fishbowl 2011 nra show panel
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Fishbowl's 2011 NRA Show Panel Discussion: "Managing Your Social Media and Online Marketing"TRANSCRIPT
“Managing Your Social Media & Online Marketing”
Panelists:
Today’s Topics• Concept Introductions
• Sample Campaigns
• Discussion Topics
– Managing Online Marketing
– Lessons Learned….“Do’s and Don’ts”
• Q&A
Raising Cane’s
# Locations……………………99
Check average…………….....$7.25
Segment………………………QSR
Key demographic…………….18-49
Quick Facts:
Raising Cane’s
Create a department within Marketing dedicated to Digital Marketing.
Integrated program and resources for Digital Marketing to complement traditional marketing efforts.
• Caniac Club• Social Media• Website• Analysis• Campaign Integration
Case Study: Establish Digital Media Dept.
Raising Cane’s
Case Study: Free Chicken Finger
Results:
• 1 million media impressions
• Large lift in sales for the day
• Proved that social media alone can drive guest traffic and brand awareness
National Chicken Finger Day was created to celebrate and promote Raising Cane’s Chicken Fingers. To celebrate, we offered all Caniac Club members a free chicken finger on July 27, 2010.
Raising Cane’s
Celebrate and promote one of America's favorite and fastest-growing menu items, the chicken finger – specifically Raising Cane’s Chicken Fingers.
The specific goal of this promotion was increase customer traffic and Caniac Club membership while promoting our culture and create heightened brand awareness
National Chicken Finger day was promoted solely through a social media, specifically face book and twitter and through the Caniac Club by emails.
Case Study: Continued
Raising Cane’s
Objective:Increase brand awareness, drive frequency of Caniac Club members, increase membership of Caniac Club (Loyalty program). Leverage event with national interest with brand.
Swiperbowl.com:• Thousands of unique Total Page Views• Average time on page 107% higher than website average
Caniac Club: • Increased new member signups• Email open rate higher than average• Increased swipes vs. pre-campaign
Case Study: “Swiper Bowl”
Farah Development, Inc.
# Locations……………………3
Segment………………………Casual
Key demographic…………….18-25 singles, 35-50 with children
Quick Facts:
Insert StoreImage
Farah Development, Inc.
Case Study: “Kids Eat Free”
Results:
• Saw a 10% increase in overall traffic through promotional period
• Discount was offset by adult entrees
Campaign intended to increase P.M. traffic. Easy offer to bring in parents, as well as give them an incentive without over-discounting.
Farah Development, Inc.
Case Study: “Open on Christmas”
Results:
• 8% comp sales compared to year before even after dropping menu prices by 10%
• More guest awareness that should continue for upcoming years
Many restaurants in the area are closed on Christmas. Used this campaign to inform guests that we are open, without offering a discount
Farah Development, Inc.
Case Study: “Midnight Special”
Results:
• Email was sent out on a Thursday afternoon to allow people to plan their weekend around this blast
• Had large groups of parties coming in the next evening with coupon
• 30% increase in late night sales
Email blast intended to increase late night business within one of my locations. It was also used to advertise that we are open 24 hours on Friday and Saturday
Farah Development, Inc.Case Study: “Snow
Day”
Results:
• Had a large open rate of 46%
• Made guests aware that we were still open regular hours
• Had a decent amount of traffic even with the snow fall we received
Campaign to alert customers that we were open despite weather reports calling for the largest snow fall of the season, and schools closing the night before.
Farah Development, Inc.
Case Study: “Fallen Officer”
Results:
• Raised $2,500 for family (because business saw a 200% increase in sales)
• Huge community event with lots of local community and media support
• Comp sales continued for almost 2 weeks
A local police officer was shot in the line of duty. Set up fundraiser to raise money for officer’s family.
Sidework Marketing
Locations..……………….……1
Check Average……………….$17.50
Segment………………………Casual
Key Demographic……………professionals, 25-40 &
35-50 w/kids
Sidework Services……..……Social Media & Email
Quick Facts:
Insert Image Here
Ella’s Wood Fired Pizza
Case Study: “New Fall Beers”
Results: Results:
• Email picked up by City Paper’s Andrew George on his blog. – 16K clicks per mo.
• 25 comments on Foursquare
• 15 re-tweets in 48-hours
Email campaign designed to promote the new selection of Fall beers.
Case Study: “Love Pairing…”
Ella’s Wood Fired Pizza
Results:
• Generated 23 new Facebook fans
• Drove 30 Facebook wall posts
• Sparked business on an otherwise slow holiday
Valentines Day Facebook Contest -- engaging fans with free pizza
Sidework Marketing
# Locations………………135
Check average………….$7-8
Segment…………………Fast Casual
Key demographic………25-44
Quick Facts:
100+ million “known” reach
$150K+ in media value
200% increase in web traffic
50K+ You Tube views
To leverage PR and social media to capitalize on a one-time, golden PR opportunity.
To establish a social media presence to leverage this opportunity.
Which Wich?
Case Study: Project “Lock Jaw”
Results:
Leveraging social media for public relations windfall
Objectives:
To drive traffic into our restaurants through a digital media promotion.
To provide an exclusive incentive to our loyal fans, promoted exclusively through Vibe Club email database, Facebook & Twitter.
To engage guests by leveraging our key points of differentiation: our signature red Sharpie® and unique bag ordering system.
Which Wich?
Case Study: “Heart Your Bag” Valentine’s Day Promotion
Results:
Draw a heart on your bag next to your name; get a FREE cookie
Objectives:
Contributed to +2.5% incremental comp sales growth for the day.
To increase awareness of Which Wich’s breadth of sandwich offerings.
To provide a fun, interactive way for our guests to interact with the Which Wich brand.
Which Wich?
Case Study: Wich Madness
Results:
March Madness-style interactive sandwich bracket challenge
Objectives:
AVG Time Spent = 2:48
12K visitors to micro-site
whichwich.com
In-store POP
Facebook.com/whichwich
wichmadness.com
Which Wich?Case Study: Wich Madness -
Continued
Open Rate: 25.9%
Click-Through Rate: 6.0%
Results: Open Rate: 78.9%
Click-Through Rate: 53.6%
Open Rate: 32.7%
Click-Through Rate: 3.7%
Promo Announcement Registration Trigger Promo Conclusion
To drive traffic (increase frequency) to locations.
To increase awareness and draw attention to our Community Wall.
To provide an innovative and fun way for our guests to interact with the Which Wich brand.
Which Wich?
Case Study: Bun-ny Hunt
Results:
Locate the hidden QR code in-store And scan for a FREE surprise.
Objectives:
Open Rate: 36%
Click Thru Rate: 11%
+5.7% Incremental Comp Sales Growth (over 4 day promotion)
Open Rate: 34%
Click-Through Rate: 11%
Open Rate: 28%
Click-Through Rate: 34%
Google Analytics: Traffic; Impact from Digital Promotions; Referral Sites
Facebook Insights: Likers; Post Views, Post Feedback
You Tube Insights: Views, Demographics, Referral Sites
Email Testing & Reporting: Open Rates, Click Through, Tiered Messaging, Subject Line Cell Testing, Days of Week
Mashable.com: Articles; Helpful Tips; Updates; Trends
Results:
Available Resources:
Which Wich?
Case Study: Insights & AnalyticsUse FREE resources available to you to measure & track digital media campaigns. Primary
Secondary
Tertiary+45% increase in website
visits with each eblast
Discussion Topic #1:
Managing Social Media & Online
• What does your organization look like?
• What kind of outside partners do you use?
• Who does what?
Discussion Topic #2:
Lessons Learned
• Do’s “your best advice”
• Don’ts “avoid that mistake!”
Q&A
Contact Information: