REWrite - The Restaurant Equipment World Blog

Keys To Successful Email Marketing

February 25th, 2011 by REW Blog Team

By Brad Pierce, President Restaurant Equipment World

via The Schechter Report

Despite the advent of Facebook, Twitter and other social media platforms, e-mail marketing still delivers a very solid ROI and isn’t going to fall by the wayside anytime soon. While social media provides phenomenal marketing opportunities, the volume of content makes it easy for your message to get lost in the clutter. This is where e-mail marketing shines – it’s delivered directly to customers’ desktops or mobile devices and claims their attention long enough for equipment suppliers to entice them to absorb your message.

The first step to ensuring a good response to your e-mail marketing is to make sure operators actually get your message and it’s not filtered as spam. This is where a solid e-mail marketing company comes into play. Don’t skimp in this area; choose a provider who has trusted relationships with ISPs ensuring their e-mail communications are white-listed.

So, you’ve gotten your message past the spam filter, but now what? You literally only have a fraction of a second to engage or lose your recipients. This is where good copyrighting of your subject line comes into play. You need to entice your customer to click on your e-mail to view it, rather than having them click the delete button. A message’s subject needs to be interesting, concise and, most of all, relevant to recipients’ needs. The biggest mistake marketers make in this area is delivering a great subject line that generates interest, only to have the content of their messages differ greatly from what customers thought it would be about. Quite simply, don’t do it. It’s not worthwhile to burn away trust with your customers, many of whom will likely unsubscribe.

Now that you’ve gained your customers attention, your focus can shift to the actual content of your message. Just like with the subject line, you need to once again engage your customers quickly. They’re likely going to only give your message a quick glace before deciding whether to read the full content or go on to the next message. This should be done by presenting an easy-to-read headline that grabs customers’ attention. In the case of restaurant promotions, pictures with big bold text announcing your promotion are the best way to get people to read further. In the case of e-newsletters, the best examples I’ve seen have a concise listing of the topics covered in each issue so that readers can quickly decide if a particular newsletter is of interest to them.

The bottom line is that e-mail marketing can be very effective and can have a very solid ROI. Just remember, the key is always clear communication, engagement, honesty and being attentive to the fact you’ve only got a fraction of a second to grab your customers’ attention during each step of the process.

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How Dealers Should Reach Out To Promote Their Web Sites

February 4th, 2011 by REW Blog Team

By Brad Pierce, President Restaurant Equipment World

via The Schechter Report

There’s a line from the movie Field of Dreams that goes, “If you build it, they will come.” While this may be true for a ballpark, it couldn’t be further from the truth when it comes to a foodservice equipment supplier’s web site.

This is the reality I know all too well personally. After spending months developing my company’s first site, I eagerly looked at the visitor logs a few weeks after it went live. To my shock, I had attracted a total of 10 visitors, nine of which I’m quite sure were family members. I realized that I needed to do some promotion quickly or the world wouldn’t know about the great content I had developed. The tools have changed since those early days of the web, but the premise is the same: You must get out there and promote your site to make it successful so that operators can find you and the equipment you’re promoting.
Ensuring that your site is listed with the Google and Bing search engines is essential, but this process can be time consuming as you work to gain relevant rankings and is often competitive and costly, especially if you’re using these companies’ paid advertising services. Starting a company blog on the other hand and syndicating your content to the blog search engines is, however, a quick and inexpensive way to start getting your name and site out there.
News releases can also work well, especially if they’re distributed via one of the many established online press release agencies. One caveat is to ensure that the information being presented in your release is relevant and interesting to readers. Sure, it’s alright to toot your own horn to attract operators or promote your equipment, but be sure to spell out the value you’re actually providing and why it’s relevant to them or it’s likely to be dismissed as a sales pitch disguised as a press release.
Lastly, foodservice equipment dealers need to engage in social media networking. Start with Facebook and Twitter, since those have a minimal barrier to entry and the largest audience sizes. Don’t just head right into promoting your site, however, or you’ll likely be blocked by people instantly. Instead, engage in the ongoing discussions, form personal relationships and get to know your existing and potential operator-customers Once you’ve established trust, then — and only then — should equipment dealers  promote your brand and products, and ask operators to visit your site. Before you know it, they will come to see what you’ve built — and they’ll bring their colleagues and business associates with them, as well.
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