Best Practices for Marketing. Monday, March 8, 2010
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1 Best Practices for Marketing Monday, March 8, 2010
2 Fishbowl Cocktail Facts 10 years old, 130+ employees Alexandria, VA based Product Suite includes Marketing, Social Media Integrations and Guest Database Mgt. 35,000 restaurant locations use Fishbowl 40 million unique opt-in consumers 1 billion s sent in 2009 Exclusive Partnership with NRA and 37 State Restaurant Associations
3 Agenda Why ? Elements of a Successful Program Growing Your List Create Loyalty Campaign Opportunities Integrating Social Media Measuring Results 10 Tips to Walk Away With
4 Why ? 170,000,000 Americans use regularly 86% have given their to a retailer $48.56 Returned for every dollar spent Restaurant customers open and respond to a restaurant s Increases Guest Loyalty 41 percent of consumers surveyed by the NRA say they choose new restaurants because of e mail promotions.
5 The value of opt-in marketing Greater return than other media Higher response and redemption rates because of opt-in Much less expensive & higher ROI than direct mail, newspaper ads, television or radio Personalized, opt-in to guests engages them and extends the relationship beyond the four walls with proven past guests *Sources: ChangeWave iphone 3GS and Palm Pre Spearhead the Momentum, July 2006 **Fathom SEO How to Improve Click Through Rates, March 18, 2008
6 The value of opt-in marketing Communicate more effectively Launch last-minute promotions React to environment Customization increases clickthrough rates by 75%** Track and analyze your customers behavior to learn what works best
7 is Portable 37% of US consumers own a smart phone device, capable of receiving on the go.*
8 Elements of a successful program Build Database Automated Loyalty Loop Monthly Campaigns Local Store & Community In-Store Signup Welcome Promotions One Day Deals Online Join Birthday Contests New Store Programs Non-Traditional Anniversary Newsletters LSM Store Programs 8
9 How To Grow Your Lists Paper Sign Up Slips (in store) Online Web Join Drive guests to Web to Sign Up for E club Contests/Sweepstakes Staff Incentives POP To Go Bags Window Clings Placemats Staff Buttons Forward to a Friend Public Events Social Media!
10 Create Loyalty
11 Design Attractive Create Sophisticated Campaigns No HTML Experience Needed Produce Dynamically Generated, Personalized s s customize by location Automatically trigger messages based on time and action
12 Campaign Opportunities Use consistent messaging with a good mix of s: Restaurant News Last Minute Special Events Theme Dinners Kids-Related In-Store Events (music, trivia) New Menu / Recipes Community Related Events Gift Card Sales Holiday / Seasonal Events Viral Marketing
13 Wine Dinners and Special Menus
14 Customer Contests
15 Special Events
16 Community Relations
17 Holiday Promotions
18 Kid Friendly Promotions
19 Promote Your Social Media Sites
20 Target Your Best Guests Integrate your program with online reservations to increase recognition, results, measurability Click here to book your birthday dinner and gift from us Create other promotions for holidays, slow dayparts
21 Promote Online Ordering
22 Frequency
23 Add the Power of Social Media Integrate Club Join Forms With Facebook Allow the 150 million daily Facebook users to join your club without ever leaving the network Forms maintain full data validation New members are able to choose their preferred location
24 Social Media Follow Us Links Follow Us Links: Extend your restaurant s relationship with its club members by offering an easy way to connect on social media sites such as Facebook, Twitter, Yelp! And MySpace. With just the click of a button within the messages, subscribers can become fans and followers of your restaurant s social media profiles. 24
25 Social Media Sharing Links Social Sharing Links: A simple click of the Facebook sharing button, inserted into your restaurant s s, and recipients can promote your restaurant s messages to their friends across the Facebook network. The average social media user has nearly 200 friends with which to share your restaurant s messages Facebook Stats: The average Facebook user has 120 friends, and their communications pack the power of a personal referral not advertising clutter. 25
26 Measure your Results Analyze and Evaluate the Success of Your Marketing Improve Effectiveness through Measurement and Testing Compare Your Performance to Industry Benchmarks
27 Case Study Subject Line: Get Behind the Plate for Buck Deployment Date:11/5/09 Target Audience: 7,487 Open Rate: 47% Click Throughs: 367 RESULT: Sales up over 23% for the day
28 Fishbowl Statistics Average List Size (per store) Casual Dining = 2,000 Fast Casual = 1,500 QSR = 1,000 E mail Campaign Open Rates Range from 20 70% vs. 17% Average for the Industry Typical In Store Redemption Rates: 5% 15%, Depending on the Offer Annual Unsubscribe Rate: 2% 5%
29 Deliverability Ensure your provider is Whitelisted or Sender Score Certified Avoid over messaging Avoid large images in the body and large attachments Avoid Spam Filter Triggers in the body/ subject line, such as: Free, f r e e, weight loss, $, debt, Claim, earn, Hot, juicy Practice Confirmed Guest Opt-in or Double Opt-in
30 10 Tips to walk away with Be relevant Be creative Integrate online and offline channels Identify yourself Be open and responsible Manage the frequency Shape the customer experience Integrate with social media Measure your results Select your vendor wisely
31 Questions?
32 For More Info on Fishbowl Visit: Or call: Special Exclusive Pricing for NRA Members!!! VISIT US AT BOOTH # 529
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