1. Email Marketing to Increase Sales & Guest Loyalty Wednesday, March 23, 2011

2. Fishbowl Cocktail Facts 10 years old, 130+ employees- Alexandria, VA based The leading provider of on-demand marketing software and services to the restaurant industry Serving over 40,000 restaurant locations Managing an opt-in member database of over 50 million guests More than 1.5 billion email messages distributed annually Technology and services designed specifically for the restaurant industry Chosen partner of leading organizations in the restaurant industry…

3. Agenda Why Email? Growing Your List Elements of a Successful Email Program Create Loyalty Campaign Opportunities Local Store Marketing Integrating Social Media Tracking & Measuring Results 10 Tips to Walk Away With

7. Three Core Components Drive customer Interest & return visits Build a loyal customer base Measure impact on Sales & ROI

9. Staff Engagement & Incentives

10. POS Materials

11. To-Go Bags

12. Window Clings

13. Placemats

15. Social Media Sites

16. Contests/Sweepstakes

17. Forward to a Friend

18. Online Reservations

20. Mobile Phone Applications

21. Loyalty Cards

23. 12-18 brand and community messages per year

24. 1-2 other “Surprise” offers, usually one-day offers = Total of 18-24 communications per year

25. Create Loyalty

27. No-strings attached Birthday Gift

28. 40% redemption rates (versus 8-12% Fishbowl average)

29. Results: $200,000 in directly attributable sales

31. Special Menus, Events

32. Cause Marketing

33. Case Study Subject Line: Helping Others Never Tasted So Good Target Audience: 78,141 Open Rate: 41% Click Throughs: 3,171 RESULT: Sales company-wide up over 4% for the week

34. Kid Friendly Promotions

35. Target Your Best Guests Integrate your email program with local online reservation solutions to increase recognition, results, measurability “Click here to book your birthday dinner—and gift from us” Create other promotions for holidays, slow dayparts Seamless software integration with “Reserve Now” button

36. EVENT Valentine’s Day lunch and dinner special menus Promoted with 2 emails to list of 3,905 members. Included link to reserve online RESULTS 23% open rate, 149 click-through’s Sold out entire restaurant

37. Have Fun! 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.

38. Is email really Social? How are people sharing?

39. Fan Signs Up for E-club Connecting Facebook Fans to Email databases

40. Facebook Email Join Form 22

41. Turn Your Customers into Promoters Social Sharing Links: A simple click of the Facebook sharing button, inserted into your restaurant’s emails, and recipients can promote your restaurant’s messages to their friends across the Facebook network. The average social media user has nearly 200 friends with which to share your restaurant’s messages Facebook Stats: The average Facebook user has 120 “friends,” and their communications pack the power of a personal referral – not advertising clutter.

42. Strengthen Guest Relationships Extend your restaurant’s relationship with its email club members by offering an easy way to connect on social media sites Allow guests to connect with you on social networks directly from your email campaigns Automatically insert social links that match the guest’s preferred location Include follow links for Twitter, Facebook, Myspace, Yelp! Offer incentives for E-club list members to “like” and “follow” your brand

45. Improve effectiveness through measurement and testing

46. Compare your performance to industry benchmarks

47. Share campaign results with your staff

49. All-In Per Store 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% direct 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 offers (4,800)(4,800) (=) Net incremental sales $ 19,200 $ 99,200 (-) All discounts (600 x $ 9) (5,400) (5,400) (-) 40% direct costs (on incremental sales) (7,680)(39,680) (=) Added Profit before program costs$ 6,120$ 54,120

50. 10 Tips to walk away with Build your list through multiple channels Create fun and interactive emails Emphasize your brand personality Be open and responsible Manage the frequency Don’t be Boring! Shape the customer experience- Provide ROI Integrate with social media Measure and share your results Create Loyalty- Current guests are best source of new guests

51. Questions?

52. THANK YOU! Twitter.com/fishbowljoe Facebook.com/fishbowljoe jgabriel@fishbowl.com Stop by Booth #529 for more info Show Special- FREE Custom Template