed by the NRA say they </li></ul> choose new restaurants because of e-mail promotions... ” -National Restaurant Association (2010)<br />
  6. 6. Key to a Successful Email Program<br />How do you find new customers?<br />Where do you focus your marketing budget?<br />5<br />
  7. 7. ROI Increases with Email List Growth<br />More members  more opens  more traffic  greater ROI.<br />Email database size benchmarks by restaurant category*:<br />Growing your audience can result in 2 to 4 times greater returns than average. <br />*Data as of December 2010, rounded to the nearest 100<br />6<br />
  8. 8. Customer Lifetime Value<br />What is the value of a new member to your restaurant?<br />Restaurant Metrics: $15 Check Average, $5 discount on welcome or birthday offer<br />Customer Life: 4 year customer life (based on 2% churn per month), 10% redemption of a discounted offer each year, 10% visit once additionally at full price each year<br />Value of a Known Guest: Assume that check average is 20% higher on e-club members – known guests are more valuable to you than unknown guests, and provide you the ability to market to them over and over again<br />7<br />
  9. 9. Leaky Bucket Problem<br />All restaurants experience a regular churn rate on their email program:<br />A strong growth strategy is critical in order to overcome regular list churn and keep your program producing positive results.<br />Your email database mirrors what occurs in your restaurant. In order to grow your customer base, you need to replace lost subscribers in addition to finding new subscribers.<br />
  10. 10. 1. How To Grow Your List – In Store<br /><ul><li>Paper Sign Up Slips
  11. 11. Staff Engagement & Incentives
  12. 12. POS Materials
  13. 13. To-Go Bags
  14. 14. Window Clings
  15. 15. Placemats
  16. 16. Staff Buttons
  17. 17. Loyalty Cards</li></li></ul><li>Not just side-work<br />Engaging your staff is the most important component of building your list in-house. <br />Discuss with your FOH staff that building your email list is an investment in the growth of your restaurant. <br />Share results of successful campaigns <br />Offer incentives to your employees to encourage list growth<br />
  18. 18. 2. How to Build Your List- Viral<br /><ul><li>Forward to a Friend
  19. 19. Family Join
  20. 20. Public & Charity Events
  21. 21. Community Fundraisers</li></li></ul><li>Refer a Friend<br />Allow your existing e-club members to extend the reach of your restaurant’s message, by sharing with their friends and family. <br /><ul><li>Offer referral incentives & contests
  22. 22. One-Click Forward to a friend
  23. 23. Social Sharing</li></ul>.<br />
  24. 24. Encourage Family’s to Join<br />Grow your member database while increasing brand impressions<br />Control messaging directed at children<br />Target members sharing a single email address<br />Build Database while increasing family frequency<br /> Gain access to all Family members – even those without an email address<br />
  25. 25. 3. How To Grow Your Lists – Online<br /><ul><li>Website Join Form
  26. 26. Social Media Sites
  27. 27. Contests/Sweepstakes
  28. 28. Online Ordering
  29. 29. Online Reservations</li></li></ul><li>Is email really Social?<br />How are people sharing?<br />
  30. 30. Fan Signs Up for <br />E-club<br />Connecting Facebook Fans to Email databases<br />
  31. 31. Facebook Email Join Form<br />17<br />
  32. 32. Turn Your Customers into Promoters <br />Social Sharing Links:<br />A simple click of the Facebook sharing button,<br />inserted into your restaurant’s emails, and<br />recipients can promote your restaurant’s<br />messages to their friends across the<br /> Facebook network. The average social media user has<br /> nearly 200 friends with which to share your restaurant’s <br /> messages<br />Facebook Stats:<br />The average Facebook user has 120 “friends,” and their <br />communications pack the power of a personal referral –<br />not advertising clutter.<br />
  33. 33. Connecting Facebook<br />Leverage a Facebook Fan-Gate to increase your Facebook fan club<br />Add a tab to your Facebook fan page to capture new “likes”<br />Provide an offer to your fans upon “liking” your page<br />Drive new members to view & “like” your page via Facebook display advertising, on a pay-for-performance basis<br />Recover lost subscribers<br />Clean & update your email database with current contact information<br />Reconnect with lost customers<br />19<br />
  34. 34. Multi-Channel Promotions<br />2010 Campaign drove 313,764 offline and 171,563 online opt-ins for the new “Denny’s Rewards” Program. More than nine times the total 50,816 guest registrations gained via the 2009 campaign.<br />
  35. 35. Target Your Best Guests<br />Integrate your email program with local online reservation solutions to increase recognition, results, measurability<br />“Click here to book your birthday dinner—and gift from us”<br />Create other promotions for holidays, slow dayparts<br />Seamless software integration with “Reserve Now” button<br />
  36. 36. 4. How to Build your List- Mobile<br />57% of US consumers own a smart phone device, capable of receiving email on the go<br />
  37. 37. Mobile Opt-In<br />According to the Mobile Marketing Association, nearly 60% of mobile web consumers use their devices for shopping. Be it the explosion of app-capable smartphones, growing usage of QRcodes, or the millions of tablets hitting the market, mobile buying is making its mark this quarter<br />
  38. 38. 5. How To Grow Your Lists – What’s Next?<br /><ul><li>Flash Buying Sites
  39. 39. Location Based Marketing
  40. 40. Display Networks
  41. 41. Cost per Click Ad’s (Google Ad Words)</li></li></ul><li>Daily Deals<br />
  42. 42. Connecting the dots<br />Key takeaway is to embrace how you track if the new guest returns for that second or third visit. Ensure this by encouraging the guest who redeems the flash-buy offer to sign up for your email club, so you can track if they engage your restaurant through your email offers. <br />
  43. 43. Location based Marketing trends<br />
  44. 44. Measure your Results<br /><ul><li>Analyze and evaluate the success of your marketing
  45. 45. Improve effectiveness through measurement and testing
  46. 46. Compare your performance to industry benchmarks
  47. 47. Share campaign results with your staff
  48. 48. Gain in-store and online feedback from your guests</li></li></ul><li>How to Measure Results<br />
  49. 49. All-In Per Store 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% direct 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 offers (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 incremental sales) (7,680)(39,680)<br /> (=) Added Profit before program costs$ 6,120 $ 54,120<br />
  50. 50. Questions?<br />
  51. 51. THANK YOU!<br />Twitter.com/fishbowljoe<br />Facebook.com/fishbowljoe<br />jgabriel@fishbowl.com<br />Stop by Booth #1555for more info<br />Show Special- FREE Custom Template<br />

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