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International trends indicate big changes for the hospitality industry. Restaurants are shrinking, going greener and popping up in unconventional locations. Bold flavours are finding their way onto all menu types; restaurant concepts and cuisines are changing form, and consolidation is happening across several fronts of the restaurant industry. Niche restaurant concepts continue to prosper and ‘baby gorillas’ strive to be the next big thing!

Likewise, marketing campaigns are also drastically changing, shifting away from the traditional forms of media and moving online. The best networkers in business has always been those who listen, collect business cards and make connections - and now business can use the same tactics in developing successful digital marketing campaigns. The most successful restaurant businesses are now networking by listening to their consumers, engaging in conversations and asking for feedback.

On line marketing campaigns are now intelligently crafted around a strategic mix of traditional media and new media platforms and as such there has been a monumental swing to online marketing platforms in the international restaurant industry where trends are accelerated.

As such, Social Media Marketing (Facebook, Twitter, Myspace, blogs, etc), one of the more well-known elements of Digital Marketing, is exploding. International research shows that it is a way for “smart” restaurant operators to drive new business and repeat customer traffic. Unlike other marketing tactics, it allows you to listen to your customers, respond to them immediately and provide you with many opportunities to exceed their expectations.

Dish formulates insights and recommendations into the four areas of online marketing: social media marketing, search engine marketing, email marketing, and website redevelopment to build traffic, awareness, sales, and most importantly increase the ‘bums on seats’ in your restaurant!

I look forward to introducing your restaurant to Dish Digital Marketing Strategies.

Suzie Lightfoot

...it’s time to embrace innovative new business tools taking the International restaurant market by storm.

Suzie Lightfoot, Dish DirectorSuzie Lightfoot has been a leader in the field of media, marketing, public relations and event co-ordination in Queensland for nearly 20 years.

In 2005 she won the PRIA National Golden Target Award for Media, Public Relations and Event Management for her work on the Raptis Group’s 30 year Celebration & launch of their $400 Million development Chevron Renaissance. Suzie was awarded a prestigious National Fairfax Media Award in 2008 and has earned a reputation for her highly professional, creative and innovative media strategies for both the corporate sector and small business.

As Director of Suzie Lightfoot Communications, Suzie has managed to win some of Queensland’s most prestigious corporate media, public relations and event contracts, including the project management and promotion of Brisbane’s first international port, Portside Wharf (with Delta Goodrem) for Multiplex (Qld) Pty Ltd.

Seeing a potential for providing online solutions for the hospitality industry and having a passion for building business, Suzie has developed Dish - digital marketing strategies - which provides mainstream business, social, communication and networking tools specifically for restaurants and niche businesses.

We’ll leave the cooking to you if you leave the digital tools to us!

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“Understand the online space and it will change your business.”

Dish provides online marketing solutions utilising the latest trends and technological innovations in digital media that caters for your restaurants needs. It will maximize your restaurants exposure and increase your business through providing integrated marketing and communication solutions for online space. Dish is not a ‘blanket’ campaign it specifically identifies the media platforms that your audience engages in and creates a targeted campaign.

Dish designs marketing strategies that explore the potential of social networking, email marketing, web redevelopment and search engine marketing specifically related for the hospitality industry.

Dish is focused on ‘integrated marketing’ approaches with the web as a focal point. It is pivotal to your overall marketing campaign and will enable your business to strike a balance through good research, considering your competitor environment and working to your budget.

Dish is designed to increase your data base and improve your conversion rate by up to 80%.

The best part is, Dish is that it is measurable, economical, effective and successful.

Dish is a fresh, innovative digital marketing strategy, tailored specifically to your restaurant’s needs. “89%

of consumers say that they have researched a restaurant online before dining there”

“87% of consumers say email marketing has impacted upon their purchasing decisions ”

90 % of ad spend is still through traditional media but more people are now spending time online and have conversations about your restaurant every day...

Increasingly, Social Media is where these conversations are happening. Social Media is a place where people gather to share opinions, insights and experiences with each other, either as written words, images, audio or video. Social media sites include Facebook, Twitter, YouTube, Flickr, and LinkedIn.

Social media platforms can be used to broadcast and interact. Unlike other marketing tactics, social media allows you to listen to your customers and give you opportunities to exceed their expectations. By turning social media into an interaction with your customers, you will increase your data base, gain many restaurant savvy followers and improve awareness of your business.

Traditional media such as TV, radio and print must now be strategically integrated with new media platforms that will encourage participation, collaboration and commentary. DISH will help your restaurant enter these conversations, and will use Social Media technologies to:

• Generate leads• Protect your restaurant’s reputation• Create advocates for your restaurant• Improve your customer service

Social MediaAdd the spice to your marketing campaign...

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Dish adds salt & pepper to your marketing strategy...

Search Engine Marketing (SEM) is the entire set of techniques and strategies used to direct more visitors from search engines to websites.

Search engine marketing (SEM) is paid advertising within search engine results through Google, MSN, Yahoo and other search engines. When a search query brings up a list of results, it is possible to have an ad appear alongside the organic results to promote a product, business or service.

DISH balances Search Engine Marketing with Search Engine Optimisation as the most effective way to promote restaurants’ websites. Search Engine Optimisation and paid placement add the ‘salt and pepper’ to your existing marketing strategy and are the two major digital tools that promote your websites Search Engine Optimisation.

Organic Search Engine Optimisation:The practice of using a range of techniques, including augmenting HTML code, web page copy editing, site navigation, linking campaigns and more, in order to improve how well a site or page gets listed in search engines for particular search topics.

Paid Placement:Text ads targeted to keyword search results on search engines, through programs such as Google AdWords and Yahoo Search “Precision Match,” also sometimes referred to as “Paid Placement,” “Pay-per-Click” (PPC) advertising and Cost-per-Click (CPC) advertising.

Email marketing is already a well established marketing strategy in some businesses. Dish embraces this successful marketing tool and ‘elevates’ its applications to the ‘next level’ for your restaurant.

Email marketing ensures that you are communicating and engaging people who love your restaurant and is tailored to getting them back in. Dish specialises in designing innovative and enticing email campaigns that are measurable, cost effective and increase your business through repeat patronage of your restaurant.

Dish can supply access to our email platform on a month-by-month basis. The mail platform itself offers the following benefits:

• Personalise your customer relations. Studies have shown that people respond better to emails that actually address them using their first name. DISH mail allows you to capture your subscribers’ first name, last name, age, salary - even their shoe size - when they sign up to your mailing list. You can then use these fields in your email to deliver personalised content.

• Send any type of email communication. Newsletters, special offers, follow-up emails, customer service announcements, affiliate emails, invitations - anything!

• Improve patronage and increase revenue. You could send them more information on your products, or even a “subscriber-only” discount. Imagination and creativity are the only limits!

• Build trust with your customers. One of the most import steps in the buying process is to establish trust with your customers. By starting your own weekly or monthly newsletter, you’re establishing your website as a credible source of information, which helps your customers build their trust in you.

• Unlimited number of subscribers and lists. Create hundreds or even thousands of mailing lists and either import your existing subscribers or use DISH mail to automatically create a subscription form for your website.

Email marketing: regular planned email-permission-based email marketing-touch customers-email coupons-validate and great return on investments.

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“Without digital tools your website is incomplete...”

From the simplest contact form to the most complex business processes, Dish’s proven development model ensures that the functionality of your website is delivered on time and on budget, and fully meets your expectations.

Content ManagedWe want to put you in control of your communications. As a result, all websites we develop allow for their owners to update the site’s content with only a basic knowledge of computer technologies. If you can type an email or a document - you can look after your own website.

Future ProofedAll of our web development projects are fully standards compliant. This gives your webpages greater visibility in web searches, and allows for more versatile use of the information within documents on the World Wide Web, and simplified migration to new systems - hardware as well as software -including devices such as TVs and PDAs.

AccessibleStandards compliance also allows your web pages to be understood by people using different browsers - including browsers for people with visual impairments, hand-held browsers with very little monitor space, teletext displays, and other output devices.

…with a whopping

$57.25 ROI for every dollar spent on email marketing alone…you’d be crazy to ignore it.

“64% of restaurant owners are using digital marketing nationally due to its increased exposure and profitability…

tools

Social Media tells your customers what is happening at you restaurant, now...

“It took the Radio 38 years to reach 50 Million people, TV 13 years, Internet 4 years and the iPOD 3 years.”

“Facebook added 100 million users in 9 months!”

“Youtube is the second largest search engine in the world after Google.”

“34% of bloggers post opinions about brands and services.”

“Twitter has 54 million visits a month and is ranked # 3 in the social media sites.”

...isn’t it time you began talking with your customers?

Social Media has personality. It is real; it is honest and strengthens relationships with your customers.

?!

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CASE STUDY - A leading Brisbane seafood restaurant achieves astounding success with our DISH digital marketing approach.Our Brief Used Dish to increase the effectiveness of their website and email marketing.

The restaurant had been collecting contact information from their customers for years.

Although they were communicating with a portion of this database through their monthly email newsletters, they needed to bring all of their data together toallow easier and more targeted communication.

The restaurant also wanted to improve the performance of their newsletters. On average, 27% of recipients were opening the newsletters, and only 27% of thosethat opened were clicking on the links contained in the newsletters. At the same time, 18% of their messages weren’t getting through to the intended recipients.

Our Strategy1. Database consolidation2. Database re-engagement3. Email template and website landing page design and development

The aim of the strategy was to leave the restaurant with a high quality database of engaged and interested customers, with enough demographic data to allow them to provide those customers with relevant and appropriate information.

1. The initial offer - a simple message inviting customers to provide a few details about themselves in exchange for a chance to win a dining experience for six.

2. A reminder email - sent only to those customers who failed to respond to the first email, reminding them of the offer and providing a second opportunity to participate. Those customers who didn’t respond to this second email would be identified as “non-engaged”

3. A “Forward to a Friend” voucher - delivered to all customers who forwarded the initial offer to a friend. They were offered a tapas voucher in appreciation of their participation.

4. A final campaign update and thank-you - sent to all customers who entered the competition. This message would inform them of the competition results, and offer them a free main meal with a lunchtime booking of two or more people.

The strategy outlined four separate communications that would be sent throughout the campaign:

Campaignstart Send

Send

Opening emailintroduce

incentive offerClick through

Click through

Click through

Not opened or clicked

Reminder email

Write data

Write data

Prize drawProspectsdatabase

Email announcementof incentive winnerand thank you offer

Landing pageregister for

incentive offer

Landing pageforward to a friendForward to a friend

voucher

Viral growth

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The Dish SuccessThe initial email achieved an “open rate” of 42%, which was well above both the industry average and the restaurant’s previous results.

And, as an added bonus, the offer was forwarded to 880 other people who had not previously been on the list.

The offer of dinner for six proved to be an attractive one, with a “conversion rate” of more than 80%. This means that of the 3,500 people that visited the registration page for the competition, over 80% of them actually filled out and submitted the form.

The “forward to a friend” tapas vouchers proved to be the most successful offer in terms of opened rates. Database members were required to print their voucher from the email, and the great majority of recipients did, with open rates over 83%. This means that over 350 people intend to go to the restaurant to redeem their free tapas voucher.

The income generated from the tapas vouchers alone paid for the cost of the campaign.

The final email achieved an open rate of 60%, and with its free lunch main meal offer it has since generated significant income for the restaurant during the lunch period which was previously a quiet period.

The Dish Success StatisticsMeasure

Open Rate

Click Though Rate

Bounce Rate

Before Campaign

27%

27%

18%

After Campaign

60 - 80%

40 - 55%

0.5 - 1.8%

DISH Strategic Marketing Workshop 2010As part of your ongoing marketing strategy, our unique Dish workshop aims to introduce you to the latest digital platforms and international trends that are evolving rapidly within the international restaurant industry. We will strategize with you and your team in order to explore and design an integrated marketing strategy for your restaurant with the web as a focal point.

The workshop will offer your restaurant the opportunity to utilise digital marketing tools to better communicate with your existing, past and potential new customers.

Dish knows that you’re already successful at winning and keeping customers, however Dish can help you take a more proactive approach to your new business activities so you can drive business growth in a strategic and measurable way.

As an introduction to Dish, we would like to run a ‘master-class’ with you and your team.

Our workshops explore how you can use digital marketing to achieve your business objectives, and assist you in identifying further opportunities to connect and communicate with your past, existing and potential new customers, to increase your revenue = bums on seats.

Dish digital marketing - Master Class 2010… Cravat optional

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The master-class is designed to empower you to run and execute your own strategies as part of your day-to-day marketing efforts. Our Dish digital marketing master-class will be conducted over two hours and has six distinct segments:

1. Introduction - A background of who we are and what we do.

2. Background information - Together we will explore your business and its objectives, as well as your current marketing activities and how you measure their success.

3. Case Study - We will present an example of our work which demonstrates how a well-built website, optimised for quality search engine results, can combine with email marketing, search engine advertising, and social media marketing, to help your restaurant succeed.

4. Technology - We will demonstrate and explain some of the tools available to you to support your digital marketing activities. These tools will include email marketing, website statistics, search engines, Google ad‐words, online marketing and social media platforms such as Twitter, YouTube and Facebook.

5. Potential Activities - Together we will explore which activities will yield the best results for you and your restaurant.

6. Discussion - A short session to talk about anything we may not have covered or to answer any questions you may have.

Commercial in confidence. All information contained within this document is the property of Marketplace Communications and is not to be used without the expressed permission of Marketplace Communications.

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