1. “How to grow sales using email marketing” ACVA 5.12.10
2. Topics Today: Online Marketing Landscape Value Of Email Marketing How to Build a List How to Use Email: Case Studies Tying in Social Media How to Measure Results How to Manage Your Program Closing Tips 2
3. (Confusing) Online Landscape Thanks for joining the BW3 mobile vip club receive mobile features alerts via text message. visit BW3.mobi to see more special events and offers ?!!!!
4. …Little Bit Less Confusing Thanks for joining the BW3 mobile vip club receive mobile features alerts via text message. visit BW3.mobi to see more special events and offers Customer Acquisition Customer Retention
8. OT Boutique District 2 year old innovative multi-merchant program Email is part of larger marketing plan that includes, web, direct mail, print, PR Co-registration allows individual merchants and OBTD to both touch customers Focus is on 4-5 events per year It’s working: “Summer Stroll” drove 30%-300% increases in merchant sales
9. Boutique District Other events: Scavenger hunt (passport program) Halloween stroll Holiday shopping night Black Friday Close integration with Facebook and Twitter
19. How to Build a List-Part 2 6 Key Steps Design and set-up your Welcome and Birthday offers “W.I.I.F.M?” (be generous….BOGO or better) Print sign-up slips..keep them simple! Add online join form to your web-site and Facebook page Set a goal of 2,000 names in first year = 166 per month = 6 per day = < 1 per server per shift! Train servers, hosts (use carrots and sticks: quota & rewards) Keep score, share results: List growth by week, month, server Loyalty redemptions + other campaigns 11
22. 1-2 other “Surprise” offers, usually one-day offers = Total of 18-24 communications per year
23. No Shortage of Ideas… Loyalty gifts Holiday/Seasonal events Signature events, PR Weather Charity/Community Wine, Beer, Food menu nights Vendor sponsored events Contests & Viral campaigns Sports events Kids-related Live music New menu / Recipes Gift card sales
25. Case Study 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
30. Case Study EVENT Valentine’s Day lunch and dinner special menus Promoted with 2 emails to list of 3,905 members RESULTS 23% open rate, 149 click-throughs Sold out entire restaurant
31. Special Menus, Tastings Event: Wine Dinner Prior to promoting through email, their ability to fill a wine dinner was “disappointing”. Result: Received 130 reservations the day the email was sent. Completely booked by the date of the event. 21
32. Special Menus, Tastings Event: Belgium Style Beer Dinner Promoted by email only. Result: Sold out 65 seats with a 20-person wait list. Scheduled a second date for event which also sold out. 22
34. Offbeat Ideas: (Create Your Own Promotion) Chorizo Fresh Mex “420” Promotion Five year old one-day promotion. Previously used print and direct mail support. Used email for first time in 2010. Result: Line at the door starting at 10:30 am. “Never seen anything like this” Frank M, Owner 24
35. More Off-Beat 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.
43. 33 Tying in Social Media 3 simple steps: Cross pollinate lists Cross publish promotions* Listen across all media
44. How to Measure Results List Size (2000 per year) List growth (10% per month) Open rates (25-50%) Redemption rates for offers (8-12%) Attendance & sales from non-offer events ROI: all-in program-related sales and costs Customer feedback Staff feedback 34
45. Bottom Line 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% costs, 20% cannibalization per store, full year:loyalty gifts only +1 visit/yr loyalty gift redemptions 600 600 additional undiscounted visits 02,000 total “program” visits 600 2,600 (x) check average = Added Sales $ 24,000 $ 104,000 (-) 20% cannibalization on coupons (4,800)(4,800) (=) Net incremental sales 19,200 99,200 (-) All discounts (600 x $ 9) (5,400) (5,400) (-) 40% direct costs (on incr sales) (7,680)(39,680) (=) Added Profit before program costs$ 6,120 $ 54,120
46. How To Manage Your Email Program Set up your email account Start with an “Inventory” of current activities to promote Build an “Ideas” file of new things to try Set aside 60-90 minutes every week to work on your guest marketing Plan for 1 to 2 promotions per month Compose and send emails (post to Facebook,Twitter, or SMS too) Respond to guest comments Track results, communicate to staff Can’t find the time? Hire someone. It’s worth it. * $54,120 / 78 hours = $693 an hour! 36
