List Building Best Practices
and Practical Ideas
Welcome to a Fishbowl Best Practices Webinar
Hosted by:
Lauren Sadlon
Online Marketing Consultant
Agenda
• The benefits to growing your list
• Best Practices & Practical Ideas
•
4-Walls Focus
•
Exterior Focus
• Other Opportunities
• Q&A
3
List Size Really Does Matter
Think of your eClub as your brand’s own, very efficient broadcast network
• The ROI for email marketing is estimated at over
$40 for every $1 invested
• 94% of Internet users send or read email on a
daily basis
• Email is the preferred online marketing method
for 75% of adults
• Email travels with your members
MOBILE VISIT STATS
• 30% of all restaurant searches
• 55% of traveling diners searches
• 42% want to receive specials &
coupons on their phones
through email or text
SOURCE: Direct Marketing Association 2011
4
List Size averages by segment and location
Local Store Marketing is about building a connection
Email provides the perfect vehicle for communicating the special promotions, offers
and events to those guests and potential guests in each local trade area
How does your eClub stack up?
Per
Location
Average
Top 10%
Casual
4,206
7,600
Fine Dining
4,900
11,800
Fast Casual
1,118
3,900
Family
1,014
1,700
872
1,200
Restaurant
Segment
Quick Serve
SOURCE: 2011 Fishbowl data
5
List Building Best Practices and
Practical Ideas
4-Wall Focus
4 Wall Focus – Current guests make great members
You’ve got everything you need to complete the transformation!
An excited staff of eClub ambassadors
A captive and receptive audience
A convenient window of time
7
4 Wall Focus – Optimize Sign-up Slips
Make signing up as Easy, Fast and Efficient as possible
• Use boxes for improved legibility
• Highlight welcome offer and other
member benefits on the slip
• Include a QR code
• Enter the data into your system within
7 days of the member completion
8
4 Walls Focus – Make the eClub visible
Provide each guest with multiple opportunities to join your club
• Start early in the experience by including eClub
mention as part of the hostess interaction
• Make it part of standard procedure for servers to
ensure that every table receives a slip
• Collect information via comment cards
• Add QR codes to POP and menus
• Give a shout-out to your eclub on the menu
4 Walls Focus – Use your eClub Ambassadors
A little extra effort from each Team Member can drive exponential growth
• Get them Excited
• Tell ‘em what it means for the restaurant
• Tell ‘em What’s In It For Them
• Make it competitive
• Get them Focused
• Simple, consistent communication
• Tools (script, tracking chart, etc.)
• Daily goals
• Celebrate achievement
• Prizes
• Recognition
4 Walls Focus – Easy to understand goals
Let’s do the math for 1 location
X
10 Servers per day
X
1 sign-up slip per server
1 location
(3,600/yr)
30 days
100 locations
(360,000/yr)
300 New Members per Month
4 Walls Focus – Simple is usually best
A basic contest example
1. Pick a weekly incentive and a grand-prize
2. Announce it in a BIG way (what, when, why, how)
3. Start immediately after the kick-off event
4. Measure the results daily and provide frequent updates
5. Announce weekly winners exuberantly
6. Celebrate the results!
List Building Best Practices and
Practical Ideas
Exterior Focus
Exterior Focus – Website Optimization
Leverage website real estate to ensure eClub awareness
Maximize visibility of the eClub “call to action” on your homepage
• Size, color, shape
• Positioning
–
Start with where the eye goes first
–
Multiple locations (navigation bar, near social icons, etc.)
• Interactive elements
–
Banner ads
–
Pop-ups
–
Animation
Include eClub join opportunities in multiple locations throughout the site
–
Contact us page, menu page , locations page
Exterior Focus – Welcome Message Tips
Re-affirm their decision to join and get them to come in now
• Make the offer special and enticing
• Unlike offers you promote elsewhere
• Include the offer in the subject line
• Feature creative that is inviting
• Appetizing food
• Consistent with other branding
• Communicate other benefits of membership
• Member perks
• Information
Exterior Focus – Take your sign-up slips to the people
Have sign-up slips…will travel
1. Cross-promote with other local businesses
2. Sponsor local athletic program and pass out sign-up
slips at games
3. Buy or share booth space at a local community event
4. Partner with a nearby attraction (zoo, amusement park)
to raffle off a pack of tickets. Use sign-ups and/or
business cards as entry forms and announce the winner
through email
*ensure that opt-in language is included on any raffles, contests or
promotions
Exterior Focus - Leverage Social Media
Social connections can help spread the word about your eClub FAST
1. Add email sign-up form to your Facebook profile
2. Tweet about your email program. Add a link to the
Website join page
3. Post about your email program and drive people to your
Facebook join or Website sign-up page.
4. Partner with a charity and post details only on Facebook
5. Add Facebook and share icons to your email messages
17
Exterior Focus - Online Join Contest
Tap into website visitors to generate quick increase for a low investment
1. Set goals and budget
2. Align contest components with objectives:
• Eligibility
• Prize(s)
• Duration
• Measurement method
3. Highlight on website with call out and link to
themed join page (for measurement and future
segmentation)
4. Promote in-store through call outs on guest checks
and a focus by your team members
Exterior Focus – Next Level Possibilities
Opportunities abound…take advantage
1. Text to join
2. 3rd party integrations
3. Refer A Friend campaigns
4. Great Eats
Questions?
Thanks for your time!
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