email marketing to increase sales & guest loyalty
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Email Marketing to Increase Sales & Guest Loyalty
Presented by Fishbowl
Fishbowl Cocktail Facts
• 12 years old, 140+ 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 85 million guests
• More than 2 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?• Growing Your List• Elements of a Successful Email Program• Create Loyalty• Campaign Opportunities• Local Store Marketing• Integrating Social Media• Tracking & Measuring Results• 10 Tips to Walk Away With
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)
• Email IS Mobile
• 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)
Common Questions
• How do I build a list? • What kind of messages should I send? • How often? • What works best? • How do I measure results,
ROI? • How do I manage all of this!!!!
Send Offers, Menus,
Specials, Events
Track Campaigns for Delivery &
Customer Engagement
Build, Manage, & Grow Email
Lists
• Paper Sign Up Slips• Staff Engagement &
Incentives• POS Materials• To-Go Bags• Window Clings• Placemats• Staff Buttons
How To Grow Your Lists – In Store
How To Grow Your Lists – Online
• Website Join Form• Social Media Sites• Contests/Sweepstakes• Forward to a Friend• Online Reservations • Online Ordering
How To Grow Your Lists – Other Sources
• Public & Charity Events
• Mobile Phone Applications
• Loyalty Cards• Flash Buying Sites
Elements of a successful program
Mix of 3 elements: Brand, Community, Loyalty
2-3 Loyalty “gifts” annually to drive enrollment and baseline ROI (ex: BOGO entrée gifts on Welcome, Birthday, Anniversary)
12-18 brand and community messages per year
1-2 other “Surprise” offers, usually one-day offers
= Total of 18-24 communications per year
Create Loyalty
“But I hate to discount”….
► Offer isn’t perceived as a coupon when it...
– is a “Thank You” gift– Uses humor– Promotes a cause
Birthday Promo
• 13,563 members in database
• No-strings attached Birthday Gift
• 40% redemption rates (versus 8-12% Fishbowl average)
• Results: $200,000 in directly attributable sales
• …plus great goodwill and lots of new diners
Case Study
Campaign Opportunities
Use consistent messaging with a good mix of emails:
• 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
Special Menus, Events
Cause Marketing
Kid Friendly Promotions
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
EVENTValentine’s Day lunch and dinner special menusPromoted with 2 emails to list of 3,905 members. Included link to reserve online
RESULTS23% open rate, 149 click-through’s Sold out entire restaurant
Have Fun!
SMOOCH YOUR POOCH!
Stop in any Wednesday in April with your dog to get a free large cheese pizza.No Dog? Bring your significant other pet* You may be required to kiss that animal on the lips to prove that significant other pet is really yours.
New Media
Marketing
Mobile Devices
Social MediaEmail
Is email really Social?
How are people sharing?
Word travels fast in a social world
• How’s this for a tax deduction---take $10.40 off your check, April 15th only! Alcohol & gratuity not incl, min purchase of $20 required. One-time offer. Mention you read this on Facebook!
Facebook• Tax day fatigue?
Come in 4/15 for $10.40 off a check of $20 or more. Restrictions apply. Just show your Tweet to your server!
Tweet
• Customer "checks" in with your restaurant, finds out about promotion and this is broadcast to their social network (Facebook, Twitter) which in turn advertises your venue to his or her friends, gaining exposure to even more people.
Foursquare
Connecting Facebook Fans to Email databases
User Signs In
Becomes a Fan
Receive Status
Updates
Responds and
Shares
Fan Signs Up for E-club
23
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.
• 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
Deliverability
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
10 Tips to walk away with
• Build your list through multiple channels• Create fun and interactive emails• Emphasize your brand personality• Be open and responsible• Manage the frequency• Don’t be Boring!• Shape the customer experience- Provide ROI• Integrate with social media• Measure and share your results• Create Loyalty- Current guests are best source of new guests
Questions?
For More Info on Fishbowl…
Joe GabrielAssociation Alliances [email protected]
twitter/fishbowljoe
facebook/fishbowljoe
www.fishbowl.com/nra