CERVION SYSTEMS EMAIL MARKETING OVERVIEW Using Email Broadcasts to Change Customer Behavior and...
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Transcript of CERVION SYSTEMS EMAIL MARKETING OVERVIEW Using Email Broadcasts to Change Customer Behavior and...
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CERVION SYSTEMS EMAIL MARKETING OVERVIEWUsing Email Broadcasts to Change Customer Behavior and Drive Increased Sales
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• A typical restaurant should allocate 3% - 6% of sales to marketing (For new businesses, this should be more)
• MISTAKE: Some restaurant owners look at slow periods and think that's when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour business and forgo building on top of their busy periods… but MARKETING IS MORE LIKELY TO MODIFY EXISTING BEHAVIORS THAN CHANGE BEHAVIOR ALTOGETHER
• BUILD ON YOUR EXISTING CUSTOMER BASE: new customer acquisition is 7-10 times more expensive than building restaurant sales through increased frequency, check average and party size.
• -http://www.restaurantreport.com/departments/biz_restaurant_marketing.html
SOME RESTAURANT MARKETING FACTOIDS…
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Included for “as a Service” customers
High volume rates more cost effective than competitors like Mail Chimp, Constant Contact
Cervion offers more features than competitors, with managed service plans available
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CUSTOM BRANDING
DINERWARE POS INTEGRATION
AUTO RESPONSE SYSTEM
OPEN/CLICK ANALYTICS
INCLUDED WITH “AS A SERVICE”
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• Welcome message is delivered to new subscribers within minutes when entered into your Dinerware Customer Database
• Choose a welcome message and “reward” incentive like this free dessert coupon
• Automated Birthday and Anniversary messaging included
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EMAIL MARKETING WITH BIRTHDAY/ANNIVERSARY REMINDERS….
COULD THIS GET US ONE OR TWO EXTRA TABLES PER WEEK?
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Gain insights with open/click analytics!
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CONVERSION =
• Making a reservation
• Placing a web-based order (preferably DOLO )
• Downloading the coupon and showing up at the restaurant to spend $$$$
THE EMAIL MARKETING FUNNEL…
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Open/Click/Share Detail for Individual Users…
Really more relevant for big-ticket items, or for our purposes, but still a cool/nifty feature for Restaurant customers
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EMAIL LIST BUILDING TIPS… Staff Contest
“Fishbowl” Concept
Footer of Guest Check
Check Presenter Cards
Website Form
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Top-of-mind awareness (TOMA) is a brand or specific product coming first in customers' minds when thinking of a particular industry.[1]
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“TOP OF MIND” E-BLAST IDEAS… Entertainment/Specials
Simple Drink or Food Recipe
Coupon/Promotion
Link to Online Ordering
Always link back to Website
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EMAIL MARKETING: THE HIGHEST ROI PER $ IN THE DIGITAL SPACE
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THE MESSAGE:
WE ARE A PARTNER IN OUR CUSTOMERS’ SUCCESS
• WE UNDERSTAND THEIR NEEDS
• WE PROVIDE THE TOOLS TO HELP THEM WIN