Online Marketing Strategies to Increase Sales & Guest Loyalty. Monday, March 8, 2010

Transcription

1 Online Marketing Strategies to Increase Sales & Guest Loyalty 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

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4 Marketing s Evolution Traditional Marketing Telemarketing Direct mail Print ads TV Commercials Radio Ads SPAM Online Marketing SEO / SEM Permission based Social Media RSS Feeds Review sites/directories Mobile Interaction

5 Online Marketing 101 On the Web Marketing Smart Phones Social Media

6 Consumers seek local information online Find a reliable mechanic Get flowers Fix a leaky faucet Have pizza delivered 93% of online users now use the Internet as an information source when shopping locally for products and services* *The Kelsey Group s User View, February

7 Online Includes Restaurants The Web Today Location & Directions Ratings and Reviews Menus and Specials Promotions Clubs and Recognition Merchandise Recipes Ordering Reservations Nutrition Information 54 % of restaurant consumers use the Internet to learn about restaurants they haven t patronized Source 2010 NRA Industry Forecast

8 Have a True Interactive Website

9 Put your restaurant on the Map

10 Online Marketing 101 On the Web Marketing Smart Phones Social Media

11 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 NRA 2009 Industry Forecast recommends marketing as one of it s top Savvy Strategies for Success in 2009

12 is Portable

13 Elements of a Successful Program Build a loyal customer base Drive customer Interest & return visits Build, Manage, & Grow Lists Send Offers, Menus, Specials, Events Track Campaigns for Delivery & Customer Engagement Measure impact on Sales & ROI

14 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 Join Pages 14

15 Smartphone Join Form Smartphone adoption: Make it easy for visitors to sign-up for your club via their smartphone. There our 25 million Smart Phone users. The numbers expected to grow to 100 million by The number of smart phone purchases grew to 69% in

16 Create Loyalty

17 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

18 Measure your Results Analyze and Evaluate the Success of Your Marketing Improve Effectiveness through Measurement and Testing Compare Your Performance to Industry Benchmarks

19 Online Marketing 101 On the Web Marketing Smart Phones Social Media

20 Online Ordering iphone Applications 20

21 Loyalty / On-Site Payment App 21

22 Mobile Directories

23 Online Reservations App s 23

24 Gaming System App s 24

25 Online Marketing 101 On the Web Marketing Smart Phones Social Media

26 Social Media Roadmap

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28 Facebook Promotions

29 Facebook Join Form 29

30 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 Facebook and Twitter. With just the click of a button within the messages, subscribers can become fans and followers of your restaurant s social media profiles. 30

31 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. Facebook Stats: The average Facebook user has 120 friends, and their communications pack the power of a personal referral - not advertising clutter. 31

32 Social Media Campaigns 32

33 Twitter

34 Online Coupon Sites

35 Local Business Reviews

36 Social Media Monitoring 36

37 Not as hard as you think.share same content across all media 1. Location, Hours 2. Menu, Specials 3. Promotions 4. Calendar of Events 5. Customer Feedback 6. Customer Community 7. Guest/Staff Recognition

38 Questions?

39 For More Info on Fishbowl Visit: Or call: Special Exclusive Pricing for NRA Members!!! VISIT US AT BOOTH # 529