Mobile Marketing:From the Kitchen to the Smartphone
Jodi CraftDirector of Product Marketing
Web.com@webdotcom
Kyle AghaOwner
New Town Bistro@NewTownBistro
Jason StemmAssociate Vice President
Lewis & Neale @NYCubsFan
Mobile Marketing: From the Kitchen to the Smartphone
Breaking it DownWhat is mobile marketing?Communicating and engaging with your audience in an interactive and relevant manner through any mobile device or network
Mobile Marketing: From the Kitchen to the Smartphone
It’s Becoming a Mobile World
Number of people who accessed social network or blog over smartphone 2010 v. 2011 (3 mo. average)
Source: Comscore
Mobile Marketing: From the Kitchen to the Smartphone
Online Research for Decision Making
Source: Role of Restaurants for Online Use – Google
Mobile Marketing: From the Kitchen to the Smartphone
And in Turn… Mobile
Source: Role of Restaurants for Online Use – Google
Mobile Marketing: From the Kitchen to the Smartphone
Three Reasons why Mobile Sites are Important
Mobile-friendly sites positively impactconsumer attitudes
Mobile usage is exploding. It’s time to prepare.
Consumers take immediate action on mobile-friendly sites.
Mobile Marketing: From the Kitchen to the Smartphone
A Test…Load http://www.hellskitchen-nyc.com on your phone
Mobile Marketing: From the Kitchen to the Smartphone
Now Try…
http://www.hellskitchen-nyc.mobi
1. Keep it quick2. Simplify navigation3. Be thumb-friendly4. Design for visibility5. Make it accessible6. Make it easy to convert7. Make it local8. Make it seamless9. Use mobile site redirects10. Listen, learn and iterate
Mobile Marketing: From the Kitchen to the Smartphone
Local Search• 97% of consumers search for local businesses online.• While consumers search online, the majority (64%)
expect the business location to be within a distance of 15 miles.
http://www.google.com/places/Source: Google Places for Business, (Source: TMP Directional Marketing/15miles & comScore, Local Search Usage Study Q3 2010
Mobile Marketing: From the Kitchen to the Smartphone
It’s Just a Little Step from Mobile to Social
Mobile Marketing: From the Kitchen to the Smartphone
Mobile Marketing: From the Kitchen to the Smartphone
Smartphone/Social Networking ActivitiesSmartphone Social Networking Activitiesby Share of Social Networking Audience
People are sharing their experiences on-the-go
Customers are listening to you
Mobile Marketing: From the Kitchen to the Smartphone
Food as a Shared Experience• Food is intrinsically social.• Mobile and social media just change the venue for
the shared experience from physical to virtual.
Mobile Marketing: From the Kitchen to the Smartphone
Adding ValueThere is a fine line…
The right amount of mobile interaction is engaging and helpful.
Too much, and you quickly become spam.
Mobile Marketing: From the Kitchen to the Smartphone
Messaging for MobileLess is More!– Take a lesson from Twitter:
Think in 140 characters!– A picture says a thousand words
Half off pitchers of Sangria tonight!
Mobile Marketing: From the Kitchen to the Smartphone
Mobile/Social is atwo-way street - Engage!
Do you have a Smartphone? Use it like your customers and talk to them.
Messaging for Mobile
Mobile Marketing: From the Kitchen to the Smartphone
Messaging for MobileSegment your customers
Mobile Marketing: From the Kitchen to the Smartphone
Mobile PublishingMobile adds a whole new dimension to publishing- Video, interactive, how-to, even social components
The Professional Chef iPad app by the Culinary Institute of America
$49.99 for the whole book$2.99 per chapter
Mobile Marketing: From the Kitchen to the Smartphone
Mobile Publishing
Mobile Marketing: From the Kitchen to the Smartphone
SMS Text Marketing
• 10-20% response rate for Text promotions. Prices vary but can be for as little as 3 cents a message
• Texts are read within 4 minutes of receiving, while email can take up to two days
Mobile Marketing: From the Kitchen to the Smartphone
SMS Text MarketingText can deliver the right message at the right place and at the right time
From a Jello Shot…. To an Amuse Bouche!
Mobile Marketing: From the Kitchen to the Smartphone
What about an App?• PROS
A loyal crowd• CONS
Can become saturated
Mobile Marketing: From the Kitchen to the Smartphone
Smartphones are the new customer loyalty tools– Check-ins– Menu Item-specific– Dollar amount
Mobile Marketing Loyalty
Mobile Marketing: From the Kitchen to the Smartphone
Fun Ways to Use QR Codes
App Awareness
Even Parties!
Mobile Marketing: From the Kitchen to the Smartphone
Results• 10% to 20% redemption rate on text specials• Sending an SMS promotion on a weekday around
10:30 am results in a 10 to 15 guest increase for lunch
• SMS blast cost: $30• Revenue from extra lunch seats: $180
Mobile Marketing: From the Kitchen to the Smartphone
Download the Presentation:
Mobile Marketing: From the Kitchen to the Smartphone
Create a Mobile Site Today!Visit: NetworkSolutions.com
and click “Mobile” in the upper right corner
Jodi CraftDirector of Product MarketingWeb.com@webdotcom
Kyle AghaOwnerNew Town Bistro@NewTownBistro
Jason StemmAssociate Vice PresidentLewis & Neale @NYCubsFan
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