amyfoxwell how to use restaurant review sites final
TRANSCRIPT
Win Win Marketing
Written by Teresa Pabst +33 6 45 86 92 86
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How To Use Review Sites to Grow Your Restaurant Business
Or
How your customers answer:Where will I dine tonight?
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The following summarises insights gleaned from the London Restaurant Show’s 2012 Consumer Trends panel sponsored by OpenTable.
Panellists included: Paul Reich, Yelp; Polly Vincent, Trip Advisor; John Paasonen, American Express; Simon Huesser, OpenTable
For the full check out How to Use Review Sites to Grow Your Restaurant Business Part 1 and How to Use Review Sites to Grow Your Restaurant Part 2.
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Today’s Agenda
1. Understand how your customer makes decisions
2. Consider the technology that is involved3. Discuss the importance of trust4. What actions you can take now
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Before the internet decision-making was fairly straight forward with a reliance on editorial resources
With the internet a post-purchase phase has developed and now customers can help promote your restaurant
Decisions, Decisions
PRE-INTERNET CURRENT
Awareness
Consideration (consumer advocates)
Purchase
Enjoyment
Advocate
Awareness
Consideration (editorial)
Purchase
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Back to Restaurant Marketing Basics
It all begins with the experience a customer has at your restaurant
This current customer then shares his experience with others
Based on this current customer’s comments and how much he is trusted, your potential customers may decide to eat at your restaurant
It all comes down to good food, good service
Food & Service Experience
Experience Shared by
Actual Customer
Experience Communicated
by Potential Customers
New Customers Decide if want to Experience
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Trust, A Critical Success Factor for your Restaurant
Trust builds customer loyalty for your restaurant.
This loyalty inspires advocates.
Advocates positively promote your restaurant.
Ultimately your restaurant sales increase.
In other words, your current customers are
influencing your potential customers…
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Com
munic
ati
on R
each
Tech Evolution for Restaurants
…and technology has not only amplified but also accelerated their voice.
Computers • Email
exchange• Internet
search
Social Networks• Friends &
family• Friends of
Friends
Web-enabled Phones• Trusted
communities for specific topics
Technological Evolution
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So how
can you
build trust in this
new world?
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Your customers are now everywhere and have information about your restaurant at their finger tips
Make sure it’s easy for customers to get the information when, where and how they want it
Look at your restaurant’s website on every digital format you can think of: • A desktop & laptop • An iPad• An Anroid phone• An iPhone….
If you cannot see it - fix it
1. Take a Digital Look at Yourself
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Activate your free restaurant account on the prominent customer review sites
To get you started try:• TripAdvisor• Yelp• Google Places• SuperPages
Be sure to include your restaurant overview and photos
2. Join Customer Review Sites
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3. Respond to every restaurant customer
Let your customers know that their opinions matter and respond to every comment made about your restaurant
It’s best to send responses privately to build trust with your customers
Only respond openly if it:• Corrects a mistruth about the restaurant• Demonstrates you have proactively
addressed a greater customer concern
These simple interactions will strengthen your relationship and encourage customer loyalty to your restaurant
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4. Set up Google Alerts
Reveals conversations you didn’t even know were being had about your restaurant
It’s easy to do:• Go to Google Alerts• Enter your customer name in the ‘search
query’ box• Select what you want to know, how often,
etc.• Provide an email address for results to be
sent
Be sure to promote the positive and address the negative
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Remember…
Good food and service are most important to your customer
Your potential restaurant customers listen to your current customers
The growth of social networks allows your customers’ opinions to be heard far and wide
Web-enabled phones allow all customers to make real-time decisions about where to eat
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To discuss a complete marketing plan for your restaurant
, please contact us at:
[email protected] or on
+33 6 45 86 92 86www.amyfoxwell.com
How to Reach us