What is the one thing eCommerce can do for your restaurant?

Just one thing?

OK, if I have to limit it to just one thing:

eCommerce creates another revenue source for your restaurant.

There is no doubt that internet users are doubling every month in every geographic market. From Dublin, Ireland to Pittsburgh, Pennsylvania, the internet is opportunity, convenience and simplicity.

People love it. They can find information about your restaurant (there are lots of third parties that do this); click to see your menu (usually brought to them by third parties) and find directions (from third parties), simply by doing a Google search. But, even if you refuse to offer any online directional, menu or informational service to your customers (relying on the third parties for this) the one thing you would have to do to earn money from your website is create an eCommerce account.

And why not get an eCommerce account?

It doesn't matter if you're selling food or t-shirts. Once people go to your website, if you simply offer an online path to commerce, then you'll see people buying. One of the first sales tips I ever heard was: you have to give people a price for them to buy. The whole idea of eCommerce is allowing your customers to spend on their time. Maybe they don't want to go to your store to buy one of your t-shirts - they want to do it online. Your customers may enjoy ordering your food online instead of calling in (I know that when I call into a pizza shop, I have to ask the attendant on the phone about the toppings - an online list sure would be nice). Make sure your customers CAN actually do something on your website. Give them an actionable eCommerce path!

eCommerce should be the single most important component of your website. I cannot say this enough. Give people a chance to speand and you'll find that they are spending...

The element of email marketing surprises

It only takes once. One email to one customer might earn you $100.

Think about the first time you ever received an email from a restaurant where you dined. Let's pretend this email came to your home inbox, because some time during some special occasion at that restaurant you gave them your email address. How did that email make you feel? Surprised, interested, curious, investigative; did you feel concerned? Whatever your feeling of the email that restaurant knows how to email message effectively.

Why?

Because they caught your attention. And, as a special bonus, if you're remembering that restaurant email and seeing it in your mind, then congrats to their marketing team.

Marketing website articles and blogs scream the value of email marketing, despite the many *feelings* about its use.

In an article by SearchCRM, David Hallerman, Senior Analyst with New York-based consultancy eMarkers says, small and midsized businesses (SMBs) stand to benefit the most from email marketing because they have an opportunity to make real connections with customers and email's low-cost levels the field against larger corporations marketing efforts.

The "real connection" that Mr. Hallerman is talking about can come from just one email.

There are a multitude of email marketing services. We've looked into ExactTarget. They seem to have an angle on creating value for a myriad of customers. I also liked some of the company blogs. As a blogger, they won my heart with that one. My point is you can use someone like ExactTarget and they'll do a great job. But, it doesn't take that kind of commitment.

Just by discreetingly asking key customers to sign up for a appetizer coupon with an email address will force you to start gathering email address. A simple group email using whatever mail program you have (be sure to send BCC for privacy) and a clever-worded paragraph will help you catch the attention you're looking for.

- Have you started a simple email marketing program? Post a comment and tell us more.
- Have you been using an email marketing company? Post a comment and write a review.

What can video do for you?

Video, video, video and more video, is the world coming to video?

Should you care about video?

If your business isn’t focused on multi media presentations, like video, wake up. The value of capturing an event on video and presenting it to your public is enormous. Why? Because providing the capability for a consumer to see, hear and recall your video is the best way to entice them to spend money at that event.

*AND*

It is cheap to make videos…

I told you about my video experience with eyespot.com (or at least I wrote about it, once before, and you can read it again here). I decided to make another video using my cell phone. If it is really that cheap and free, then I could film an event and release it here, right?

Well, I’m going to do just that. I’m going to film my experience at a restaurant event. I’m going to also write about my experience and then send you the link to watch and read. Stay tuned…

We are ready to try something new, are you?

There must be a little hole, a dark musty hole, where software people grow. Maybe it is a cave. It smells like pencils. When you go into the cave, you'll hear moaning that sounds an awful like "software code" talk. You can't understand what they are saying, but you go deeper into the cave. What are they doing down there? Your flashlight barely illuminates the walls of the cave. You are nervous, because software scares you. Then, all of a sudden, the room opens up and you see all the software people. They are dancing, having fun and some are watching Star Trek. They see you and invite you in. They offer you some non-alcoholic wine spritzers. Then, they ask you, "How can we help you expand your website potential, FOR FREE?"

As of late, I've figured the above scenario has to be somewhat true. It is remarkable! Free and easy to use technology continues to emerge into the market. Almost everyday a new product emerges. When it comes to marketing, these products are powerful enough to expand your reach into the internet, WITHOUT ANY COST OR WORK INVOLVED! Has internet marketing totally shifted from the have-not's to the have-it-all's?

This morning, I decided to test out a little piece of technology. It is called the Frappr Mapper. The idea behind the service is to visually show you and your friends a created network of contacts. Each "friend" is represented by a little bubble on a map of the US. The map may also be regional. Below is a picture example of the Frappr Mapper.

I decided to take a quick tour of Frappr Mapper to see what it is all about. I mean, why not participate and learn from all of the free technology?

Setting up the service took no time at all. I went to the Frappr site, created my account, copied some code and posted my map.

As a restaurant owner, the value of mapping your location is HUGE! Let's face it, the prospect of the yellow pages directing a new customer to your restaurant is close to zero. A lot of folks don't even know where the dang book is anyway. However, they do know where that $2000 computer is

Why not try out something new. If you have ten minutes to spare, try setting up a Frappr Map on your blog, or website. It doesn't have to be the front page. You don't have to publish it. The whole idea is to get the internet to work for you!

Send me quality, or don't send me at all...

There is a way to measure quality. The book Zen and the Art of Motorcycle Maintenance did it. In the book, the intellectual narrator goes on a cross country journey with his son. During their epic adventure, they discover the connection between logic and mysticism is closer than once perceived. In the end, the narrator focuses on the definition of quality. He finds that quality is the singularity: the measurement of all things.

Robert Pirsig, the author, did one thing very well in his book: constructing the idea of quality. His underlying message was that quality matters in the human experience. That quality can be measured by human intellect and intuition. And, that quality is not just opinion. As a restaurant owner you would do well to consider quality in your marketing messages.

Are you delivering *quality* to your customers?

The answer to the question I just poised is hard. There are three elements in delivering a quality marketing message:

1. Perceived Value: is your offering *worth* a consumer's paycheck or time?
2. Staying Power: will your marketing message seep into the brains of the consumers you're trying to reach?
3. Communal-in-nature: will a consumer accept your marketing message and spread it to their friends?
   

Obviously, these elements are very *internet* in nature. That's because the best medium to deliver quality is the internet. It offers more media and content options to work with than traditional advertising. Furthermore, if you have your ducks in a row a consumer may act (click to your website, make an online order, ask for a reservation, send out invites to your events, etc.) on a message; thereby increasing the perceived value of your marketing.

In considering your marketing quality, ask yourself if each message you are delivering has the elements listed above. Let's walk through an example. We'll pretend a restaurant is sending out emarketing messages about their opening night.

Restaurant Name: Big Country Dance Hall
Restaurant Concept: music venue, casual dining, nightclub
Restaurant Message: "More Sawdust on the Floor so you can do the Electric Slide"

If we consider the Big Country Dance Hall's target market then we're probably on the safe side to assume the owner is trying to make an impact regionally. The region is probably small town America.

My friend at Big Country Dance Hall has a list of emails and he wants to send a quality message. Let's say the subject line of his email message is "More sawdust on the floor means Electric Slide heaven". Is this a quality message?

The answer is yes!

Let's look at the elements:

• Perceived Value: is your offering *worth* a consumer's paycheck or time?
• I mean if there is MORE sawdust on the floor than any other place, well, by all means, I'm going to boogie!
  
• Staying Power: will your marketing message seep into the brains of the consumers you're trying to reach?
• If you received that email would your interest pique?
  
• Communal-in-nature: will a consumer take in your marketing message and spread it to their friends?
• Dancing is communal by nature, so to spread the word about the establishment is second nature.
  

This is just one message, but you see the careful consideration of my friend at the Big Country Dance Hall. I'm sure further messages about the steak fries and chicken fried steak would be sent with quality assurances. In other words, even he, the owner, cannot afford to waste time with low-quality marketing!

Are you delivering quality?

Video is easier than you might think...

YouTube.com did something amazing. The social networking video hosting giant hit a major milestone: 100 million videos served a day. That’s pretty impressive if you’re a YouTubian. It is even more fantastic when you consider the total live-time of the site: YouTube.com has only been streaming video for a year and a half, roughly.

What does this mean to your restaurant operation? It means that people not only demand video, they are willing to share it. It means that online video better be a part of your marketing program. It means that you have an opportunity to make your own video, too.

YouTube.com's modus operandi is to give individuals a place to broadcast. The people posting videos range from network engineers and directors to teenagers interested in sharing their stories. When it comes to the restaurant industry, there are over 2,532 videos posted with something to do with the restaurants. Considering that everyone has something to say about the food they eat, it should be no surprise as to the amount of videos posted. Below are a few videos for you to consider looking into:

• Amateur Gourmet shares three restaurant reviews. The videos are detailed and specific enough to warrant a return visit to his website.
• The St. John Restaurant in London, UK has a fantastic review and video commentary about the traditional English cuisine served at the restaurant.
• ITV provides a nice video pilot about a Tacoma, WA restaurant. This one is a bit long, but you’ll see what professionals can do. Also, you’ll see what advertisers want to do.

The point of the videos, if you watched them, isn’t necessarily to advertise the restaurant, but to offer an opinion on the food, atmosphere and the experience. We are seeing grassroots promotion on a video level that you just can’t get anywhere else. Furthermore, the videos are inherently viral. This means a friend can invite another friend to watch the video and post a comment, thereby spreading the video into the depths of the internet.

As a restaurant owner, what are you doing to truly capture your restaurant’s food, ambience and personality? Are you posting video on YouTube.com? Or, are you posting video to your website?

Chances are you haven’t even tried to capture footage of your restaurant storefront. There probably aren’t special event advertising videos, either. An outdated picture of your restaurant interior is about all you have to show on your website. It doesn’t sound like you’ve spent the ten minutes it takes to make a good quality film illustrating your concept. You should ask yourself this motivating question if you want to attract new customers: would a short video make a difference to the people visiting my website? If you want more customers then the answer is YES – video is more appealing!

A long time ago, online video production was very complicated. However, creating an online video, today, isn’t as hard as you might think.

You need three things:

1. A video camera
2. Editing software
3. Video streaming service

Thankfully, YouTube.com, or Eyespot.com gives you two out of the three. The camera, which could be your cell phone or digital still camera, is the final component you’ll need to procure.

As an experiment, I signed up for Eyespot to see how easily I could create my own video. To start, the service was free; great, one less thing to buy. Secondly, signing up for the service took about 22 seconds. Lastly, I was able to edit, upload and link to my video in only a couple of minutes (depends on how large the video is). Because I’m an avid mountain biker, I decided to post some mountain biking footage - you can link to it here.

The lesson I learned from Eyespot is video can be easy! I also realized how quick the developers at Eyespot have learned the value of making the user experience intuitive. In other words, I didn’t have to spend time trying to figure out the process. It was obvious from the start.

This post begs the question: when are you going to post your video?

Are you focused on forming the right community?

Starbucks has done one thing very well. Do you know what that is? Did they create a community of consumers interested in their coffee? Did they focus on selling lots of coffee to consumers? Well, no. Actually, Starbucks created a community for community sake. Sure, coffee shops have tried to build communities for years, but no single coffee chain has been more effective than Starbucks. Again, it wasn’t the product; it was the community that jump-started their success. Alright, they want to sell some coffee, too.

Why should a community matter at your restaurant? The answer to this question is simple: IT MATTERS MORE THAN YOU THINK!

When was the last time you gave a Nod to someone driving the same car as you? Maybe you gave The Nod (or wink) to someone wearing the same Dockers. Or, should we bet that you gave The Nod to a fan of your favorite sports team. The Nod is community. Those addicted Starbuck drinkers know exactly what I’m talking about here. The same goes for Macintosh users, myspace.com participants and people who wear a lot of BLING. The Nod isn’t really the thing we have in common, but what the thing says about us. The Nod says:

“We are in the same club.”

And

“We’re part of a trend.”

And

“We only give The Nod to members.”

And

“We’ll give you The Nod if you join our group – no posers.”

The Nod means we give value to the attribute we recognize. In other words, by sharing characteristics we spot members of our tribe. And, we reveal a little more about ourselves to the public.

As a restaurant owner you can “earn” The Nod by asking yourself, “What does using my product say about the consumer?” If you don’t have an immediate answer to this question, you’re not alone. However, you should spend some alone time to figure out the answer. In that locked room, where you are alone, you might want to consider these Nod earning concepts and conversational scenarios:

-Unknown Treasure

-"Hey, buddy, you’ve discovered the Hour of Free ribs at the Rib Shack. That’s so cool that they do that, huh?”

-Coolness Factor

-"Isn’t it cool that we know that we are here at the Hour of Free ribs and no one else is?”

-Risky Business

-"Wow, wouldn’t it be a shame if the Rib House across the street knew about the Hour of Free ribs?”

-Fun Factor

-"I’m so happy that you’re into having fun at the Hour of Free ribs. It is the best time.”

-Expert Time

-"I think the Rib Shack has the best ribs. I think the Rib Shack steps up their rib production during the Hour of Free ribs.”

-Finer Things in Life

-"I’m happy about the Hour of Free ribs, but I would honestly pay for any hour of ribs at the Rib Shack. They are just that good.”

Again, The Nod does more than reveal part of your marketing; it says that the community is involved, discriminatory and atypical. As a restaurant owner, try to encourage The Nod in everything that you do! When you know The Nod, more people will connect strongly to your offering.

Coastr.com brings beer lovers closer to each other

What could be more social than a social networking site that’s all about beer? I recently found Coastr.com, the social guide to beer. If what they say is true, then this site should make bubbles with consumers and aficionados alike. I decided to take a quick tour of the site to see what the buzz is all about.

To start the site has one goal: connecting passionate, like-minded people about new brews and beer drinking establishments. It was created by Brian Eng of Luckymonk. And, according to the “what’s Coastr” page of the site, none of the site was built while sober. The site also claims to be an experiment in social networking. In other words, Coastr.com hopes to connect fanatics to more beers and places to drink them. There is a search engine for both beers and places to drink beer. A “places to drink” search will lead you to an amazing map mashup of establishments of character and flavor. The actual social networking aspect of the site is obvious from the front page visit. Already, users have stated their opinions on many types of beer. From Belgian to American, the reviewed beer list is extensive. After reading the commentary on some of the other beers, I noticed that the comments varied from long to short. I actually posted my own comment on the Duvel commentary (I’m a lover of Belgian ales, what can I say).

If you are a brewery interested in expanding your product line or want to connect to some real beer enthusiasts, I would try posting some comments on Coastr.com. It wouldn’t hurt to gain some exposure. Furthermore, you’ll be a part of a wider experiment that’s all about growing your social connections to YOUR customers.

The internet is bigger than Al Gore...

How big is the internet? According to Nielsen/NetRatings, there is a worldwide Internet population of 580 million users, as of 2002. The International Telecommunications Union provides a 15 percent higher estimate of 665 million users. In other words, you, me, your family and red-headed step cousin are online.

Who is on the internet? Of these, roughly 30 percent are in North America, 31 percent are in Europe, and 38 percent are in other parts of the world.

How long are they online? The average global Internet user spends 11 hours and 24 minutes online per month, according to Nielsen/NetRatings. The average user in the United States spends more than twice that amount of time online: on average, 25 hours and 25 minutes at home and 74 hours and 26 minutes at work.

What are they doing online? According the Pew Internet and American Life project the top activity is sending emails: 52% of users. The second most used internet activity is getting news: 32%. The remaining user scenario goes like this:
- Searching to find information 29%
- Surf the web for fun 23%
- Looking for info on a hobby 21%
- Doing an internet search for answers 19%
- Doing work related research 19%
- Researching a product before buying 19%
- Checking the weather 17%
- Sending an instant message 14%

How many searches are done each day? SearchEngineWatch.com estimates that there are 319 million searches each day.

What is a blog and how many blogs are there? A blog is a frequently updated website consisting of dated entries arranged in reverse chronological order so that the reader sees the most recent post first. The style is typically personal and informal. Currently, Technorati is tracking 7.9 million blogs. In fact, the blogosphere is doubling in size about once every 5 months. It has already done so at this pace four times, which means that in the last 20 months, the blogosphere has increased in size by over 16 times.

What does this mean to you? OPTIMIZE YOUR ONLINE MARKETING!!!

What are locals saying about your restaurant?

Over the weekend, I was in Breckenridge, CO. If you haven't been to the exciting mountain town of Breckenridge, I'd suggest you stop what you are doing and head for the hills. The town is filled with outdoor fun, shopping like you've never experienced and tasty resturants. For me, one of the highlights came from visiting Fiesta Jalisco. This local Mexican food favorite came to my attention from a local on the street. I asked him if he knew of any good local spots to eat at. His answer was Fiesta Jalisco. Quite frankly, it wasn't his answer per say, it was the way he said it. He was emphatic that I visit this restaurant. I ate, enjoyed and would recommend Fiesta Jalisco to anyone with a craving for amazing Mexican food. Now, the real business of this post is much more than just tortillas and salsa. It has a lot more to do with my experience with the Breckenridge local I interacted with. It begs the question: what are locals saying about your establishment?

Marketing 101 - identifying your target market

Do you feel like you're balancing the impossible: trying to attract new customers while still keeping your core happy? Well, managing a business is just that. You juggle multiple balls with the only hands you have. But, on the other hand, if you did your homework and identified your target market, then your hands should be enough. Did you do your homework? Are you focused on the right customers?

In the next few posts YOU and I will spend some time reworking your current target market strategy. We'll start with measurable demographic data and finish with geographic positioning. If you find this information useful, be sure to post a comment. Remember, this is knowledge we gain together.

Now, let’s take a quick look. Think of this as a 101 on identifying a target market.

Your first step is identifying your demographic segment. These are measurable statistics. You could find this information by going to FreeDemographics.com. Similar sites or your local census official might be able to provide you with this data, as well. The information you'll want to gather is measurable. In other words, you shouldn't look for arbitrary figures. Below are some key categories to focus on first:

• Age
• If you're a family dining establishment then no other regional statistic is as important as the age of the local population. Your concern here is on the number of children and young parents in your area, right? Will your concept cater to a young audience with families, or not? Is your local area full of retirees? If so, then you might want to reconsider your concept.
• Income
• Can your target market support your restaurant prices? Let's face it, if your entrees are high priced and your target market is young families with moderate incomes, then you'll have to pinpoint another target market. On the other hand if you're trying to engage this type of market then income is a key consideration - moderately-priced entrees with a strong kid's meal selection is probably a good bet!
• Occupation
• Is your target market, or regional area full of office administrators or construction workers? Occupation is one of the key target market considerations for your restaurant. An office administrator might have to grab and go. A construction worker might enjoy a cold one at your bar before eating a hearty dinner on a Friday night. It all depends on your target market.

All in all, the demographic of your target market can't be overlooked. The look, taste and smell of the consumers you want to attract are critically important. It is paramount to retrieving new customers virally. Think of it this way: if your target market is young families then your restaurant will be full of children. This would drive a single person away in two shakes of a lamb’s tail. On a more positive note, the young family wouldn't be troubled recommending your concept to another young family if you a have kid-friendly environment. What is your target market? Interested in learning more? Keep tuned to our blog...

Can you summarize your online optimization in three words?

Inspire, interest and intrigue - these three words should be paramount to your online marketing.

If your online guests aren't inspired to become interested then the potential for actionable intrigue will be lost. In other words, you have to build your marketing effort from the ground floor with the idea that they want to learn about your food and drinks! They want to be captured with your ambiance. And, your patrons will want to take action from their computers.

But, I'm a busy restaurant owner. How can you expect me to spend all this time researching this information?

The answer to this question is simple - stay tuned to Restaurant Web Marketing for the preparations of our journey together to expand your online potential. Stay focused on this blog for information about the new internet. And, keep this blog part of your routine: wake up, check blog, eat breakfast, go to work. The tools will be at your disposale, it is all how much you choose to participate.

Who is doing your marketing?

"In football you always get judged on your last game. Whoever you are, or how amazing you are, it's the last game that everyone has seen."

Thierry Henry is at his best on the soccer field. He works with his team to win each and every game. And, with the world cup going on, you can bet he is putting in even more effort. So, if Thierry is only concerned about his last game, then shouldn't you also be concerned about the last time you interacted with one of your customers?

Who is on your marketing team? Is it just you? Or, do you have a team you recruited to deliver fancy brochures to 2000 people in your region? Realistically, I'd bet a Buffalo Nickel that it is you and your staff - your servers.

The front line of any marketing effort is the people who touch your customers. In other words, your team consists of you and your staff, but what about your current customers. Are they involved in your marketing program? According to an article on Hospitality.net, the restaurants that combine word of mouth marketing and mass promotions are destined to win. In other words, if you turn customers into little marketers, then you're going to gain a "vested" new customer. Their article goes on further to suggest that word of mouth is even more powerful than the hundreds of dollars spent on mass marketing. So what's the answer? How do you turn a customer into a billboard?

I'm all about ideas, so let's start compiling some:

1. If you have a new customer in your midst you might want to consider passing a free coupon to them for a free drink with their next meal. Tell them you have one more free drink card for them if they give you an email address. Remind them that you'll send it to the email address they provided. Do you think they'll come back? Do you think they'll check your email? You bet!
   
2. Ask one of your best patrons to contribute a few positive words about your restaurant to the local paper's food critic. Almost every paper in the United States posts the contact information of their editors, so be sure to have the email handy.
   
3. If you serve families then talk to the kids about their experience. If they enjoyed something on the kid's meal then ask the parents if you could send an email coupon on their child's birthday. Be sure automate the email for timing accuracy.
   

With all of these ideas, your goal is to *give* to your customers so they promote you! It is all about pulling customers into your marketing team. To do this, all you have to do is give...