1. Post-Holiday Planning
Tips & Strategies

2. Fishbowl Best Practices Webinar
Hosted by:
Stephanie Congleton
Online Marketing Specialist

3. AGENDA
• Finishing the Year with Purpose
• Post-Holiday Tips & Strategies
• Thinking Ahead: 2013 Program Planning

4. FINISHING THE YEAR WITH PURPOSE

5. Resend Transaction-driving Messages to Non-Openers
• Maximize holiday revenue by re-blasting
your holiday mailing(s) to non-openers
• Be sure to adjust the subject line and include
a strong, time-sensitive call-to-action.
• Get your holiday bonus card now!
• Let us cook your holiday meal
• Free shipping won’t last much longer…
• Only 2 days left for this exclusive offer!

6. Year-end Messaging (12/26-12/31)
Consider sending a Thank you, Happy Holidays, or Happy New Year
message to your members
PRAGMATIC APPROACH
• Simple
• Straight Forward
• Transactional

7. Year-end Messaging - Recent Fishbowl Examples…
SPIRITED APPROACH
• Retrospective
• Interactive
• Animated

8. THINKING AHEAD: 2013 PROGRAM PLANNING

9. Review the Past Year and Plan for Next Year
• Review 2012 program goals and
compare to actual performance 2012 2013
FOCUS AREA
RESULTS TARGET
LIST SIZE
• Develop program objectives that Database 375,095 450,000
support 2013 business goals Net Growth 9.97% 20%
Churn 13.2% 8.0%
ENGAGEMENT
Set targets for each key area and
plan specific strategies and tactics Open Rate 19.75% 23.5%
to achieve them Click Thru Rate 3.25% 5.0%

10. Develop a Strong Messaging Calendar
•Strategically integrate email into your overall marketing calendar
• Support for other marketing channels (Promotions, LTOs, Holidays, etc.)
• Look for national and store-level messaging opportunities
• Follow frequency Best Practices:
• 1-2 national sends and 1-2 store-level sends per month
• Segment delivery to specific audiences when possible
• Avoid overlapping dates for store-level national mailings
Listings of food-themed holidays are available on the web:
http://www.theultimateholidaysite.com/holidays/2013-12/
http://www.tfdutch.com/foodh.htm

11. Give Your eClub a Year-end Check-up
WEBSITE TRIGGERED MESSAGE SOCIAL MEDIA
OPTIMIZATION ANALYSIS REVIEW AUDIT
11

12. Optimize Your Website to Gain New eClub Members
Prominent Appearance
• Significant size
• Bold colors
• Graphic or food photography
Multiple locations
• Home page
• Menu page
• Contact Us page
Prime placement
• On the Navigation bar
• Above the fold on the home page
• Grouped with Social Media links
Strong call to action
• Join Today
• Promote Welcome Offer
Top-tier brands maximize their website real estate to
• Promote Future Offers generate eClub joins

13. Optimize Your Website to Gain New eClub Members

14. Test and Address Triggered Message Performance
Welcome, Birthday and Anniversary messages should be reviewed periodically
to ensure that they are fresh, relevant and driving results
Creative
• Incorporate animation
• Keep the design simple
• Extended Shape
Offers
• Focus all messaging elements on one offer
• Include a clear call to action
• Position offer and call to action “above the fold” to drive
click- through and open rates.
Expiration window
• To increase the sense of urgency, limit the offer from
1 week to 1 month in length

15. Social Media Efforts Audit
Your eClub and Social Media programs should work
together to drive list growth and engagement
Fan conversion
• Be sure to include eClub sign up on your Facebook page
• Invite fans to join eClub in posts/ & tweets
Cross communication
• Post and promote eClub offers through Social Media
• All emails include an icon with links to Social Media pages
• Send emails to eClub members inviting them to be a Facebook
Fan and/or follow you on Twitter
Promotional tie-ins
• Run eClub sweepstakes on Social Media (ie: photo contests)
• Invite eClub members to share on your wall

16. Summary of Recommendations
• Use the week between Christmas and New Years to show appreciation to your eClub
members and capture transactions
• Thank you message
• Reblast to non-openers of transactional messages
• Get your eClub off to a good start by clearly defining it’s role within your overall
marketing strategy
• Set goals and performance targets; develop corresponding strategies and tactics
• Strategically integrate with other marketing channels
• Create a 2013 eClub mailing calendar
• Give your eClub program a year-end check-up to identify areas for improvement
• Website optimization analysis
• Offer review
• Social Media audit

17. Questions?
Thanks for your time! View this presentation & past webinars at:
http://www.fishbowl.com/news/presentations/

18. Upcoming Fishbowl Webinars
January 10th: Valentine’s Day Messaging Strategies

19. Resources
For information on Fishbowl’s creative and strategic Professional
Services offerings:
Enterprise Clients: Please contact your Account Director
Local Clients: Please contact your Sales Representative
Not yet a client? 800.836.2818 US & Canada Sales
0203 3030274 UK Sales
Technical questions?
Call our Support line 800.883.1984 or
email clientsupport@fishbowl.com
To get the most out of Fishbowl, existing clients, sign up here :
http://www.fishbowl.com/feature/webinar_enterprise_series