Will Critchlow_SearchLove London 2013
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Will Critchlow provides tips for local businesses to succeed online, using the examples of Hawksmoor restaurants and BrewDog breweries. He explains how Hawksmoor grew from one restaurant to several highly successful locations through excellent food quality, press coverage, social media engagement including photos and videos, and brand monitoring. BrewDog also leveraged video and a unique sense of humor online. Critchlow emphasizes focusing efforts on strategies that provide immediate results, such as photography and customer delight, while keeping marketing budgets low initially.
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Will Critchlow_SearchLove London 2013
- 1. Make your mark online: Local business edition WILL CRITCHLOW
- 2. Today‟s a great time to be a brand We just launched our report on big brand content marketing
- 3. You get all the links
- 4. PR is easy …or, as bad-pr.tumblr.com put it
- 5. „Time to start buying food for Christmas‟ says supermarket chain bad-pr.tumblr.com
- 6. You rank for all kinds of things This is [sheds] And if you push the boundaries you get a gentle tap on the wrist (I don’t mean Argos)
- 7. Many updates seem to have reinforced this bias
- 8. Back in 2008 Brands are how you sort out the cesspool -- Eric Schmidt (as Google CEO) Led directly to the “Vince” update in February 2009
- 9. This is what you get when you search “Google Vince” now
- 10. Caffeine enabled Panda and Penguin
- 11. “Brand update” Allowing multiple listings from the same domain August 2010
- 12. What about Hummingbird? Human language = brands win (again)
- 13. The layout changes are just as bad
- 17. Dr. Pete has 114 slides of this stuff: http://dis.tl/beyond-blue-links
- 18. What‟s the little guy to do?
- 19. Firstly, it‟s not all rosy for the big guys (that‟s another presentation)
- 23. …and you have some advantages
- 24. Agility
- 25. Passion
- 26. Humans with deep expertise everywhere in the business
- 28. No. Really.
- 29. I want to tell you a story about this guy
- 30. When I met him in 2007 he was a restaurant consultant “Keep an eye on these shining stars; you’ll be seeing a whole lot more of them”
- 31. and he‟d just opened a steak place in Shoreditch
- 32. Will Beckett
- 33. The restaurant is Hawksmoor
- 36. He isn‟t a client of Distilled (I wish! – here‟s why)
- 41. Many of these searches have embedded map / local results
- 42. Will‟s restaurant is the furthest one from the centre listed here
- 43. In fact, he‟s subsequently opened more. He has two in this set
- 44. I said brands have the advantages building links
- 45. They‟ve not done so badly Guardian TimeOut Bloomberg Evening Standard Forbes CNN Telegraph Jamie Oliver Zagat The Metro Wired Huffington Post Tatler
- 47. I think they might have cheated
- 48. http://thehawksmoor.com/archives/press/tag/steak Quite simply the best steak you can get in London Zagat
- 49. http://thehawksmoor.com/archives/press/tag/steak The best steak we have ever eaten Esquire
- 50. http://thehawksmoor.com/archives/press/tag/steak Five Stars – tremendous steaks Time Out
- 51. Oh. And…
- 52. some of the best cocktails to be found in the capital – Ask Men
- 53. If you don‟t have great product, I‟m not here to help
- 54. http://www.inc.com/magazine/201309/issie-lapowsky/how-paul-graham-becamesuccessful.html start-ups fail for the same reasons restaurants do: Their food is bad Paul Graham
- 55. …and yes, Hawksmoor may not be particularly “small” or “local” any more
- 56. The best article I‟ve found: http://dis.tl/hawksmoor-sale valued at £35m
- 57. …but they were
- 58. So what‟s worked for them?
- 59. Apart from this…
- 60. …and this?
- 61. Nothing about restaurants is replicable online -- Will Beckett, Hawksmoor
- 62. Take the online offline and vice versa
- 63. They have a book
- 64. They invite bloggers for steak In fact, they started in 2009
- 65. Make it personal
- 66. Brand monitoring is HUGE
- 67. Will runs the Twitter account
- 68. No need for fancy tools Of course these tools have their place, but small businesses manage without
- 69. Except in the core business OpenTable lets them treat regulars and VIPs appropriately across multiple locations
- 70. Unsurprisingly they win plaudits for their service offline as well http://www.ft.com/cms/s/2/443d5068-cc34-11e1-839a-00144feabdc0.html
- 71. Expect early results if something is going to work
- 72. Most posts look like this “431 people like this”
- 73. Photography is huge Marketing team is now 4-strong – 1 is a photographer
- 74. Some Twitter use is similar to FB
- 75. More often it‟s about 1-1 service
- 76. And conversely, relatively little engagement when it‟s not going to work
- 77. They thought Instagram would work like Facebook for photos Apparently they saw little engagement
- 78. They have dabbled with Pinterest
- 79. They‟ve tried a few things on YouTube The Julep – 397 views
- 80. The most successful was also the cheapest Time lapse of the opening of Air Street – 4,815 views
- 81. They have a high bar for spending money
- 82. Every £ is compared to hiring someone who can “go to every local business and invite them in” I have no particular reason to believe that they do this on butcher‟s bikes, nor wearing cravats
- 83. We spend about £500 / month on Google and £500 / month on Facebook -- Hawksmoor
- 84. For this reason, evergreen works Where do the best steaks in London come from?
- 85. Is it only Hawksmoor that can do this?
- 86. Nope. BrewDog have done a great job
- 87. They love penguins And video has been great for them too (260k views)
- 88. They have, um, a unique sense of humour 60k views on YouTube and another 165k views on Vimeo
- 89. Equity for Punks is genius Equity for punks
- 90. 2012 achievements Fastest Growing Company in Scotland and … the fastest growing food and drink company in the UK -- James from BrewDog
- 91. Real 2012 achievements We projected ourselves naked onto the houses of parliament -- James from BrewDog
- 92. OK. Just steak and beer then?
- 93. Let‟s look at Lush
- 94. She also maxed all her credit cards so she could buy paints and varnishes to revamp the shop From “Cosmetics to Go” – the story of Lush
- 95. There’s a book
- 96. All kinds of visual content works Pinterest
- 97. All kinds of visual content works Instagram – 200k followers
- 98. All feeding into Facebook
- 99. They‟ve also made video work
- 100. Just B2C?
- 101. Check out what people like Geckoboard are up to
- 102. And Server Density Full disclosure: we‟re investors
- 103. Let‟s end with some tips
- 104. Find a way to invest in photography
- 105. Video helps you “scale humans” [Thanks to Chris @wistia for the example – see more here]
- 107. While traffic is low, use others‟ networks for feedback FiveSecondTest / FeedbackArmy
- 108. Give access to people (Including founders) Qualaroo, Olark
- 109. You must have at least one of TIME and MONEY The founders of ponykit.co.uk fold gift vouchers into origami horses
- 110. Feed scarcity See this on Facebook
- 111. Delight your existing customers
- 112. Build flywheels I still really like Launchrock
- 113. To wrap up
- 114. Take the online offline and vice versa
- 115. Make it personal
- 116. Focus on things that work immediately
- 117. Keep your high bar for spending money
- 118. Aim high