Post-Holiday Planning Tips & Strategies

Fishbowl Best Practices Webinar

Hosted by:

Stephanie CongletonOnline Marketing Specialist

AGENDA

• Finishing the Year with Purpose

• Post-Holiday Tips & Strategies

• Thinking Ahead: 2013 Program Planning

FINISHING THE YEAR WITH PURPOSE

Resend Transaction-driving Messages to Non-Openers

• Maximize holiday revenue by re-blasting your holiday mailing(s) to non-openers

• Be sure to adjust the subject line and include a strong, time-sensitive call-to-action.

• Get your holiday bonus card now!• Let us cook your holiday meal• Free shipping won’t last much longer…• Only 2 days left for this exclusive offer!

• Get your holiday bonus card now!• Let us cook your holiday meal• Free shipping won’t last much longer…• Only 2 days left for this exclusive offer!

Year-end Messaging (12/26-12/31)

Consider sending a Thank you, Happy Holidays, or Happy New Year message to your members

PRAGMATIC APPROACH•Simple •Straight Forward•Transactional

Year-end Messaging - Recent Fishbowl Examples…

SPIRITED APPROACH•Retrospective• Interactive•Animated

THINKING AHEAD: 2013 PROGRAM PLANNING

Review the Past Year and Plan for Next Year

• Review 2012 program goals and compare to actual performance

• Develop program objectives that support 2013 business goals

FOCUS AREA 2012 RESULTS

2013 TARGET

LIST SIZE

Database 375,095 450,000

Net Growth 9.97% 20%

Churn 13.2% 8.0%

ENGAGEMENT

Open Rate 19.75% 23.5%

Click Thru Rate 3.25% 5.0%

Set targets for each key area and plan specific strategies and tactics

to achieve them

Develop a Strong Messaging Calendar

•Follow frequency Best Practices:

• 1-2 national sends and 1-2 store-level sends per month

• Segment delivery to specific audiences when possible

• Avoid overlapping dates for store-level national mailings

•Strategically integrate email into your overall marketing calendar

• Support for other marketing channels (Promotions, LTOs, Holidays, etc.)

• Look for national and store-level messaging opportunities

Listings of food-themed holidays are available on the web:http://www.theultimateholidaysite.com/holidays/2013-12/http://www.tfdutch.com/foodh.htm

Give Your eClub a Year-end Check-up

11

WEBSITE OPTIMIZATION

ANALYSIS

TRIGGERED MESSAGE REVIEW

SOCIAL MEDIA AUDIT

Optimize Your Website to Gain New eClub Members

Prominent Appearance• Significant size• Bold colors• Graphic or food photography

Multiple locations• Home page• Menu page• Contact Us page

Prime placement• On the Navigation bar• Above the fold on the home page• Grouped with Social Media links

Strong call to action• Join Today• Promote Welcome Offer • Promote Future Offers

Top-tier brands maximize their website real estate to generate eClub joins

Optimize Your Website to Gain New eClub Members

Test and Address Triggered Message Performance

Creative• Incorporate animation• Keep the design simple• Extended Shape

Offers• Focus all messaging elements on one offer• Include a clear call to action• Position offer and call to action “above the fold” to drive

click- through and open rates.

Expiration window• To increase the sense of urgency, limit the offer from

1 week to 1 month in length

Welcome, Birthday and Anniversary messages should be reviewed periodically to ensure that they are fresh, relevant and driving results

Social Media Efforts Audit

Fan conversion• Be sure to include eClub sign up on your Facebook page• Invite fans to join eClub in posts/ & tweets

Cross communication• Post and promote eClub offers through Social Media• All emails include an icon with links to Social Media pages• Send emails to eClub members inviting them to be a Facebook

Fan and/or follow you on Twitter

Promotional tie-ins• Run eClub sweepstakes on Social Media (ie: photo contests)• Invite eClub members to share on your wall

Your eClub and Social Media programs should work together to drive list growth and engagement

Summary of Recommendations

• Use the week between Christmas and New Years to show appreciation to your eClub members and capture transactions • Thank you message• Reblast to non-openers of transactional messages

• Get your eClub off to a good start by clearly defining it’s role within your overall marketing strategy• Set goals and performance targets; develop corresponding strategies and tactics• Strategically integrate with other marketing channels• Create a 2013 eClub mailing calendar

• Give your eClub program a year-end check-up to identify areas for improvement• Website optimization analysis• Offer review• Social Media audit

Questions?

Thanks for your time! View this presentation & past webinars at:

http://www.fishbowl.com/news/presentations/

Upcoming Fishbowl Webinars

January 10th: Valentine’s Day Messaging Strategies

Resources

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