A product presentation --build a core group through email
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The document provides a detailed plan for a restaurant to revamp its menu, improve customer relationships, and redesign its interior. It recommends establishing a core customer group through collecting emails to share special offers, stories, and value. The plan outlines drafting simple yet engaging emails on a weekly basis that deliver on promises to gradually build trust and expectations over time. The goal is to connect with customers and improve their experiences at each mealtime through building relationships beyond transactions.
A product presentation --build a core group through email
- 1. Restaurant Name (Goes Here) List of Things Business Needs 1. Menu Revamp 2. Customer Relationship Management System 3. Interior Decor Redesign
- 2. What's Working Now? 1. 5 years of good service within their present neighborhood. 2. Breakfast is a favorite for most---folks like it. 3. A good amount of business/customers already going on.
- 3. What's At The Heart Of Solution ● Image, Food, Community, Trust & Taste (Things we will focus on to create a solution)
- 4. Framing A Solution & Approach ● Long term thinking ( Goal setting for the next 5 years) ● Menu revamp through vision & feedback from customers ● Building a core group / Customer relationship management ● Value and information delivery over email ● Connecting with customers & building trust
- 5. Long Term Thinking & Questions to Consider ● What will be the vision for the next 5 years? ● What's the unique identity of the business? ● Why should people eat here? What's unique about the place? Any unique beliefs that should be shared. ● How customer-oriented is it? What input by customers goes into menu design?
- 6. Menu Redesign ● What's the vision? ● How to incorporate customer feedback? ● Setting up a feedback system? ● How to get to a well-pleasing & consistent/stable menu?
- 7. Building A Core Group ● A customer decides the nature of the product, and out of that we can build a core group. ● Who are the core group of customers who without a doubt love your offering and are repeat customers? ● How can these serve as part of a feedback pool to grow the business?
- 8. Benefits Of A Core Group 1. Test new products 2. A way to share your stories---of the day, week, or month. 3. For Advertisement: No need for advertisement expense since you have access to an audience to get your word out. 4. Better understanding of your customers, because it's only in understanding your customer's need that you can serve them well.
- 9. Benefits Of A Core Group (2) 5. A way to give value---job announcements, notifications, weather updates, correct opinions, apologies, announcements, etc. 6. A tool to organize meetings, seminars, surveys, webinars, etc. 7. To teach lessons about some parts of the business.
- 10. What's Email? ● Email is the cheapest, easiest, and most convenient way to reach people ● Many people open various online accounts (facebook, twitter, instagram, etc), and all of them can be closed at anytime. ● Because much of our lives is locked in emails, very few people change their emails. ● Email is the home & address of today.
- 11. The Normal Transaction ● Okay, let's keep it simple, you own a shop, and have people buy from you everyday. Your transaction with your customers is simple: they come in, buy what they want, pay you and leave. Nothing more, nothing less. Once the transaction is over, there's no further interaction, unless they decide to come back to you for something else. Notice I said "they decide." Otherwise, they are gone, the transaction is over.
- 12. Another Look: The Transaction ● Let's look at a different scenario. Let's say instead of the nameless store/business owner, you have a relationship with your customers that goes beyond interactions in the shop, one that's decent and based entirely on your courteous customer service and the value you provide them. What if you had a relationship with them that gavet them a chance to know you more, to hear from you from time to time through email, beyond their being in the restaurant. What if you gave them special discounts occasionally that saved them a decent chunk of change through email notices.
- 13. How-To ● Give the customer the option to share their email with you. If not, that's fine, too. ● Sample request to get email access: We are currently working on improving our menu offerings to the best of our ability and to create a way of letting our customers know ahead of time of some of our specials/ discounts, would you mind if we reach you by email? Most people will say that's fine with them.
- 14. Incentives Why People Will Give You Email Access 1. Save money (Discounts & Promotions) 2. Tips and Notifications ( Useful Announcements) 3. Freebies 4. Giveaway Contests 5. Go behind the scenes---People want to know what goes into making their food it because builds trust, and few shops do it.
- 15. The Power of Email & Sharing ● Email is the most convenient way of contacting anyone ● Almost everything is shared online now, with every photo, email, letter, video with a sharing link. Why not share your photos, specials, etc? ● Imagine an email from your restaurant with your specials, photos of your menu, and others that gets shared among friends with a simple email forward, on Facebook, or via Twitter.
- 16. The Power Of The Early Notice ● Almost every restaurant has the opportunity to serve customers on 3 occasions in a day: Breakfast, Lunch, and Dinner. ● Why not make it easy for people to know what you offer with an early morning email that makes them aware of what deals, specials, or others that you have for the day, before they decide where to eat during the day?
- 17. The Power Of Email Reply ● Also make it easy for your customers to make reservations ahead of time through email by replying to your emails. ● For example, if you were to send out an email with your specials, there will some of your customers who will prefer something else. For these people make it easy for them to send you a reply email to make a reservation that's not on the special.
- 18. Simple Email Goal Breakdown What if we wanted to gather 10,000 emails in one year? Working Backwards: With 52 weeks in a year, how many emails do we need in a week? 10000/52 weeks = 192 emails a week
- 19. Simple Email Goal Breakdown (2) Okay, so how many do we need in a day (this depends on how many times you are open for in a week)? Let's say 5 days a week. 192/5 days= 38 emails a day!
- 20. Simple Email Goal Breakdown (2) Okay, so how many do we need in a day (this depends on how many times you are open for in a week)? Let's say 5 days a week. 192/5 days= 38 emails a day!
- 21. Simple Email Goal Breakdown (3) Yet, how many hours is your shop open for? 5 hours? 6 hours? 9 hours? Let's say 8 hours. 38/ 8 hours = 4.8 emails, which is roughly 5 emails an hour! 5 Emails In An Hour!
- 22. Uncertainty? ● Yes, that comes with all things, so even if you come short of your goal you will still be able to build a core group of customers who are representative of the typical people you want to serve. ● Upside: Is that a good investment for your business? Also, what's the lifetime value of a customer you have a relationship with, who buys from you over 5 years, 10 years, 15 years?
- 23. Email Security Assurance Your Email Is Safe With Us. No Spam: Only Value Thank You.
- 24. Sample Email Collection Sheet First Name Email
- 25. The Power Of Right Words & Tone ● We all get emails from time to time, how many of them do we open? How many do we read? ● That depends on our relationship with the sender and how the email is written. ● In the same way, you need to write your email with the right words, tone, and content. ● Let's take a look at an example of one that can be used to launch a discount program on the next slide. (Ps: Pardon the small font size)
- 26. Sample Email Template Email Title: We took some dollars off some of your favorites---Taco Mastachio, your taco and pastry shop. Enjoy. Hello Ms. Brown, This is Jack, your corner store taco man. I hope this finds you well. Following your permission to receive notices of some of our discounts, this week’s discounts are in, and I wanted to let you know before I set it in motion. It will make it easier on your pocket to enjoy your tacos and pastries. Since you bought from us, and kindly gave us permission to let you know what good deals we have, I wanted to let you know of this program first. It's only for people who allowed us this kind permission. I will be giving a 10% discount on all our shrimp burritos for this week. Our taco Mastachio will also go down with a 30% discount, and the coffees that go with our egg and bacon sandwich will also be at a 50% discount to help you enjoy them with your favorite pastries. This is only for this week. Please feel free to stop by, or have them delivered to your office. We'll be rolling out new discounts on a weekly basis, as our supplies will allow. But definitely we'll keep you informed, and make it easier for you to get through your day with savings on our products, and leave you with a heavier pocket. We all need it. Thanks, Jack Mastachio, Owner, Taco Mastachio 512-345-5689. Also, PS: Please feel free to call us or email me back for any deliveries to your office, or any particular discount you would like.
- 27. What This Email Accomplishes ● Introduces sender and states the purpose ● Acknowledges the permission previously given ● Puts the reader in a special class of customers based on the permission given ● Spells out the nature and details of the program ● Shows personal touch and is thankful ● Provides value consistent with the promise ● Gives convenient delivery options
- 28. Email Delivery System Send out emails once or twice a week (Mondays and/or Thursdays: Beginning of week, and closing for weekends) ● Average Email Items ( delivered in the morning): Start with an uplifting story, deliver value, and give notices. ● Principles to adopt to send emails out: Humility, gratitude, community, and value (help)
- 29. Email Delivery Time Frame (Gradual Engagement) ● A new email system should aim to create an expectation with customers over 21 emails. After 21 emails, most customers will begin to expect them. ● If once a week: 12 emails over 5 months will work. ● If twice a week: 24 emails over 3 months. ● What works?
- 30. What's Value To A Customer? Anything that helps them or makes life a little easier. 3 opportunities to change a life: Morning, afternoon, evening. Morning: An uplifting place to get breakfast and get ready to face the day. Afternoon: A quiet place to clear their heads and head back to work. Dinner: A place to finish the day on a good note with good food & service. What values can we create for these three times, and how does decor and music play a part?
- 31. Delivering Value Over Email Possible Programs: 1.Discounted products/specials on a rotational basis. 2. Weekly Customer Choice Meal Treats: Where every week via email you allow one customer to pick a single food item that's not sold that they will like to see offered for a single day. 3. Others of your choosing: stories, loyalty programs, notifications, updates, etc.
- 32. Clincher: Promise & Delivery 1. You have to deliver on the value promised 2. Commit to the relationship and nurture it. 3. Grow it with the long run in mind.
- 33. Overall: Connect & Build Trust 4 Possible Ways Of Connecting With Customers ● Share your restaurant stories, what happens daily ● Share stories of what it takes to run the business---your challenges and triumphs. ● Introduce the members of your front and back room team: So your customers can know them and possibly build a relationship with them, too. ● Video emails that show parts of your business ( I can show you how to do this).
- 34. Delivery & Fulfillment Delivery starts with an on-site planning and discussion of email plan. Planning involves breakdown of what customer programs to run and how to send out emails to match them. We'll install the system with checks and balances ( depending on your situation) to run the system for a whole year to reach your goal of the number of emails you want to collect for the year, and build your core group.
- 35. Thoughts & Next Steps ● Nothing is set in stone, and open to adjustment ● Next steps? ● Let me know if you would like to discuss how to set this up for your business, create the database, write the emails, and build your core group. ● My email: acouplethings70@gmail.com.