2011 nysra show seminar deck so 5 tips to build your email list 3 1-2011
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2011 International Restaurant & Food Show Fishbowl seminar deck- 5 Tips to Build Your Email List Tuesday, March 1, 2011TRANSCRIPT
Tuesday, March 1, 2011
Fishbowl Cocktail Facts
• 10 years old, 130+ employees- Alexandria, VA based
• The leading provider of on-demand marketing software and services to the restaurant industry
• Serving over 40,000 restaurant locations
• Managing an opt-in member database of over 50 million guests
• More than 1.5 billion email messages distributed annually
• Technology and services designed specifically for the restaurant industry
• Chosen partner of leading organizations in the restaurant industry…
Agenda
• Why Email?• Successful Email Program • How to Build Your Email List
– 1 In Store– 2 Viral– 3 Online/Social Media– 4 Mobile– 5 What’s Next?
• Tracking & Measuring Results
Why Email Marketing?
• More than 204,000,000 Americans use email regularly-Pew Internet & American Life Project & Google Public Data (April 2010)
• 86% have given their email to a retailer
• $43.52 returned for every dollar spent in 2009-Direct Marketing Association (2009)
• Restaurant customers open and respond to a restaurant’s email
• 75% of daily social media users said email is still the best way for companies to communicate with them.
- Marketing Sherpa (2010)
• “41 percent of consumers surveyed by the NRA say they choose new restaurants because of e-mail promotions... ”
-National Restaurant Association (2010)
Key to a Successful Email Program
Attract new customers to your brand
Engage with your customers
to increase frequency of
visits
Capture those customers who
want to hear from you
How do you find new customers?
Where do you focus your marketing budget?
5
ROI Increases with Email List Growth
More members more opens more traffic greater ROI.Email database size benchmarks by restaurant category*:
Growing your audience can result in 2 to 4 times greater returns than average. *Data as of December 2010, rounded to the nearest 100
6
Category Per Store Average Top 10% PercentileCasual Dine 3,100 7,600
Fine Dine 3,700 4,300Fast Casual 1,000 3,900
Family 600 1,700Quick Serve 500 1,200Your Brand XXX Percentile Rank
Year 1 Year 2 Year 3 Year 4$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$6.20
$12.40
$18.60
$24.80
Customer Lifetime Value
Customer Lifetime Value
What is the value of a new member to your restaurant?– Restaurant Metrics: $15 Check Average, $5 discount on welcome or birthday offer– Customer Life: 4 year customer life (based on 2% churn per month), 10% redemption of a discounted offer each year, 10% visit once
additionally at full price each year– Value of a Known Guest: Assume that check average is 20% higher on e-club members – known guests are more valuable to you than
unknown guests, and provide you the ability to market to them over and over again
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Leaky Bucket Problem
• All restaurants experience a regular churn rate on their email program:
• A strong growth strategy is critical in order to overcome regular list churn and keep your program producing positive results.
• Your email database mirrors what occurs in your restaurant. In order to grow your customer base, you need to replace lost subscribers in addition to finding new subscribers.
• Paper Sign Up Slips• Staff Engagement &
Incentives• POS Materials• To-Go Bags• Window Clings• Placemats• Staff Buttons• Loyalty Cards
1. How To Grow Your List – In Store
Not just side-work
• Engaging your staff is the most important component of building your list in-house.
• Discuss with your FOH staff that building your email list is an investment in the growth of your restaurant.
• Share results of successful campaigns • Offer incentives to your employees to
encourage list growth
2. How to Build Your List- Viral
• Forward to a Friend• Family Join• Public & Charity
Events• Community
Fundraisers
Allow your existing e-club members to extend the reach of your restaurant’s message, by sharing with their friends and family.
• Offer referral incentives & contests• One-Click Forward to a friend• Social Sharing
.
Refer a Friend
Encourage Family’s to Join
• Grow your member database while increasing brand impressions
• Control messaging directed at children
• Target members sharing a single email address
• Build Database while increasing family frequency
• Gain access to all Family members – even those without an email address
3. How To Grow Your Lists – Online
• Website Join Form• Social Media Sites• Contests/
Sweepstakes• Online Ordering• Online Reservations
New Media
Marketing
Mobile Devices
Social MediaEmail
Is email really Social?
How are people sharing?
Connecting Facebook Fans to Email databases
User Signs In
Becomes a Fan
Receive Status
Updates
Responds and
Shares
Fan Signs Up for E-club
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Facebook Email Join Form
Turn Your Customers into Promoters
Social Sharing Links:A simple click of the Facebook sharing button,inserted into your restaurant’s emails, andrecipients can promote your restaurant’smessages 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.
Connecting Facebook
1. Leverage a Facebook Fan-Gate to increase your Facebook fan club
– Add a tab to your Facebook fan page to capture new “likes”
– Provide an offer to your fans upon “liking” your page
– Drive new members to view & “like” your page via Facebook display advertising, on a pay-for-performance basis
2. Recover lost subscribers– Clean & update your email database with current
contact information– Reconnect with lost customers
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Multi-Channel Promotions
2010 Campaign drove 313,764 offline and 171,563 online opt-ins for the new “Denny’s Rewards” Program. More than nine times the total 50,816 guest registrations gained via the 2009 campaign.
Target Your Best Guests
Integrate your email program with local online reservation solutions to increase recognition, results, measurability– “Click here to book your birthday dinner
—and gift from us” – Create other promotions for holidays,
slow dayparts
Seamless software integration with “Reserve Now” button
4. How to Build your List- Mobile
57% of US consumers
own a smart phone device,
capable of receiving
email on the go
Mobile Opt-In
According to the Mobile Marketing Association, nearly 60% of mobile web consumers use their devices for shopping. Be it the explosion of app-capable smartphones, growing usage of QRcodes, or the millions of tablets hitting the market, mobile buying is making its mark this quarter
5. How To Grow Your Lists – What’s Next?
• Flash Buying Sites• Location Based
Marketing• Display Networks• Cost per Click Ad’s
(Google Ad Words)
Daily Deals
Connecting the dots
Key takeaway is to embrace how you track if the new guest returns for that second or third visit.
Ensure this by encouraging the guest who redeems the flash-buy offer to sign up for your email club, so you can track if they engage your
restaurant through your email offers.
Location based Marketing trends
Measure your Results
• Analyze and evaluate the success of your marketing
• Improve effectiveness through measurement and testing
• Compare your performance to industry benchmarks
• Share campaign results with your staff
• Gain in-store and online feedback from your guests
How to Measure Results
All-In Per Store ROI
Assumptions:
Table-service, $16 PPA x 2.5 guests = $ 40 average check per table
2,000 list members per store; 3 loyalty gifts (Welcome/Anniversary, B-day, Survey)
$ 9 avg. discount, 10% average redemption, 40% direct costs, 20% cannibalization
per store, full year: loyalty gifts only +1 visit/yr
loyalty gift redemptions 600 600
additional undiscounted visits 0 2,000
total “program” visits 600 2,600
(x) check average = Added Sales $ 24,000 $ 104,000
(-) 20% cannibalization on offers (4,800) (4,800)
(=) Net incremental sales $ 19,200 $ 99,200
(-) All discounts (600 x $ 9) (5,400) (5,400)
(-) 40% direct costs (on incremental sales) (7,680) (39,680)
(=) Added Profit before program costs $ 6,120 $ 54,120
Questions?
THANK YOU!
Twitter.com/fishbowljoeFacebook.com/[email protected]
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