The Coupon. This presentation may not be redeemed at any other convention. An informative experience is guaranteed by the IFA.

Transcription

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2 The Coupon This presentation may not be redeemed at any other convention. An informative experience is guaranteed by the IFA.

3 Brian Mattingly

4 Building Brand Evangelists While Conquering the Coupon Illusion Brian Mattingly, CEO Welcomemat Services

5 Coupon 1. If I run a coupon or deep discount, I will drive heavy traffic into my location that will ultimately lead to some great, new customers. Can happen.however often times a different outcome Skanda (Redken) Salon example expectations (a lot for a little) Correlation between discount users and higher levels of reviews (potentially negative) - The more activity, the stronger weight and higher up in the results End of the program they had seen somewhere around 1000 deal seekers 30 rebooks and more than 30 re-do s.

6 Coupon 2. If I run a coupon or discount, it ll be a good quick revenue boost for my business with no long term effects. BBQ Restaurant printed coupon distribution run during a slow season and he discounted already loyal customers Discount your loyal clients - ultimately trains them to wait for the deal lowering frequency, and lowers margins when they do come in. Long time to build back loyal base.

7 Coupon 3. There is a percentage of discount or coupon redeemers that will become loyal because they have never been here before. Yes, could be, however, discount seekers are often more loyal to the deal then to the brand. Restaurants running coupons/deals who are these consumers loyal to? Impact on inventory, staff, and loyal customers Majestic Diner Brands that are built on discounting o Understand the consumers will most likely never pay full rate o Men s clothing chain (buy 2 suits get the 3 rd free) o Margin levels are built for this strategy

8 Loyalty Starts with the Consumer Group Loyalty The power of gaining new loyal customers begins with targeting consumers that have a high propensity to become loyal. Compounding growth what if in your business you gained 40 new regulars customers/clients each month? Charles Duhigg New York Times, The Power of Habit People moving are 5x more likely to become loyal** o Moving to New Orleans relationships in our new area. o Coca-Cola change brand habits form Pepsi to Coke o 40% of movers even change their toothpaste brand** **1993 Yankelovich Study & Ibid

9 Loyalty Starts with the If you identify this group in a local market, how do you connect with them? Specialized Companies, Realtors, Data purchase Consumer Group Our research & data says that couponing this group won t provide you with satisfactory results The theory of gifting or inviting someone new to try your business o Sonny s BBQ Power or reciprocation helps not only bring in a new face, but it creates a sincere relationships where going forward the consumer is wiling to pay full price. o Non-profits and address labels.

10 Best Practices DMA show cross media mobile, , print, social components o Multi pronged knocking at our door every day with something new that was built in a garage but the reality is the fundamentals are still the same. Power of building a database with not only but address data o Don t forget about the power of thank you cards something tangible to preserve that loyal customer base kids checking the mail today? o Social Media invite them in, continual communication keeping the brand top-of-mind

11 Best Practices 64% of customers have increased frequency of visits with brands that have a rewards program** o Mobile exclusively reward your customers Four Walls this will not be successful of course without, as Tom Feltenstein would attest - make that customer experience strong without these tactics will be difficult. **Deloitte National Research Survey January 2013

12 Paul Damico

13 Building Brand Evangelists While Conquering the Paul Damico, President

14 Followers/Fans Facebook: 297,000 fans Twitter: 23,000 followers Instagram: 5,000 followers Vine: 1,100 followers Mobile/Online Ordering: 440,000 users Fishbowl (eworld club): 658,000 fans Plum Rewards (loyalty program): 122,000 members

15 Building Loyalty Through Social Driving traffic into our restaurants organically: Working with Brand Advocates/Bloggers to drive traffic

16 Extending Online Paid Media o Buying ads on Digital and Social to increase overall message reach, engagement, and to drive traffic into our restaurants o Search Engine Marketing: Increasing Brand Visibility on Google, Yahoo, Bing Brand level SEM Store Level SEM

17 Creating A Seamless Moe s Mobile App & Online Ordering o Order Ahead and Skip the Lines o Building Database Average check differential: $10 vs. $15 with app Ability to provide offers to each locations database Geo Targeting the mobile user Free Burrito promo celebrating our 500th opening pushed to 1M people

18 Extending Online A new way of measuring what guests are saying Now its about what are our guests are saying about our brand on social platforms whether they are in our restaurants or not Ability to drill down into specific regions, cities, co-ops, stores Competitive Analysis o How do we stack up against our Share of Stomach?

19 How It Collecting Guest Feedback o Moe s Social Media Mentions o In Store Mobile Surveys Reading and Analyzing Feedback o Proprietary Natural Language Processing o Sophisticated Quality Assurance Network o Advanced Algorithms for Grading, Credibility & Theme Extraction

20 Decipher The Review: o The sandwich was tasty, but my fries were limp and cold. Their server was quick to respond to my request for new fries. I like this place, I ll be back. C Food Quality: Sandwich, Tasty = Positive Fries, Limp = Negative A Service - Quality: Server, Quick = Postive Overall Experience: Fries, Cold = Negative Place, Like = Postive Loyalty: Will Return = Postive

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23 Embracing a Charitable Choose one that fits with your brand Has to be an emotional connection with what you do Needs to be a partnership, not just a group you send money to Everyone in the company needs to support the cause Emory Research: MBA Program o Where you get most bang for your buck when tying in with a cause The emotional connection is made at point of purchase (coin mat, cups)

24 Embracing a Charitable JDRF (Type 1 Diabetes): a major charitable 501 organization dedicated to funding type 1 diabetes research. o Why/How We Identified Them Healthy eating Not scary Cause we can play with financially Has to be a long-term engagement Commitment of $125K/year

25 Kathleen Wood

26 What We Believe We are passionate and proud to be: Swirling Goodness for our Customers Swirling Greatness for our Crew & Franchisees Swirling Gratitude for our Communities

27 Swirling

28 Swirling Living the American Dream by creating job, career and franchise opportunities for swirling success!

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30 Swirling We are not just one restaurant in the community we are THE community s restaurant.

31 You are a Super Swirler!

32 Community

33 Connect Locally - On-Line Community Community Causes Contacts Customers Crew- Culture

34 Big Joe

35 Big Joe Challenge!

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38 The Perfect Commit to Concept Connect to Community Crew & Culture Communicate to Customers

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