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Turns your Facebook page into a commerce page




           Restaurant
           Marketing
           Cookbook
Table	
  of	
  Contents
  • 	
  Welcome	
  to	
  ge*a!Table

  •   	
  Why	
  Use	
  Facebook?

  •   	
  Facebook	
  Timeline	
  Best	
  Prac;ces

  •   	
  Four	
  Keys	
  to	
  Restaurant	
  Facebook	
  Marke;ng

  •   	
  Facebook	
  Adver;sing	
  Tips

  •   	
  Appendix:	
  Facebook	
  Coupon	
  Case	
  Studies
Welcome	
  to	
  ge*a!Table™

           Who	
  We	
  Are: The getta!Table™ dining network features
           the industry’s best restaurants in Boston, Providence, and
           Chicago. Acquire new fans and find loyal customers by
           being a part of an exclusive network that diners trust.

           Why It’s Important: getta!Table™ lets restaurants optimally
           utilize their existing fan base by converting their Facebook
           presence into customer acquisition, retention, and sales.




  x
           Why It’s Different: Our business model differs heavily from
           the Groupon/LivingSocial model, which leaves restaurants
           facing high commissions, poor returns on investment, and
           low customer retention rates.
Welcome	
  to	
  getta!Table™

Sell	
  E-­‐Cards	
  to	
  Your	
  Fans!
                      Ø Sell	
  	
  e-­‐Cards,	
  including	
  e-­‐Gift	
  Cards,	
  
                           directly	
  from	
  your	
  Facebook	
  page.
                      Ø Point	
  consumers	
  from	
  your	
  website	
  or	
  
                           from	
  your	
  restaurant	
  to	
  your	
  
                           Facebook	
  page	
  to	
  buy	
  their	
  e-­‐Card	
  
                           including	
  e-­‐Gift	
  Cards.
                      Ø Acquire	
  fans	
  and	
  capture	
  emails	
  while	
  
                           selling	
  e-­‐Cards.	
  
                      Ø No	
  transaction	
  charges	
  or	
  hidden	
  fees.
Welcome	
  to	
  getta!Table™

Gain Fans with Coupons!
                Ø Offer	
  coupons	
  for	
  free	
  items	
  such	
  as	
  
                     dessert,	
  2-­‐1	
  entrees,	
  or	
  free	
  drink.
                Ø Allows	
  for	
  rapid	
  fan	
  acquisi;on	
  and	
  are	
  
                     the	
  main	
  mechanism	
  through	
  which	
  
                     restaurant	
  offers	
  go	
  viral.	
  
                Ø Free	
  items	
  on	
  coupons	
  oTen	
  generate	
  
                     more	
  traffic	
  than	
  equivalent	
  discounts.
                Ø Coupons	
  drive	
  website	
  and	
  Facebook	
  
                     views	
  and	
  likes.	
  
                Ø Capture	
  fans	
  and	
  emails.
Welcome	
  to	
  getta!Table™

Promote Special Events & Offers!
                 Ø Compose	
  exclusive	
  offers	
  that	
  you	
  can	
  
                      schedule	
  in	
  advance.
                 Ø Presell	
  seats	
  for	
  special	
  events	
  and	
  
                      occasions.	
  
                 Ø Post	
  promo;onal	
  deals	
  that	
  require	
  fan	
  
                      likes	
  or	
  other	
  fan	
  ac;va;on	
  experiences.	
  
                 Ø Offer	
  deals	
  on	
  food	
  items	
  for	
  which	
  you	
  
                      completely	
  manage	
  quan;ty,	
  valid	
  dates,	
  
                      and	
  discount	
  amounts.	
  
Welcome	
  to	
  ge1a!Table™
                           Key	
  Takeaways:
                           Ø Marke6ng	
  Engine:	
  Restaurants	
  have	
  100%	
  control	
  
                              over	
  offer	
  management.	
  No	
  commission	
  fees	
  or	
  
                              outrageously	
  high-­‐risk	
  deals.
                           Ø Commerce	
  Engine:	
  Checkout	
  happens	
  directly	
  on	
  
                              the	
  merchant’s	
  Facebook	
  page.	
  Fans	
  never	
  have	
  to	
  
                              leave	
  the	
  page.	
  All	
  money	
  from	
  purchases	
  goes	
  
                              directly	
  into	
  merchant	
  bank	
  accounts.
                           Ø Customer	
  Management	
  Tool:	
  Provide	
  coupons,	
  
                              eCards,	
  and	
  offers	
  to	
  your	
  fans	
  and	
  acquire	
  more	
  
                              fans	
  and	
  email	
  addresses.	
  
                           Ø Data	
  Engine:	
  Acquire	
  email	
  addresses	
  and	
  other	
  
                              info	
  about	
  fans	
  and	
  friends	
  of	
  fans	
  via	
  OpenSocial	
  
                              Graph	
  hooks	
  that	
  also	
  promote	
  viral	
  sharing.	
  
                           Ø Technology-­‐Friendly	
  Engine:	
  Installa;on	
  takes	
  <1	
  
                              min.	
  With	
  cloud	
  redemp;on	
  capabili;es	
  and	
  social	
  
                              media	
  links	
  for	
  offer	
  promo;on.	
  
Why	
  Use	
  Facebook?


	
   	
   	
   Fact	
   1:	
   Fans	
   spend	
  more	
   -me	
  on	
  Facebook	
  
    than	
  on	
  almost	
  any	
  other	
  online	
  site.
	
   	
   Fact	
   2:	
   The	
   same	
   people	
   who	
   eat	
   in	
   your	
  
    restaurants	
  are	
  spending	
   8	
  hours	
  per	
  week	
  
    on	
  the	
  site.
	
   	
   Fact	
   3:	
   Approximately	
   53%	
   of	
   the	
   people	
  
          who	
  use	
  Facebook	
  always	
  have	
  it	
  open.
	
  	
  	
  	
  Fact	
  4:	
  Most	
  people	
  make	
  restaurant	
  plans	
  
    6	
  	
  hours	
  before	
  they	
  walk	
  into	
  a	
  restaurant.
	
  	
  	
  	
  Fact	
  5:	
  The	
  most	
  common	
  way	
  that	
  people	
  
    find	
  out	
  about	
  restaurants	
  is	
  from	
  their	
  
    friends	
  and	
  friends	
  of	
  friends.
Why	
  Use	
  Facebook?


                          Create a special promotion
                          designed to fill seats for a
                          slow Tuesday evening.

                          Let fans know in
                          dynamic fashion that 3
                          tables just opened up.
                          Let your fans do the work
                          for you as Facebook is the
                          perfect medium for word-
                          of-mouth referrals.
Timeline Best Practices

• Prepare	
  a	
  cover	
  photo	
  850px	
  x	
  315px.	
  Avoid	
  
  low	
  resolu-on	
  images	
  or	
  images	
  with	
  blue	
  
  backgrounds.	
  Choose	
  a	
  profile	
  photo	
  180px	
  x	
  
  180px;	
  a	
  logo	
  is	
  recommended.
• Ensure	
  that	
  the	
  Daily	
  Offers	
  app	
  is	
  within	
  view	
  
  for	
  fans	
  to	
  easily	
  see	
  it.	
  Swap	
  the	
  app	
  order	
  as	
  
  needed.
• Highlight	
  important	
  posts	
  by	
  pinning	
  them	
  to	
  
  the	
  top	
  of	
  the	
  -meline.	
  Pinning	
  a	
  special	
  offer	
  
  to	
  the	
  top	
  of	
  the	
  -meline	
  ensures	
  maximum	
  
  exposure	
  of	
  the	
  offer.	
  There	
  is	
  a	
  7-­‐day	
  pinned	
  
  post	
  limit.	
  
• Post	
  offers	
  on	
  your	
  -meline	
  with	
  geSa!Table’s	
  
  share	
  features.	
  Promote	
  your	
  posts	
  to	
  increase	
  
  the	
  level	
  of	
  reach	
  for	
  your	
  fans	
  for	
  as	
  liSle	
  as	
  5	
  
  dollars.	
  
• Engage	
  with	
  photos,	
  videos,	
  and	
  links!	
  
Four	
  Keys	
  to	
  Restaurant	
  Marke;ng
     	
  	
  	
  	
  Acquire	
  Fans      Ac6vate	
  Fans                    Convert	
  Fans   	
  	
  Keep	
  Fans	
  Loyal


                                Overview:	
  
 Use	
  the	
  coupon,	
  offers,	
  and	
  eCard	
  func-onality	
  of	
  
 the	
  geSa!Table™	
  soYware	
  toolkit	
  to	
  manage	
  your	
  
 best	
  customers.	
  To	
  best	
  grow	
  and	
  leverage	
  your	
  
 Facebook	
  fan	
  base,	
  we	
  recommend	
  following	
  the	
  
 four	
  keys	
  to	
  restaurant	
  Facebook	
  marke-ng:
 Key	
  #1:	
  Acquire	
  a	
  geo-­‐targeted	
  fan	
  base.	
  
 Key	
  #2:	
  Ac-vate	
  fans	
  by	
  giving	
  them	
  a	
  reason	
  to	
  
 go	
  to	
  your	
  page	
  or	
  restaurant.
 Key	
  #3:	
  Convert	
  a	
  new	
  fan	
  into	
  a	
  returning	
  
 customer.
 Key	
  #4:	
  Turn	
  a	
  returning	
  customer	
  into	
  a	
  loyal	
  fan	
  
 and	
  brand	
  advocate.	
  
Four	
  Keys	
  to	
  Restaurant	
  Marke;ng
       	
  	
  	
  	
  Acquire	
  Fans           Ac6vate	
  Fans                         Convert	
  Fans   	
  	
  Keep	
  Fans	
  Loyal


                             Acquire	
  Fans
 •	
  Create	
  a	
  coupon	
  featuring	
  a	
  deal	
  that	
  is	
  
 compelling,	
  clear	
  in	
  its	
  restric6ons,	
  and	
  is	
  
 easily	
  a1ainable.	
  

 •Next,	
  create	
  a	
  centralized	
  social	
  media	
  campaign	
  
 for	
  the	
  coupon:	
  Broadcast	
  the	
  offer	
  on	
  TwiSer.	
  Use	
  
 a	
  pinned	
  post	
  to	
  feature	
  the	
  offer	
  on	
  your	
  -meline.	
  
 Create	
  a	
  Facebook	
  ad	
  that	
  links	
  directly	
  to	
  your	
  
 offer	
  and	
  targets	
  poten-al	
  new	
  fans.	
  	
  

 •	
  Spend	
  a	
  li1le	
  6me	
  each	
  day	
  socializing:	
  Interact	
  
 on	
  the	
  fan	
  pages	
  of	
  foodies,	
  mothers	
  with	
  food	
  blogs,	
  and	
  
 any	
  public	
  page	
  that	
  you	
  would	
  expect	
  your	
  target	
  
 audience	
  to	
  visit.	
  	
  
Four	
  Keys	
  to	
  Restaurant	
  Marke;ng
         	
  	
  	
  	
  Acquire	
  Fans        Ac6vate	
  Fans                       Convert	
  Fans   	
  	
  Keep	
  Fans	
  Loyal


                          Ac6vate	
  Fans
•	
  Engage	
  fans	
  daily	
  by	
  asking	
  ques;ons,	
  holding	
  
contests,	
  and	
  pos;ng	
  pictures.	
  A	
  4:1	
  ra;o	
  of	
  
engaging	
  posts	
  to	
  self-­‐promo;onal	
  posts	
  is	
  
recommended.	
  	
  

•	
  CraT	
  coupons	
  and	
  offers	
  that	
  encourage	
  social	
  
sharing	
  and	
  discovery,	
  e.g.	
  bring	
  a	
  friend	
  to	
  dinner	
  
and	
  get	
  20%	
  off	
  on	
  a	
  $50	
  meal,	
  the	
  first	
  100	
  
Facebook	
  fans	
  who	
  share	
  this	
  offer	
  on	
  Facebook	
  get	
  
a	
  free	
  appe;zer	
  with	
  purchase	
  of	
  an	
  entrée,	
  etc.	
  

•	
  Post	
  pictures	
  or	
  videos	
  of	
  your	
  food	
  or	
  restaurant	
  
on	
  your	
  ;meline.	
  
Four	
  Keys	
  to	
  Restaurant	
  Marke;ng
         	
  	
  	
  	
  Acquire	
  Fans       Ac6vate	
  Fans                         Convert	
  Fans   	
  	
  Keep	
  Fans	
  Loyal


                           Convert	
  Fans
•	
  CraT	
  and	
  announce	
  new	
  deals	
  at	
  least	
  bi-­‐weekly	
  to	
  
convert	
  fans	
  into	
  returning	
  customers.	
  This	
  ensures	
  
that	
  they	
  have	
  a	
  reason	
  to	
  regularly	
  return	
  to	
  your	
  
page.

•	
  Upsell.	
  Incen;vize	
  fans	
  with	
  new	
  menu	
  items,	
  e.g.	
  
a	
  free	
  dessert	
  when	
  you	
  try	
  our	
  new	
  entrée	
  through	
  
deals	
  and	
  offers	
  that	
  you	
  control.	
  

•	
  Hold	
  contests	
  that	
  reward	
  your	
  fans	
  for	
  
interac;on.	
  For	
  example,	
  offer	
  a	
  free	
  dinner	
  to	
  one	
  
lucky	
  fan	
  who	
  likes	
  a	
  post	
  or	
  to	
  one	
  fan	
  who	
  
comments	
  about	
  their	
  favorite	
  menu	
  item.	
  
Four	
  Keys	
  to	
  Restaurant	
  Marke;ng
     	
  	
  	
  	
  Acquire	
  Fans              Ac6vate	
  Fans                           Convert	
  Fans   	
  	
  Keep	
  Fans	
  Loyal


                          Keep	
  Fans	
  Loyal
 •	
  The eCard is the perfect mechanism for
 rewarding loyalty in your fans.

 • Brand	
  the	
  eCard,	
  e.g.	
  “Abigail’s	
  A-­‐list	
  Card.”	
  to	
  fit	
  
 your	
  needs.

 •	
  Assign	
  tangible	
  benefits	
  that	
  reward	
  loyalty,	
  e.g.	
  
 for	
  $10	
  a	
  year,	
  get	
  a	
  table	
  with	
  no	
  wait	
  any	
  day	
  of	
  the	
  
 week,	
  or	
  for	
  $25	
  a	
  year,	
  get	
  10%	
  off	
  your	
  bill	
  every	
  3	
  
 months
Facebook	
  Advertising	
  Tips
• Specify	
  your	
  precise	
  goals,	
  e.g.	
  driving	
  “likes”	
  to	
  your	
             Examples:
      fan	
  page	
  or	
  driving	
  a	
  targeted	
  audience	
  to	
  an	
  offer.	
  
• Use	
  images	
  featuring	
  aSrac-ve	
  individuals,	
  happy	
  
      people	
  ea-ng	
  food,	
  and	
  pictures	
  of	
  food.	
  Use	
  images	
  
      that	
  are	
  140px	
  x	
  100px	
  to	
  minimize	
  the	
  white	
  space	
  
      between	
  images	
  and	
  copy.	
  Avoid	
  blue	
  backgrounds	
  in	
  
      the	
  image.	
  Images	
  with	
  bright	
  colors	
  such	
  as	
  red,	
  
      orange,	
  green,	
  and	
  yellow	
  tend	
  to	
  catch	
  the	
  eyes	
  
      beSer.
• The	
  copy	
  should	
  emphasize	
  key	
  words	
  such	
  as	
  FREE	
  
      or	
  $10	
  OFF	
  or	
  LIKE	
  OUR	
  PAGE	
  by	
  using	
  all	
  caps	
  and	
  
      must	
  have	
  a	
  strong	
  call-­‐to-­‐ac-on.	
  Do	
  not	
  use	
  all	
  caps	
  
      more	
  than	
  3-­‐4	
  -mes	
  in	
  a	
  single	
  copy.	
  
• The	
  landing	
  page	
  must	
  clearly	
  indicate	
  how	
  to	
  
      accomplish	
  your	
  specific	
  goals.	
  
You’re	
  Ready	
  to	
  Sell!

  Build and manage a                            Use Facebook data for
    loyal following                              better offer targeting
                        Increase and monetize
                       your Facebook fan base
More restaurants, better offers, only on Facebook




             For any questions/concerns or to
             submit a tip for our marketing guide,
             email: Jason@gettatable.com

             gettaTable.com
             Facebook.com/gettaTable
Facebook Coupon Case Studies

• Campaign:	
  Einstein	
  Bros.	
  Bagels	
  offered	
  a	
  free	
  Bagel	
  and	
  Schmear	
  coupon	
  exclusively	
  on	
  
Facebook	
  in	
  January	
  2010.
•	
  Objec6ves:	
  Drive	
  In-­‐store	
  traffic.	
  Acquire	
  Facebook	
  fans	
  for	
  the	
  company.
•	
  Tac6cs:	
  Had	
  a	
  week	
  “soY-­‐launch”	
  before	
  running	
  a	
  large	
  adver-sing	
  campaign	
  called	
  
reach	
  block	
  adver-sing.	
  Then	
  ran	
  a	
  reach	
  block	
  which	
  guaranteed	
  that	
  100%	
  of	
  a	
  targeted	
  
demographic	
  saw	
  an	
  ad.	
  
•	
  Results:	
  The	
  fan	
  base	
  grew	
  from	
  4,700	
  fans	
  before	
  the	
  coupon	
  to	
  36,000	
  fans	
  aYer	
  a	
  
week	
  without	
  using	
  large-­‐scale	
  adver-sing.	
  AYer	
  they	
  used	
  a	
  reach	
  block,	
  they	
  grew	
  to	
  
over	
  400,000	
  fans	
  in	
  a	
  month’s	
  -me.	
  
Facebook Coupon Case Studies

• Campaign:	
  P.F.	
  Chang’s	
  launched	
  a	
  free	
  leSuce	
  wrap	
  coupon	
  in	
  July,	
  2011.	
  
	
  
•Objec6ves:	
  Drive	
  in-­‐store	
  traffic.	
  Acquire	
  Facebook	
  fans	
  for	
  the	
  company.
	
  
•Tac6cs:	
  Posted	
  about	
  the	
  offer	
  on	
  their	
  wall	
  a	
  total	
  of	
  15	
  -mes	
  during	
  the	
  month	
  of	
  July.	
  
P.F.	
  Chang’s	
  also	
  built	
  a	
  Facebook	
  tab	
  as	
  a	
  landing	
  page	
  for	
  adver-sing.	
  
	
  
•Results:	
  P.F.	
  Chang	
  restaurants	
  brought	
  in	
  50,000+	
  guests,	
  40%	
  of	
  them	
  new	
  customers,	
  
during	
  the	
  campaign.	
  The	
  restaurant	
  chain	
  doubled	
  the	
  fan	
  base	
  to	
  420,000	
  three	
  months	
  
aYer	
  the	
  one-­‐month	
  campaign	
  began.	
  

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Restaurant Marketing Cookbook 2.0

  • 1. Turns your Facebook page into a commerce page Restaurant Marketing Cookbook
  • 2. Table  of  Contents •  Welcome  to  ge*a!Table •  Why  Use  Facebook? •  Facebook  Timeline  Best  Prac;ces •  Four  Keys  to  Restaurant  Facebook  Marke;ng •  Facebook  Adver;sing  Tips •  Appendix:  Facebook  Coupon  Case  Studies
  • 3. Welcome  to  ge*a!Table™ Who  We  Are: The getta!Table™ dining network features the industry’s best restaurants in Boston, Providence, and Chicago. Acquire new fans and find loyal customers by being a part of an exclusive network that diners trust. Why It’s Important: getta!Table™ lets restaurants optimally utilize their existing fan base by converting their Facebook presence into customer acquisition, retention, and sales. x Why It’s Different: Our business model differs heavily from the Groupon/LivingSocial model, which leaves restaurants facing high commissions, poor returns on investment, and low customer retention rates.
  • 4. Welcome  to  getta!Table™ Sell  E-­‐Cards  to  Your  Fans! Ø Sell    e-­‐Cards,  including  e-­‐Gift  Cards,   directly  from  your  Facebook  page. Ø Point  consumers  from  your  website  or   from  your  restaurant  to  your   Facebook  page  to  buy  their  e-­‐Card   including  e-­‐Gift  Cards. Ø Acquire  fans  and  capture  emails  while   selling  e-­‐Cards.   Ø No  transaction  charges  or  hidden  fees.
  • 5. Welcome  to  getta!Table™ Gain Fans with Coupons! Ø Offer  coupons  for  free  items  such  as   dessert,  2-­‐1  entrees,  or  free  drink. Ø Allows  for  rapid  fan  acquisi;on  and  are   the  main  mechanism  through  which   restaurant  offers  go  viral.   Ø Free  items  on  coupons  oTen  generate   more  traffic  than  equivalent  discounts. Ø Coupons  drive  website  and  Facebook   views  and  likes.   Ø Capture  fans  and  emails.
  • 6. Welcome  to  getta!Table™ Promote Special Events & Offers! Ø Compose  exclusive  offers  that  you  can   schedule  in  advance. Ø Presell  seats  for  special  events  and   occasions.   Ø Post  promo;onal  deals  that  require  fan   likes  or  other  fan  ac;va;on  experiences.   Ø Offer  deals  on  food  items  for  which  you   completely  manage  quan;ty,  valid  dates,   and  discount  amounts.  
  • 7. Welcome  to  ge1a!Table™ Key  Takeaways: Ø Marke6ng  Engine:  Restaurants  have  100%  control   over  offer  management.  No  commission  fees  or   outrageously  high-­‐risk  deals. Ø Commerce  Engine:  Checkout  happens  directly  on   the  merchant’s  Facebook  page.  Fans  never  have  to   leave  the  page.  All  money  from  purchases  goes   directly  into  merchant  bank  accounts. Ø Customer  Management  Tool:  Provide  coupons,   eCards,  and  offers  to  your  fans  and  acquire  more   fans  and  email  addresses.   Ø Data  Engine:  Acquire  email  addresses  and  other   info  about  fans  and  friends  of  fans  via  OpenSocial   Graph  hooks  that  also  promote  viral  sharing.   Ø Technology-­‐Friendly  Engine:  Installa;on  takes  <1   min.  With  cloud  redemp;on  capabili;es  and  social   media  links  for  offer  promo;on.  
  • 8. Why  Use  Facebook?       Fact   1:   Fans   spend  more   -me  on  Facebook   than  on  almost  any  other  online  site.     Fact   2:   The   same   people   who   eat   in   your   restaurants  are  spending   8  hours  per  week   on  the  site.     Fact   3:   Approximately   53%   of   the   people   who  use  Facebook  always  have  it  open.        Fact  4:  Most  people  make  restaurant  plans   6    hours  before  they  walk  into  a  restaurant.        Fact  5:  The  most  common  way  that  people   find  out  about  restaurants  is  from  their   friends  and  friends  of  friends.
  • 9. Why  Use  Facebook? Create a special promotion designed to fill seats for a slow Tuesday evening. Let fans know in dynamic fashion that 3 tables just opened up. Let your fans do the work for you as Facebook is the perfect medium for word- of-mouth referrals.
  • 10. Timeline Best Practices • Prepare  a  cover  photo  850px  x  315px.  Avoid   low  resolu-on  images  or  images  with  blue   backgrounds.  Choose  a  profile  photo  180px  x   180px;  a  logo  is  recommended. • Ensure  that  the  Daily  Offers  app  is  within  view   for  fans  to  easily  see  it.  Swap  the  app  order  as   needed. • Highlight  important  posts  by  pinning  them  to   the  top  of  the  -meline.  Pinning  a  special  offer   to  the  top  of  the  -meline  ensures  maximum   exposure  of  the  offer.  There  is  a  7-­‐day  pinned   post  limit.   • Post  offers  on  your  -meline  with  geSa!Table’s   share  features.  Promote  your  posts  to  increase   the  level  of  reach  for  your  fans  for  as  liSle  as  5   dollars.   • Engage  with  photos,  videos,  and  links!  
  • 11. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Overview:   Use  the  coupon,  offers,  and  eCard  func-onality  of   the  geSa!Table™  soYware  toolkit  to  manage  your   best  customers.  To  best  grow  and  leverage  your   Facebook  fan  base,  we  recommend  following  the   four  keys  to  restaurant  Facebook  marke-ng: Key  #1:  Acquire  a  geo-­‐targeted  fan  base.   Key  #2:  Ac-vate  fans  by  giving  them  a  reason  to   go  to  your  page  or  restaurant. Key  #3:  Convert  a  new  fan  into  a  returning   customer. Key  #4:  Turn  a  returning  customer  into  a  loyal  fan   and  brand  advocate.  
  • 12. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Acquire  Fans •  Create  a  coupon  featuring  a  deal  that  is   compelling,  clear  in  its  restric6ons,  and  is   easily  a1ainable.   •Next,  create  a  centralized  social  media  campaign   for  the  coupon:  Broadcast  the  offer  on  TwiSer.  Use   a  pinned  post  to  feature  the  offer  on  your  -meline.   Create  a  Facebook  ad  that  links  directly  to  your   offer  and  targets  poten-al  new  fans.     •  Spend  a  li1le  6me  each  day  socializing:  Interact   on  the  fan  pages  of  foodies,  mothers  with  food  blogs,  and   any  public  page  that  you  would  expect  your  target   audience  to  visit.    
  • 13. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Ac6vate  Fans •  Engage  fans  daily  by  asking  ques;ons,  holding   contests,  and  pos;ng  pictures.  A  4:1  ra;o  of   engaging  posts  to  self-­‐promo;onal  posts  is   recommended.     •  CraT  coupons  and  offers  that  encourage  social   sharing  and  discovery,  e.g.  bring  a  friend  to  dinner   and  get  20%  off  on  a  $50  meal,  the  first  100   Facebook  fans  who  share  this  offer  on  Facebook  get   a  free  appe;zer  with  purchase  of  an  entrée,  etc.   •  Post  pictures  or  videos  of  your  food  or  restaurant   on  your  ;meline.  
  • 14. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Convert  Fans •  CraT  and  announce  new  deals  at  least  bi-­‐weekly  to   convert  fans  into  returning  customers.  This  ensures   that  they  have  a  reason  to  regularly  return  to  your   page. •  Upsell.  Incen;vize  fans  with  new  menu  items,  e.g.   a  free  dessert  when  you  try  our  new  entrée  through   deals  and  offers  that  you  control.   •  Hold  contests  that  reward  your  fans  for   interac;on.  For  example,  offer  a  free  dinner  to  one   lucky  fan  who  likes  a  post  or  to  one  fan  who   comments  about  their  favorite  menu  item.  
  • 15. Four  Keys  to  Restaurant  Marke;ng        Acquire  Fans Ac6vate  Fans Convert  Fans    Keep  Fans  Loyal Keep  Fans  Loyal •  The eCard is the perfect mechanism for rewarding loyalty in your fans. • Brand  the  eCard,  e.g.  “Abigail’s  A-­‐list  Card.”  to  fit   your  needs. •  Assign  tangible  benefits  that  reward  loyalty,  e.g.   for  $10  a  year,  get  a  table  with  no  wait  any  day  of  the   week,  or  for  $25  a  year,  get  10%  off  your  bill  every  3   months
  • 16. Facebook  Advertising  Tips • Specify  your  precise  goals,  e.g.  driving  “likes”  to  your   Examples: fan  page  or  driving  a  targeted  audience  to  an  offer.   • Use  images  featuring  aSrac-ve  individuals,  happy   people  ea-ng  food,  and  pictures  of  food.  Use  images   that  are  140px  x  100px  to  minimize  the  white  space   between  images  and  copy.  Avoid  blue  backgrounds  in   the  image.  Images  with  bright  colors  such  as  red,   orange,  green,  and  yellow  tend  to  catch  the  eyes   beSer. • The  copy  should  emphasize  key  words  such  as  FREE   or  $10  OFF  or  LIKE  OUR  PAGE  by  using  all  caps  and   must  have  a  strong  call-­‐to-­‐ac-on.  Do  not  use  all  caps   more  than  3-­‐4  -mes  in  a  single  copy.   • The  landing  page  must  clearly  indicate  how  to   accomplish  your  specific  goals.  
  • 17. You’re  Ready  to  Sell! Build and manage a Use Facebook data for loyal following better offer targeting Increase and monetize your Facebook fan base
  • 18. More restaurants, better offers, only on Facebook For any questions/concerns or to submit a tip for our marketing guide, email: Jason@gettatable.com gettaTable.com Facebook.com/gettaTable
  • 19. Facebook Coupon Case Studies • Campaign:  Einstein  Bros.  Bagels  offered  a  free  Bagel  and  Schmear  coupon  exclusively  on   Facebook  in  January  2010. •  Objec6ves:  Drive  In-­‐store  traffic.  Acquire  Facebook  fans  for  the  company. •  Tac6cs:  Had  a  week  “soY-­‐launch”  before  running  a  large  adver-sing  campaign  called   reach  block  adver-sing.  Then  ran  a  reach  block  which  guaranteed  that  100%  of  a  targeted   demographic  saw  an  ad.   •  Results:  The  fan  base  grew  from  4,700  fans  before  the  coupon  to  36,000  fans  aYer  a   week  without  using  large-­‐scale  adver-sing.  AYer  they  used  a  reach  block,  they  grew  to   over  400,000  fans  in  a  month’s  -me.  
  • 20. Facebook Coupon Case Studies • Campaign:  P.F.  Chang’s  launched  a  free  leSuce  wrap  coupon  in  July,  2011.     •Objec6ves:  Drive  in-­‐store  traffic.  Acquire  Facebook  fans  for  the  company.   •Tac6cs:  Posted  about  the  offer  on  their  wall  a  total  of  15  -mes  during  the  month  of  July.   P.F.  Chang’s  also  built  a  Facebook  tab  as  a  landing  page  for  adver-sing.     •Results:  P.F.  Chang  restaurants  brought  in  50,000+  guests,  40%  of  them  new  customers,   during  the  campaign.  The  restaurant  chain  doubled  the  fan  base  to  420,000  three  months   aYer  the  one-­‐month  campaign  began.