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The Top 10 Restaurant Mobile Marketing Strategies for 2012 www. PunchMobileMarketing.com Copyright 2012
Introduction
Dear Restaurateurs, Mobile phones are now the standard way for more than half the people living on this planet to learn, share, shop and communicate. For restaurants, food service providers and hospitality, it represents an unprecedented marketing opportunity that transcends traditional
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methods companies use to connect with customers. Industry giants like Google, Apple and Microsoft are all betting the farm on Going Mobile. Statistics show that over 30% of all local searches for restaurants are coming from mobile devices. Food service marketers can no longer afford not to be delivering the mobile experience that customers are currently demanding. This eBook report uncovers the major trends driving the need for Mobile Marketing in the food service industry, the exact experiences and information customers want from restaurants at the mobile level, as well as the most important mobile strategies the food service industry needs to employ this year or sooner in order to profit from the mobile revolution.
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Our overall goal is to help you understand that Mobile Marketing is not difficult or complicated to implement. Mobile Marketing can be very profitable if you have the right plan, tools and team. When youre armed with the right information, you can confidently take action and enable your customers to interact and engage with your business when and how they want to. Mobile Marketing makes this possible! Thank you for reading, Chris J Swemba Founder, Punch Mobile Marketing Join the discussion on Facebook at http://www.facebook.com/pages/PunchMobile-Marketing-forRestaurants/308501462518062
Copyright Statement: All content 2012 by Chris J Swemba of Kinetica Media, LLC - Copyright holder is Page | 4
The Top 10 Restaurant Mobile Marketing Strategies for 2012 www. PunchMobileMarketing.com Copyright 2012
licensing this under the Creative Commons License, Attribution-Noncommercial-No Derivative Works 3.0 Unported, http://creativecommons.org/licenses/by-ncnd/3.0/. (This means you can post this document on your site and share it freely with your friends, but not resell it or use as an incentive for action or pay.)
Table of Contents
Mobile Marketing Facts & Stats ..4 The 10 Most Critical Mobile Marketing Strategies Your Customers are Begging You to Implement Right Now 9 Strategy 1: Get a Mobile-Optimized Website .10
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The Top 10 Restaurant Mobile Marketing Strategies for 2012 www. PunchMobileMarketing.com Copyright 2012
Strategy 2: Increase In-Store Foot Traffic from Local Mobile Search Engines.15 Strategy 3: Gain More Takeout Orders with Mobile Menus.18 Strategy 4: Explode Word-of-Mouth with Mobile Sharing. ..20 Strategy 5: Acquire More Reservations with Click-to-Call.22 Strategy 6: Increase Repeat Visits with Mobile Email & Text Marketing 23 Strategy 7: Improve Your Reputation & Positive Feedback with Mobile Reviews28 Strategy 8: Eliminate Slow Times with Mobile Coupons.. ..30
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Strategy 9: Reach More Traveling Customers with Mobile Maps & Directions. ..32 Strategy 10: Improve Marketing Effectiveness with QR Codes..33 Bonus Strategy: ...35 The Top 3 Mobile Marketing Strategies to Implement in the Next 30 Days36 Conclusion .37 Free Resources: 38
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Here are the most recent mobile usage statistics that are impacting the food service industry and why its imperative for you to start profiting from mobile customers before your competitors do.
Access
Your desktop website is out. Your mobile website is in. 76% want directions, a phone number,
hours of operation and menu information as
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What does my current website look like on mobile phones. How many customers could I gain if my website was optimized for mobile phones?
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If I were a new customer and went to my website from my phone, what would my first impressions be? Would it be an experience that compels me to want to dine there? ----------------------------------------------------------------------------------------------------
Search
The phone book is out. Mobile Local search is in. 30% of all restaurant searches are done
from a mobile phone.
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59%
of local information seekers visit a business after looking up information about it from their phones. of mobile local searches lead to a purchase.
50%
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Can customers find my restaurant when they search locally, or are they finding my competitors instead? How much more business could I be getting if I were consistently found in Local Mobile search engines?
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Coupons
Paper coupons are out. Digital coupons are in. 42% of diners want to receive specials &
coupons by text message &/or email to their phones from restaurants they like.
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How many customers am I losing because Im not regularly text messaging or emailing coupons to
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their phones?
How do I make my coupons more readily available online so they can be easily shared and used more often and found by traveling customers?
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Marketing
Word-of-mouth is out. Social sharing & reviewing is in. 39%
of diners said they share and recommend restaurants to friends and colleagues from their mobile phones.
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8 of 10
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Can my restaurant be easily found, shared and reviewed on the major mobile restaurant review and social websites? What are people really saying about me online? Is it good or bad? How do I become part of this conversation?
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Bottom-Line:
As you can see, Mobile is changing everything, FAST! Not just in regards to the way that 30% of customers are becoming acquainted with your business for the first time, but also in regards to how they want to connect and do business with you. If you understand the writing on the wall and embrace Mobile Marketing, then youll make your customers happy and continue to grow your business. Heres how.
Does your website look like this to 30% of ALL your website traffic?
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2.
Phone number, location(s), hours, and menu are not visible at first glance. If customers have to hunt for these core informational items, theyre gone!
3.
deeper into your website but cant read your text easily, theyre gone!
4.
5.
Non-Mobile Features:
Website does not display at first glance all of the core info and features like placing takeout orders, reservations, call-ahead seating and coupons, etc that mobile customers want from restaurants while on the go.
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Dont Worry! All of These Major Problems Can Be Solved With a MobileOptimized Version of Your Website.
Lets take a look at how a mobile-optimized website will make you look more
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professional while making it easier for customers to find what theyre looking for fast, which in-turn will boost profits and customer loyalty. Loading Speed: All images load super fast because theyre optimized for mobile!
All the main features The Top 10 Restaurant Mobile Marketing Strategies for 2012 www. PunchMobileMarketing.com Copyright 2012 your customers want from you while on the go are easily found.
Features:
These problems are driving many of your mobile customers away to competitors. If theyre not fixed, then youll continue to lose your mobile customers, and theyll tell others of the bad experience they had with your website from their phones.
Examples of Mobile Website Designs You Should Model Your Mobile Website After For the Best Results:
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Bottom-Line:
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Strategy 2: Increase In-Store Foot Traffic From Local Mobile Search Engines.
The phone book is out. Mobile Local search is in. People use search engines, in particular Google, which gets roughly 80% of the worlds search traffic, to look for businesses. Local search has grown exponentially every year and now makes
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up over 30% of all search queries. Even more important is that 30% of ALL restaurant searches are done from a mobile phone, and 55% of traveling diners search for local restaurants via their mobile phones.
Is your restaurant an option in the Local Mobile Search engines when local and traveling customers are searching for somewhere to eat?
So does your
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restaurant? It means you must have a strong, competitive presence in Google Local and other top Local Mobile search directories, GPS devices and mobile apps so you can at least be an option when customers are looking for your restaurant type in your location area(s).
Being Listed In Local Mobile Search Engines Is Critical To Being Found By Customers Searching For Your Food Type + Your Area.
Heres the daily scenario Its lunch time and some potential traveling customers are asking colleagues: What are we doing for lunch today? I dont know. Whats around here anyway? Im
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not surelet me pull up Google on my iPhone to see what restaurants are nearby. Lets seetheres Restaurant X, Restaurant Y, Restaurant Z, & Your restaurant. They see your restaurant listed in Google Places with a special offer that says Lunch specials just $4.95 and a free dessert coupon. Wow that looks like a good deal for lunch. Lets see their menu. They click on your website link from Google Places and go to your mobile-optimized website to easily see your mobile lunch menu and your coupon in more detail. Oh good, I see they have Chicken Salad on the menu! Lets go there for lunch. They tap the Click-to-Call feature for callahead seating, save your mobile coupon for a free dessert in their phone, click the GPS
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map feature for exact directions to your place, and they have lunch with you. Youve won the lunch war for that day! This exact scenario is happening right now, all day, every day, in every place in the world where there are mobile phones and restaurants. To be a choice to customers in this scenario, you need to have a strong presence in the top Local Mobile search engine directories and Social Review websites for the opportunity to gain these customers.
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Although a Google Places listing is ground zero for local search, having a detailed listing in these other top local search directories will strengthen your Google Places listing, thus increasing your overall rankings and the ability for more customers
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to see you by being closer to the top of Googles search results. You can go to all 20+ sites individually to claim and update your listings, but thats incredibly time consuming. Thankfully, dedicated service providers that will claim, optimize, submit and manage your Local Mobile search listings for a small monthly fee to ensure that new local and traveling customers can find you when theyre hungry and ready to eat!
Bottom-Line:
If you dont get serious about your presence in these top Local Mobile search engines and youre still asking yourself Why am I not increasing my business or getting exposure in front of traveling or new local customers?, then this is your answer. Now go fish where the fish are!
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This major problem would be the same if a customer came into your location and your menu was not readable or available to look at. How would they order? This is more than likely happening to 38% of all your mobile customers trying to access your menu from their phones. This is happening right now. Customers are frustrated, youre losing valuable market share and potential new business.
Customers want easy mobile access to your menu(s) for two reasons: 1.
To look at your food selection when placing takeout orders.
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2.
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3.
Ensure the link to your menu is just 1-click away on your mobile website home page. Dont make customers hunt for it. Consider slimming down your menu(s) to feature only the most popular items, specialty menu items and/or your most ordered takeout items. Organize your menu in sections i.e. Lunch, Sandwiches, etc, so its easier to navigate by header and food/occasion type.
4.
5.
Bottom-Line:
Your menu is a BIG part of your success. If your menu doesnt completely work on mobile phones, you are losing takeout and
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reservation business to competitors, while frustrating customers. Customers want fast, on-demand, mobile access to your menu so they can share it with friends, save it on their phones and order where and how they want to.
tell all of their friends and co-workers good things about you with just 1 click? Word-of-mouth is the most effective method of advertising for the food service and hospitality industry. Whether you do what you do well or poorly, customers are guaranteed to tell others in todays alwayson, Social Media driven world. With the invention of blogs and Social Media, sharing information and recommendations to millions of people is now instantaneous. Unless youve been under a rock these past few years, you have probably seen buttons saying share this or like me or tell friends about us, etc on most websites. This is happening because the web is becoming more personal and easier to share information with people within our own personal online network(s). When businesses are shared with people in these
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social networks, its a genuine referral, vote and recommendation thats personal, honest, unbiased and more importantly FREE.
The most popular mobile customer sharing services for restaurants are:
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Bottom-Line:
If you make it easy to share your business with friends and family, then you have a 39% chance that more mobile customers will do just that. When customers can share your menus, phone number, location(s), etc., no matter where they are, more people will get to know about you via FREE mobile word-of-mouth advertising and your brand image and sales will benefit. People want to share you wherever they are. Mobile sharing makes this possible.
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mobile website so that its easy for them to call. Click-to-Call enables them to click on your listed phone number and your number is then automatically dialed, so they dont have to bother entering the number into the phone themselves. Its one-click, instant contact between you and your mobile customers! According to recent surveys, mobile restaurant customers said that Click-to-Call gives them a faster and more convenient way to call and perform more of the features listed below with local restaurants, than with restaurants that did not offer this feature or have a mobile-friendly website.
Takeout orders, call-ahead seating, gift certificate purchases, group parties, special event reservations and bookings.
Bottom-Line:
Having a mobile website with Click-to-Call will help your customers communicate with your business more efficiently while on the go and in doing so, youll be rewarded with more business and increased customer loyalty. Growing sales is all about making it as easy as possible for customers to buy from you with little work. The Click-to-Call feature makes this happen.
Strategy 6: Increase Repeat Visits With Mobile Email & Text Marketing Campaigns.
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As you know, retaining your customers and having them come back to you more often than your competitors is how you make money in the restaurant business. Yepthats right. Repeat business! Since 42% of customers want to receive specials and coupons by text &/or email to their phones from restaurants they like, taking care of your best customers and creating that
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one-to-one marketing relationship has never been more important than right now. Getting in front of customers more frequently than your competitors are will enable you to stay on their minds, with offers to increase repeat visits. Building your text and email lists and sending promos and news via these channels is critical because the
Top 3 communication activities people use their phones for are: 1. Calling 2. Texting 3. Emailing
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With this in mind, you need to have an email and text marketing plan in place so that you can feed your customers with special offers, news and incentives so they know whats new and come back with friends to dine with you more frequently. Text marketing has a 95% open rate, and email a 20% open rate. Youd be crazy not to use these mediums to communicate with your bread-and-butter customers and give them incentives to choose to come back to you over your competitors.
QR code
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to build your email/text marketing list automatically. The tents contain a QR code that when scanned from your customers phone, will take them to a mobile landing page where they can enter their email/text info to join your list(s).
message to the short code to join a list or get something sent back to them by text or email. For example, Get a 20% off coupon by texting Pizza to 32345 and join our mailing list! When this happens the customer is added automatically to the list and receives the coupon, which they can use instantly.
Print ads, point-of-purchase displays, bill jacket inserts & menus: Place QR codes on print
coupons, print ads or mailers, on a sign at your register, a card inserted in the bill jacket, presented by servers or of course right on your menus. Customers see your QR code(s), scan them, and have the opportunity to be added to your list(s) automatically.
the ability to join your list on your website, especially for mobile customers, is a critical and easy method for collecting a big and
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profitable list quickly. This method allows for a simple opt-in form placed on your website usually provided by your text/email marketing solution provider that enables customers to enter in their email and text info on your site which will instantly subscribe them to your list. Its a numbers game. If you make it convenient for customers to subscribe to your list(s) via their phone, youll build one quickly of customers that will respond to your mobile offers and come back more often, thus increasing your business and their loyalty immensely.
1.
Exclusive coupons (i.e.) Buy 1 Get 1 Free or Get 25% off your entire bill, etc. They want strong offers, something that they absolutely cant say no to! Special event & entertainment dates. (i.e.) Dont forget about the 80s dance party this Friday night from 9pm-2am, etc. Specials, new dishes & drink specials. (i.e.) Chef Joe just got in some fresh Grouper this weekend, come join us with friends!, etc. A strong birthday offer sent to them at the beginning of their birthday month. (i.e.) Happy Birthday! Join us on your birthday for a free meal when you bring a guest, etc.
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2.
3.
4.
The Top 10 Restaurant Mobile Marketing Strategies for 2012 www. PunchMobileMarketing.com Copyright 2012
5.
Exclusive specials that they can use if they bring-in or share you with a friend. (i.e.) Bring a colleague to lunch this week and get 25% off your bill,etc. Create reasons/offers around holidays, special events, sports or a time when people are usually looking for something to do. (i.e.) Buy 1 get 1 Free appetizers this week from 59pm for March Madness, etc.
6.
As with all promotions, the better your offer, the better the response.
Put yourself in your customers shoes and ask yourself, if you were a customer, what promotions and info would I want to know about that would get you excited to bring
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1.
Send at least 1 text and 1 email at a minimum of once per month to keep in constant contact. The maximum you should send is 4 each
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month. Based on research, any more than that is not recommended for restaurants.
2.
Make it count it by sending only strong offers that your customers cant refuse. If you send just for the sake of it, customers WILL block you out. Only send to customers that have opted-in directly themselves to get your text/email messages. Dont add them to your list without their permissionthats spamming. Some customers have to pay to receive your text messages. So again, when you send, make it count with a strong offer and always keep this fact in mindbecause IT IS on your customers mind.
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3.
4.
The Top 10 Restaurant Mobile Marketing Strategies for 2012 www. PunchMobileMarketing.com Copyright 2012
5.
Never forget that when customers opt-in to get your messages, they have given you a unique invitation to personally advertise directly to them. This is as close as you can get in marketing. Respect the invitation as sacred.
Bottom-Line:
Email marketing delivers $45.00 in business for every $1.00 spent. Text marketing return on investment is coming very close to that as well. If you dont have a plan to implement this into your marketing mix this year, you will continue to lose customers and business, especially new mobile customers that are reading their email and texts on their phones every day. Email and text is Win-Win marketing! Your customers give you permission to
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advertise to them, so make it worthwhile for them and theyll come back to you.
Strategy 7: Improve Your Reputation & Positive Feedback With Mobile Reviews.
As you know, 31% of diners read, leave reviews, and check-in on sites like Yelp, Foursquare and Facebook from their phones. The popularity of Social check-in sites enable people, at any time, to see what others have to say about businesses, which is a major factor in how people shop and where they choose to eat. Making existing reviews or providing the ability to create new customer reviews about your restaurant from mobile phones
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is critical to creating more word-of-mouth activity, while controlling your overall reputation online. If you make it easy for people to talk about and share you while on the go, they will do so more often.
The top 3 Social Review sites your restaurant needs to have a solid, postive presence in:
Many of these social check-in sites use GPS technology which track a mobile users location, allowing them to check-in at places via their mobile phone. The ability to claim virtual real estate and instantly tell the world, Hi everyone, Im currently
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eating an amazing steak at Restaurant X. You got to try this place! is most likely the main reason why Social Review sites are appealing and popular. Some sites even offer various designations such as Mayor or best customer for people that check-in the most.
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1.
Go to all 3 of the Social Review sites listed previously above and search for your business name or
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2.
Claim ownership of your listing on these sites. Doing so gives you access to all the listings content, allowing you to respond and add, to existing customers reviews. Set-up a free mobile Google Alert with your business name so youll be notified anytime someone posts online about your business on these sites. Add more detailed content or correct mistakes about your business listing(s) and respond to the customers reviews and questions. The more content you add to these sites, the better resource it will become for customers.
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3.
4.
The Top 10 Restaurant Mobile Marketing Strategies for 2012 www. PunchMobileMarketing.com Copyright 2012
Doing this also helps to naturally increase your Mobile Local search engine rankings so that more customers can find you.
5.
Make it easy for customers to access these sites from your main website and especially your mobile site. Encourage people to leave you reviews. The more reviews you have, the stronger your reputation will be, which creates more foot traffic and free buzz.
Bottom-Line:
Diners are reading and leaving reviews about your restaurant right now from their phones. Customers are talking about you on these Social Review sites. If youre not a part of this conversation, then youre leaving your reputation and profits on the table for someone else to control.
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Coupons.
Paper coupons are out. Diners want digital coupons. Remember that 71% of mobile phone users have said they are more likely to visit a restaurant if mobile coupons are readily available. 2 out of 5 diners like the convenience of mobile coupons over paper. One of your main Mobile Marketing priorities this year needs to be ensuring that customers can easily access your coupons online, anytime, via their phones. If your coupons are digitally accessible 24/7 via your mobile website, more customers will use them, which in-turn increases your business and overall coupon reach. The equation is this:
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2. Deliver your
coupons via Text/Email/Social Media sites, like Facebook and Twitter. Text, Email & Social equates to almost half of what people do on their
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mobile phone besides talk. Enable them to get your offers via these channels so they can share them with friends and co-workers more often.
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Bottom-Line:
Paper coupons drive sales. Mobile coupons drive more sales. The more access people have to your coupons, especially on the go via your mobile website, the more they will use and share them with others. Make it a priority to mobilize your coupons and you will reap the benefits of
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Strategy 9: Reach More Traveling Customers With Mobile Maps & Directions.
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Its all about location, location, location. Typically, the general dining radius for most restaurants is 5 miles. For new, local and especially, traveling customers who need to find something fast to eat, the easier and faster they can find your location(s), the greater
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chance there is that you will gain their business. Since you now know how traveling customers search, find and dinemaking it easy for customers to get directions to your restaurant has never been more crucial. How many times does your staff answer the phone to give your hours or directions? If youre like most restaurants, its probably half of all your daily call volume. By having a mobile website with an automatic GPS map/direction function to your location(s), you will eliminate many of these time wasting calls and enable mobile customers to make a quicker decision to dine with you, because theyll have all the directions and the vital how close is the restaurant? info they need - right from your mobile website.
Bottom-Line:
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Having instant GPS map/directions to your location(s) from your mobile website on your customers phone, will finally let you truly harness the location, location, location aspect, by enabling you to cast an even larger net so more new and traveling diners know exactly where youre located. The Mobile GPS map feature makes this possible.
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QR codes are the little bar codes you keep seeing everywhere on everything. When scanned by a mobile phone, (with a readily available free scanner app download), the QR code opens a web page on the customers mobile phone for them to view specific content tailored to that particular QR codes message.
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QR codes enable advertisers to create interactive mobile content experiences for customers on-demand, enabling them to take action faster without having to type in a web address directly. Creating a QR code is free and easy. There are many affordable services that allow you to create QR codes in just minutes. QR code technology and restaurant promotions work very well together. Below are some of the exciting ways that smart restaurants are using QR codes to grow their business and keep customers more engaged with their brand.
Mobile Menus & Coupons: By putting QR codes on your print menus and coupons, you enable customers to be directed to your mobile website, which provides quick access to your menus, coupons and other content. Join Your Marketing Lists: Increase marketing list sign-ups by directing people to your mobile website to opt-in for your Text/Email/Social promotions and specials. Adding a deal to get people to scan and opt-in increases opt-ins considerably (i.e.) Scan here to join our mobile text eClub list and get a free dessert coupon texted back to you instantly,etc. Social Follows and Likes: Use QR codes to direct customers to your mobile website, Facebook &/or Twitter page, so they can become fans and can tell their friends about you.
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Call Ahead Seating / Takeout Orders / Reservations: QR codes can initiate a phone call directly from a scan with Click-to-Call. This means customers can be connected directly with you by voice, or can be easily directed to your mobile website, where they can place an online reservation or takeout order instantly. Recipes & Events: Drive more interest in your food with recipes and invoke awareness with your special events, functions and entertainment. Comment Cards: Your customers are the best people to get feedback from. Create a QR code directing customers to your mobile website, where your digital comment card is there for them to complete instantly.
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Bottom-Line:
QR codes marry your offline and online marketing perfectly. The possibilities are endless. Check out the numerous free QR creators online and start experimenting. Customers will want you to make it easy for them to connect with you on the go, and QR codes make this happen.
Bonus Strategy: Continue to Learn How Mobile Marketing Impacts Your Business & Customers.
Start thinking Mobile in everything you
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do. The faster you do it, the happier your customers and your bottom-line, will be. Customers have their phones on them 24/7 without fail. Whether you like it or not, you need to create the mobile experience your customers want as soon as possible. Here are important tips on how you should continue to learn and grow your Mobile Marketing know-how and soon to be laid Mobile Marketing plans.
evolving very fast over the next few years. Be sure to always keep an eye out for Mobile Marketing promotions and know the uses of Mobile Marketing in the industry. Ask yourself how you can integrate these techniques and tools into your business. Connect with a Mobile Expert: Get help with the technology, planning, execution and marketing ideas needed to take full advantage of Mobile Marketing so you can integrate it into your business ASAP. Reach out to an individual or firm that has experience in Mobile Marketing for restaurants and build a relationship with them. Its a relationship that will be as valuable as the one you have with your cooks. Ask Your Customers: Creating a memorable and fun Mobile Marketing experience is all about making your
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customer happy so they share you with others and dine with you more often than they do with competitors. Ask them what they really want at the mobile level so you can create and continually grow a genuine mobile experience that will benefit you both.
Action Steps: The Top 3 Mobile Marketing Strategies to Implement In the Next 30 Days.
Follow and execute in this order:
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you can join the conversation your customers are having about you right now.
Bottom-Line:
Mobile Marketing is not hard or complicated. There are providers right now that can help you implement these critical Mobile Marketing strategies into your restaurant within the next 30 days. Dont wait. Get started today. Simply do a search for mobile marketing for restaurants and find one. Or, you could just contact us here at Punch, the company that brought you this eBook report and our mobile pros can have you mobilized in less than 3 days.
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Conclusion
If youre not completely convinced that mobile is the future of marketing and a non-negotiable requirement that needs to be integrated into your business, then please, re-read this eBook until you are. Your customers will thank you for it with their recommendations and repeat business. Mobile Marketing is here. Embrace it and grow your restaurant.
Sources: Google, Microsoft, Compuware, Yelp, Samsung, Apple, ComScore, PayPal, Kinetica Media Page | 96
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Free Resources
Thank you! We appreciate you taking the time to read this eBook report. We hope that we were able to teach how important Mobile Marketing is to your customers. Feel free to share this eBook report with anyone you know that can benefit from this information. If you have questions or need help with anything, please feel free to contact us here: report@punchmobilemarketing.com Free eNewsletter: Get our Mobile Marketing newsletter with news, tips & hot mobile marketing strategies and tools, so you can grow your business online. Join here - its free! http://restaurant-mobilemarketing.com/restaurant-mobilenewsletter-subscribe/ Follow & Share Us:
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Blog: Check out our food service based Mobile Marketing Blog for everything Mobile Marketing: www.Restaurant-MobileMarketing.com
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