digital marketing 5.19.11

VSR WebinarReaching the Millennial’sMay 2011

Agenda• Marketing with your POS• Discovering the challenges• Who do you sell it too

– QSR applications– Casual Dining applications– Bar applications

• Impact on the business• Quick Facts

I thought we were in the POS Business?

Discover the missing piece of the puzzle

Digital Marketing 101

Turn On Your Digital Marketing Machine

Made up of 3 basic components

Digital Menu BoardsDigital SignageSMS TXT Message

Why Digital MarketingTrend #1 The Successful shift toward targeted restaurant promotions

• Follow the money– What budget will your proposal come from

• Better Residuals• Get a piece of the marketing budget• How do you lead?• Control

Discovering the Challenges

• Data collection– Clipboard vs. POS

• Cost- where does the money for this program come from

• Shift from traditional to modern• Does it work?• Why use cards when you can go “cardless”

Discovering the Challenges

• How will I use a “mobile marketing” plan• More than a “Loyalty program

Trend #3 – Social Networks are changing Restaurant marketing forever

The sheer magnitude of social networking’s explosive growth is indicated by this number is hard to comprehend it reflects along with digital media the most profound shift in information exchange and influence management ever seen in the technology market place.

Trend #5 – “Millennials” as Restaurant Customers – Influence Them Differently

Respondents who expressed “some interest” in receiving targeted, time sensitive offers being sent to their mobile phone based on their immediate proximity to the offering location (GPS‐based opt‐in program).

Why Digital Marketing-UpsellsTrend #2 – The Technology Opportunity with Frequent Diners

“ …this demographic left a clear impression that they would take advantage of ANY technology‐oriented capability that would positively impact their visit…”

Think upsellsAttract 10 times as much customer attentionPower of suggestive selling increases avg. ticketCustomer Loyalty- Who doesn’t want customer loyalty

Who said this was just for the customer?

Why Digital Marketing

Trend #4 The Benefits of Real Time Order Influence69.5% of dining consumers in the survey still have not made up their mind on

what to order until the order itself is under way

Digital Signage whether it is Menuboards or Order Confirmation Displays help influence the buying decision at the POS.

Menu Boards represent #1 opportunity for customer communications

Impact

• Gain a bigger piece of the pie– Opportunities that would have gone to others now

go to me• Technology Expert

– Rather than being capped as just POS, now exposed as a technology expert

• Better relationships with customers– Become more partner than vendor

QSR Applications –Promotional

Sales Promotion•Influence in-store purchase decisions•Specials•Combo meals•Drinks•Deserts•Lower perceived wait time•“Come-back” incentives

QSR Applications –POS Toppers

Influence customer decisions at the POS•Suggestive selling•Upgrade purchases•Combo meals•Drinks•Desserts•Inside order confirmation display•Sales promotions•Lower perceived wait times

QSR Applications –POS Toppers continued

QSR Applications –Entertainment

Dining•Entertainment for in-store diners•Sports, News, Weather•Music Videos•Advertising•Promotions•New product launches•“Come-back” incentives

Quick Facts Digital Menu Board

DIGITAL SIGNAGE - DYNAMIC. COMPELLING. TARGETED. NOW!• Here’s why digital signage is a successful solution: 10x the eye contact of

traditional static signage

• 70% of brand decisions are made while in the store

• 50% of traditional POP is never implemented in-store

• 100% complete integration with POS

• Increased advertising ROI!

Return on Investment

•Eliminate regulatory fines for non-compliance of regulatory information

•100% compliance•Influence customer decisions = sales lift•Minimize/eliminate printing and shipping costs

•Minimize/eliminate employee time to update boards•Improved brand experience•Effective space management•Return on investment can usually be realized in 9-18 months

Think Beyond QSRThink Advertising

Everyone wants marketing….

Bars ,Night Clubs,Casual Dining Restaurants

Advertise new drinksReplace your chalkboard

Verticals -Digital Signage

• QSRInside Order Confirmation DisplayConversational Ordering

• Night ClubShow nightly cover charges at the doorReplace daily special chalkboard

• Restaurants/BarsShow happy hour SpecialsShow new drink specials

The Complete SolutionDigital Marketing

+POS Application

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Success Stories• The Cereal Bowl

– Recognized in the industry • VSR Cover May 2010• Digital Signage Today

• Smackers Frozen Yogurt– Independent business owner who has cultivated a

complete customer database of more than 10,000 new loyal customers in less than 90 days at a single location

• Indigos– 1200 people in a 6 week time

About Bryan Griffin• Bryan Griffin, founder of HTS, entered into the POS Industry in 1999 with ABP. Starting with an entry level position in his father-

in-laws service department, he quickly began to see the value of customer support as he ran service calls throughout the Central Florida region.

In 2001, Bryan was asked to help transition ABP from ECR to computerized touchscreen systems. It was in the field that he learned from customers directly the ins and outs of their businesses and what customers were really looking for. This marked the beginning of a successful career as he researched different hardware and software companies looking to create the right combination of service and POS Technology.

This work produced the "Innovative Solutions Award" by RSPA in 2008, specifically for his pioneering approach of delivering a 60 store franchise implementation without requiring a single onsite installation team, thus providing a complete hardware/software/service solution while reducing expense to the customer.

Since then Bryan has been interviewed and published in numerous technology magazines over the past few years. It was in 2010, that he ended up on the cover of VSR Magazine for helping a hospitality franchise concept tap into the mobile phone apps craze and POS to Digital Menuboard integrated technology.

In 2011, Bryan started Hospitality Technology Solutions, with the vision of helping restaurant operators tap into the latest that technology has to offer to their businesses.

At HTS, when it comes technology for your restaurant, we have you covered.

SpecialtiesPurchasing, Research Development, Client Management, Sales and Marketing enjoy thinking outside the box at times to solve issues. At times having to be very creative whether I am using a screw driver or a keyboard. Sometimes you just have to make it happen.

Questions and Answers