David Mitroff, Ph.D. is the featured Digital Marketing Technology Expert in the Hospitality Technology Magazine October 2014 issue in an article on Restaurant Growth with Digital Marketing.
Read the text of the article below or visit the Hospitality Technology Magazine website page for the October 2014 Issue and article at http://hospitalitytechnology.edgl.com/magazine/October-2014/Key-to-Restaurant-Growth-Lies-in-Daily-Digital-Marketing95755
Key to Restaurant Growth Lies in Daily Digital Marketing
Restaurant managers, franchisees and business owners already have a full plate with day-to-day business operations. Customers meanwhile, are engaging with businesses using technology in new ways at an ever-increasing pace. This makes it difficult at the restaurant level to keep up with the demands of digital marketing across review sites, email marketing, loyalty programs, social media and mobile marketing. Leveraging digital marketing resources can offer ROI as it leads to increased brand awareness and customer loyalty. Incorporating digital marketing activities into an everyday work routine can help maximize growth.
Email marketing drives loyalty
Two issues often prevent businesses from sending out e-newsletters or announcements: collection of emails and content creation. For gathering emails or customer information use text-to-join tools, business card collection raffles or ask for emails when taking orders. Engagement marketing platforms like Constant Contact (www.constantcontact.com) include the text-to-join number, website widget and more with any level of account. For newsletters it is critical to keep in mind that a 20% open rate is considered good. The majority of people don’t read the email, however 31% of the people who don’t even open it are still influenced by seeing the name and subject line and may make a purchase in the future. Create informative subject lines that are intended for people who are not going to open the email or act on it immediately. By removing the perceived pressure to include original content or be highly creative, the restaurant can instead focus on getting the e-newsletter out on a consistent basis.
Mine review sites for overriding themes and pain points
Review sites provide valuable information for maintaining long-term success and increasing customer bases. Rather than reading every detail of reviews on sites like Yelp, OpenTable and Google, it is useful to recognize themes in feedback. Quickly scan for trends and take note if certain areas are increasing or decreasing in mentions. A few useful questions to ask are: What are customers saying about the business overall? Are they happy with service? Is one product mentioned or recommended more than others?
Include this information in weekly or monthly management review meetings where the data can be used as a tool to gauge and improve customer experience or up-sell opportunities. For example, customers often talk about portion sizes or menu items that they like or don’t like. When this information is combined with sales and food cost data it enables the restaurant to make more informed business and marketing decisions. Also when customers on review sites recommend certain menu items at an increasing rate, sales of that item can be increased by aligning in-store marketing materials.
Social media + mobile marketing = customer engagement
Social media can become a time management nightmare. Setting up tools like Hootsuite and SproutSocial allow restaurants to see a holistic view and manage multiple social media networks and profiles in one place, schedule messages, engage with audiences, and measure customer engagement and user performance. Once these platforms are correctly implemented, the restaurant can seamlessly post across platforms and schedule campaigns for later dates and monitor results. Once clear guidelines are established, encourage team members to take pictures or tweet about new specials. These real and unscripted yet structured activities produce higher returns and can easily be incorporated into daily workloads.
What was your first job?
Who inspires you?
My mother who continually establishes and systematically accomplishes new goals.
What are your hobbies?
Being a sushi chef and traveling.
What technologies excite you?
Health tech and fashionable wearable tech devices.
Always taste test…daily.
What is one other job that you would like to try?
Television show host.
What three people would you invite to lunch?
Grandfather, Dalai Lama, Elvis
What is your favorite movie?
Big Night – it’s about a failing Italian restaurant run by two
brothers who gamble on one special night to try to save
Favorite vacation spot?
Wherever my friends and family are.
David Mitroff, Ph.D. is a business consultant, marketing expert and keynote speaker who is the Founder, CEO and Chief Consultant of Oakland based Piedmont Avenue Consulting (www.PiedmontAve.com) where he advises clients on leveraging new technology to create brand awareness, strengthen customer loyalty and streamline business processes.
About David Mitroff, Ph.D. and Restaurant Marketing and Expert Services
David Mitroff, Ph.D. is the Founder and Chief Consultant of Piedmont Avenue Consulting, INC. (www.PiedmontAve.com) based in Oakland, CA. Dr. Mitroff advises clients, including restaurants, on leveraging new technology to create brand awareness, strengthen customer loyalty and generate new opportunities through consulting services and workshops. Learn more about our restaurant marketing services and workshops for restaurants at Piedmontave.com/bay-area-restaurant-marketing
Piedmont Avenue Consulting was founded by David Mitroff, Ph.D., to meet the growing needs of the consulting relationships he has built with organizations and business owners in the San Francisco Bay Area and beyond over the last 15 years. To learn more about Piedmont Avenue Consulting and how we work with law firms like yours, or for more information about our Continuing Legal Education Seminars for law professionals, we invite you to contact us today and schedule a free 30-minute phone consultation.
Press and Media Resources
David Mitroff, Ph.D., the Founder of Oakland based Piedmont Avenue Consulting (www.PiedmontAve.com) is available to speak with the media and press on a wide range of topics.
Members of the media, please contact us at:
About David Mitroff, Ph.D.
David works with a diversity of clients in the San Francisco Bay Area and beyond such as restaurants and retail specialty stores, franchises, professional services firms, start-ups and individual entrepreneurs. Dr. Mitroff leverages his extensive professional and educational background, including a Ph.D. in Clinical Psychology to motivate people to create change, while understanding the psychology behind business and marketing decisions. David is an active member, on the executive board, or advisory committees for several organizations. He continually collaborates with several consultant groups, merchant associations, and charities to best serve the community. David is a sought after speaker on a wide range of topics from Social Media to peak performance. Through his consulting, lectures, trainings, and keynotes David Mitroff, Ph.D. (www.DavidMitroff.com) has educated more than 15,000 business owners.