engage 12 Tips for Firing Up Your Marketing

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1 2018 Atlanta Foodservice Expo engage 12 Tips for Firing Up Your Marketing Lisa Tilt, President

2 Agenda 2 01 Why do it? 04 Design with style 02 The Nuts & bolts 05 Build your contact list 03 Create & Curate Content 06 track Results

3 Why do it?

4 HAS A BAD RAP, BUT is still KING OF DIGITAL MEDIA 4 With more than 1 billion restaurant locations in the U.S. alone, the competition is fierce for a share of this nearly $800B industry. For every $1 spent on marketing, $38 is made in return 80% of consumer-focused businesses say marketing is their biggest driver of customer retention Many restaurants are relying only on Facebook for their digital presence, but its reach is declining to less than 2% All ages use including 78% of teenagers despite the rise of social messaging apps

5 Need more reasons? 5 seriously outperforms social media marketing: Compare a 21.73% average open rate for s versus Facebook s organic reach of a measly 6% of your fan base and Twitter s less than 2%. According to a recent report*, by the end of 2019, the total number of users, which includes both consumer and business users, will reach over 246 billion, representing an average annual growth rate of 3%. It is permission-based marketing, so the people who connect with you really want to be there. marketing can complement all of your other marketing strategies and tactics. Source: *Radicati Group

email MARKETING 6 HOW CAN IT GROW MY BUSINESS? Increase awareness of your location or service Drive restaurant traffic & sales with higher tickets How can I accomplish this?

6 MARKETING 6 HOW CAN IT GROW MY BUSINESS? Increase awareness of your location or service Drive restaurant traffic & sales with higher tickets How can I accomplish this? Inform, educate and delight Allow for discovery, engagement and sharing Increase social reviews and recommendations Bring your brand to your customer Keep customers returning Reward raving fans

Why does making time for email marketing make sense? Bottom line it increases your bottom line.

7 Why does making time for marketing make sense? Bottom line it increases your bottom line. 7 Make a connection Make it your own Hand-select information Reach customers anywhere Budget- and timefriendly marketing isn t just about you, it s about your customer and how you nurture that relationship. Make them feel like they re part of your tribe and they will visit your restaurant again and again. templates allow you to add your logo and change theme colors to parallel your branding. Pick a style that matches the look and feel of your establishment. Selecting content is fun AND important. Capture attention through exclusive access to event signups, insider specials, restaurant news, one-time discounts, birthday wishes. About 3 in 5 consumers check their on the go (mobile), so go where they are. 75% of say they use their smartphones most often to check . marketing is less expensive than traditional direct mail or advertising options. It s accessible on any computer, so it s easy and convenient to manage.

8 8 The Nuts & bolts

9 Keep it simple Three main ingredients for restaurant marketing 9 Overcomplicating the process will discourage you from executing. Overcomplicating content will turn your customers away. Intriguing subject line Subject lines are crucial in marketing. It s what gets your opened and it s probably just as important as the message itself. Give your s an intriguing title, enough to tickle the curiosity of your audience. GORGEOUS IMAGES A wide variety of restaurant, food and lifestyle photos are a must. Photos lead the eye down a page to the next section of text and help to capture the attention of the reader. COMPELLING CALL-TO-ACTION A call-to-action (CTA) included in every will tell your customers what to do to engage, where to find you, and help you track results.

10 Best Practices Every opened is a point where a person is interacting with your restaurant. 10 TEMPLATE Easy and time-efficient way to create beautifully branded messages There are a variety to choose from Creates a consistent look and feel CLEAN DESIGN Keep it easy to read with plenty of white space Drag & drop from the template menu to avoid coding issues Your customers will come to expect how to interact with you online CONTENT LENGTH Too long or too boring leads to unsubscribes Communicate with a few clear messages Eye-catching header supported by 2-3 information blocks 3-4 sentences each

11 Best Practices Every opened is a point where a person is interacting with your restaurant. 11 Tone of voice The tone reflects your brand personality and how your customers will respond Conversational copy leads to more personal and genuine interaction Ask questions and provide the answers to create dialogue Mobile friendly Mobile-first society requiring s to be easily read on devices F&B industry among the highest: 50% mobile (iphone, Android) 37% webmail (IE, Firefox) 13% desktop (Outlook, Apple Mail) Frequency Don t over-saturate your followers Overwhelmed customers hit the unsubscribe button Quality over quantity

Best Practices Every opened email is a point where a person is interacting with your restaurant.

12 Best Practices Every opened is a point where a person is interacting with your restaurant. 12 When to send Opens or reads: afternoon between Noon 4pm Engage your audience: early in the morning between 6 8 am, or evening between 8pm midnight. Test different days and times to see what works best for your customers

13 Choose an platform Here are some popular service providers and there are many others 13 SPECIFICALLY FOR THE RESTAURANT INDUSTRY

14 Plan with your time in mind 14 Start Small Quality over Quantity Editorial Calendar Content Amplification Increase engagement with your customers by figuring out what content they find interesting. Start with what you can manage. May be 1-2 times per month. Mix content in small bitesized pieces. Include holidays, national days, restaurant events. Align content with all other marketing channels.

15 15 Create & curate Content

16 Say What? What do patrons want to hear from you? How do you deliver that AND build your brand? 16 Start With ASKING Why should people want to visit us? Do we offer a unique dining experience? What do our guests tell us when they are here? How do we want our guests to engage with us? What is our personality and how do we portray it?

17 17 EMOTION When we care, smile and laugh we connect

18 18 Social Proof We engage more when we are inthe-know

19 19 Perceived value If what you say is appealing, we will spread the word

20 20 storytelling We don t just share information, we share stories

21 valuable content 21 Focus on what recipients would find valuable without forgetting that the content also needs to contribute to your business success. Good marketing content brings: Value to the recipient to gain attention and response Value to the recipient's community to encourage sharing and gain attention and response from that community Value to the sender the attention and response makes a difference to your business goals Source: Smart Insights

22 content elements Keep things fresh by rotating regularly through these content pieces. 22 How-tos and tips Upcoming events and specials Showcase guest stories (get permission first!) Get customers to know your staff Ask for reviews and feedback Contests, polls, surveys, quizzes and create a call-to-action every time

23 Call to action 23 New breakfast menu starting this week. Here s a sneak peek. Join us April 15 th for Tax Day Family Night when kids eat free and the sales tax is on us! Click here to make reservations. It s that time again. Download our free monthly seasonal recipe. Today only! Want the inside scoop? Request your invitation to our very special insider s club. It s holiday time and reservations are going fast! Call us to book your company party today. We just made ordering online easier. Download our free app here! Join our conversation and follow us on Facebook.

24 24 Design with style

design tips Remember there is a person at the other end of your email.

reading. Short paragraphs connected to great images in an easy-toread format.

25 design tips Remember there is a person at the other end of your Easy reading An adult s attention span is, on average, 8 seconds long, so structure your design for quick reading. Short paragraphs connected to great images in an easy-toread format. Whitespace Use plenty of it, but not so far apart that it looks like the has ended prematurely. Spacing can go a long way to giving your s that well-crafted look and making your key messages pop.

design tips Include alt text for your photos and images for those emails that don t populate. 26 PHOTOGRAPHY Take good quality photos.

Or pay for Adobe Stock or Death to Stock.

26 design tips Include alt text for your photos and images for those s that don t populate. 26 PHOTOGRAPHY Take good quality photos. Or curate images through good photography websites (avoid cheesy stock photos!). Options for free images include Canva and Unsplash. Or pay for Adobe Stock or Death to Stock. IMAGE CREATION To personalize graphic imagery or create something from scratch, Canva is a very easy tool to use. It provides thousands of templates you can customize, or you can create from scratch with a drag-and-drop format.

Here are a few places to find free and inexpensive icons online: Noun Project and Dry Icons.

27 design tips Don t use too many symbols, exclamation points, broken links, or distracting backgrounds. 27 Use of icons Icons are a great way to add another visual element to your newsletters. Here are a few places to find free and inexpensive icons online: Noun Project and Dry Icons. BALANCE The balance between information and design makes it easy to follow along. Each section covers a different topic while incorporating graphics, photography, and a small amount of text.

design tips 72% of consumers will delete emails if they don t look good on mobile.

Stick with no more than 2 fonts or 3 styles of a single font (bold, italic, regular) per email.

28 design tips 72% of consumers will delete s if they don t look good on mobile. 28 Use of fonts Mixing and matching fonts adds depth and nuance. Feeling sporty? Sophisticated? Casual? Stick with no more than 2 fonts or 3 styles of a single font (bold, italic, regular) per . Short videos Videos have been shown to nearly triple ROI over static s. Including a video in an campaign can increase click-through rates by 96 percent.

29 29 build your contact list

30 Know Your tribe 30 Who is your model guest? Where are they? How do they connect? Then determine how this all aligns with your restaurant or brand.

31 ENGAGE Your tribe 31 What do they love about your establishment? How often do they visit and when? Who do they bring with them? Do they dine-in or take-out or both? What other establishments do they visit? Create content that mirrors and enhances their experience in your restaurant.

32 Good address lists aren't for sale And other reasons why buying an list will hurt your marketing efforts. 32 Reputable marketing services don't let you send s to lists you've bought. You'll harm your deliverability and IP reputation. Good address lists aren't for sale. You can come across as annoying. People on a purchased or rented list don't actually know you. Your service provider may penalize you. Source: Hubspot

33 Follow legal requirements Know how to stay compliant with U.S. CAN-SPAM Act requirements 33 Tell recipients how to optout of receiving future s from you. Monitor what third parties are sending on your behalf because you re still legally responsible. Honor all opt-out requests within 10 business days. Your message must include your valid physical postal address. Don t use false or misleading subject lines or header information. Identify your message as an ad, with some leeway. Source: Federal Trade Commission

34 Attracting Subscribers Try these tactics to grow your contact list organically. 34 Make your newsletters shareable and have your fans help you do the work of gaining customers in their own tribes. Optimize your website by adding a free appetizer or dessert offer popup window on your website homepage and create a specific landing page that promotes newsletter signup. Connect your pushes to your Facebook page so they are automatically posted to that social channel. Include the sign-up URL in all of your social profile descriptions. Post to all social channels with engaging images encouraging followers to sign up for the newsletter to get exclusive information and specials. Using SMS marketing and asking people to send a text message to subscribe to your updates.

35 Attracting Subscribers Offline marketing to obtain addresses are also very effective. 35 Include an ask and the sign-up URL in all marketing collateral and channels including comment or customer review cards, menus, signage, check toppers. Create table tent signage for a captive audience that includes sign-up instructions and an incentive offer. Design a card with your sign-up URL that is added to every takeout or delivery order. Encourage opt-ins by including an offer and the sign-up URL on bills and receipts with a bounce-back coupon. Provide a business card fishbowl and sign-up form at the register for people to opt-in and offer a monthly drawing. Incentivize your wait staff to ask customers for signups through a monthly contest, but make sure they are fully informed.

36 36 track results

37 Measuring Results How do I know my marketing is working? 37 Post Engaging Content and Images Create an Newsletter & Contact List List Quantifiable Business Goals list sign-ups Grow lunch traffic Brand new patrons Increase visit frequency Higher check average

38 Start With Goals Knowing what to measure depends on the results you want to drive. 38 List Growth Rate Click-through Rate The percentage of recipients who clicked on one or more links contained in a given . Total clicks OR unique clicks Number of delivered s x 100 Example) 500 total clicks 10,000 delivered s x 100 = 5% click-through rate The rate at which your list is growing. Number of new subscribers minus Number of unsubscribes and /spam complaints Total number of addresses on your list x 100 Example) 500 new subscribers unsubscribes and /spam complaints 10,000 addresses on your list x 100 = 4% list growth rate Source: Hubspot

39 Start With Goals Knowing what to measure depends on the results you want to drive. 39 Sharing/ Forwarding Rate Bounce Rate The percentage of your total s sent that could not be successfully delivered to the recipient's inbox. Total number of bounced s Number of s sent x 100 Example) 75 bounced s 10,000 total s sent x 100 = 0.75% bounce rate The percentage of recipients who clicked on a share this button to post content to a social network, and/or who clicked on a forward to a friend button. Number of clicks on a share and/or forward button Number of total delivered s x 100 Example) 100 clicks on a share/forward button 10,000 total delivered s x 100 = 1% sharing/forwarding rate

40 Start With Goals Knowing what to measure depends on the results you want to drive. 40 Conversion Rate The percentage of recipients who clicked on a link within an and completed a desired action. Number of people who completed the desired action Number of total s delivered x 100 Example) 400 people who completed the desired action 10,000 total delivered * 100 = 4% conversion rate It s important to note that Open Rates and Unsubscribes can be unreliable in term of measuring success.

41 41 12 tips recap

42 Here are some key take-aways marketing is perfect for busy restaurants for its low cost, ease of use, and ROI. 7 Choose an platform you are comfortable using. 2 Intriguing subject lines are crucial to getting your s opened. 8 To engage your tribe, you must know who they are first. 3 It s quality over quantity when it comes to writing content. 9 Don t buy address lists. 4 Gorgeous images will capture attention and invite your readers to engage. 10 Grow your subscriber list by a mix of online and in-store marketing channels. 5 Easy reading, use of whitespace, and short videos will increase click through rates. 11 Start with your goals for marketing so you know what to measure. 6 A compelling call-to-action will tell your customers what to do, where to find you, and help you track results. 12 Commit to your marketing and you will see results.

43 What s Next? 43 CAMPAIGN CUSTOM Urls PERSONALIZATION & SEGMENTATION AUTOMATION WWW Onsite retargeting Measuring roi

44 Follow us, we ll follow you back 44 Full Tilt Consulting Full Tilt and

45 Thank you & Questions 45 Clarify. Communicate. connect. Full Tilt Consulting Contact: Lisa Tilt, President (404) FullTiltConsulting.com

engage 10 Tips to Healthier Marketing

engage 10 Tips to Healthier Marketing 2019 Healthcare & Wellness Practice Marketing Conference engage 10 Tips to Healthier Email Marketing Lisa Tilt, President Agenda 2 01 Why do it? 04 Design with style 02 The Nuts & bolts 05 Build your contact