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

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing: From the Kitchen to the Smartphone

Online Research for Decision Making

Source: Role of Restaurants for Online Use – Google

Mobile Marketing: From the Kitchen to the Smartphone

And in Turn… Mobile

Source: Role of Restaurants for Online Use – Google

Mobile Marketing: From the Kitchen to the Smartphone

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.

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing: From the Kitchen to the Smartphone

It’s Just a Little Step from Mobile to Social

Mobile Marketing: From the Kitchen to the Smartphone

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing: From the Kitchen to the Smartphone

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.

Mobile Marketing: From the Kitchen to the Smartphone

Adding ValueThere is a fine line…

The right amount of mobile interaction is engaging and helpful.

Too much, and you quickly become spam.

Mobile Marketing: From the Kitchen to the Smartphone

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 Marketing: From the Kitchen to the Smartphone

Mobile/Social is atwo-way street - Engage!

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

Messaging for Mobile

Mobile Marketing: From the Kitchen to the Smartphone

Messaging for MobileSegment your customers

Mobile Marketing: From the Kitchen to the Smartphone

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 Marketing: From the Kitchen to the Smartphone

Mobile Publishing

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing: From the Kitchen to the Smartphone

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!

Mobile Marketing: From the Kitchen to the Smartphone

What about an App?• PROS

A loyal crowd• CONS

Can become saturated

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing Loyalty

Mobile Marketing: From the Kitchen to the Smartphone

Fun Ways to Use QR Codes

App Awareness

Even Parties!

Mobile Marketing: From the Kitchen to the Smartphone

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

Mobile Marketing: From the Kitchen to the Smartphone

Download the Presentation:

Mobile Marketing: From the Kitchen to the Smartphone

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