"Real Time" Marketing for Pubs, Restaurants and Cafes
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The document outlines strategies for effective marketing and business growth, emphasizing the importance of understanding customer behavior and delivering outstanding value. It highlights the shift to 'real-time' marketing, the significance of maintaining contact with customers, and the need to adapt to the changing business landscape driven by technology. Key tactics include creating an irresistible offer, utilizing multiple marketing channels, and consistently measuring results for sustained success.
"Real Time" Marketing for Pubs, Restaurants and Cafes
- 1. Carl Kilvington Business & Marketing Advisor/Coach/Mentor Internet/Online Marketing Strategy & Implementation Information Product creation Marketing with Video Copywriting…that get’s people to happily buy If you need help, please email me at carl@carlkilvington.com
- 4. The Business Landscape 80%
- 5. It’s worth considering… •Which group you currently belong to? •Which group you aspire to be part of?
- 6. The Key Factor… HOWyou make people FEEL -Poor experience (part of the 80%) -Average or mediocre (part of the 80%) -Good but inconsistent (part of the 15%) -Outstanding (part of the 4%, 1%, )
- 7. Business Success -Fact Great Wealth businesses have 2 things in common: 1.Scalability 2.Predictability
- 8. It’s going to get harder…anytime soon http://www.ukpublicspending.co.uk Sunday Times 31stAugust 2014
- 9. Marketing in the NEW economy The forever recession ~ Seth Godin Former VP -Direct Marketing for Yahoo, Author, Business Guru •The world is changing •The Principlesof marketing still apply but the Techniquesneed to be different
- 10. If you don’t have a “System for Marketing” then any sales you want to make will depend on your ”Customers System for Buying”…
- 11. and it’s unlikely they have the same desire to buy from youasyou have to sell to them.
- 12. Consequently, it is extremely important to understandwhat peoplereally wantandwhy people buy
- 13. As a business Owner or Manager, it is critically important that you have an understanding of… Human Behaviour
- 14. People WANT…to experience pleasure, and avoid pain
- 15. People will pay more if you provide them with “Outstanding Value” and if you “Make them feel better”
- 16. How do you know you’re offering your customers and prospective customers what they WANT? WHENdid you last ASK them?...if at all Ask yourself: -HOW can I make them feel better...? -HOW can I add more value to their experience…?
- 17. “People do business with people they Know, Likeand Trust” ~ Dale Carnegie
- 18. If you give lots of great value, you deliver what you promisepeople, and then you… stay intouch…
- 19. …You have a much better chance of havingpeople Knowyou, Likeyou and Trust youenough to give you their business time and time again:-)
- 20. There’s Only 3 Ways to Grow a Business 1.Increase the Number of Transactions(Get more new customers) 2.Increase the Average Transaction Value (Get current customers to spend more) 3.Increase the Transaction Frequency(Get customers to come back more often) ~ Jay Abraham
- 21. The ONLY 2 reasons WHY People DON’T buy from you… 1.They don’t DESIRE what you have to offer 2.They don’t BELIEVE your claim or offer
- 22. The 2 DRIVERS… …that cause people to BUY or NOT BUY Opportunityv Risk The aim is to make an “irresistible offer” that removes the risk
- 23. Motivation and Decision Making •Intrinsic •Extrinsic •The part of the brain that controls decision making is not connected to the part that controls language •Internal v External Decisions are made by EMOTION and justified by rationalising afterwards
- 24. 12 Triggers to Motivation 1.Magnet (move towards or away from) 2.Desire 3.Trust 4.New 5.Mystery 6.Bargain 7.Reaction & Relevance (based on recent event or popularity) i.e. Pulled Pork 8.Personal gain (greed) 9.Positive expectancy 10.Third party facts and data 11.Significance (want to look or feel important) 12.Inclusion (want to be part of something)
- 25. Customer Key Drivers •CERTAINTY •Convenience •Value v Price •Quality •Service •Great Experience (feel good factor) •Lifestyle
- 26. The Law of Attraction •You attract what you give out •You attract who you are Vibes / Feelings •Good vibes •Bad vibes WHAT vibes and feeling are you sending out with your marketing, premises, service, food? Question -Are you attracting your “IDEAL customer”? (major factor in profitability) Action –Create a detailed AVATAR for your ideal customer
- 27. Exercise •Create an AVATAR –Your “Ideal customer” 10 minutes •Feedback 5 minutes
- 28. The SHIFT in Marketing… From •Top-down Marketing -result of who had the technologyand budget To •Democratic Buying –All eligible citizens participate = A “Review Economy” (as a result of the internet) People’s buying decisions are influenced by what friends and colleagues buy
- 29. Multi-Modal is a MUST… People SEARCH and RESPOND through different “modes” and formats •Desktop, laptop, tablet, smartphone •Website, Facebook, Twitter, SOTD, Review sites, leaflets and more… •Video (deeper connection & future of search)
- 30. Do you know your numbers? •Do you“measure” your marketing? •How many “leads” do you generate per month? •What’s your “cost per lead”? •Do you have a “Sales Funnel”? •What is your “conversion” rate? •How many “return customers” do you get? (New v Returning) •Where’s is the “area of greatest opportunity” for you? •What is your “profit per sale”?
- 31. “I do not believe you can do today's job with yesterday's methods and be in business tomorrow” Nelson Jackson -Physician and automobile pioneer. In 1903, he and driving partner Sewall K. Crocker became the first people to drive an automobile across the United States.
- 33. Need MORE Customers NOW?
- 34. The Common problems… •General lack of customers •Quiet days •Quiet times of the day •Unsure what type of marketing to be doing •Little or no budget assigned •Unsure how to… -WHO has control? –Customer or Business If you don’t have a “System for Marketing” then sales you want to make will depend on your “Customers System for Buying”
- 35. Common Marketing Situation ‘Reactive’ 1.Business is quiet, there’s a lack of bookings 2.You call a meeting with staff for next day 3.Arrange to meet advertising rep 4.Arrange to have mailer produced 5.Arrange promotion –Discount voucher 6.7-10 days later –Ready to go! Cost -Time & Money
- 36. Real-Time Marketing ‘Proactive’ (permission based marketing) -Puts you in control -Immediate -Target your quiet times KEEPING IN TOUCH = Puts YOU in CONTROL
- 37. Why we Need to Keep in Touch? (K.L.T) 1.Keeping in touch builds the relationship 2.Know –Like -Trust 3.Consistency builds Reliability and Trust 4.Most of your competitors won’t do it 5.It gives you an ADVANTAGE 6.Customers feel empathy with you 7.Building a Customer List –Creates the most valuable Asset.
- 38. What we Need to do to Keep in Touch? 1.Capture customer contact details 2.Communicate a compelling offer 3.Communicate regularly to build depth of relationship 4.Ask for feedback on the things you do well 5.Ask for feedback on what you need to improve.
- 39. The Mechanics of Keeping in Touch 1.Comment Card -with compelling offer to “secure” contact details 2.Details to collect -name, email, mobile number. Twitter name and birthday date (optional)
- 40. Ask for Feedback Compelling offer Web Presence Collect Customer Data
- 42. “In the Pocket”
- 43. “Real-Time” Marketing (Communicate directly) Highly Targeted! EmailAddress–Subscriber list Mobile / Cell phone –Number list Twitter-Followers Facebook-Fans
- 48. SMS Text -Manual
- 49. SMS Text –Software System Your CRM / Booking System
- 50. Your message must PERSUADE “People always buy EMOTIONALLY and justify rationally”
- 51. 6 Principles of Ethical Persuasion 'Reciprocity' -people will buy from you if you do something nice for them first... they feel compelled to reciprocate... 'Scarcity' -people will buy to avoid missing out on an offer... 'Liking' -people buy from people they know, like, and trust... 'Authority' -people buy from experts and authority figures... 'Socialproof' -people buy from you when they see thatother people like you and buy your products... 'Commitment/consistency'-people buy from people thatconsistently and repeatedly contact them with a sales offer... Dr. Robert Cialdini -Influence
- 52. Craft a Compelling Offer… •HEADLINE that grabs ATTENTION •MESSAGE that generates INTEREST •OFFER that creates DESIRE •CALL TO ACTION that creates urgency to BUY
- 53. Exercise •Create your OFFER -10 minutes •Feedback –5 minutes
- 54. Opt-out If you do not wish to hear from us anymore, we will be sad to see you go :( Please hit the reply button with the word “STOP” in the subject line Text “STOP” to...
- 55. Imagine... You’re business is deathly quiet You need customers Tonight!
- 56. But... You’ve collected 500 Email addresses 500 Mobile /Cell phone numbers 300 Twitter followers 200 Facebook fans
- 57. What this means... 500 emails x 2% conversion = 10 responses 500 texts x 2% conversion = 10 responses Total responses = 20 1 Response booking/order = 2 to 4 diners Assume 2 diners per response Total customers = 40 Average customer spend per person = £10.00 40 x £10.00 = £400EXTRA money in your till One targeted campaign per week (x 52 weeks) = £20,800
- 58. The 9 Step Process 1.Grab attention –Headline / Subject line / Title 2.Compelling offer –Message is “relevant” and of “interest” 3.Create urgency -Time sensitive deadline / Expiry date or time 4.Call-to-action (CTA) –Move from “Desire to Action” 5.Measurable –Include a reference for ROI 6.Opt-out –Always include link or instructions 7.Send the email / SMS text 8.Be ready to take –Enquiry / order / booking 9.Feedback –Learn customer Likes, Dislikes and WANTS
- 59. Open Rates Email –19.6% (increasing with mobile) SMS text –99% (90% are read within 3 minutes)
- 60. Encourage Customers to... 1.Follow(Twitter) 2.Like (Facebook) 3.Circle (Google+) 4.Subscribe (YouTube) 5.Connect (LinkedIn)
- 61. Next Steps and Actions Create your SYSTEM and PROCESS 1.Choose Email method (Free or paid) 2.Choose Text method (Manual or Software) 3.Assign Responsibilities (Who) 4.Agree and train for process 5.Follow the “9 Step Process” 6.Be consistent! (Builds reliability and Trust)
- 62. One last but important point… The pace of change •Faster than ever before and continuing to increase, driven by advances in technology and the internet •KNOWLEDGE is power –Be a student first. Invest in your “Continual learning” to keep ahead of your competitors ~ “It is not the strongest or the most intelligent who will survive but those who can best manage change” ~ Charles Darwin
- 64. Marcus@FoodProfitsMembership.com 07977 126997 Mark@WeAreSpectacular.co.uk 07881 314385 Stuart@TheRestaurantInspectors.co.uk 07976 615048 carl@carlkilvington.com 07788 970331 www.facebook.com/FoodProfitsMembership.com https://twitter.com/FoodProfits
- 65. Before you go… Please take 5 minutes to complete the Delegate Feedback form to let us know how we may serve you even better next time Thank you :-)
- 66. THE 7 Biggest Industry Problems… 1.A lack of customers……………………. 2.Staff problems…………………………… 3.Poor cash flow and fear of bankruptcy………………………………… 4.Costs too high……………………………. 5.Food wastage…………………………….. 6.Not making enough money……….. 7.A lack of time…………………………….. !Concern and worry !Customers pick up on !Worry and stress !Poor profit margin !Waste of revenue & profit !Lack of re-investment !Lack of time off with family and friends !Ill health