digital marketing for bars and restaurants
TRANSCRIPT
YOUR BUSINESS AND DIGITAL COMMUNICATION
WHAT KEEPS OUR CLIENTS AWAKE AT NIGHT?
THE FIRST IS GROWTH
THE SECOND IS TECHNOLOGY
WHAT ARE THE TRENDS DRIVING GROWTH?
PERSONAL
LOCAL
CASUAL
AUTHENTIC
PROVENANCE
DISCOVERY
SHARING
ASIAN
AGEING
TECHNOLOGY
THE DIGITAL WORLD IS A CONFUSING PLACE
SO WHAT WOULD I DO IF I OWNED A BAR?
I’D BEGIN WITH MY BRAND•UNIQUE
•APPEAL TO TARGET MARKET
•BOLD DISTINCTIVE STYLE
AND THEN I’D START ‘DIGITAL MARKETING’
THE SECRET: IT’S JUST LIKE BASIC BAR MARKETING
BASIC BAR MARKETING
1. Make your bar look good 2. Make your bar easy to find 3. Tell everyone you know 4. Invite them back
DIGITAL MARKETING
1. Make your bar look good - WEBSITE 2. Make your bar easy to find 3. Tell everyone you know 4. Invite them back
DIGITAL MARKETING
1. Make your bar look good 2. Make your bar easy to find - GOOGLE 3. Tell everyone you know 4. Invite them back
DIGITAL MARKETING
1. Make your bar look good 2. Make your bar easy to find 3. Tell everyone you know - FACEBOOK 4. Invite them back
DIGITAL MARKETING
1. Make your bar look good 2. Make your bar easy to find 3. Tell everyone you know 4. Invite them back - EMAIL / INSTAGRAM
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IT’S THATSIMPLE.
NOW BACK TO…
STEP 1MAKE YOUR BAR LOOK GOOD
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YOUR WEBSITE MUST BE MOBILE FRIENDLY
• Everything on the first page
• Visual not verbal
But don’t break the bank:• DEVELOPER: Make sure you can update it
• DIY: look at services like Putti http://www.puttiapps.com/
BUT YOUR WEBSITE IS ONLY PART OF YOUR WEB PRESENCE
ZOMATO
TRIPADVISOR
MENUS.CO.NZ
DINEOUT.CO.NZ
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STEP 2.MAKE YOUR BAR EASY TO FIND
80%OF PEOPLE USE SEARCH TO FIND INFO ON A LOCAL BUSINESS
80%OF PEOPLE USE SEARCH TO FIND INFO ON A LOCAL BUSINESS
70%HAVE SEARCHED FOR A BAR OR RESTAURANT IN LAST 12 MONTHS
80%OF PEOPLE USE SEARCH TO FIND INFO ON A LOCAL BUSINESS
70%HAVE SEARCHED FOR A BAR OR RESTAURANT IN LAST 12 MONTHS
31%OF RESTAURANT SALES DRIVEN BY ONLINE RESEARCH
THREE WAYS TO IMPROVE YOUR GOOGLE GAME
1. SEARCH ENGINE OPTIMISATION (SEO)
2. LOCAL LISTING
3. GOOGLE ADWORDS
1. SEARCH ENGINE OPTIMISATION
• Go see the SEO experts
• Expect $500 - $2000
• But be warned…
2. LOCAL LISTINGS
THIS IS THE MOST IMPORTANT BIT. AND IT’S FREE.•More people will see your listing than your website
•But only 37% of businesses have claimed their local listing
GET STARTED: google.co.nz/business
WHAT I’D DO:• Get more reviews
• Upload photos and choose a great one to go first
• Get ‘business view’ - a 360 degree ‘see inside’
• Post twice a year on Google+
3. GOOGLE ADWORDS
Search results that businesses buy.
•Choose search terms and specify budget.
•Auction - highest bid wins.
•You only pay when people click.
THE BEST PART:LOCATIONTARGETINGLimit your listing to only people within reach of your premises.
Get started: google.co.nz/adwords
OPPORTUNITIES GONE BEGGING
STEP 3.TELL EVERYONE YOU KNOW
FACEBOOKIS BIG IN NZ
IT’S NOT JUST THE KIDS…• 2.5M use Facebook every month in NZ
• A daily habit for 85% of students - and 82% of mums
• Around 60% of internet users over 50+ are on FB
AND IT’S NOT JUST FOR CATS …• 80% of people discover products and brands on FB
• 45% of people learn more about Restaurants and Bars
• Restaurants and bars are one of top 5 most shared topics
BUT THE RULES HAVE CHANGEDOnly 2-5% of your community see your post unless you put money behind it.
FROM FREE ADVERTISING…
…TO ‘PAY TO PLAY’
“THE BIGGEST BAIT AND SWITCH OPERATION IN MARKETING HISTORY”
THE MOST POWERFULMARKETING TOOLLOCAL BUSINESSESHAVE EVER HAD
MASS MEDIA=
MASS REACH
BUT ONLY A SMALL PORTIONWILL EVER COME TO YOUR BAR
WASTE
KEVIN
SO HOW DO YOU TARGET JUST THEKEVINS?
FACEBOOKTARGETING
FACEBOOK TARGETING EXAMPLE 1
LOCATION: 2KM FROM PUBAGE: 18-35GENDER: MENINTERESTS: RUGBY UNIONTIMING: SEPT 19 ONLY
FACEBOOK TARGETING EXAMPLE 1
COST: $420REACH: 31,000-78,000
FACEBOOK TARGETING - EXAMPLE 2
TARGET ‘LIFE EVENTS’: ANNIVERSARY NEW JOB UPCOMING BIRTHDAY FRIENDS HAVE BIRTHDAY RECENTLY MOVED
FACEBOOK TARGETING - EXAMPLE 2
COST: $1000REACH: 123,000-333,000
THREE OTHER FACEBOOK TRICKS TO MASTER:
1. THE OFFER
THREE OTHER FACEBOOK TRICKS TO MASTER:
2. EVENTS
THREE OTHER FACEBOOK TRICKS TO MASTER:
3. LOOKALIKEAUDIENCES
GET STARTED:FACEBOOK.COM/BUSINESS
STEP 4.INVITE THEMBACK
EMAIL MARKETING• Only when you have something to say
• Mobile friendly
• Visual, not verbal
•for inspiration, sign up for emails from www.goodasgold.co.nz & www.thedenizen.co.nz
video of denizen email on mobile
FACEBOOK/INSTAGRAMUse your audience as your media channel.
A great prop at your bar will inspire photography.
Free WIFI will encourage sharing.
THEN YOU CAN PROGRESS TO NINJA MOVES...
TO DO LIST1. Make sure your website is MOBILE FIRST2. Get reviews on TRIPADVISOR and ZOMATO3. Go to GOOGLE MY BUSINESS and sort out
your local listing4. Get onto GOOGLE ADWORDS
5. Start using FACEBOOK TARGETING
