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Restaurant Marketing Cookbook 2.0


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The Restaurant Marketing Cookbook from getta!Table is designed to show restaurants how to best to get the most out of their Social Media to grow your Facebook fan base and convert them into loyal customers.

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Restaurant Marketing Cookbook 2.0

  1. 1. Turns your Facebook page into a commerce page Restaurant Marketing Cookbook
  2. 2. Table  of  Contents •  Welcome  to  ge*a!Table •  Why  Use  Facebook? •  Facebook  Timeline  Best  Prac;ces •  Four  Keys  to  Restaurant  Facebook  Marke;ng •  Facebook  Adver;sing  Tips •  Appendix:  Facebook  Coupon  Case  Studies
  3. 3. Welcome  to  ge*a!Table™ Who  We  Are: The getta!Table™ dining network features the industry’s best restaurants in Boston, Providence, and Chicago. Acquire new fans and find loyal customers by being a part of an exclusive network that diners trust. Why It’s Important: getta!Table™ lets restaurants optimally utilize their existing fan base by converting their Facebook presence into customer acquisition, retention, and sales. x Why It’s Different: Our business model differs heavily from the Groupon/LivingSocial model, which leaves restaurants facing high commissions, poor returns on investment, and low customer retention rates.
  4. 4. Welcome  to  getta!Table™Sell  E-­‐Cards  to  Your  Fans! Ø Sell    e-­‐Cards,  including  e-­‐Gift  Cards,   directly  from  your  Facebook  page. Ø Point  consumers  from  your  website  or   from  your  restaurant  to  your   Facebook  page  to  buy  their  e-­‐Card   including  e-­‐Gift  Cards. Ø Acquire  fans  and  capture  emails  while   selling  e-­‐Cards.   Ø No  transaction  charges  or  hidden  fees.
  5. 5. Welcome  to  getta!Table™Gain Fans with Coupons! Ø Offer  coupons  for  free  items  such  as   dessert,  2-­‐1  entrees,  or  free  drink. Ø Allows  for  rapid  fan  acquisi;on  and  are   the  main  mechanism  through  which   restaurant  offers  go  viral.   Ø Free  items  on  coupons  oTen  generate   more  traffic  than  equivalent  discounts. Ø Coupons  drive  website  and  Facebook   views  and  likes.   Ø Capture  fans  and  emails.
  6. 6. Welcome  to  getta!Table™Promote Special Events & Offers! Ø Compose  exclusive  offers  that  you  can   schedule  in  advance. Ø Presell  seats  for  special  events  and   occasions.   Ø Post  promo;onal  deals  that  require  fan   likes  or  other  fan  ac;va;on  experiences.   Ø Offer  deals  on  food  items  for  which  you   completely  manage  quan;ty,  valid  dates,   and  discount  amounts.  
  7. 7. Welcome  to  ge1a!Table™ Key  Takeaways: Ø Marke6ng  Engine:  Restaurants  have  100%  control   over  offer  management.  No  commission  fees  or   outrageously  high-­‐risk  deals. Ø Commerce  Engine:  Checkout  happens  directly  on   the  merchant’s  Facebook  page.  Fans  never  have  to   leave  the  page.  All  money  from  purchases  goes   directly  into  merchant  bank  accounts. Ø Customer  Management  Tool:  Provide  coupons,   eCards,  and  offers  to  your  fans  and  acquire  more   fans  and  email  addresses.   Ø Data  Engine:  Acquire  email  addresses  and  other   info  about  fans  and  friends  of  fans  via  OpenSocial   Graph  hooks  that  also  promote  viral  sharing.   Ø Technology-­‐Friendly  Engine:  Installa;on  takes  <1   min.  With  cloud  redemp;on  capabili;es  and  social   media  links  for  offer  promo;on.  
  8. 8. Why  Use  Facebook?       Fact   1:   Fans   spend  more   -me  on  Facebook   than  on  almost  any  other  online  site.     Fact   2:   The   same   people   who   eat   in   your   restaurants  are  spending   8  hours  per  week   on  the  site.     Fact   3:   Approximately   53%   of   the   people   who  use  Facebook  always  have  it  open.        Fact  4:  Most  people  make  restaurant  plans   6    hours  before  they  walk  into  a  restaurant.        Fact  5:  The  most  common  way  that  people   find  out  about  restaurants  is  from  their   friends  and  friends  of  friends.
  9. 9. Why  Use  Facebook? Create a special promotion designed to fill seats for a slow Tuesday evening. Let fans know in dynamic fashion that 3 tables just opened up. Let your fans do the work for you as Facebook is the perfect medium for word- of-mouth referrals.
  10. 10. Timeline Best Practices• Prepare  a  cover  photo  850px  x  315px.  Avoid   low  resolu-on  images  or  images  with  blue   backgrounds.  Choose  a  profile  photo  180px  x   180px;  a  logo  is  recommended.• Ensure  that  the  Daily  Offers  app  is  within  view   for  fans  to  easily  see  it.  Swap  the  app  order  as   needed.• Highlight  important  posts  by  pinning  them  to   the  top  of  the  -meline.  Pinning  a  special  offer   to  the  top  of  the  -meline  ensures  maximum   exposure  of  the  offer.  There  is  a  7-­‐day  pinned   post  limit.  • Post  offers  on  your  -meline  with  geSa!Table’s   share  features.  Promote  your  posts  to  increase   the  level  of  reach  for  your  fans  for  as  liSle  as  5   dollars.  • Engage  with  photos,  videos,  and  links!  
  11. 11. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Overview:   Use  the  coupon,  offers,  and  eCard  func-onality  of   the  geSa!Table™  soYware  toolkit  to  manage  your   best  customers.  To  best  grow  and  leverage  your   Facebook  fan  base,  we  recommend  following  the   four  keys  to  restaurant  Facebook  marke-ng: Key  #1:  Acquire  a  geo-­‐targeted  fan  base.   Key  #2:  Ac-vate  fans  by  giving  them  a  reason  to   go  to  your  page  or  restaurant. Key  #3:  Convert  a  new  fan  into  a  returning   customer. Key  #4:  Turn  a  returning  customer  into  a  loyal  fan   and  brand  advocate.  
  12. 12. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Acquire  Fans •  Create  a  coupon  featuring  a  deal  that  is   compelling,  clear  in  its  restric6ons,  and  is   easily  a1ainable.   •Next,  create  a  centralized  social  media  campaign   for  the  coupon:  Broadcast  the  offer  on  TwiSer.  Use   a  pinned  post  to  feature  the  offer  on  your  -meline.   Create  a  Facebook  ad  that  links  directly  to  your   offer  and  targets  poten-al  new  fans.     •  Spend  a  li1le  6me  each  day  socializing:  Interact   on  the  fan  pages  of  foodies,  mothers  with  food  blogs,  and   any  public  page  that  you  would  expect  your  target   audience  to  visit.    
  13. 13. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Ac6vate  Fans•  Engage  fans  daily  by  asking  ques;ons,  holding  contests,  and  pos;ng  pictures.  A  4:1  ra;o  of  engaging  posts  to  self-­‐promo;onal  posts  is  recommended.    •  CraT  coupons  and  offers  that  encourage  social  sharing  and  discovery,  e.g.  bring  a  friend  to  dinner  and  get  20%  off  on  a  $50  meal,  the  first  100  Facebook  fans  who  share  this  offer  on  Facebook  get  a  free  appe;zer  with  purchase  of  an  entrée,  etc.  •  Post  pictures  or  videos  of  your  food  or  restaurant  on  your  ;meline.  
  14. 14. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Convert  Fans•  CraT  and  announce  new  deals  at  least  bi-­‐weekly  to  convert  fans  into  returning  customers.  This  ensures  that  they  have  a  reason  to  regularly  return  to  your  page.•  Upsell.  Incen;vize  fans  with  new  menu  items,  e.g.  a  free  dessert  when  you  try  our  new  entrée  through  deals  and  offers  that  you  control.  •  Hold  contests  that  reward  your  fans  for  interac;on.  For  example,  offer  a  free  dinner  to  one  lucky  fan  who  likes  a  post  or  to  one  fan  who  comments  about  their  favorite  menu  item.  
  15. 15. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Keep  Fans  Loyal •  The eCard is the perfect mechanism for rewarding loyalty in your fans. • Brand  the  eCard,  e.g.  “Abigail’s  A-­‐list  Card.”  to  fit   your  needs. •  Assign  tangible  benefits  that  reward  loyalty,  e.g.   for  $10  a  year,  get  a  table  with  no  wait  any  day  of  the   week,  or  for  $25  a  year,  get  10%  off  your  bill  every  3   months
  16. 16. Facebook  Advertising  Tips• Specify  your  precise  goals,  e.g.  driving  “likes”  to  your   Examples: fan  page  or  driving  a  targeted  audience  to  an  offer.  • Use  images  featuring  aSrac-ve  individuals,  happy   people  ea-ng  food,  and  pictures  of  food.  Use  images   that  are  140px  x  100px  to  minimize  the  white  space   between  images  and  copy.  Avoid  blue  backgrounds  in   the  image.  Images  with  bright  colors  such  as  red,   orange,  green,  and  yellow  tend  to  catch  the  eyes   beSer.• The  copy  should  emphasize  key  words  such  as  FREE   or  $10  OFF  or  LIKE  OUR  PAGE  by  using  all  caps  and   must  have  a  strong  call-­‐to-­‐ac-on.  Do  not  use  all  caps   more  than  3-­‐4  -mes  in  a  single  copy.  • The  landing  page  must  clearly  indicate  how  to   accomplish  your  specific  goals.  
  17. 17. You’re  Ready  to  Sell! Build and manage a Use Facebook data for loyal following better offer targeting Increase and monetize your Facebook fan base
  18. 18. More restaurants, better offers, only on Facebook For any questions/concerns or to submit a tip for our marketing guide, email:
  19. 19. Facebook Coupon Case Studies• Campaign:  Einstein  Bros.  Bagels  offered  a  free  Bagel  and  Schmear  coupon  exclusively  on  Facebook  in  January  2010.•  Objec6ves:  Drive  In-­‐store  traffic.  Acquire  Facebook  fans  for  the  company.•  Tac6cs:  Had  a  week  “soY-­‐launch”  before  running  a  large  adver-sing  campaign  called  reach  block  adver-sing.  Then  ran  a  reach  block  which  guaranteed  that  100%  of  a  targeted  demographic  saw  an  ad.  •  Results:  The  fan  base  grew  from  4,700  fans  before  the  coupon  to  36,000  fans  aYer  a  week  without  using  large-­‐scale  adver-sing.  AYer  they  used  a  reach  block,  they  grew  to  over  400,000  fans  in  a  month’s  -me.  
  20. 20. Facebook Coupon Case Studies• Campaign:  P.F.  Chang’s  launched  a  free  leSuce  wrap  coupon  in  July,  2011.    •Objec6ves:  Drive  in-­‐store  traffic.  Acquire  Facebook  fans  for  the  company.  •Tac6cs:  Posted  about  the  offer  on  their  wall  a  total  of  15  -mes  during  the  month  of  July.  P.F.  Chang’s  also  built  a  Facebook  tab  as  a  landing  page  for  adver-sing.    •Results:  P.F.  Chang  restaurants  brought  in  50,000+  guests,  40%  of  them  new  customers,  during  the  campaign.  The  restaurant  chain  doubled  the  fan  base  to  420,000  three  months  aYer  the  one-­‐month  campaign  began.