Increase Sales Productivity and Performance with Modern Tools EVENTCAMP APRIL 19, 2017

Transcription

1 Increase Sales Productivity and Performance with Modern Tools EVENTCAMP APRIL 19, 2017 Ralph Brennan Restaurant Group, LLC 2017

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3 Differentiated Concepts Geography New Orleans Metairie Downtown Disney Southern California Location Office Building Theme Park Historic District Museum Public Park Strip Mall Industry Segment Fine Dining Casual Fine Dining Casual Dining Quick Serve Restaurant Age Size Volume Cuisine Check Market

4 Brennan s New Orleans

5 Napoleon House

6 Red Fish Grill

7 Ralph s on the Park

8 Jazz Kitchen

9 Increase Sales Productivity & Performancewith Modern Tools Questions 1. How can you optimize the productivity of your sales manager? 2. How can you grow private party revenues? 3. How can you elevate client relationships?

10 Business Realities We live and work in an on-demand economy Mobile technology is foundational to business The Millennial workforce expects digital platforms Clients require; even prefer digital communication As Communication goes, so goes your event

11 Questions Optimize Performance? Grow revenues? Elevate client relationships? MARKET TRUTHS On Demand Economy Mobile technology Millennial workforce Digital Platforms Communication Answers Technology Analytics Digital Marketing

12 Technology Streamline the event planning process with a 3 rd Party Platform / Solution One touch data entry Seamless paperwork Customizable fields Automated functionalities Reporting capabilities Suitable for our diverse array of businesses OPTIMIZE SALES MANAGER PERFORMANCE

13 Analytics Information = opportunity How much revenue was booked this week, month, quarter or year? How does this booking period compare to the similar period last year? (Are we on pace and on budget? If not, why not?...) When will this contracted business travel? (Are there slow periods on the horizon?) Which days of the week are most popular for which type of events? (How should I set my minimums? What market segments should I pursue) What market segments does our business represent? (#, $, Check Avg.) (Where should I prioritize my resources Ad spend? Networking?) GROW PRIVATE PARTY REVENUES

14 Analytics for Performance What is the average # of days from 1st client contact to a signed contract? (Is this lead still active? When should I follow up?) Does the average # of days differ by event market, month, size or $? (Is this lead still active? When should I follow up?) What are my tentative and prospect leads worth; When might they travel? (How should I budget next year? Who should I follow up with?) What is my food and beverage check average does it differ by some metric such as market segment or day of the week? (Should you have different menus for segmented potential?) What is my annual room occupancy %, AVG. revenue per room or seat? (Are you growing or just raising prices? Are your minimums optimized?) GROW PRIVATE PARTY REVENUES

15 Name Date Day Created Definite Guests Forecast Market Event 8 4/28/17 Friday 4/3/17 4/11/17 18 $1, Social Event 9 5/8/17 Monday 1/4/17 2/14/17 18 $1, Corporate Event 10 5/10/17 Wednesday 3/8/17 3/14/17 20 $1, Corporate Event 11 4/18/17 Tuesday 4/5/17 4/13/17 20 $2, Corporate Event 12 4/21/17 Friday 6/9/16 6/17/16 21 $2, Wedding Event 13 4/30/17 Sunday 12/6/16 1/16/17 18 $2, Social Event 14 5/18/17 Thursday 4/5/17 4/14/17 20 $2, Social Event 15 5/19/17 Friday 11/17/16 11/22/16 29 $2, Social Event 16 5/27/17 Saturday 9/13/16 10/5/16 15 $2, Social Event 17 6/17/17 Saturday 1/18/17 2/2/17 21 $2, Wedding Event 18 4/22/17 Saturday 2/8/17 2/21/17 22 $2, Social Event 19 4/27/17 Thursday 1/11/17 1/24/17 20 $2, Social Event 20 5/5/17 Friday 12/13/16 3/30/17 25 $2, Corporate Event 21 6/22/17 Thursday 4/3/17 4/10/17 30 $3, Corporate Event 22 5/17/17 Wednesday 3/23/17 3/23/17 30 $3, Social Event 23 4/20/17 Thursday 4/3/17 4/11/17 15 $3, Corporate Event 24 5/20/17 Saturday 12/12/16 1/13/17 34 $3, Social Event 25 6/3/17 Saturday 4/26/16 9/28/16 80 $10, Corporate Event 26 5/12/17 Friday 12/1/16 3/6/ $19, Corporate Total 641 $69,160

16 How many events are in each market segment? =countif(range,criteria) Range = Event Market Segment column (all rows) Criteria = Social or whatever criteria you seek =countif(h2:h20, Corporate ) = 8 =countif(h2:h20, Social ) = 9 =countif(h2:h20, Wedding ) = 2 What % of corporate events are on Weekdays? =countifs(criteria_range1, criteria1, criteria_range2, criteria2 ) Weekday # % oftl Monday 1 13% Tuesday 1 13% Wednesday 1 13% Thursday 2 25% Friday 2 25% Saturday 1 13% Sunday 0 0% 8

17 Does the average event revenue differ by market? =SUMIF(range, criteria, sum range) Range = Market column Criteria = Specific Markets Sum Range = Forecast / =SUMIF(range, criteria, sum range) Range = Market column Criteria = Specific Markets Sum Range = Guests Forecast Guests AVG Revenue Social $20, $ Wedding $4, $95.24 Corporate $44, $ $69, $ $17.38

18 Analytics for Lead Development Weddings = longest inquiry to event date; decisions made early Corporate = shortest lead time from inquiry to contract Social = shortest inquiry to event date; timely decisions Days since event was Created Days Until the event to be held Event type Status GROW PRIVATE PARTY REVENUES

19 Who are your best clients? Most Frequent Largest Groups Largest Revenue Who are your relief clients? Low Season Events Early Week Events Daytime Events Who are your most profitable or unprofitable clients? Who are your referring Clients? Who are your repeat Clients across market segments? Who are your satisfied + unsatisfied Clients? ELEVATE CLIENT RELATIONSHIPS

20 Analytics for Client Recognition & Retention TARGET THANK & REWARD START Ý END SEGMENT POSITION ASK FOR NEW BUSINESS ELEVATE CLIENT RELATIONSHIPS

21 Digital Marketing 1. Social Sites 2. 3 rd Party Listings 3. Search Engine Optimization 4. Mobile Optimization 5. Google Adwords/ PPC 6. Promoted, Sponsored & Influencer Ads 7. Blasts 8. Look Alike Audiences 9. Remarketing 10.Building Mailing Lists 11.Google Analytics

22 User Interface Images Set ups Bios Storytelling Downloadable.pdf Reciprocal links Lead Form Virtual Tours Contact Information yourwebsite.com

23 Increase Sales Productivity and Performance with Modern Tools Charlee Williamson Executive VP Ralph Brennan Restaurant Group New Orleans, Louisiana