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...
CERVION SYSTEMS EMAIL MARKETING OVERVIEWUsing Email Broadcasts to Change Customer Behavior and Drive Increased Sales
• 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…
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
CUSTOM BRANDING
DINERWARE POS INTEGRATION
AUTO RESPONSE SYSTEM
OPEN/CLICK ANALYTICS
INCLUDED WITH “AS A SERVICE”
• 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
EMAIL MARKETING WITH BIRTHDAY/ANNIVERSARY REMINDERS….
COULD THIS GET US ONE OR TWO EXTRA TABLES PER WEEK?
Gain insights with open/click analytics!
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…
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
EMAIL LIST BUILDING TIPS… Staff Contest
“Fishbowl” Concept
Footer of Guest Check
Check Presenter Cards
Website Form
Top-of-mind awareness (TOMA) is a brand or specific product coming first in customers' minds when thinking of a particular industry.[1]
“TOP OF MIND” E-BLAST IDEAS… Entertainment/Specials
Simple Drink or Food Recipe
Coupon/Promotion
Link to Online Ordering
Always link back to Website
EMAIL MARKETING: THE HIGHEST ROI PER $ IN THE DIGITAL SPACE
THE MESSAGE:
WE ARE A PARTNER IN OUR CUSTOMERS’ SUCCESS
• WE UNDERSTAND THEIR NEEDS
• WE PROVIDE THE TOOLS TO HELP THEM WIN