#NCBShow17 Session Title Speaker Name(s).

#NCBShow17 Session Title Speaker Name(s)

RMD Group Introduction…
Nightlife and Restaurant Development, Management, and Consulting San Diego based with 10+ businesses 500+ employees, large employer National and local awards and accolades #NCBShow17

Panel Format… 7 Key Topics Infographic Take-away Questions and Answers
Complimentary Content Calendar and Presentation Download: rmdgroup.com/consulting #NCBShow17

Panel Introduction… #NCBShow17

T1: Millennials Seek Authenticity and Transparency
Accounting for ¼ the population, millennials are 77 million strong. They are self-reliant and value companies that are authentic and transparent in their message and belief system. How can you position your business to be authentic and transparent to capture what will account for the largest demographic by 2018? Speaker: Tami Hughes, RMD Group #NCBShow17

Millennials don’t trust advertisements and won’t be sold by them. In fact, in a recent poll, only 1% of millennials claim that a compelling ad influenced their purchasing decision. They want to know they are dealing with real humans, not faceless businesses. They want authenticity and transparency. How can you be more authentic? Start by communicating. Live in the moment, even on social media. Don’t be afraid to show your business’ personality and who you are. And don’t be afraid to take a little risk. There are many programs out there that will allow you to schedule out your social media posts. Even though these programs may seem efficient and time saving, they are causing more harm than good. Focus posting more “live” and “un-polished” content. Posts should feel topical and in the moment. Each post should be engaging and true to your brand. So think more about telling a story than providing information. If you try to being something you aren’t, Millennials will be put off. So be yourself. #NCBShow17

Be transparent. Show people how you do biz. Open your business up a little by removing the curtain and show what’s happening behind the scenes. Be relevant and avoid static or re-used messaging. Produce content that lines up with their needs, wants and goals. And with what’s trending and cool in their social circles. Care about community and worldly issues. Find a cause to believe in, even if it’s yourself and your product to start. Team up with charitable events and organizations. Think philanthropically. But don’t partake in charities or other events you don’t actual believe in. Millennials crave transparency and being fake will only drive them out the door. #NCBShow17

The result will be grand. Increased loyalty, encouraging friends and peers to also visit your venue. Sharing your message and content with friends and family via social media and other communication mediums. Drive more great customer reviews for sharing that showcases your business. #NCBShow17

T2: Millennials Live Through Their Mobile Devices
Millennials have grown up utilizing smart phones. Studies suggest 89% of millennials use mobile devices to connect to the internet and check these devices more than 45 times per day. What can you do to ensure your business is mobile friendly and you are a mobile forward thinker? Speaker: Wayne Partello, San Diego Padres #NCBShow17

How do we connect thru mobile: Working with the MLB we have developed an app experience that allows fans to manage their tickets, enter the ballpark and purchase at concessions all with their phone. We have also worked to increase our social storytelling to engage with millennials where they are most, on their phones. Steps to success: Ensure your website is mobile friendly. Proper implementation is important, create less clicks and crossover, and make it easy for them. Mobile applications for business must work. Provide regular offers and drive those offers by telling a story. Utilize social media campaigning and other mobile apps that allow you to communicate more visually and directly with your this audience. #NCBShow17

What is the result: Increase spending at concessions. Increased engagement on all social platforms. Brand weighted with greater value and importance in marketplace. 29th in MLB on twitter 3 years ago, now #5. #NCBShow17

T3: Millennials Embrace Frequent and Personal Engagement
62% of millennials say that if a brand engages them via social platforms, they are more likely to become a loyal customer to that brand. As business owners and operators we must work diligently to engage millennials and have real conversations. So how can we execute this level of daily interaction and engagement with our millennial audience? Speaker: Aaron Wellman, RMD Group #NCBShow17

Most importantly, don’t cut corners and try and schedule all posts. Gary Vanyerchuk said it best when asked about engaging millennials; you just need to do the work or dedicate a resource to do it. And remember friendship goes both ways. 70% of millennials are influenced by the posts of friends on social sites when it comes to making purchase decisions. Don’t just make small talk with your customers. Passive conversations will cause them to walk away. Use push notifications as a reminder or to-do list. In addition to following a posting schedule, turn on "push notifications" for all social media platforms to alert you in the same fashion as a text or phone call. You can even push these notifications to the "home" or "lock" screen, which will make it easier to filter through all the engagement and reply back to your followers. #NCBShow17

With push notifications anytime a customer comments, likes or shares your post you'll be notified when that happens in "real time". It is very important to engage immediately while the content is fresh in that customers mind. When you react immediately the customer knows that you appreciate them and care what they think and say. On the contrary, we need to stay away from one-way social media relationships or followers will start to stray. Do not post content that pitches your followers to come into your venue, then neglect to engage with them when they like, comment or share. Tell a story they will connect with, then engage them. #NCBShow17

For example, at RMD Group we have dedicated employees that manage each of our RMD accounts, including our venues' accounts. With over 10+ brands, with multiple social platforms to manage, these notifications make it easier to monitor posts, and most importantly engage with our customers comments. As a project, try adding your top 10 engagers on Instagram, turn on push notifications for their accounts, and react to the posts and interactions they're making (not just ours) to build a stronger relationship and help create more loyal brand ambassadors. #NCBShow17

T4: Millennials Love to Co-create Products and Experiences
Millennials love co-create services, products, and brands. Creating these cross channel experiences are crucial, and if done properly will create community sharing and influence to drive sales. How can we devise co-created campaigns to connect and engage millennials, and most importantly influence them to share these campaigns with their communities? Speaker: Tami Hughes, RMD Group #NCBShow17

Simply put, make them love you by involving them. “62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. They expect brands to not only be on social networks, but to engage them.” Millennials want to engage with their audience. They want to direct the story of their lives, at least the online version. So many of their experiences are all about the “gram” and the more relevant and interesting content you provide them to engage with their friends/family, the more cross promotional interaction you will receive. Good for them, GREAT for you. #NCBShow17

How can you help them, help you? Supply your customers with collateral to tell your story. Cocktails with an interesting garish or vessel Plated food that is as pretty for the eyes as it is for your taste buds Interactive signage Contests and gimmicks Showcase special nights/one-off events (ex. The Woodford Event at Rustic Root) Featuring two cocktails: customers will decide which one makes the menu. POS supplies supplied by vendors because if you are successful so are they. Utilize these relationships. Follow through and repost their posts. They showed you love, now you can do the same Sharing their image on your social media will further link them to your brand Everyone likes to be acknowledged Others in their social community will be encouraged to post their content and get involved with your brand as well #NCBShow17

T5: Millennials Are Price Sensitive But Will Pay For Value
With a year round median income of $33,883, millennials still account for 1.3 trillion in annual buying power. They have a “I want it now” sense of entitlement. They have been conditioned to find what they want with ease, making buying decisions comparing price with value. So how do we define value in what we sell, without compromising price integrity and profitability? Speaker: Wayne Partello, San Diego Padres #NCBShow17

Focus on “fans” of your business first: Most businesses are in the business of trying to create fans out of their customers. Our business is inverted, we need to create customers out of our fans. Creating content to engage with them consistently and then try to convert in the timeframe that is most comfortable to this generation, last minute. The surge of single game tickets from 3 days out up until game time is when we convert at the highest percentage. #NCBShow17

The perception of value: Value is defined though authenticity. Purchases made in reviewing blogs from persons they trust is a big one. Also look to social media for reviews on products or stories about products. They want to know the faces behind the business. Adversely 82% will leave a company after 3 bad experiences. Must have exceptional customer service and be always be responsive. There is an sense of entitlements with this generation, so it becomes more important everyday to have great customer service. #NCBShow17

What you can expect: Brand loyalty to start. 60% will purchase again from brands they most recently purchased from. The sooner you connect with them and encourage purchases, the longer they’ll be with you. ROI that can be recognized through engagement rather than direct of digital advertising. #NCBShow17

T6: Millennials Speak A New Language
70% of millennials are influenced by posts on social media platforms when making purchasing decisions. They speak in tweets, texts, Snapchat filters, and Facebook posts. They use emoji’s, memes, self-generated cartoon caricatures, and sometimes no words to communicate. Their communication language cannot be passive, it must be real dialogue. How do we learn a new language quickly so we can communicate and build lasting relationships with millennials? Speaker: Aaron Wellman, RMD Group #NCBShow17

Be more creative by using pictures, video, and emojis to tell a story versus actual words. Post multiple times while shortening the caption of each post. Try using a string of 3 to 4 emojis like a sentence, a single hashtag, a fun meme, or a short phrase to describe what’s happening in your post. This will allow the content to tell the story for you. Not only will this help increase the frequency of your posts over several days, it will keep the customer engaged for a longer period of time. This will create a timeline of pictures on your page painting a story together at the very end. #NCBShow17

Creativity, effort and methods like this will cultivate strong and authentic relationships with millennials leaving them with an appetite for more. Additionally, they will connect with you on a deeper level, be more loyal, and recognize your relevancy as a brand because you communicate like they do and understand them. As an example, during the build out of RMD’s new Italian Restaurant, Salvucci's, we gave our customers a glimpse into the process. On selected days we posted content building out the kitchen, then picking out the furniture, then setting up the bar. This allowed us to keep our customers captivated until the opening. #NCBShow17

T7: Millennials Follow Brands That Give Back
Millennials are tired of corporate greed and are typically politically progressive. 75% say that it’s important for companies to give back to society rather than focus on profitability. Local contributions bode well with this generation. How can we position our businesses to exemplify community contribution, and communicate those contributions and stories through our brand and social media channels? Speaker: Felix Goodson, VAVI #NCBShow17

Positioning your business or venue(s): Match a Charity that resonates with your brand and target market. Match a Charity that you are passionate about. Survey your community to see what causes will impact and motivate them. Pick a Charity that you have a personal connection with. The benefits to connecting with charities that give back: Generates a culture of positivity around your brand. It can boost employee morale and attract top talent. Millennials are 85% more likely to buy a product associated with a charity. Millennial employees want to be a part of a company that gives back and makes them feel good. Millennial clients can relate to a brand through charity, and will stay loyal because of that connection. #NCBShow17

How do you communicate these charitable stories through your brand and social media channels? Dedicate a page on your website to highlight your chosen charitable cause. Ensure content is relevant and relatable. Use creative ways to influence your audience by utilizing influencers, posting photos and videos, ultimately creating a buzz worthy movement (e.g. #IceBucketChallenge). Hashtags are a great way to connect like-minded people with your cause. #NCBShow17

Strong brands I connect with through charity: #BreastCancerAwareness – NFL #HardRockHealsFoundation – Hard Rock #BrewingtheAmericanDream – Samuel Adams #VodkaforDogPeople – Tito’sVodka #OperationSmile – My Mom (a personal connection that is stronger than any other brand) Now Review, Reflect, and Take Action. If you connected with any of these bullets, no matter the size of your company, make giving back a part of your company’s mission and values. And when Millennials connect with these actions, engage them back to build lasting and loyal client relationships. You will benefit in more ways than you know. #NCBShow17

In Summary… Connect: Frequently Honestly Authentically Purposefully
Charitably #NCBShow17

Visit us at www.rmdgroupsd.com
Q & A… Thank You for your time! Visit us at #NCBShow17

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