Privy CEO to speak with client Hard Rock Cafe at GrowthBeat 2014

privy hard rock venturebeat conference

On August 5th, VentureBeat is hosting GrowthBeat 2014 at the Hotel Nikko in San Francisco. The focus of the event is on the data, apps and science of successful marketing. We're thrilled to announce that our Founder and CEO, Ben Jabbawy, will be speaking on stage with one of our clients, Hard Rock Cafe's Kim Matlock. Kim is the Senior Director of Digital Marketing and CRM for Hard Rock.

Here's the blurb from GrowthBeat:

This is the new growth. You’ve done email. You’re all over search and mobile. And social is second nature.

Now you’re integrating with CRM and marketing automation. Testing and optimizing. Targeting and personalizing. Analyzing big data, feeding customer data platforms, and connecting services, your site, your apps, and your ads into one giant seamless marketing machine that both fills the funnel and nurtures existing customers.

But the number of marketing technology companies tripled in 2012 and tripled again in 2013 — it’s a confusing mess of capability and opportunity. GrowthBeat will help you make sense of it all.

Other speakers include senior executives from Jiffy Lube, Walmart, Facebook, Oracle and more. For the full list of speakers and agenda, click here. For more information on the Privy/Hard Rock Session, click here.

Email Database Growth: Anatomy of a Long Running Offer

More than ever before, our restaurant and retail clients are venting about challenges they're having around hitting email database numbers. They want to grow their email database, yet the typical "join our newsletter forms" aren't converting well. 

Below you'll find some examples of what we call Long Running Offers, or LROs. These are small giveaways used to incentivize a visitor to use their email address in order to receive the offer. Basically, what incentive would you offer a potential customer in order to build a lasting relationship with that customer? If structured properly, an LRO can be instrumental for new email address collection.

By modifying the traditional newsletter signup form ever so slightly, LROs can accelerate your email database growth by 5-10X traditional methods. Simply showing what a consumer gets ahead of registration as opposed to blocking the offers until after registration makes a huge difference. We call this primary stimulus vs secondary stimulus. Go ahead, try it and see how your conversion rate increases.

For a few tips on structuring and distributing your email acquisition offer, check out the slides below: 

Webinar: Does Mobile Really Drive In-Store Sales?

Announcing a new webinar from the Privy team featuring some incredible data on how mobile influences consumer spending in-store. Highlights include:

  • Who spends faster, iOS users or Android users? (spoiler: iOS)
  • Where are consumers most engaged, on their computer at work or on their mobile phone while commuting? (spoiler: mobile phone)

 

Reserve your seat before space runs out to get the FIRST look at all the facts, figures and comparisons!

How To Write Email Copy That Works

Often times, figuring out what to write is the hardest part about creating a marketing email.  Here are a few tips to help you the next time you are staring at a blank email template.

Subject Line

Your subject line is the most important line in your email and needs to be relevant, valuable and clear.  If you don’t write something that grabs someone’s attention, why are they going to open and read the rest of it?

  • If you are stuck, write down the benefit someone would get from your email and whittle that down to 5-7 words.
  • Write your subject line as one of these things: a question, a command, a teaser, a list, news, or “how-to.”
  • Test, test, test.  Following these tips is a good start, but ultimately you need to figure out what works to get your subscribers to open.

Copy

Have a clear and concise message.  Always try to address these three key questions: Who am I writing for? Why should they care? What do I want them to do? The best marketing writing says what you would say if you were talking to a good friend who needed your product.  

                  SA PA is a fast casual restaurant that used email to drive customers to one of their new locations.

                  SA PA is a fast casual restaurant that used email to drive customers to one of their new locations.

Call To Action

Make sure to have a single, clear call-to-action.  If you want them to come in-store to try a new menu item, make that the focus of the email.  You can send another email later to ask them to like you on Facebook or sign-up for next month’s wine tasting.

        Fat Jack's Subs in Denver uses a single, clear call-to-action when telling customers about new menu items.

        Fat Jack's Subs in Denver uses a single, clear call-to-action when telling customers about new menu items.

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Winner Winner Chicken LUNCH

One of our customers, Chicken 'N Rice Guys, are huge supporters of the US Soccer team. So much so, that they are giving away a FREE Order of Chicken if USA wins to the first 100 people who sign up. Click on the photo to sign up! #winnerwinnerchickenLUNCH

Click on the photo to get a Free Meal when the US Soccer team takes down Germany!

Click on the photo to get a Free Meal when the US Soccer team takes down Germany!

You can also click on this link to sign up: http://cnrguys.privy.com/slIdPHJE

Why organic facebook page reach is on the decline

Today, Facebook made a post on their blog addressing the recent buzz and complaints around the reach decline of organic posts. For a while, marketers have been suggesting that Facebook is diminishing organic reach as a way to encourage brand marketers to spend money boosting posts. According to today's announcement, Facebook is denying that to be true.

Two reasons your Facebook organic reach is declining:

  1. There is a ton of content posted to Facebook. Depending on how popular and active you are on the network, when you login you technically could see anywhere between 1,500 and 15,000 posts. That's a ton of cute baby photos. As a result, posts are arriving and disappearing from your feed faster.
  2. The News Feed algorithm has changed. Facebook is super focused on identifying content they believe is relevant to you. So when you login, they'll remove "spam" and focus on 300 of the 1,500 posts they could be showing you. That means users will typically only see about 20% of the posts that are happening at any given time.

#NRAShow Session: CIOs and Technology

Panelists:

Dan Cunningham - SVP of Information for Einstein Bagels

Jeremy Gibeault - Senior Manager of Information Systems for Firehouse Subs

Ed Beck - CIO and VP Technology for the National Restaurant Association

Caleb Mitzvotai - Senior Manager of Innovation and Technology for Panda Restaurant Group

What's the biggest technology challenge you're facing?

DC: PCI compliance 3.0 is our biggest challenge this year. Given what happened with Target this year, all of us are facing audits and really need to think through our process and systems around credit card compliance. 

JG: Getting franchisees to buy in on technology decisions in the face of minimum wage hikes and cost spikes. This means they don't want to shift budgets to technology. We're competing for budget just like any other department is.

CM: Beyond PCI compliance, it's the risk of losing 20% of our sales if there is a breach. According to the FBI, it's not a matter of "if you'll get breached" but "when you'll get breached". We're thinking of end to end anonymization of credit cards.

What's driving change in technology?

DC: 100% end users and consumers driving change. Things like mobile ordering and online ordering are now table steaks for casual and fast casual brands.

JG: Our desire to compete and win dining occasions from other brands makes us evaluate how technology can help us do that

CM: Bridging the gap between marketing and IT is also a big theme for us, and part of what is driving change.

Key takeaway is that technology is a high priority in restaurant organizations simply as a way to keep up with consumers, but also as a way to build better relationships across departments.

#NRAShow Session: Restaurant Technology Is Critical for Tomorrow’s Success

Even with vendors of all type and kind on display, there’s one theme that stood out after day one of the National Restaurant Association: technology has become critical to the success and growth of restaurants nationwide.

In 2014, the restaurant industry is poised to hit a record high of $683 billion in sales, and according to Hudson Riehle, Senior Vice President of the National Restaurant Association’s Research and Knowledge Group, that growth will be driven by the ability to drive repeat in-store visits and incentive customers to eat away from home more often.

Some interesting stats from Riehle’s presentation on the state of the industry:

  • Restaurant sales will increase 6.3% year over year, marking the 5th consecutive year of growth.
  • Overall restaurant industry sales are expected to hit a record high of $683B in 2014 - that’s 4% of the United States’ total economic output.
  • Each year, 50,000 restaurants close while 60,000 new restaurants open.
  • 47% of all food spend in the United Stats is from restaurants.  That’s up from 25% in 1955.  The main driver of this growth has been technology.

Overall, Riehle outlined a strong year for the restaurant industry, enhanced by greater usage of technology. The brands that succeed will be the ones that effectively use technology to nudge and incent consumers to dine with them.