Rachel Levy: Social Media & Marketing

Hey Rachel,

Your post generated some really interesting comments and got me thinking about a local wine store I love. And, actually since my husband and I have moved it's NOT local anymore, but we still make the trip because we like it so much.

The owner does a lot right -- he is friendly, gets to know his customers, has helpful suggestions, etc. So, when he asked me if wanted to be on his email list, I said yes. (And I nearly always decline to give my email address.) Anyway, he doesn't abuse this list as some companies do ... no need to name names, we all know who they are!! ... Instead, he sends out weekly invitations to friday night wine & cheese tastings at his store. (This is Ball Square Wine and Spirits in Somerville, by the way.) They're not fancy events, but a great way to try new wines and meet your neighbors. And I think that last point is particularly important -- he's creating a community so that people (like us) want to come back, even after they've moved.

Okay, that's all -- good luck and I look forward to hearing how your interview goes!

Cheers,
Anna

Building on previous comments:

As Ron wrote, email marketing is critical and often underutilized. They are onboard - make sure they are fully maximizing the potential. See the last section of http://www.useit.com/alertbox/confirmation-emai..., especially. "Deferred SEO", I like that.

Web 2.0 will be important - but make sure their Web 1.0 is solid: updated menus in the right places; fast optimized site; domain names!; optimized for search engines; some way to manage content; hours and directions and calendar updated and in google local, yelp, etc.; google alerts and other monitoring is set up; analytics is set up and used.

Papa Gino's is right now making a huge push for online orders. See what they are doing.

In addition to writing blogs, they could sponsor them, such as http://foodwoolf.com/

Cams is a great idea!

Check out Legals' online activity; They use the agency http://getfused.com, apparently.

I suspect people unhappy with a dish or service may be more inclined to comment than people happy or OK with them, so they will need to be careful with any public review system.

<abbr>skaufman’s last blog post..skaufman24: @ariherzog digitized music, that's all. many kids start with their mp3 players around than. radio & making CDs would be more frugal tho</abbr>

I would like to see all of the restaurants' reviews aggragsted on the site. So, if someone rates the place on Yelp, that review would show up on the restaurant's site. I would also allow people to give feedback on those reviews.
I would also use blog posts to tell people about daily specials and offer insight into why the chef is cooking in particular ways.
-Josh

@chrisbrogan I took your advice and wrote a blog about a job I want! Let's hope it works! http://tinyurl.com/5juc32

How can a restaurant group use social media? Let me know your thoughts by posting a comment on my blog! http://tinyurl.com/5juc32

Nice post. One of the main reasons I was hired at my current position is my interest in 2.0 for F&B. We use 12seconds.tv Mon-Fri to showcase our daily lunch specials! I will be interested in how you proceed with your plans in Boston. I managed at Grill 23, Abe & Louis and The Oak Room.
Please check out our links @rogersmithhotel on twitter!
GREAT to see your efforts reaching into hospitality!
Cheers

Heh. I'd never give my email address to a restauranteur -- as a patron. If I was a food buyer/vendor, the answer may be different.

Ideas:

* Menu on their website is a no-brainer, but also make sure it's on popular sites, e.g. http://boston.menupages.com

* Enable pick-up or delivery orders by website. Domino's Pizza does this, for instance.

* Install "fish cams" in select areas around the restaurant that offer live feeds on the website. Nantasket Beach does this, for instance. There may need to be a sign by the hostess stand to this effect, so a paranoid patron can sit in a non-camera area. Have a separate camera watching the kitchen, e.g. boiling spaghetti. Take snippets from the cam shots and make them into mini videos.

* I'm not sure about an individual restaurant's blog; but if a group, make it a group blog, e.g. chefs can have recurring blog posts every Monday, different servers could be "profiled" on the site on Thursdays, and so forth. If the servers have their own personal blogs = instant link juice.

* Do the restaurant managers watch Yelp? I write reviews on http://yelp.com frequently...and have occasionally received freebies in the restaurant when/if the manager remembered my name from a good review.

* Webcasting is a great idea, such as when Bin Ends of Braintree does with wines (http://binendswine.com). Wine tastings are scheduled with comp admission for bloggers, and the "event" is casted live online - both web and twitter, so it's a group experience.

<abbr>Ari Herzog’s last blog post..How College Systems Like the University of Massachusetts Are Blogging and Tweeting</abbr>

Hey Rachel,

Why stop at social media. Here's an idea for cause marketing that make and save them $$--just what everyone wants these days. This is how it works. The restaurant group hosts a promotion that asks diners to donate an extra buck when their settling up their bill. Unicef has done a done a similar successful promotion with their "Tap Program." at restaurant in Boston and around the country. In addition to being good for business, because customers like to see businesses supporting the community and it doesn't cost them much, the nonprofit has offered to build incentives into the program that reward the restaurant group with sponsorships and advertising. Ads in the Globe? Yep that can happen. Spots on radio? That too. Sports player appearance at one of your restaurants? What time do you need them there?

And here's the beauty of the program, Rachel: it costs them nothing. Zilch. Nada. Because the money is raised from their most valuable and generous assets: their customers. Ask their ad rep to beat that deal!

Tell them you can tell them more but you know someone who's done the program with The Glynn Group, Bugaboo Creek and other groups. He's be happy to speak with you...after he hires you, of course.

Joe

<abbr>Joe Waters’s last blog post..Sleepy’s Launches “Incredible” Cause Marketing Program</abbr>

Ron - Thanks so much for your comment! They're already on board with emailing, with is good! I may be in touch with you if this moves forward. Thanks again.

-Rachel-

I am a sales trainer and consultant to distributors to the restaurant industry and one of the best things a restaurant group can do, but often don't, is also one of the simplest; AN EMAIL LIST!
I know, you would think that would be a no brainer, but it is true. Of over a thousand clients in my career, I would say only 10% even have an email list.
I once had a client ready to send out a mailing by US mail with a special promo on it. Cost. $20,000. Had he had an email list, Cost ZERO!
Plus customers or potential customers are more likely to read an email than they are to go to a website or a blog.
I recently signed up with a few National Chains to see how they communicate by email, and I get daily specials, promos, etc. all the time. And yes, I have had dinner there as a result.
So my answer to you is BUILD A LIST !

Thanks for asking.
Ron Mintz
http://twitter.com/salesbiz

"Stop Selling, And Start Helping People Buy"

<abbr>Ron Mintz’s last blog post..salesbiz: Hanging out at Facebook. Twitter and FB my two favorite sites. Come visit
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