mcounts - digital marketing for food services industry
TRANSCRIPT
DIGITAL MARKETING 2.0 FOOD SERVICES INDUSTRY
PERFECTION IS NOT ATTAINABLE, BUT IF WE CHASE PERFECTION WE CAN CATCH EXCELLENCE
Neeraj Mishra, Co-Founder: Mcounts
US $ 78 BILLIONINDIAN FOOD SERVICE INDUSTRY
EXPECTED TO REACH - 2018
US $ 2.8 BILLIONCURRENT INDIAN GOURMET
FOOD INDUSTRY
CAGR 20%
US $ 1.12 BILLIONESTIMATED 2015 -ORGANIZED
INDIAN FAST FOOD/ QSRINDUSTRY
US $ 900 MILLIONMONTH-ON-MONTH 20%
INDIAN- ONLINE FOODORDERING INDUSTRY
TRENDS
Even at times of financial distress people will not stop eating and theF&B industry will continue to grow
Gradually moving from the fine dine to a more casual dining culture
With the advent of new brands the younger generation is becomingglobal and is beginning to acquire new taste and preferences.
Growth of QSRs as they are creating and offering premium qualityproducts, services and interiors to keep the customers enticed andengaged
Indian Consumers are increasingly dining out especially urban areas
Eating out has evolved from occasion driven activity to occasion initself
TRENDS
Urbanizing, Double Income households, changing lifestyles arespurring the growth in organized food services market.
TRENDS
Urbanizing, Double Income households, changing lifestyles arespurring the growth in organized food services market.
CATEGORY MARKET SHARE 2014 CAGR EXPECTED MARKETSHARE 2017
ORGANIZED
UNORGANIZED
30% 12-14% 45%
70% 8-10% 55%
ORGANIZED: RESTAURANTS, BARS,LOUNGES, CAFES, QSR, FINE DINERESTAURANTS, CHAIN, FROZENDESSERTS OUTLETS
UNORGANIZED: DHABAS, STREETSTALLS, ROAD SIDE VENDORS, FOODCARTS
BACK TO BASICS
Value for money Quality service Experimentationin cuisines
Core Competence for any restaurant in the industry
DIGITAL MARKETING 101
STAY CURRENTKeep yourself up to date on currentstatistics, trends, facts and figuresthat can help you analyze yourrestaurant marketing plan
FUNCTIONAL WEBSITEHave a well-optimized website,create a food blog, list daily specialsand direct visitors to your socialmedia profiles and online reviewsites
LOCAL SEOEngage in local SEO practices:72% of all searches are related toa search for local content, be100% sure that your website willshow up for searches relevant toyour restaurant
LOCAL FOODBLOGGERSAsk local food bloggers to reviewyour restaurant in return for a freemeal. The outside link will help withrankings, and the positive reviewwill help your reputation.
ONLINE REPUTATIONMANAGEMENTPay close attention to what people aresaying about your restaurant online. Thankvisitors for positive reviews and respond toand respectfully resolve negative reviews.
FRESH LOOK TOMENU/COLLATERALSIf you have a boring or outdatedmenu, however, customers maythink your food is not enticing aswell. Get similar optimized for theweb.
DIGITAL MARKETING 101
SOCIAL MEDIA, SOCIAL SEARCH & CONTENTStrengthen word of mouth marketing with an interesting, interactive social mediapresence. This gives the ability to engage your customers every day of the year,represent your brand and enlist customers to share their stories
Curate unique Content, Promote User Generated Content
Instagram is a great platform to promote yourself through smart hashtags andincreasing the engagement with your clintele, building a loyal community andexpanding to their friends circle.
Setup Google Alerts/Mention : To know who is talking about you
Share Positive Press
Show off your 5-star staff doing what they do best! Seeing happy, smilingemployees does wonders for your reputation, as customers long to be served byjoyful workers
Run contests. This is a great way to reward social media fans, grow your fan base,bring in more customers, and promote loyalty. Give customers a chance to win agreat prize and you’ll give them another reason to come back again.Give yourpatrons incentive to follow you on social media channels or to come into yourrestaurant,
DIGITAL MARKETING 101
GET HYPERLOCAL
Get listed on important Food directories like: Zomato, Times City, Burrp.Have tie-ups with with Food Aggregators like FoodPanda, TinyOwl, Swiggyetc.
Run Geo Targeted Ads (Google Adwords, Facebook, Zomato)
More than half of all paid clicks on Google now already come from mobile!Restaurants are one the best candidates for mobile ads, as users are often lookingfor nearby dining options while on the move. Mobile ads tend to be cheaper thandesktop ads, and mobile boasts impressive conversion rates.
What’s really cool is that there are numerous mobile ad targeting platforms thatallows for all kinds of mobile customization and targeting options.
Partnering up with online food apps should definitely be a consideration as part ofyour restaurant marketing plan. Partnering with online apps encourages visitors tocheck out your restaurant through gamification and loyalty programs, which offervisitors a free purchase or discount for visiting a certain number of times.
KISS - KEEP IT SIMPLE SILLY
WHILE YOU KEEP YOUR FOCUS LASER SHARPON SERVICES AND OPERATIONS
WE GET YOU UPTO SPEED TO ENGAGE ANDEXPAND YOUR AUDIENCE
WHAT WE DOALGORITHMIC APPROACH
We perform quick profiling of your brand, Local Market and competition, YourCurrent Digital Footprint, engagement and connect, processes, Team and Vision.
STEP 1: QUICK BITE
STEP 2: 10-COURSE MEAL
Re-Branding (Logo, Collaterals) if requiredMobile Optimized WebsiteOnline Reservation System, Menu and EventsSocial Media Framework and ManagementContent Strategy and Execution, Food BloggingOrganic Discovery OptimizationHyperlocal Marketing Strategy and Execution.Ad-strategy across platforms - Social Media, mobile, 3rd Party aggregatorsMerchandise DesignEmail Newsletters. Subscriber Management, Retargeting platform setup.
STEP 3: DESSERTS
Management, optimization and Continuous Innovation
WHO WE ARE
A mix of Marketers, creativeartists and techies.
Agency with a creative heart and a technological backbonewww.mcounts.co
[email protected]+91-9986114420+91-7799656664
Email | Mobile | Search | Social | Programmatic | Technology | CRM | Content | Disruption |
www.mcounts.co @mcountsIndia