webinar: the playbook for predictable sales growth: understanding and leveraging guest behavior
DESCRIPTION
Learn how to transform your guest data into insights! Join Fishbowl’s VP of CRM, Helen Baptist, for an insider’s view of the playbook on how to use data to drive predictable revenues. Helen will pull back the curtain and highlight insights from some of her real world case studies.TRANSCRIPT
The Playbook for Predictable Sales Growth:Understanding and Leveraging Guest
Behavior
Helen BaptistVP, CRM & Loyalty Analytics
Company Confidential2
Today’s Agenda
Why is understanding guest behavior important?What is the underlying methodology?Introducing the Life of a Guest.How to leverage guest data to grow your business.Q&A
Company Confidential3
Why Should Restaurant Marketers Care About Guest Behavior?
Increased marketing effectiveness
Increased market penetration
INCREASE REVENUE PREDICTABLY & PROACTIVELY
Company Confidential4
Restaurant Executives Need To Answer Questions Like These
How can I increase Same Store Sales?
What is the value of each guest?
Who are my best customers?
How do I increase guest frequency and/or spend?
Company Confidential5
Where Does the Data Come From to Answer These Questions?
Personal Life
Level of Satisfaction
Food Preference Level of Engagement
Degree of Influence
Dining Behavior
enterprise email
ROI
promotions manager
local store marketing
Company Confidential6
What is the Underlying Methodology?
Company Confidential7
Understand Guest Behavior -- Drive Sales
Measure their performance on an ongoing basis and adapt marketing strategies to optimize revenues.
annu
al s
pend
guests
Marketable
Anonymous
Start by understanding your guests. Who are they?• Anonymous: Mass marketing audience• Marketable: Guests for whom you have permission
based contact information and can develop an understanding of their dining behavior.
Determine their dining behavior today.• Segment these guests along key behaviors:
frequency, recency, and spend.• Segment on other guest dimensions: demographics,
psychographics.
Leverage what you know about them to grow sales• Develop marketing strategies and tactics by segment.
Company Confidential8 8
Trends in Casual Dine
Company Confidential9
Client Benchmarks
# of Visits
Guests 1.38
Members 2.10
Delta 50% more visits from members than guests
Average Annual Frequency
Company Confidential10
Client Benchmarks
1x Visitors % of Sales
Guests 78% 52%
Members 60% 42%
Percent of 1x Visitors and Associated Sales Contribution
Company Confidential11
Client Benchmarks
Sales Contribution from Top 10% of Customers
Sales
Guests 35.6%
Members 46.2%
DeltaTop 10% of members contribute 30% more annually vs. the top
10% of guests
Company Confidential12
Client Benchmarks
10+ Visitors % of Sales
Guests 0.7% 4.7%
Members 2.0% 10.2%
Delta The Top 10% of members contribute 30% more annually vs. the top 10% of guests
Percent of 10+ Visits and Associated Sales Contribution
Company Confidential13
A Day in the Life of a Guest:
Introducing Emerson J. Digby
Company Confidential14
Digby’s Dining Behaviors
Visited 4 times
Avg. Check: $34
Avg. Covers: 2.35
Last Visit: 32 days ago
Latest Check: $67
Company Confidential15
We Add Demographic Data To His Profile
Age: 48Lives in AlexandriaHH Income: $77K
Marketing ManagerMarried2 Children
Company Confidential16
We Know His Wife is Also a Member, So We Tie the Two Profiles Together
Visited 2 times
Redeemed Birthday Offer
Total Net Sale: $396.32
Ordered to Go: 1 (work lunch)
Member since: 6.4.2011Last email opened: 9.12.2014Last offer: 8.22 - Birthday
Mrs. Mary Digby
Company Confidential17
Their Profiles Add Additional Context
Mary’s Largest Check: $289.57
Tim Digby’s (son) soccer team
Company Confidential18
The More Information You Have, The More Effective Your Marketing Will Be
Mary, Avid Fundraiser Donator
Dogby (family pet)
Various Humane Societies
Layla Digby (daughter)
Company Confidential19
Use Guest Knowledge To Focus Your Marketing Efforts
Company Confidential20
Acquire New Customers Based on Guest Profiles
Determine profile and value of guests by marketing channels/spend. Find more guests that are profitable at a lower cost per acquisition.
Company Confidential21
Grow Your Marketable Audience
Convert Guests Into Marketable Members
Unknown Guests Valued Guests
Company Confidential22
Increase Spend With Segmented Marketing Programs
Sample Segmentations
Best Guest RecognitionFrequent Diners (>4x/yr.)who spend >$200/yr.
Diners with FamiliesWomen>30 with children<10who dine on Friday
Use Discount to Attract Low Value Guests
increased frequency >check average
ReactivationGift Card purchasers who haven’t
bought in the last 6 months
Yield ManagementLunch diners who have never
been in for Happy Hour
$$$$$$$$$$
Company Confidential23
Summary:Why Should Restaurant Marketers
Care About Guest Behavior?
Company Confidential24
Summary
Increased marketing effectiveness
Increase net sales lift through more relevant marketing
Right Customer → Right Channel Right Message → Right Time
Company Confidential25
Summary
25
Increased market penetration
Evaluate current market saturation levels & determine new location opportunities
Right Customers → Right Locations
Company Confidential26
Summary
26
INCREASE REVENUE PREDICTABLY & PROACTIVELY
Company Confidential27
How Do I Get Started?
Company Confidential
Thank you for participating in our webinar!
Now we’ll answer your questions.
28
Company Confidential
Next Steps
Learn more about how we can help drive your business. Contact your Fishbowl rep about your marketing goals and challenges.
Additional Resources
Read our blog.
Read our case studies.
Get the latest restaurant marketing tips! Subscribe to
The Fishbowl Digest. Ask your rep to sign you up.
29