CERVION SYSTEMS EMAIL MARKETING OVERVIEWUsing Email Broadcasts to Change Customer Behavior and Drive Increased Sales

•  A typical restaurant should allocate 3% - 6% of sales to marketing (For new businesses, this should be more)

• MISTAKE: Some restaurant owners look at slow periods and think that's when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour business and forgo building on top of their busy periods… but MARKETING IS MORE LIKELY TO MODIFY EXISTING BEHAVIORS THAN CHANGE BEHAVIOR ALTOGETHER

• BUILD ON YOUR EXISTING CUSTOMER BASE:  new customer acquisition is 7-10 times more expensive than building restaurant sales through increased frequency, check average and party size. 

• -http://www.restaurantreport.com/departments/biz_restaurant_marketing.html

SOME RESTAURANT MARKETING FACTOIDS…

Included for “as a Service” customers

High volume rates more cost effective than competitors like Mail Chimp, Constant Contact

Cervion offers more features than competitors, with managed service plans available

CUSTOM BRANDING

DINERWARE POS INTEGRATION

AUTO RESPONSE SYSTEM

OPEN/CLICK ANALYTICS

INCLUDED WITH “AS A SERVICE”

• Welcome message is delivered to new subscribers within minutes when entered into your Dinerware Customer Database

• Choose a welcome message and “reward” incentive like this free dessert coupon

• Automated Birthday and Anniversary messaging included

EMAIL MARKETING WITH BIRTHDAY/ANNIVERSARY REMINDERS….

COULD THIS GET US ONE OR TWO EXTRA TABLES PER WEEK?

Gain insights with open/click analytics!

CONVERSION =

• Making a reservation

• Placing a web-based order (preferably DOLO )

• Downloading the coupon and showing up at the restaurant to spend $$$$

THE EMAIL MARKETING FUNNEL…

Open/Click/Share Detail for Individual Users…

Really more relevant for big-ticket items, or for our purposes, but still a cool/nifty feature for Restaurant customers

EMAIL LIST BUILDING TIPS… Staff Contest

“Fishbowl” Concept

Footer of Guest Check

Check Presenter Cards

Website Form

Top-of-mind awareness (TOMA) is a brand or specific product coming first in customers' minds when thinking of a particular industry.[1]

“TOP OF MIND” E-BLAST IDEAS… Entertainment/Specials

Simple Drink or Food Recipe

Coupon/Promotion

Link to Online Ordering

Always link back to Website

EMAIL MARKETING: THE HIGHEST ROI PER $ IN THE DIGITAL SPACE

THE MESSAGE:

WE ARE A PARTNER IN OUR CUSTOMERS’ SUCCESS

• WE UNDERSTAND THEIR NEEDS

• WE PROVIDE THE TOOLS TO HELP THEM WIN