1. Digital Marketing for Culinary Business
To change the image on this slide, select the picture and delete it. Then click the Pictures icon in the placeholder to insert your own image.
Aj.Prach Punnasuparom

2. Objectives Concept of digital marketing Digital marketing platforms
Digital marketing strategies
Digital marketing trends

3. What is Culinary Business?

4. Culinary Business
One of the long-lasting and timeless businesses is opening a restaurant or culinary business.
Meals is one of the main human needs besides clothes (fashion) and housing (property).
Moreover, the high public interest in culinary encourages more opportunities to open a  business in this field.
If you are a business involved in food and drinks, or you are an approved premises supplying food to other businesses you will need to follow hygiene and safety rules. You may also need a license. 

5. Culinary Business
The food industry is one that seamlessly blends elements of art, cultural expression, personal passion, and the provision of a necessity that everyone also enjoys.
Entering the food industry is your opportunity to create and/or sell food and drinks that people enjoy that are also direct representations of yourself in a personal and authentic fashion.

6. Traditional Marketing vs. Digital Marketing

7. What is the Difference ?
The main difference between digital and traditional marketing is the medium through which an audience encounters a marketing message.
Traditional marketing still plays an important role in people’s lives with the ever growing need to step out of the digital world.

8. Traditional Marketing
Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing.
Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and telephone. 
Print marketing is the oldest form of traditional marketing.

9. Traditional Marketing Categories
Print: Includes advertisements in newspapers, newsletters, magazines, brochures, and other printed material for distribution.
Broadcast: Includes radio and television commercials, as well as specialized forms like on-screen movie theater advertising.
Direct mail: Includes fliers, postcards, brochures, letters, catalogs, and other material that is printed and mailed directly to consumers
Telemarketing: Includes requested calling and cold calling of consumers over the phone.

10. Most Memorable Traditional Marketing Campaign
Just Do It" was dreamed up by Dan Wieden, the head of ad-agency Wieden & Kennedy.
who included it as the focal point of a TV commercial in 1988.

11. Traditional Marketing: Pros & Cons

12. Digital Marketing vs. Online Marketing

13. What is the Difference between Digital Marketing and Online Marketing?
Digital is platforms and devices that don’t need the internet
Digital Marketing definition is a form of direct marketing which links consumers with sellers electronically using interactive technologies
Online Marketing
It’s a subset of Digital Marketing
It uses digital platforms to go live and uses the internet to promote or transmit a message about a company’s product and services to potential buyers or target audience

14. Digital Marketing
Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, , and other websites to connect with current and prospective customers.

15. Why Digital Marketing is so important?
Digital marketing helps you reach a larger audience than you could through traditional methods.
Target the prospects who are most likely to buy your product or service.
It's often more cost-effective than traditional advertising.
Enables you to measure success on real-time.

16. Digital Marketing Channels

17. Digital Marketing Assets
Website, Social media page
Branded assets (logos, icons, template, etc)
Video content (video ads, product demos, etc)
Images (infographics, product shots, company photos, etc)
Written content (blog posts, eBooks, product descriptions, testimonials, etc)
Online products or tools
Reviews

18. Digital Marketing: Pros & Cons
Digital Marketing: Pros & Cons

19. User-Generated Content ?

20. User-Generated Content (UGC)
“UGC” is the most authentic, creative, reliable, and trustworthy content that you see online.
Anything that you see online including testimonials, reviews, feedbacks, social media content, blogs, videos or images are a part of users’ build-up content.

21. User-Generated Content (UGC)
Customer trusts “authentic” content on YouTube more than branded advertising online.
To reach teens, brands need to tap into influencers on YouTube and other social platforms.
To reach boomers, the best way to do it is still with traditional TV advertising.

22. The Success of User-Generated Content
Examples Of Some Top Brand's User Generated Content Campaigns

23. The Success of User-Generated Content
Back in 2014, Starbucks encouraged its customers to draw some artistic doodle on their white cups launching a contest for them on Twitter under the hashtag #WhiteCupContest.

24. Hashtag #
It is more commonly known has become an integral part of social media.
A hashtag is a label for content.
It helps others who are interested in a certain topic, quickly find content on that same topic.

25. Hashtag Basics They always start with #
They won’t work if you use spaces, punctuation or symbols.
Make sure your accounts are public
Otherwise the hashtagged content you write won’t be seen by any non-followers.
Don’t string too many words together 
The best hashtags tend to be relatively short and easy to remember.
Use relevant and specific hashtags
If it is too obscure, it will be hard to find and it won’t likely be used by other social media users.
Limit the number of hashtags you use
More isn’t always better. It actually looks spammy.

26. Social Media Success Factors
Website Traffic
Sales Volume
Create Leads from online to offline
Customer Relation Management
Brand Recognition

27. Website Traffic
Website traffic refers to web users who visit a website.
Web traffic is measured in visits, sometimes called "sessions," and is a common way to measure an online business effectiveness at attracting an audience.

28. Sale Volume Engagement First Show Off Your Products Get more Like
Run a Contest

29. Leads from Online to Office
Leads or Purchase Intention
Digital consumer behavior
Create Campaign

30. Digital Consumer Behavior

31. Customer Relationship Management
Data management
Customer engagement
Create loyalty program
Dialogue tone

32. Brand Recognition
Create Talk of the Town
Ride the digital wave

33. 2021 Digital Marketing Trends
Live-streams and an increase in influencer content
More goodwill and purpose-driven missions from brands
UGC to enhance the customer experience
An emphasis on sustainability
Increase in voice and visual search

34. Live Streams
On Facebook, live viewings spiked by 50% during lockdown periods, while viewings on Instagram surged 70%. 
TikTok use shot up in 2020, and there’s a good chance we’ll see this upward trajectory continue to play out in
Human-drive content like influencer live-streams can create trust.

35. More Goodwill and Purpose-Driven Mission from Brand
We’ll see more brands running campaigns like Hilton’s #HotelsForHeroes, where they gave away free rooms to medical workers

37. UGC
UGC has long been an effective way for brands to forge relationships with their customers and provide social proof, and this will be a common theme in 2021.

38. An Emphasis on Sustainability
81% of consumers strongly feel that companies should help improve the environment.
The hunt for a greener planet continues, and consumers are actively seeking out brands that are purpose-driven and conscious about the environment.
As the world remains a fragile place, it will be key for brands to reiterate their sustainability in 2021.

39. Increase In Voice and Visual Search
An increasing number of consumers are searching via voice- activated tools.
Perhaps that’s due to people have been stuck at home, with limited opportunities for conversation, or perhaps it’s simply because this type of technology is more readily available. 

40. Do & Don’t(Facebook) Post short content that tell your story
Appealing image/ VDO
Use contents from other User Generated Content to expand the image library and create relationship with user
Include article and tag the source with the post description. Positive showcase
Include hashtags on Facebook
Image with terms of filters and emoticons or text
Post user generated content without crediting or tagging the source
Post content that will not showcase your product properly

41. Length of text
Posts with 40 characters or fewer get 86% more engagement than posts with a higher character count.
If creating a post with less than 40 characters is not possible, the maximum characters used should be 120, as within this count, the engagement is still 66%.

42. LENGTH OF TEXT

43. Visual content - VDO

44. Visual content - collateral
Size Adaptation

45. VISUAL CONTENT POST

46. Example

49. Do & Don’t (Instagram) Post similar content regularly
Post content that is mixed and related audience (Destination, F&B, Room)
Use between 9 to 14 hashtags that related image and content
Post similar content regularly
Use unrelated hashtags
Leave any space around the image posted, if doesn’t fit, adjust the image
Post user generated content without crediting the source
Apply strong filters and blurry borders

50. Image

51. - Thank you -