2015 Marketing OverviewWednesday, January 7th, 2015

I.   2014  Marke-ng  Achievements/Highlights    II.   2015  Marke-ng  Goals  III.   2015  Marke-ng  Calendar  IV.   Shane’s  Loyalty  Program  Updates      

Overview  

2014  Marke/ng  Achievements  •   Launched  New  Website  w/SEO  –  Q1  •   Boneless  Wings  (&  Honey  BBQ)  LTO  –  Q1  •   Comment  Card  Program  –  Q1    •   GTF  –  Q3  (Raised  $15k)  •   Rib  Giveaway  (May)  –  Q2  •   Shack  Wraps  LTO  –  Q2  •   Holiday  “Wait  &  Win”–  Q4    •   Retail  Displays  in  Shane’s  Restaurants  •   Food  Depot  –  11  Loca-ons    

I.  LSM  I.  PlumReward    II.  Con-nue  with  1%  NMF  Rebate  (qualifying  units)  

II.  4%  Increase  in  Comp  Sales  III.  Increase  Brand  Awareness  (PR)  IV.  Brand  Consistency    

 

2015  Marke/ng  Goals  

2015  Marke/ng  Calendar  •   Holiday  “Wait  &  Win”  –  Q1  

•  Addi-onal  .5%  BACK  Jan  &  Feb  

•   Spring  LTO  –  (April)  –  Q1    •   Rib  Giveaway  (May)  –  Q2  •   GTF  –  Q3  •   Summer  LTO  –  Q2  •   Holiday  “Wait  &  Win”–  Q4  

I.  Emphasis  on  Brand  Marke-ng  &  PR    II.  NCR/Aloha  

I.  Digital  Menu  Panel  Test  II.  Online  Ordering  Test  III.  Shane’s  Mobile  App  IV.  Loyalty  

III.  Nutri-onals  Posted  I.  Website  (End  of  Q1  2015)    II.  Pamphlets  (End  of  Q1  2015)    III.  Menuboards  (2015)  

IV.  FOH  Contest  Programs  (beyond  the  campaign  contests)  V.  Retail  Expansion  

I.  Gic  Cards  II.  Online  Store    III.  Food  Depot  

VI.  Internet  Marke-ng/  Website  SEO    

2015  Marke/ng  Ini/a/ves  

Retail  Expansion  •  Gic  Cards  

•  Blackhawk    •  NO  MORE  24  Hour  Ac-va-on  Delay!    •  Sold  11,388  gic  cards  (beg.  Through  Dec  31st)  

•  Kroger  Family  of  Stores,  Lowes  Food  Store,  Safeway,  giccardmall.com  •  Amazon.com  eGic  in  January  2015!      

•  Online  Store    •  Tool  to  Increase  Brand  Awareness  

•  BBQ/Wing  Sauces  in  Retail  •  Food  Depot  (sold  over  7k  boiles  of  sauce!)  •  Goals:    

–  In  all  41  Food  Depot  loca-ons  by  EOY  –  Have  a  presence  in  1  addi-onal  retailer  by  EOY  

 

Website  SEO  •  Total  Website  Traffic  (Jan  -­‐  Nov):  710k  –  Avg.  Monthly  Traffic:  69k  –  Avg.  Bounceback  Rate:  26.9%  –  Avg.  Pages  Per  Session:  3.81  –  Avg.  Session  Dura-on:  2:31  

Device:  Mobile  =  54%  Desktop  =  36%  Tablet  =  10%    

Nov  2014    Loyalty  Sign  Ups:  963  Menu  Views:  21,180        

Website  SEO  •  Internet  Marke-ng  Areas  of  Focus:  –  Monitoring  Organic  Traffic  vs.  Total  –  Monitoring  Organic  Catering  Conversions  –  Key  Words  (content),  Meta  Tags,  ALT  Tags,  

Structured  Data,  Rich  Snippets,  Internal  &  External  Site  Linking  

–  Google  My  Business  –  Cleaning  Up  Yelp  Lis-ngs    

•  Sign  up  offer  deleted  –  (no  free  3pc  tenders)  •  A  guest  is  ONLY  eligible  for  loyalty  rewards  if  they  are  opted-­‐in  for  our  

text  messages  AKA  “Exclusive  Offers  from  your  Shane’s!”  •  The  opt-­‐in  reminder  screen  will  pop  up  every  -me  a  visit  is  registered  

if  the  guest  is  not  opted-­‐in.    •  Free  Sandwich  acer  10  visits  (increased  from  7  to  10)  •  Free  Sandwich  expires  acer  30  days  •  The  visit  where  the  guest  redeems  the  free  sandwich  will  no  longer  

count  as  a  loyalty  visit    –  In  addi-on  to  their  number  of  visits,  guests  will  also  see  a  “countdown”  

of  the  number  of  visits  they  need  to  earn  their  free  sandwich!  •  Each  loca-on  now  has  their  own  individual  database  (visits  do  not  

carry  over  from  loca-on  to  loca-on)  •  A  guest  can  only  register  a  visit  once  per  loca-on,  per  day.    

•  EFFECTIVE  JAN  12TH,  2015  

Shane’s  Loyalty  Program  Changes  (PlumReward)  

Shane’s  Loyalty  Program  Changes  New  Signage  

Shane’s  Loyalty  Program  Changes  Pop  Up  Opt-­‐In  Reminder  

Shane’s  Loyalty  Program  Changes  

Shane’s  Loyalty  Program  Changes  

Strategic  Offers  with  Plum  –    For  ‘THE  BIG  GAME’    

Regular Campaign

Super Sunday 2 half racks 1 LB Pork/Chicken 4 lrg side $25 must preorder by 2/1 pick up 2/2

SINGLE USE 1288 29 2.25% 1/30/2014 10:30:00

AM

2/2/2014 10:30:00

PM

1/30/2014 10:51:00

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!

**Remember,  we  CANNOT  use  the  “Super  Bowl”  Trade  Name!      

Strategic  Offers  with  Plum  Campaign Type Coupon Text Type Sent Redeemed Ratio Begin

Date End Date Sent Date

Regular Campaign

Half Rack Ribs, ½ Pound Pork, ½ Pound Chicken, 4 REG Sides, 4 Brd, $20 TODAY ONLY! NoCbnDisc.

SINGLE USE 1493 25 1.67% 7/19/2014

1:00:00 PM

7/19/2014 10:30:00

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7/19/2014 12:51:00

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!

Regular Campaign

Game Day Special! 20pc boneless wings $11.98 or 20pc traditional $14.99 TODAY ONLY!

SINGLE USE 2318 41 1.77% 2/2/2014 8:00:00

AM

2/2/2014 10:30:00

PM

2/2/2014 10:30:00

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!

Regular Campaign

Get 15% off your “Big Game” meal if ordered by 5pm Sat! Wings, Tenders, Ribs! 770-786-2101

SINGLE USE 1004 0 0% 1/30/2014 10:30:00

AM

2/2/2014 10:30:00

PM

1/30/2014 10:30:00

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!•  Get  15%  off  your  “Big  Game”  meal  if  ordered  by  5pm  Sat!  Wings,  Tenders,  Ribs!  770-­‐786-­‐2101    •  Place  your  order  for  the  Big  Game  by  9:00  Saturday  night  +  receive  10%  off  your  total  order!    

   

•  LSM  Crea/ve  Policy    –  All  artwork  on  Radius  Prin-ng  Portal  •   www.shanesribshackpod.com  

–   Must  order  through  Radius  Prin-ng  •  SIMPLIFIES  YOUR  LIFE!  

–   Ad’s  &  Direct  Mail  Templates  Available    –   If  cannot  u-lize  artwork  on  portal,  can  submit  a    crea-ve  request.      •  Must  fill  out  the  form  &  send  to  Erica  Lummus  •  Expect  1  full  week  turn  around      

Brand  Consistency  

2015  Franchise  Conven-on  •  Early  March  2015,  invita-on  to  follow!    

Thank  you!