Mobile Marketing: From the Kitchen to the Smartphone

transcript

Mobile Marketing:From the Kitchen to the Smartphone

Jodi CraftDirector of Product Marketing

Web.com@webdotcom

Kyle AghaOwner

New Town Bistro@NewTownBistro

Jason StemmAssociate Vice President

Lewis & Neale @NYCubsFan

Mobile Marketing: From the Kitchen to the Smartphone

Breaking it DownWhat is mobile marketing?Communicating and engaging with your audience in an interactive and relevant manner through any mobile device or network

It’s Becoming a Mobile World

Number of people who accessed social network or blog over smartphone 2010 v. 2011 (3 mo. average)

Source: Comscore

Online Research for Decision Making

Source: Role of Restaurants for Online Use – Google

And in Turn… Mobile

Source: Role of Restaurants for Online Use – Google

Three Reasons why Mobile Sites are Important

Mobile-friendly sites positively impactconsumer attitudes

Mobile usage is exploding. It’s time to prepare.

Consumers take immediate action on mobile-friendly sites.

A Test…Load http://www.hellskitchen-nyc.com on your phone

Now Try…

http://www.hellskitchen-nyc.mobi

1. Keep it quick2. Simplify navigation3. Be thumb-friendly4. Design for visibility5. Make it accessible6. Make it easy to convert7. Make it local8. Make it seamless9. Use mobile site redirects10. Listen, learn and iterate

Local Search• 97% of consumers search for local businesses online.• While consumers search online, the majority (64%)

expect the business location to be within a distance of 15 miles.

http://www.google.com/places/Source: Google Places for Business, (Source: TMP Directional Marketing/15miles & comScore, Local Search Usage Study Q3 2010

It’s Just a Little Step from Mobile to Social

Smartphone/Social Networking ActivitiesSmartphone Social Networking Activitiesby Share of Social Networking Audience

People are sharing their experiences on-the-go

Customers are listening to you

Food as a Shared Experience• Food is intrinsically social.• Mobile and social media just change the venue for

the shared experience from physical to virtual.

Adding ValueThere is a fine line…

The right amount of mobile interaction is engaging and helpful.

Too much, and you quickly become spam.

Messaging for MobileLess is More!– Take a lesson from Twitter:

Think in 140 characters!– A picture says a thousand words

Half off pitchers of Sangria tonight!

Mobile/Social is atwo-way street - Engage!

Do you have a Smartphone? Use it like your customers and talk to them.

Messaging for Mobile

Messaging for MobileSegment your customers

Mobile PublishingMobile adds a whole new dimension to publishing- Video, interactive, how-to, even social components

The Professional Chef iPad app by the Culinary Institute of America

$49.99 for the whole book$2.99 per chapter

Mobile Publishing

SMS Text Marketing

• 10-20% response rate for Text promotions. Prices vary but can be for as little as 3 cents a message

• Texts are read within 4 minutes of receiving, while email can take up to two days

SMS Text MarketingText can deliver the right message at the right place and at the right time

From a Jello Shot…. To an Amuse Bouche!

What about an App?• PROS

A loyal crowd• CONS

Can become saturated

Smartphones are the new customer loyalty tools– Check-ins– Menu Item-specific– Dollar amount

Mobile Marketing Loyalty

Fun Ways to Use QR Codes

App Awareness

Even Parties!

Results• 10% to 20% redemption rate on text specials• Sending an SMS promotion on a weekday around

10:30 am results in a 10 to 15 guest increase for lunch

• SMS blast cost: $30• Revenue from extra lunch seats: $180

Download the Presentation:

Create a Mobile Site Today!Visit: NetworkSolutions.com

and click “Mobile” in the upper right corner

Jodi CraftDirector of Product MarketingWeb.com@webdotcom

Kyle AghaOwnerNew Town Bistro@NewTownBistro

Jason StemmAssociate Vice PresidentLewis & Neale @NYCubsFan

Mobile Marketing: From the Kitchen to the Smartphone

Technology