Restaurant.org @WeRRestaurants /RestaurantDotOrg /NationalRestaurantAssociation

Extreme Digital Makeover Overview and Best Practices Adrienne Weil with Mopro, Fishbowl, CMSText and EatStreet February 27, 2014

Campaign Details Who: Public content, members-only for prizes What: Content to educate operators and suppliers on best practices regarding web presence, email marketing, text messaging and online ordering…and prizes! When: Feb 12 – March 14 Where: Restaurant.org/DigitalMakeover; related content in right rail  

Available Prizes Mopro: 2 years of free digital media package (set-up fee and 2-year term fee), including a custom HTML5 website, video, photos, social media and e-commerce shop Fishbowl: 1 year free of Local Marketing Suite (Email Marketing [up to 5000 names on list], Social Media Marketing & Reputation Management) CMSText:  1 year of free text messaging platform service EatStreet: 1 year of free online ordering services, website development, credit card processing for online orders and associated marketing for a single location

Best Practices from our Partners

Mopro Every restaurant owner has a unique story to tell; having a custom video documentary on your site gives prospective patrons the opportunity to experience your restaurant before stepping through your doors Making sure your sites stands out among the crowd means using rich images, video and unique design Mobile optimization is key to giving a seamless online experience to every customer on all devices and platforms Learn more at restaurant.mopro.com

Telling Your Story Studies show 30 secs of video is worth 1.8 Billion words! Consumers who watch a business video are 85% more likely visit the establishment

Fishbowl - Recipe Book for Success Claim & Manage your online presence Build your audience base Engage your Guests Listen and Respond to your guests Keep Score Plan on 4-5 hours a week to get started, 2-3 hours a week to maintain

Fishbowl - Build Your Audience Email In Store activities - 80% comes from in store Staff Engagement & Incentives Website, Social & Online Reservations Links Contests/Sweepstakes Public & Charity Events Facebook Promote VIP Events to drive traffic Reward for “Likes” Tie special incentives to Facebook joins Write engaging & creative posts Integrate join campaigns with email Twitter Promote your Twitter page on Facebook Identify local notables, follow them and retweet their posts Create “Twitter only” offers Use hashtags (#) often

Fishbowl - Engage your Guests Email 18-24 Emails per year- mix of loyalty, community an branded Loyalty is foundation- Over 50% open rates 2-3 Loyalty “gifts” annually to drive enrollment and baseline Contests/Sweepstakes 1-2 other “Surprise” offers, usually one-day offers Facebook & Twitter 7-10 Facebook posts per week 3-5 daily tweets Content is Key - Post with a purpose Promote Events, Guest Experiences, Newsworthy items Use Humor - Have Fun Involve your guests and staff DON’T BE BORING

Fishbowl - NRA Member Promo 500 FREE Email Messages per month- no strings attached Unlimited list based email plans start at $15 per month Social Media/Reputation Management Bundle $49 a month Full Service Marketing available www.fishbowl.com/nra

CMSText provides mobile marketing with texting products and services to the restaurant industry We manage everything for the restaurant. We work with our clients to create attention grabbing mobile couponing solutions to drive business quickly and cost-effectively. We do this by advertising directly to your customers’ cell phones. http://www.restaurant.org/Membership/Member-Benefits/Tools-Solutions/CMSText

Example of a Casual/Sports Bar Chain Message Sent: **Mobile VIP Club** Weekly Special - SHOW TEXT and receive a FREE APPETIZER w/ the purchase of an entrée. Valid NOW thru Friday 11/9 (Not Valid w/ other offers) Example of a Casual/Sports Bar Chain The text message went out to almost 1500 subscribers in the database. The offer was valid for one week. In that week, sales increased 6% from the previous week, or roughly $8000. Subscribers in database 1487 Number of Redemptions 233 Redemption % 15.8% Increase in Sales (%) 6% Increase in Sales ($) $8,148.00

Best Practices Create fun, attention grabbing messages Keep messages short and clear Mix up your offers (don’t send the same offer every time) Keep incentives exclusive to Mobile VIP Members Incorporate your Facebook and website into the SMS marketing

EatStreet It’s not about the technology; it’s about the convenience Improving convenience increases number of orders, size of orders and operational efficiency Be proactive – not reactive – with online ordering Online ordering pays for itself Not all online ordering platforms are created equal

Convenience

Social Media Marketing Community Partnerships Be Proactive SEO Increases your visibility with higher search rankings Indexing Helps new customers find your website and reviews Social Media Marketing Targeting thousands of our hungry fans Community Partnerships Enhance connections with local organizations Email Blasts Sent to thousands of hungry customers Promotions & Specials Let the world know what you have to offer Case Study Want to learn more? GetEatStreet.com

Nominations Open Through March 14 Visit Restaurant.org/DigitalMakeover Questions? Email Adrienne at aweil@restaurant.org

Restaurant.org @WeRRestaurants /RestaurantDotOrg /NationalRestaurantAssociation