I think people that are focused on ‘books’ miss the point and this is why:

• The iPad is not an electronic book,
• It’s not a photo album.
• It’s not a device for reading newspapers or magazines.
• It’s not a video or YouTube viewer.
• The iPad is not a games console.
• and it’s not a music player.
• And the iPad it’s not a presenting device.

Technorati Tags: iPad, Marketing Tips

With the growth in Social Networking platforms like Twitter and Facebook many marketers are questioning the value of search and traditional SEO strategies. The following video provides a really useful discussion on the topic and is worth viewing if you are interested in how Social Media can enhance your business promotion.

Here’s my summary:

• Twitter and Facebook are great because the enable real-time-search. When something happens it’s online immediately for the whole world to see.
• So Social Media will enhance traditional search without circumventing search.
• People are using social media more than email according to the video and this will force a rethink on marketing strategy for both email and social media.

Technorati Tags: Marketing Tips, Search, Social Media

Technorati Tags: Marketing Tips, Tweet Me Savings, Twitter for Business

1. Build Awareness and harness the web using tools like search engine optimization, search engine advertising, ad networks, and social media.
2. Recruit New Members by establishing regular mail and email promotions to both house and outside lists and never stop testing your promotions.
3. Engage New Members with a multiple step orientation that helps the member to become engaged in the association and orients the member to the products, services, and opportunities provided by an association.
4. Upgrade members by putting in place an up-sell program to move members from one membership tier or product package to the next higher one. It might be as simple as moving student members to a professional membership, adding additional periodicals to the membership package, or including newly published books as a part of the membership.
5. Renew Members with effective renewal systems built on multi-media contacts using a combination of mail, email, phone, and fax integrated with a Web renewal tool.
6. Win-Back Programs to encourage the lapsed member to rejoin and convince the member of the benefits of the association membership.

Anyone who works in subscription or membership marketing should follow the link and read the article as execution of the steps is the key to the successful management of your subscription base.

Here are my recommendations on some tools you can use to build awareness (step 1):

Search Engine Optimization Think about your membership or subscription business in terms of what potential members will be searching for and then do some keyword research to find ‘search terms’ that your members will be entering in to the search engines. For this research Google has an excellent tool called the Google Search Based Keyword Tool. Once you have decided on your key search terms include them as ‘tags’ in your site. There are a number of steps in the process so I recommend using an SEO specialist to assist if you are short of time or ‘technically challenged”. Search Engine Advertising and Ad Networks Once you have your keywords, you can boost your awareness campaign by advertising with the search engines. Many people start and finish with Google Ad Words but there are many more effective solutions for online advertising. I recently attended the Search Engine Strategies (SES) conference in NYC and found many new and interesting options for online and search advertising. Visit the SES website and view Participating Sponsors & Exhibitors. Social Media The key is finding social media websites and groups that relate to your association or subscription niche and then adding to the discussion. Some excellent sites I use include:

• LinkedIn – Through Linked in you can start, join or contribute to a group and this is a great way to build awareness about your subscription.
• Digg, Delicious, Technorati – Find articles relating to your association or subscription and use the tools to network. Also use these sites to promote your news or interesting research.
• Twitter – Use Twitter to gain a following and tweet messages and links to newsworthy information to your followers. Use Twitter search to find people who are commenting on your membership or industry.
• Facebook – Set up a Facebook page for your subscription and invite members to follow you on Facebook.

As always I welcome your feedback or suggestions of how you have used online tools to build your membership or subscription base.

Technorati Tags: Marketing Tips, Membership and Loyalty, Online Strategies

7 ways small business and restaurants have used Twitter:

1. Tender Greens, a fast-casual healthy restaurant chain sends Twitter blogs, about three times a day.  Most messages advertise the restaurants’ daily specials or tell followers about finds at the Santa Monica farmer’s market. Twitter was also used to advise public about a late opening of a store.
2. Dallas-based Maggiano’s began tweeting after they found multiple mentions of Maggiano’s during Twitter searches. The restaurant chain has 45 locations and launched a Twitter contest offering $100 gift certificates to two winners (Follow @Maggianos by 5pm CST to be entered to win $100 in Maggiano’s gift certificates). The chain increased their Twitter followers from 130 to 4099 at the time of writing. Meggiano’s uses Twitter to search for mentions of the brand and thank guests for positive comments and get to the bottom of unpleasant experiences. Maggiano’s also use Twitter to tell guests about menu specials, contests and promotions.
3. The Loft at Soby’s in Greenville, S.C send targeted promotions to approved customers with great results.
4. Table 301, a restaurant group with 6 restaurants in Greenville, S.C market via Twitter. Richard Peck, co-founder, believes Twitter is perfect for restaurateurs and hospitality pros who like to interact personally with customers. Addressing them with short messages through mobile devices or computers, which Twitter does simultaneously, is highly effective. There is the bonus of no cost promotion with response to tweets able to be measured.
5. Besh Restaurant Group in New Orleans believes Twitter increases sales. The main benefit of Twitter to Besh is their ability to interact with customers on the platform providing two-way communication not possible with traditional direct mail.
6. Panchero’s Franchise Corp sends tweets promoting the day’s special just before meal periods and claim that this drives people to restaurants. Friday tweets include Trivia questions with winners getting free food.
7. Large groups like McDonalds are following customers that comment on their brands or promotions.

I have some close friends who have built really impressive businesses in the mobile/cell phone marketing space. They assist small businesses including many restaurants with promotions via SMS messaging, another example of short form micro messages. The examples above and the growth of SMS promotions provide solid evidence that people respond to short from messages. Twitter is only going to get bigger and those who embrace the application now will benefit the most.

Tips for promoting your tweets:

1. Get your message across in 140 characters and be clear with the message.
2. Don’t send too many messages as you increase the chance of important tweets being ignored.
3. Try link tweets to your website or other social media pages to give additional detail about your promotion.
4. Be personal and interact as you would in person.
5. Know your identity and ensure your tweets are consistent with this identity.
6. Follow bloggers and writers in the industry.
7. Don’t go for too long without promoting. Your followers expect to get updates.

Special thanks ‘The High Powered Food & Beverage Forum’ members who gave their feedback and suggestions. If you like what I have to say you can also follow me on Twitter @sladesherman.

Technorati Tags: Marketing Tips, Restaurant Promotion, Twitter for Business

The best advice I can give for coupon restaurant promotion is to (1) limit your exposure and (2) use ‘perceived value’ to your advantage. Attracting new customers with a discount coupon is great for business as long as the terms of the offer limit your exposure by not giving away too much margin. You also want perception of value so potential customers feel compelled to use the coupon.

So here are some suggested marketing tips to attract customers and limit your exposure:

1. Put a maximum on the value of the discount. If you are offering a 25% discount on the food bill then consider applying a cap to the total saving. As a guide the cap should be equal to 25% of the value of four average full price main meals. So if your average main meal is $30, the cap on the saving should be ($30 x 4) x 25% = $30.
2. Structure a discount that is easy for your staff and customers to understand and calculate. It’s much easier to understand the value of 20% compared with 22.5%.
3. Limit the discount to ‘food only’ or ‘main meals’. The perception to the customer of ‘25% off the food bill’ and ‘25% off main meals’ compared with ‘25% off the bill’ is the same. In their mind they are saving 25% but options 1, 2 and 3 in table 1 illustrates how a perceived saving of 25% can actually only result in a 10% reduction in the bill.
Discount Calculation

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4. Consider BOGOF deals as opposed to percentage discounts. BOGOF deals are ‘2 for 1’ meal deals and are usually worded “Buy one main meal and get the second equal or lower priced main meal at no charge”. They have excellent perceived value as 2 for 1 implies a saving of 50%. In reality most people purchase more than just two main meals so the actual discount is less. Table 1 shows that the difference between the perceived saving and actual saving for a BOGOF offer is significantly better than other options reviewed so far. The chart below represents the perceived saving vs. actual saving for the four options in Table 1.
   Restaurant Promotion
   
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My example in table 1 relates to a typical bill for four people but every restaurant is different so I encourage you to review the options and how they relate to your restaurant. Measuring your offer: Once you are promoting your offer, hopefully it’s resulting in increased patronage, but if not here are some things you can review:

1. Measure how many coupons you collect and ask customers who come in with coupons why they selected your restaurant.
2. Ask the local discount program to give you an indication of how many members are in your area. Check if the members match your target market (this also applies to paid advertising in which you are promoting a discount).
3. Ask the local discount program what sort of usage other restaurants in your area are getting and what discounts they are providing. If possible, change your offer so that you are more competitive.
4. Review the ‘perceived value’ of your offer. The best way to do this is to ask customers what they think of the offer and ‘listen’ to their feedback.
5. Test discounts by doing local letterbox drops or promoting your offer with local retailers and measure which coupons yield the best results.

Technorati Tags: Discount Coupons, Marketing Tips, Restaurant Promotion

1.    Visit http://maps.google.com/maps and search for your business name. Make sure you include your city name in the search enquiry. 2.    If your business is listed you should be able to view and edit your details and you can also read reviews. If you are given the option to claim your business then claim it! Click here for instructions on claiming your listing. 3.    If you cannot find your business then submit a business listing. So if you are running a brick-and-mortar business get online and make it easier for people doing searches in your area to find you on Google.

Technorati Tags: Google Maps, Marketing Tips, Small Business Tools