MARKETING: 3 Tips to Master Omnichannel Marketing
When it comes to omnichannel restaurant marketing, one could write a book on tactics, channel-specific strategies, and campaign tips. We won’t try to cover it all but bring you three powerful tips that help you lay the groundwork or help reset your marketing plan to attract more guests. From branding to customer relationships and influencer marketing, read on to refresh your strategy.
DID YOU KNOWS…
The Future of Work
Global trends such as robotics and artificial intelligence look set to turn the way we work on its head with 10% of jobs at eventual risk of automation in the United States. In the more immediate future, the workforce is already undergoing transformation as ever-increasing numbers look for flexible working time, the option to work part time or to be self-employed. The recent Statista Trend Compass found that 79% of executives expected contingent and freelance workers to substantially replace full-time employees in the coming years.
The Future of Work by Statista.
A Dry Spy?
You know Dryanuary is rough when even James Bond is going alcohol-free. Our favorite British spy is plugging Heineken 0.0, an alcohol-free version of the beer, in a new ad. Heineken has previously ruffled feathers with previous product placements that have swapped Bond’s standard martini for the beer, so we’re sure Bond fans will take this ad in stride. /sarcasm. It’s part of the marketing effort for the new bond film due out in April.
Netflix & Chill’d
Ben & Jerry’s have released their newest flavor combo, Netflix & Chill’d, a play on words of the popular phrase Netflix & Chill. The new ice cream is peanut butter with sweet & salty pretzel swirls and fudge brownies. It’s available around the world and a non-dairy version is available in the US.
NOT QUITE WHAT YOU THINK
Why it matters to you: Bio-plastics just are what we thought they were.
When cities like Berkeley California banned single-use plastic, many people rushed to replace their carryout service items to so called bio-plastics. Unfortunately, the notion that these products are a safe and recyclable alternative to traditional plastics is simply not accurate. The motivation to eliminate our current dependence on unrecyclable or simply unrecycled plastics has pushed municipalities to force operators into a change and it doesn’t seem to be for the better. Seventy-nine percent of the world’s plastic is not recycled. In 2018, the 9% that is recycled plastic was threatened, as China banned the import of most plastics and other materials that it used to accept for recycling due to trash contamination issues. Most of that previously recycled plastic is now being landfilled or incinerated.
Here’s the rub, it turns out that the bio-plastic alternatives that many operators have turned to are just as unlikely to be recycled as the petroleum-based plastics. In fact, there are only a handful of facilities that are equipped to process them and even they are rejecting these products because they are mixed with real plastic that is virtually indistinguishable. This basically means that any benefit you thought you were gaining from switching to bio-plastics like corn-based drinking cups or bamboo-built clamshells is for absolutely nothing. Give that they are also more expensive than normal plastics it is even more frustrating. In any event, it appears the best efforts of our industry to mitigate our environmental impact have been for naught. This sure feels like a problem that some innovative entrepreneur could solve. We sure hope that person emerges soon.
[Source: Eater]
EMAIL DONE BETTER
Why it matters to you: Email remains your most powerful marketing tool.
We get it, you’re busy! But being busy is no excuse for not getting some simple aspects of marketing done and done right. If you read our blog with any regularity you know we are huge proponent of email and frankly it’s easier than you think. This gallery on FSR Magazine’s site is a great reminder of some basic ways to optimize your email for improved guest engagement. The insights range from simple ideas like making an effort to gather email addresses.
You will be shocked how easy it is to do and the resultant improvement in your email success will make the effort seem worthwhile. As you collect those addresses, it also pays to note as much info as you can about the email holder. Ask for their birthday, gender, and how they heard about you. These tidbits will be extremely valuable in allowing you to segment your list and deliver the appropriate message to engage the guest personally.
In order to succeed you also have to build actually good emails. “Actually good” means they are well written, graphically pleasing, and appropriate to the message you are trying to convey. Your email service provider has great templates from which you can start, but the writing requires someone that is capable to create them. Choose that person wisely, lest you send something that is inarticulate or sophomoric.
At a strategic level your goal should be to nurture your guest into visiting more often. It doesn’t always have to be discounts or offers. Often times you can write about an event that you hosted that was successful or a community program in which you participated to entice your guest to want to be associated to you. This type of loyalty is far more potent for your bottom line than just giving stuff away. In the end, email is your best and least expensive form of social media, which means any effort you put into it will deliver far more effectively than relying on social media.
[Source: FSR Magazine]
