IACP Panel on March 31, 2012

1. Mobile Marketing:
From the Kitchen to the Smartphone
Jodi Craft
Director of Product Marketing
Web.com
@webdotcom
Kyle Agha
Owner
New Town Bistro
@NewTownBistro
Jason Stemm
Associate Vice President
Lewis & Neale
@NYCubsFan

2. Breaking it Down
What 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

3. 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

4. Online Research for Decision Making
Source: Role of Restaurants for Online Use – Google
Mobile Marketing: From the Kitchen to the Smartphone

5. And in Turn… Mobile
Source: Role of Restaurants for Online Use – Google
Mobile Marketing: From the Kitchen to the Smartphone

6. Three Reasons why Mobile
Sites are Important
Mobile-friendly sites positively impact
consumer 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

7. A Test…
Load http://www.hellskitchen-nyc.com on your phone
Mobile Marketing: From the Kitchen to the Smartphone

8. Now Try…
http://www.hellskitchen-nyc.mobi
1. Keep it quick
2. Simplify navigation
3. Be thumb-friendly
4. Design for visibility
5. Make it accessible
6. Make it easy to convert
7. Make it local
8. Make it seamless
9. Use mobile site redirects
10. Listen, learn and iterate
Mobile Marketing: From the Kitchen to the Smartphone

9. 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

10. It’s Just a Little Step from Mobile to Social
Mobile Marketing: From the Kitchen to the Smartphone

11. Mobile Marketing: From the Kitchen to the Smartphone

12. Smartphone/Social Networking Activities
Smartphone Social Networking Activities
by 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

13. 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

14. Adding Value
There is a fine line…
The right amount of mobile Too much, and you quickly become
interaction is engaging and helpful. spam.
Mobile Marketing: From the Kitchen to the Smartphone

15. Messaging for Mobile
Less 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

16. Messaging for Mobile
Mobile/Social is a
two-way street - Engage!
Do you have a Smartphone?
Use it like your customers and
talk to them.
Mobile Marketing: From the Kitchen to the Smartphone

17. Messaging for Mobile
Segment your customers
Mobile Marketing: From the Kitchen to the Smartphone

18. Mobile Publishing
Mobile 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

19. Mobile Publishing
Mobile Marketing: From the Kitchen to the Smartphone

20. 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

21. SMS Text Marketing
Text 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

22. What about an App?
• PROS • CONS
A loyal crowd Can become saturated
Mobile Marketing: From the Kitchen to the Smartphone

23. Mobile Marketing Loyalty
Smartphones are the new customer loyalty tools
– Check-ins
– Menu Item-specific
– Dollar amount
Mobile Marketing: From the Kitchen to the Smartphone

24. Fun Ways to Use QR Codes
Even Parties!
App Awareness
Mobile Marketing: From the Kitchen to the Smartphone

25. 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

26. Download the Presentation:
Mobile Marketing: From the Kitchen to the Smartphone

27. Jodi Craft
Director of Product
Marketing
Web.com
@webdotcom
Create a Mobile Site Today! Kyle Agha
Owner
Visit: NetworkSolutions.com New Town Bistro
@NewTownBistro
and click “Mobile” in the upper right corner
Jason Stemm
Associate Vice
President
Lewis & Neale
@NYCubsFan
Mobile Marketing: From the Kitchen to the Smartphone