2. Welcome and Introductions
Speakers
ORA Strategic Partners
ORA Staff
Agenda
Lunch Format and Raffle Prizes
Folder Contents
Attendee Networking List
Housekeeping
3. 45 Marketing Tips in 45 Minutes
Presented by
Jaime Oikle, Running Restaurants.com
5. #1) Prioritizing: Online Marketing
Pyramid
1 Web
Site
Importanc
Text
Email Marketing Messaging
2
e
Facebook Claim Listings
Mobile Site Twitter YouTube Linked Blogging
In
3
Social
Location Apps QR codes
other…
Mobile other…
6. #2) Review Your Website…
On a desktop…
With different browsers…
Laptop…
iPad…
Smartphone…
From Google (places)
From Yelp/Urbanspoon
Foursquare/Citysearch
And more…
15. #8) Menu Importance on Website
1. A top thing looked at
2. Should be done in
HTML
3. Not with images /
flash
4. PDF as a backup
5. PDF have link back
to site
6. Easy to update
21. #9) SEO TIPS…
Good SEO = top positioning = increased
exposure
Have good Page Titles
Keyword usage
Keep content fresh
Have menu in text/html
Don‟t use flash
Add content (more pages)
Blog
Email archive
Coupons / Specials
Chefs / People / Awards
Claim your listings
22. Page Titles for SEO…
Restaurant name
City / State
Cuisine
Keywords
All pages!
23. #10) Getting Traffic to Your Site…
In store Email newsletter
Menu Social media
Host Stand SEO
Post Card
Cross links
Check Presenter
Google ad words
Business Cards
Facebook ads
Table Tents
etc. Claim listings
Have content
Keep at it…
25. #12) Types of Email Messages…
Brand & Community (12-18)
Marketing
Content
Events
Charity
Loyalty (2-3)
Welcome, birthday,
anniversary
Surprise (1-2)
Black Friday GC offer…
18 – 24 per year (1-2 per
month)
26. #13) Elements of an Email…
Subject Line Event info
Restaurant logo Specials
Branding A “hook”
(consistent) A deadline
Great photo(s) Easy to transact
Headline & Tagline Timely
Body text Full contact info
Reason why Various website
bullets links
Offer(s) Reservation link…
Call to action(s) Social media links
Content
27. #14) Email Format
Ideas… Subject Line: “November
at Fleming's - An Early
Holiday Gift for You” (sent
11/1)
Quick Links &
Nav links
Nice Main Offer
and Photo
Gift Card Offer
Content: Steak &
Wine
28. #15) Restaurants & Birthdays
Everyone has one!
Everyone loves theirs!
1-2 or more b-day
meals!
Send great offer!
Don‟t be stingy…
Try no strings…
High redemption rate
Bring others with them!!
Celebratory event!
Try to uncover b-days!
29. #16) Calendar Events & Email
Email Subject Line:
“REMINDER: Make
Your Father's Day &
Graduation
Reservations Early”
Top of mind
awareness!
30. #17) Promoting @ The Weather
Let them know
you‟re open!
Show your
toughness!
Show there for
community!
Charity tie-ins
Be ready for big
storms…
33. #19) Text vs. Paper…
Paper coupons have a life of less than 4
days
Mobile coupons have a life of 21 days
98% of Text messages are read
Average text message is read in 4 minutes
Paper coupons have less than 1%
redemption rate.
Mobile Coupons have a 10% to 30%
redemption rate
Forwarding = viral marketing
34. Text Case Study: El Chico Cafe
1st Promotion
Buy 1 entrée get 2nd
half price & 2 for 1
Margaritas
487 people in
Database
5.3% Redemption in
1st 4 hrs
19.7% Redemption in
7 days
$2,592Revenue
$94.50 Investment
2,742% ROI
35. #20) How to List Build…
Staff
Table tent /
placemats
Menu / check
presenter
Bowl / Box / Paper
slips
POS receipts
Loyalty Programs
QR code
Website & Online
36. #21) What to Talk About…
ICEE (Inspire, Kid stuff…
Connect, Entertain,
Educate) Holiday &
Go „Behind the seasonal…
Scenes‟ Sports…
Photos & Videos
GC‟s &
Events…
merchandise…
New menu items…
Promotions… Catering &
Sweepstakes / Takeout…
Contest Party Planning…
Restaurant news…
37. #22) Get a Great Cover Photo on
FB
Big!
Changeable
No URL‟s
No calls to action
No contact info
43. #25) Claim Your Listings on Review
Sites
You‟re already
there
Take control…
Web & mobile…
Decisions being
made!
Monitor…
44. Claim Your Listings: where to
go…
Google Places: http:// www.google.com/places
Bing Maps: http:// www.bingbusinessportal.com
Yahoo Local: http:// listings.local.yahoo.com
Yelp: http://biz.yelp.com/signup
Urbanspoon: click “Is this your restaurant”
Tripadvisor: click “update business details”
Citysearch: http://www.citygridmedia.com/advertise-
locally/
Foursquare: https://foursquare.com/business
45. #26) Know that Mobile is Kicking A**
50.4% smartphones in US (Nielsen 3/12)
81% browse the Internet
77% search
68% use an app
48% use it to get coupons and vouchers
95% use smart phone to look for local information like
pizza places, movie show times
77% have contacted a business, with 61% calling and
59% visiting the local business
74% make a purchase based on a smart phone search.
88% use browsed information to take a decision on the
same day.
Yet 72% of website owners don‟t have a mobile
optimized website.
49. #28) Mobile Site Elements…
Name & logo
Location (addr, city, state, zip)
Hours / Map / Direction
Email & social links
Menu
Events
Coupons/Specials
Reservations, Ordering, GC‟s
Other…
58. #32) Use QR codes on…
Table
tents/posters…
Menus…
Doors/signage…
Print Ads…
Postcard…
Menu presenter
Business cards
Receipts…
59. #33) Link QR codes to…
Daily specials
Menus
Drinks
Order pages
Reservations
Nutritional info
Email or text join
Events
Offers / Coupons
Videos / photos
Survey & more…
60. #34) Think About Getting an App
Icon!
Notifications
Better experience
Self contained
Faster
Ordering
Pull vs. top of mind
61. #35) Growing Your Twitter Followers…
Ensure Readiness…
Website/Email/Faceboo
k
Signage/Table Tents,
etc.
Follow…
Good Posts
Retweet / Reply…
Tweetup…
Be active & take part
62. #36) Do a Tweetup…
Twitter users event
Meet at restaurant
Post text and photos
#hashtag
Buzz
Large awareness
Fun!
67. #38) Reasons for Video…
The I‟s…
Immersive
Impactful
Inexpensive
Immediacy
Sharing & Viral
Embed & cross post
68. #39) Video Tips…
Short
Moving
Informative
Entertaining
Focused
Branded
69. What to do with Video…
Kitchen scene & menu
Wine & Beer
Mixologist
Private Party space
Catering / Classes
Events…
Customers…
Community…
72. #40) Blogging for Restaurants
Deeper
connection
Tell a story
Personality
73.
74. #41) Get on LinkedIn…
Business professionals “Facebook for
businesses”
Skews male / older / higher income
Networking
Connection
Job Hunting & Recruiting
Doing Business!
75. What to do on LinkedIn…
Complete a good profile
Build your network
Join & participate in groups
Post updates
Participate in “Answers”
Create Company Page
76. LinkedIn: Profile…
Full name & photo
Headline (title)
Work Experience
Schools
Website links
Get customized
URL
Recommendations
Connect Twitter
Publically
Available
77. #42) Location Based Sites
“Check-ins”
Mobile
Smart phones
GPS
Game
Incentives
78.
79. #43) Start Playing With Pinterest…
Virtual pinboards
Social sharing: pin,
repin, like, comment,
follow
Top 20 site (1.36
MM/day)
68% female
28% $100k+
15.8 min/day (FB 12.1
81. #44) Instagram for Restaurants…
Mobile App
Photo filters
Great retro images!
Encourage customers
to post with #hashtags
Like / Comment /
Share / Follow
82.
83. #45) Finding Time For It All…
Website: 30 min LinkedIn: 15-20 min
Blogging: 30-60 min
Email: 1 hour
Mobile: 15 min
Text:15 min
Location: 20 min
Facebook: 1 hour Apps: 15-20 min
Listings: 1 hour QR: 10 min
Twitter: 30-60 min Other: 15-30 min
Total: @ 8 hours (10-
YouTube: 30 min
12)
84. “Successful Online Marketing for
Restaurants”
6 sessions + mini classes
Websites
Facebook
Twitter, YouTube LinkedIn &
Blogging
Email & Text Message Marketing,
plus List Building
Mobile, Apps, QR, Location
Recap & Integration
116. 12 – 1 pm Networking Lunch
Visit Each Strategic Partner
Network with Your Peers
1 pm Raffle Drawings
117. Please Complete a Session Evaluation
Save the Date! NAPICS, February 17-18
THANK YOU!
Notas del editor
my pleasure to welcome you to our RES event, the Restaurant SM Summit – Tips to Getting & Keeping more customers. We know time is money and appreciate that you are investing four hours with us, so in order to make the most of your time, I will keep my comments very brief.
Just some brief introductions – Speakers, ORA Strategic Partners, StaffOur panel of experts will speak from 9:30 – 11:45, then we’ll take a break for 15 minutes so you can network with attendees, speakers and strategic partners.Lunch will begin at 12 and at about 12:50 we’ll draw raffle prize winners and wrap up, so we’ll be done as promised at 1. Please be sure to visit each Strategic Partner and get their sticker for your card so you can enter to win fantastic prizes!I wanted to review the contents in your folder.Housekeeping:Emergency Exit, restrooms if you need to take a break, cell phones to vibrate, you have a Lunch catered by ORA member Polaris Grill
Jaime Oikle, RunningRestaurants.com
Christina Christian, Yelp
Jarrod Clabaugh, Ohio Restaurant Association
Charly Bauer, Jeni’s Splendid Ice Creams
Please take a few moments to complete the session evaluation so we can continue to improve on our member offerings.Save the date for NAPICS, 2/17-18Lots of thank you’sTo our fantastic speakers To the ORA staff for your participation today and a special so to Bren CueniThank you to ORA Strategic Partners and To you our members for your membership investment and your contributions to the Ohio foodservice industry