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OFFLINE & ONLINE MARKETING

Sagitter One
by

Blanca Romero Prats

on 9 May 2014

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Transcript of OFFLINE & ONLINE MARKETING

Direct and Local MK
1
Word of mouth



2
Networking
with targeted groups
3
PR: Mass Media
4
Street Marketing
Marketing isn´t MAGIC...
BAILA CONTRA EL
DOLOR AJENO
VÍSTETE CONTRA EL DOLOR AJENO
DESCUBRE EL DOLOR AJENO
COMBATE EL DOLOR AJENO
Objetivos:
Captar fondos
Repercusión mediática
Alcanzar el público joven y universitario

Descripción:
Concierto benéfico con la colaboración de Europa FM para los refugiados de Sudan del Sur.

Públicos:
Sociedad, MMCC y Opinión pública
BAILA CONTRA EL DOLOR AJENO
Timming:
Sábado 6 de octubre de 2012

ROI:
Número de asistentes al evento
Clipping de prensa previo y posterior al evento
Monitoring posterior al evento
Tráfico en la web

Precio:
18,00 € adultos – 10,00 € niños
Duración y lugar:
3h. Parc del Fòrum (BCN)
Objetivos:
Aumentar la notoriedad de MSF
Posicionar la imagen con sus valores

Descripción:
Creación de un diario blog testimonial

Públicos:
Sociedad, MMCC y Opinión pública
DESCUBRE EL DOLOR AJENO
Timming:
Durante un mes: del sábado 12 de Octubre (semana siguiente al concierto) hasta el 11 de Noviembre

ROI:
Número de seguidores y tráfico del blog
Seguidores y fans en las redes sociales
Clipping y monitoring
Objetivos:
Sensibilizar sobre la violencia a la sociedad española.
Crear una corriente de afinidad hacia la marca
Impactar en la sociedad española

Descripción:
Guerra de almohadas en las principales ciudades españolas

Públicos:
Sociedad y MMCC
COMBATE EL DOLOR AJENO
Timming:
Barcelona: Sábado 20 de octubre. 13:00hrs
Madrid: Sábado 27 de octubre. 13:00hrs.
Bilbao: Sábado 3 de noviembre. 13:00hrs.
Santiago: Sábado 10 de Noviembre. 13:00hrs
Málaga: Sábado 17 de Noviembre. 13:00hrs

ROI:
Número de asistentes a cada ciudad
Número de fans en Facebook
Twitter: Número de seguidores, Retweets,
Trending topic de #luchaxnoviolencia
Seguidores Canal YouTube
Clipping de prensa
Social
Networks
OFFLINE
& ONLINE MARKETING
1
Sociedad española
2
Jóvenes universitarios
3
Medios de comunicación
4
Colaboradores
A
good strategy
is what brings the
success
OFFLINE & ONLINE MARKETING
Direct and Local Marketing
Digital and Email Marketing
Social Networks


Business Cards
for everyone!
Go out and start spreading the word about
your business.

This is one of the most credible forms of advertising because it's based on recommendations from people to people.


Choose groups with the
same interest
s or groups that are
potential clients
(stakeholders)
You can build genuine
relationships
that can provide
business.
Companies
Suppliers
Extensions of your business
Internet groups



Press Releases
with newsworthy story are an excellent way to get your business noticed

Get in touch with
local food bloggers and critics
to review your restaurant and help your
reputation.

Get listed in
free local newspapers.

Get out onto the road!

Give away menus, fyers or samples on the street, talk to people and tell them how great your food is.

Place them in local bulletin boards in college campuses, gas stations, retail businesses, hotel lobbies, airports and convention centers.
Guerrilla Marketing
Flash mobs
Graffiti





5
Get in the EVENTS world
To
build relationships
and earn the
trust
of potential clients and customers.

To show the
perspective
and
personality
of the business.

Trade Shows
Charity events
Meetings
Live music or comedy nights
Seminars or Workshops
6
Form local Partnerships
Partner with another
local business
or organization to reach a
broader audience.

Pick a
local business of the month. I
nvite customers to leave their business card and draw out a “Business of the Month”.
Hotels
Conference Centers
Spas
Gyms
Theaters


7
Email, text messages or calls can also be used to communicate with your customers

Birthday Club:
Send them a SMS with a greeting or special offer on their birthday.

Direct marketing through various technologies.
7
Offer your customers
Set menus
Happy Hours
Special discounts
Offers and promotions
8
Reward your
loyal customers
with "bouncebacks” by offering new customers a discount if they return within the near future or during your off-peak times.
Loyalty card
Rewards card
Points card
Advantage card
Club card



Loyalty Programs
10
Build a
loyal relationship
with your customers and reward then with special discounts for the next visit during your off-peak times.
Loyalty programs
9
Just ask!
Ask your regulars and loyal customers about your performance, ask them to follow your
social networks
, to subscribe to your
newsletter
, or answer
exit surveys

Increase your
DATABASE.


FEEDBACK!
Keep your customers informed of any special happenings
while they are in the restaurant.
Menu
Walls
Boards
Windows
Staff
Identify
Target
Analyze
Competition
Build your
brand
MARKETING
STRATEGY
Interact with
the community
Online
and Digital MK
1
Stay current



2
Mobile marketing

3
Monitor review sites
7
Get a social media presence
96%
of the population today uses a
mobile phone
.
81%
of mobile consumers have
searched
for a restaurant
via
their
mobile
device.

Apps:
Creative and innovative way to
connect with customers
through mobile devices.

Apps are
exclusive
to mobile phones
You
don’t need internet
connection to use an app
Apps can
store information
for future use or reuse
Apps allow you to
engage directly
with your customers
Apps set your logo on your customer's mobile phone (
Branding
)




Key of business’s reputation

Positive reviews:

Thank
customers that write good things about your business and engage them to come back.
Negative reviews
:
Respond personally
to all of them and offer them an answer. (free meal optional)
You live or die on your reputation, so pay close attention to what
people are saying about your restaurant online.

Websites
: Trip Advisor, Yelp, Urbanspoon, etc.
Social Networks
: Facebook, Twitter, etc.


Strengthen your
word of mouth marketing
with an interesting, interactive
social media presence.


This gives you the ability to engage your customers
365 days as year
, represent your brand and enlist customers to share their stories.





6
Email Marketing
4
Video Marketing
5
You need an online restaurant reservation tool to make it
easier for your customers and for the restaurant’s owners.

Sometimes people just
don’t want to pick up the phone
!

Open Table:
Offers online
real-time restaurant-reservation
service. The firm provides online reservations to about 27,000 upscale restaurants around the world.




Restaurant Reservation Tool
The
traditional
marketing based on the
face to face
activities with a very
personal caracter
People have moved to the
Internet
to find local restaurants and
decide
which they should give their money to.
Be
up to date
on current statistics,
trends,
facts and figures that can help you analyse the restaurant
marketing plan


Don’t disregard anything too quickly
. The online world is always changing, so keep your eye out for new marketing trends.
The Importance of
video marketing
and the rise of
video-sharing tools
like Vine and Instagram, that provide an easy way to share short videos that are
more unique than pictures.

YouTube:
Enables its users to post
videos
and
share them
on a variety of social networks.

Vine
: Enables its users to create and post
short looping video
clips with a maximum length of six seconds. You can also
share them
on a variety of social networks


Promote your
e-newsletters
through
social media
, on your
website,
and
inside your restaurant
. You will need to decide what will work best for you.

1
Facebook
1
Facebook
1
Facebook
1
Facebook
1
Facebook
2
Twitter
2
Twitter
2
Twitter
2
Twitter
2
Twitter
3
Instagram
3
Instagram
3
Instagram
3
Instagram
3
Instagram
3
Instagram
Website Tips
Website
tips
An
strategic SEO
practice can help your website to be the
first
in the
engines search
1

Hire a
professional designer
to create the website page and focus on the
quality of the text.

Correct
grammar and spelling
helps to increase the business rankings with
Google
Create quality content:
2

Google also looks for images
(image quality
will also play a role!). Find images that
match the text
and add to the experience.

Don't steal
the images with copyright, this can hurt your rankings.
Incorporate appropriate images.
3
Use
Google Analytics
to find the best keywords for your business and use those keywords in your text.

Google Analytics
is a service offered by Google that
generates detailed statistics
about a website's
traffic and traffic sources
and measures conversions and sales. It can
track visitors
from all referrers, including search engines and
social networks
, direct visits and referring sites.

Use keywords
4
Try to put your
main keyword into your domain
name as the first word in the domain.
For example, if you're a coffee shop choose a domain name like
"coffeshoplondon"

Choose a good domain name
5
Update
your website regularly.
Google rewards sites which see
regular maintenance
and updates like:

New Pricing
New posts every couple of months
Pictures from events
Reviews

Be active in the online
community
6
List
your business in in
Google Maps
and your chances to appear on the top of the list will increase.

Add the physical location of
your business to Google maps

1
Facebook
BOOSTING

You can
boost any post
you share from your News Feed, Timeline or Page, including status
updates, photos, videos and offers
. Any post you boost
will appear higher in News Feed
but you can can choose to show it to People who like your Page and their friends or People you choose through targeting.

How much does it
cost to boost a post
?
The cost to boost a post depends on
how many people you want to reach.
To see different budget options, go your post and click Boost Post


4
Foursquare

Foursquare is a
free app
allows users to
“check in”
to the
different venues
including stores, restaurants and events and helps you keep up and
meet up with friends
on-the-go


Discover
new places

Read
tips

Check-ins
When you’re out and about, check in to
unlock specials
and score deals, to let your friends know what you’re up to.
Check in:
• to the place you’re at,
• or to load places nearby

4
Foursquare

FOURSQUARE FOR BUSINESS

As a owner of a restaurant, you have the ability to
see who is “checking in”
to your restaurant
in real-time.
When someone checks in to a venue the most out of anyone else, Foursquare declares that person the
Mayor of that location
Many businesses have begun offering deals to the person who becomes the mayor, since he or she is a very loyal patron.

Over
50 million
people use
Foursquare
to find places to go and they’re spreading the word about their favorite spots. They also leave
brief tips and photos
at their favorite places.


4
Foursquare. 4 Steps to success


1. Sign up to get started
A business description
Hours of operation
Your website
Social media links (Facebook, Twitter)
Menus (for food and services)
Details (wifi, take away, etc.)

Share local news
Caffeina, events around tower hill)
General announcements
An upcoming event
A charity drive
Holiday hours
A show or exhibition

2. Attract new customers
Build a larger customer base by
advertising
on Foursquare. You'll only
pay if they act
on your ad.

3. Connect with loyal customers
Take advantage of our
free tools
to enhance your business listing
Highligh
t What's Great
Reward
People for Visiting
Set up specials
to attract customers and you will appear as an orange pin on the map. Customers redeem specials by
checking in
Offer a
small gift (
free coffee your third check-in)
Provide a
discount
(save 10% when you check in)
Give
VIP treatment
(check in to get access to the VIP area)
Run a
contest
(Tweet your check-in to be entered into an iPod raffle)

4. Encourage everyone to check in by advertising inside your restaurant
4
Foursquare
FOURSQUARE ADDS
Attract customers that should be yours.
We show ads to
people nearby
who are searching for something related or have been to similar places but not yours.

Pay for actions.
You only pay if someone acts on your ad, either by tapping to see your business details or by checking in at your business.


ANY QUESTIONS?
4
HootSuite
HootSuite is a social media management system for brand management that allow you to monitor Multiple Social Networks in one dashboard. Supports social network integrations for Twitter, Facebook, LinkedIn, Google+, Foursquare, MySpace, WordPress and others.


Restaurants can
take advantage
of social media’s most popular channels.

Understanding
your customer needs will help you decide which
social networks
are
better for you!
Full transcript