4 Best Practices For Responding To A Negative Review

     In today’s age people like to hear about a place before they try it.  Big review sites like Yelp, TripAdvisor, Google+, and Facebook have allowed their platforms to be the sounding boards of the internet where people can see all reviews at the click of a button.  Most business owners view review sites as the enemy.  However, they aren’t!  In the past year about 75% of reviews that have come through our system are positive reviews.  

     You want to embrace your online reviews and encourage your customer to write reviews about your establishment.  This way when the negative review that does come in the other 25% of the time does come in you have a nice cushioning of positive reviews behind it.  These negative reviews are bound to come in at one time or another as the world does not operate perfectly and we as humans are bound to have off days.  So in preparation for this we suggest you do the following 4 things to help combat the negativity that is posted about you.

1. Claim Your Profiles
   You want to claim all of your profiles.  Let’s face it, the world can be a cruel and harsh place.  Last thing you want is a negative review you can’t respond to… or even worse your competitor claiming your place and marking it as permanently closed.  Not saying they will but coming from a company that has seen it happen, it can and you want to be prepared.  Each platform has either a contact email or phone number in which you can get in touch with their representatives to help you claim all pages.
   
2. Address the Pain Points
   When addressing a negative review you want the customer to know you heard their concerns and issues (even if you do not agree with them).  If there is a valid reason you do certain business practices and feel the customer will gain insight feel free to write it, but do not make it look like an ‘excuse’.  The last thing a person with a bad experience wants to hear is an ‘excuse’ as to why they had a bad experience.
   
3. Be Brief and Polite
   Being too wordy gives you more ‘rope to hang yourself with’. Be brief, address the pain points and apologize where needed.  Always ‘thank’ the customer for their feedback even if it is negative.  Responses like ‘we encourage feedback’, ‘we cannot fix what we don’t know is broken’ and ‘your feedback will help us become better’ show the customer that you truly care about your business and how people perceive your restaurant.
   
   
4. Offer a Solution
   Solutions should always be made off-line.  Meaning you should never offer a giveaway or freebie of any sorts on a public forum.  This will help promote more negative feedback in hopes of getting something free.  This is something we do not want!  Kindly let the customer know to contact you at the business so you can gain more clarity and insight on the situation.  When the customers calls is when you can offer them something for their less than stellar visit.

Have any ideas on how to respond to a negative review that we missed?  Comment below to give us your feedback!  We always love hearing from you.

Written By: Colleen Leonardo

12 Tips On How To Keep Your Business Relevant This Holiday Season

     Whether you'd like to admit it or not, today is the first day of Fall.  Yes, we said it...Fall!  That means falling leaves, colder weather and quite possibly more business for your establishment.  The places that were crazy in the summer are starting to die down and people are looking for places to kick off the Autumn feel.

     It feels like yesterday was the beginning of Spring and we were sending out Mother's Day and Father's Day emails to help you market the business.  That shows you how fast the seasons go when you are having fun.  So we, as your marketing company, would like to prepare you for the whirlwind holiday season that is approaching us.

     Here are 12 tips on how to keep your business relevant (through email marketing and social media) in your customer's head throughout this holiday season:

1. Hours of Operation
      Have hours of operation that may change due to the holiday season?  Make sure you let us know so we can make something beautiful to email out to your customers.    Are you a business owner that doesn't take a day off?  You also want to reach out!  This may be the year that cousin Jenn messes up the Thanksgiving Turkey or Christmas Ham and they need a quick go to! Remember, knowledge is power.
   
   
   
   
   
2. On or Off-Premise Catering
      Do you cater events?  Offer something that most places don't?  Let them know!  We have the ability to create a beautiful catering flier to add to your to-go bags and email blast out to create maximum reach.
3. Fundraisers
      Everybody loves to know they are helping a cause.  Whether they are looking to throw a fundraiser or attend one, you need to reach out and allow them the chance to attend.  This is a perfect networking event for you in the long run.  Many people bring friends and that opens the door to new and repeat traffic.
4. Daily/Weekly Specials
      It is a known thing that customers love to know daily and weekly specials.  If you have these, you should be posting them on social media, email marketing, and have table tents out in your establishment to let the customers know what you offer.  Don't make it boring though!  Ask us to create a beautiful design to help excite the customer when reading.
   
   
   
5. Special Menus/Items
      The seasons change and people go to specific places because of the season.  Some things people get excited about are Pumpkin Spice Beer, Hard Apple Cider (or regular for the kiddies), Caramel Apples, Banana Bread, Roasted Corn, Stuffing, Soups, or even Hot Chocolate.  Give people a reason why they need to be excited and come and see you!
   
   
   
6. Promotions
      Everybody loves a great deal!  Whether it be promotions on a certain item, free delivery on online ordering, or a family night on your slow nights, we need to get the word out there for you.  Let us know what is going on in your establishment so we can help you!
7. Gift Cards
      People forget about these little gems!  Gift Cards aren't just for Birthdays and Anniversaries.  These little awesome pieces of joy can be used as stocking stuffers for Christmas.  We know Black Friday is coming up and suggesting a buy $50 get $5 off special or a Small Business Saturday deal can help increase revenue.  In turn, making you a very happy business owner.
8. Events
      Are you hosting an event? Or are you looking for people to host an event at your establishment.  Adding important information or an economy package into an e-blast or social post allows people to gather all the pertinent information easily.
   
   
   
9. Live Entertainment
      When going out most people love to hear about live entertainment.  If you have bands that are popular in the area and they are playing at your establishment let us create a flier for you to circulate.  This will help increase how many people show up and could be a big win for you on a weekly basis.
10. Contests
       Contests are awesome because someone always wins something! Do a Facebook contest where you can have everyone put in their guess on how many pepperoni you normally put on a pizza.  Closest guess gets a free $25 gift card to come join you for dinner.  We have done a hashtag contest; customers take pictures and tag themselves at your establishment with a certain hashtag.  Funniest picture gets a re-post on your Facebook and enjoys a free version of whatever you were promoting.
         Like where we are going with these ideas but they aren't for you?  Email us at marketing@ordereze.com and we can give you a list of suggestions.
    
    
    
11. Football
       It's Football season!  Let them know where they can watch the game, how many TV's you have, if you have the NFL ticket, what games will be playing, specials for those dates and times.  The key is to make them an offer they cannot refuse!  Football is a sport in which many people will go to a bar and hang out with a bunch of their friends.  Make sure they are doing it at your establishment.
    
    
    
    
    
12. Or, Just Letting Them Know You Wish Them Well
       A simple "Happy Halloween", "Happy Thanksgiving", "Happy Hanukkah", or "Merry Christmas" is always a pleasant reminder.  This humanizes your business in your customer's head and lets them know you genuinely care about them and their well-being.  We can help you create something beautiful to send out.

Think we missed something?  We love to know what you think your customers would like to know.  Even feedback on what works best for you in the past!  Comment below.

Written By: Colleen Leonardo

How To Increase Open Rates For Email Marketing

     So imagine this, you get a customer to your website and they join the mailing list.  This is kind of like dating...You ask someone out and they say yes, now you need to bring that person out and show them why they said yes.  This can be equated to a customer’s first dining experience at your establishment.  The food was great, comfortable atmosphere and outstanding customer service, what is there not to love?  Now you ask them to join your mailing list, and they say yes!  Great!  Now how do you re-engage with them?  

     In today’s world of 2015 and multi-screened platforms, you don’t want to just reach out to your customers and ‘hope’ they get the message you want to relay.  Mobile email open rates have grown 180% in three years, with 48% of all emails opened on a smartphone (Resource: Marketing Tech Blog).  After your initial first date you want to keep them coming back for more, you want them to anxiously await for your next email.  An email that invites them back saying you missed them and maybe even an offer to entice the behavior you are looking to achieve.  

     First, you need to think of a couple of subject lines that you would think entice your customer base.  For every business there is a different success rate for one of the nine triggers to entice a customer to open an email.  We compiled a small list of ways to improve your open rate.

1. Personal subject line
   A personal subject line is intended to make the customer feel like you are talking directly to them.  That you know who they are in a sense.
       Examples:
           ‘John, We Really Miss You’
           ‘John, Spend Your Birthday With Us!’
   
   
2. Timely subject line
   Letting your customer know that time is limited on an offer will create urgency in them opening the email.
       Examples:
           ’Only 48 Hours Left To Snag This Deal’
            ‘Hurry, We Are Almost Out’
            ‘Don’t Be Last To Catch This Awesome Deal’
3. Incentive subject line
   Customers open email especially when they see there can be a possible good deal inside.  Everyone likes to feel like they got a deal.  This also gives them a reason to continually receive emails from you without feeling like they are getting nothing in return.
       Examples:
          'Back To School Savings - Enjoy $5 Off!'
          '$5 Off Makes Good Times Better!'
          '★ Take $10 Off Today Only ★'
   
   
4. Open-ended question subject line
   This creates excitement and curiosity.  Customers tend to open up emails that lead but do not give up the whole email subject.  However, tread lightly as people aren’t curious about subjects they have no knowledge on.  Luckily for you, we are in the food business and everyone loves food!
       Examples:
           ‘🍹 The Best Way To Cool Down. . .’
           'C’mon – Everybody’s Waiting For You…'
           'Here’s What We’ve Cooked Up Just For You'
5. ‘How To’ subject line
   People are sometimes at a loss for ideas.  We make so many decisions in a day that often times, even I appreciate some simplicity in my life.  Offering ways to make the customer's life easier (through Party Planning, Breakfast, Lunch or Dinner) is a home run.  A ‘How To’ email gives your customers faith in you.  This subject line is also helpful for the DYI (Do It Yourself) generation as well.  Ways to make their lives easier:
       Examples:
            ‘How To Make Your Family Smile At Dinner Time’
            ‘How To Make Your Kid's School Lunch In Under 5 Minutes’
            ‘How To Make Lasagna Better Than Your Grandmother Did’
6. Number subject line
   These subject lines do tend to outperform most other subject lines as they provide a structured precursor and set customers’ expectations.  Subject lines like the following can help:
       Examples:
           '5 Tips To An Easier Lasagna'
           '4 Ways To Celebrate Your Birthday'
           '10 Top Sellers For Football Season'
   
   
7. Surprise/Humorous subject line
   In life things can become pretty mundane.  How many times have you gone through your emails and nothing jumped out at you so you just deleted the email?  Well this technique is intended to create a small chuckle or pleasant surprise once the customer opens the email.  Play on words and shocking subject lines like below can definitely help you with re-engaging customers.
       Examples:
           'You’ll Like This A Latte'
           '10 Awesome Party Ideas To Get You Guests Excited!'
           'Baby Got (Feed)Back!  ----> For Surveys!'
           '🎃 Brace Yourself For The Ex-FEAR-Ience! 🎃'

     Secondly, we need to establish a time and day that your customer are most likely to open their emails.  Most people will open an email that is sent on a Sunday afternoon, or weekday early morning/late afternoon.  We can always help you by A/B testing with your list to split them in half and see what type of email subject line, day and time will be the most beneficial for you to get your message out there.
 
     You need to grab their attention when they open the email campaign.  Many people don’t realize that their customers no longer depend on desktop to retrieve their messages and you want to make sure your emails are formatted for a mobile device.  It’s like playing screen roulette and praying that half your customers will read the email after they open it.

Let’s do the math:

- You send your email to 1,000 email contacts.
- Out of 1,000 a good open rate is around 20%.
- If 20% of 1,000 customers open their emails, that leaves you with    only 200 opens.
- Out of the 200 opens maybe 5-10% go to the ‘Junk Folder’.
- Leaving you with 180 possible customers who have opened the email you have sent.
- 40% of those customers are viewing it on a mobile device!
- If your emails are not compatible with a mobile phone, right there you are down to only 108 customers who can properly view your email.  - All that hard work and only 108 people will receive the message!? 

Now you are just wasting your energy. 

We want to ensure that all your marketing efforts are to help you succeed and not waste your energy. Email with a mobile-ready design is no longer a ‘nice to have’, but now a ‘must have’. We can create beautiful, graphic emails that are simple yet get your message across.  Best part, is that all emails we create are able to be viewed perfectly no matter what type of screen you are on. 

Lastly, keep reaching back out.  Just like anyone would do after a first date, you call to plan your second date. Customers need to be reminded of the reasons they come to you and follow your email list.  Whether it is to send out holiday wishes, wish a happy birthday/anniversary, or to give them a reason to come back in.  Consistency is key and once you A/B test to see what your secret mix is, you will be unstoppable!


Your turn: What email subject line tactics get you to open and read emails? Are there some that completely turn you off from opening?

Written By: Colleen Leonardo

Make sure your business is ready to fall into autumn!

   Bring on the fall flavors!  Customers LOVE to know about a change in a menu. Are you having one this season?  Having some new items for each season is always a great marketing point.  You don’t have to change up the whole menu, just highlighting key items is what will get customers through the door.  Fall flavors generally include apple, pumpkin and Oktoberfest.  What’s the biggest of them all?  Pumpkin! Pumpkin Spice and Pumpkin Beer to be exact.

 

    As we know fall is the time of year for Pumpkin EVERYTHING.  According to market research by Nielsen and an article published by The Washington Post, sales of pumpkin flavored beers have grown by more than 1,500% in the past 10 years.  Last year Americans spent more than $15 million on pumpkin flavored beers. Pumpkin flavored foods earned $308 million in the US back in 2013, and as we know this trend has just kept growing. Let’s talk Apples. This year the Apple Picking Season began on August 29th in most areas.  It doesn’t end until October 31st.  Think about the variety…. Apple Cider, Hard Apple Cider, Apple Pie, Apple Danish, Pork Chops and Apple Sauce.  The list goes on and on and that’s just apples! 

    Need help marketing your special menu? Contact the marketing department today so we can make sure to create material for you to promote these special beers and foods!  If you don’t have a special menu or menu items on its way maybe your hours are changing.  Make sure to let our teams know so we can properly market your business and update your website!

Have any other fun fall ideas we missed?  Please share your comments below.

 

Written By: Megan Ricca

Increase Sales with Back-To-School Promotions!

Once school begins parents hit the ground running!  Make sure the parents in your area, or the college students attending the University down the road from you are fully aware of everything your business can do to help make their lives easier! Take a look below at these five great promotions to help increase your business:

1. Celebratory Dinner- We all know that buying Back-To-School supplies can add up really quick!  Think about providing a special discount to families that join you for breakfast, lunch or dinner and provide the ‘Back-To-School Supply’ receipt.  Don’t want to offer a discount? Simply advertise something as simple as ‘Start the School Year off Right’ and this will do the trick to attract families after the first week of school.

1. Breakfast Boxes- School mornings are nothing but hectic!  Make sure your customers know that you have healthy, ready to go Breakfast Boxes to help save them time… and heck, maybe they can even sleep ten minutes later! Don’t offer Breakfast Boxes? Just advertising your nutritional breakfast menu along with being able to call your order in along the way will be sure to help increase your morning traffic!  Near a University?  This is PERFECT for campus students who are always rushing between classes!
2. Brown Bag Lunches- This is similar to helping parents get breakfast together!  Offering ready to go brown bag lunches is a must that local parents and campus students must know about! Put together a special menu where parents and students can pick and choose a few different items to include in the ‘Brown Bag Lunch’ for a set price.  Guarantee you will see their faces more and more!
3. Ready-Made Dinner- Once school begins it is not just the mornings that are hectic.  There are tons of after school activities and running around that parents and students on campus face daily.  Ready to go family meals are a wonderful and healthy idea to promote around this time because, well simply, there is just not enough time in the day!
   
4. Care Packages- Sending your child away to college is never easy!  If you offer special care packages make sure the parents in your community know!  Students will be missing their favorite restaurants so this is a wonderful opportunity to generate some extra business all while making the students away feel right at home!

Need help creating these promotions?  Contact the marketing department today so we can help get the promotions rolling! 

Written by: Megan Ricca

Five Great Psychological Tricks to Make your Customers Order More:

Running a bar or restaurant is not just a business; it’s a science. Not only is your restaurant’s layout a science to get people to stay longer but your menu has a whole science behind it as well.   Ever get the feeling that your customers are having a harder time deciding what to have than they should be? The layout of your menu can be a pretty complex thing to get down, making sure to not overwhelm your customers.  Here are five great pointers for you to consider next time you are re-designing your menu!

1. Limit the Options Available
   • The “Paradox of Choice” is a psychological theory which says the more options available to your customers the more anxiety your customers will feel when ordering. Per menu engineer Gregg Rapp, the golden number is seven options per food category.  Beginning with seven appetizers, moving on to seven entrees.  Rapp also was quoted “When we include over seven items, a guest will be overwhelmed and confused, and when they get confused they’ll typically default to an item they’ve had before.”  It’s not a bad thing to have your customers order something they are familiar with but a well-designed menu will entice them to try something different, maybe even a bit more expensive.
   
   
   
2.  Add Photos
   • Including high quality images of your personal entrees, appetizers and desserts increases sales by 30%! A study was conducted at Iowa State University where researchers tested a ‘digital display’ of a salad on kids at a YMCA Camp.  Can you believe that campers who saw the salad photo were up to 70% more likely to order the salad for lunch! Remember; we eat with our eyes first! 
   
    
   
   
3. Manipulate Your Pricing
   • When building your menu consider removing the dollar signs.  Dollar signs are ‘pain points’ for most people because it reminds them that they are spending money.  If you don’t want to remove the dollar sign symbol completely try something like this… Instead of listing the club sandwich for $12.00 try something like $12.
   • Last but not least about helping customers feel more comfortable with your menu is adjusting the price of items by nickels and dimes.  For example when you look at a menu and see $9.95 as opposed to $10 customers tend to find this a bit friendlier.
   
   
4. Use ‘Expensive’ Decoys
   • You probably have seen this in designer or department stores, but trust us; it works! One of the major tricks used in almost all stores and restaurants is the infamous Large and Small portion.  You may see an option for a Small Plate for $7.99 then right next to it a Large Plate for just $10.99.  Majority of folks are going to choose the larger plate for the extra few dollars. 
   • Another great ‘mind trick’ is to have an incredibly expensive item near the top of the menu which makes everything else the customers sees more reasonably priced.  For example, your server will never expect you to order the $300 Lobster, but it sure does make the $70 Steak look like a bargain!
   
   
5. Your Menu is a Map to your Customers
   • A proper menu is designed to make the most of your gaze.  Think about when reading a newspaper or magazine.  The upper right corner is ‘Prime Real Estate’.  Rapp goes on to explain that the upper right corner is the most natural for a person to begin, and it is where the most profitable items should be placed.  The next place your customers’ eyes will glance is most likely going to be the upper left side.  This portion of your menu should start off with the appetizers then have the salads directly underneath.
   • Ever think about creating boxes around your most profitable items or making the font a bit larger for those items?  It helps separate these items from the rest, causing them to really stand out.  Having a negative space or a large font will pull your customers' eyes directly to the items.
     
     
     
     
     
     
     
     Have any tricks up your sleeve that we missed?! 
     We would love to hear from you! Contact us today via phone or email! 
     
     Written By: Megan Ricca
     

6 Ways To Market Your Business This Labor Day!

Most people forget that summer is coming to an end and want to quickly get their last moments of 'fun in the sun' out of the way.  With Labor Day quickly approaching you want to make sure you have your marketing material together.  Some of our clients do not know what to send out to their customers and often times tend to send nothing because of their time restrictions.  Allowing holidays to pass without warm touches out to your customers will turn them into cold leads.

In order to prevent that situation from happening we would like to suggest the top 6 reasons to get in touch with your customers this holiday!

1. Let Your Customers Know If You Cater
   Customers do not often remember every little detail about your establishment.  For people who do not cater often or are looking to try something new, this would be very helpful.  Labor Day is one of the last holidays we get to enjoy outdoors before the season changes.  Remind them that you are waiting for them and a 10% discount would give the extra push you need.
2. Remind Them Of Any Labor Day Specials
   Specials are awesome and that is why we continually suggest to have them.  People want to think that where they are going is going to give them a deal.  Whether it is for food or drinks or both, this is a sure way to maximize foot traffic into your business.  Just make sure you still make some extra money or it won't be worth it.
3. Hours Of Operation
   Everyone has their own agenda and will be running around like crazy.  Reminding them that you will be open will increase chances of your customers coming to you for any last minute items.  Letting them know you are closed on a holiday reminds them that if they need anything to come pick it up before you close so they don't miss out on their holiday favorites.
4. Location
   Location is key! In the last weeks before summer ends people want to be outside.  They want that one last 'hoo-rah' before the weather starts to change and it becomes Fall weather.  Sending out beautiful images of your patio, deck, beachfront, or any other mood setting photos will help entice customers to your establishment.
5. Live Entertainment
   Along with location and creating an atmosphere is live entertainment.  These help get the positive vibes going and provide a very relaxed atmosphere.  Relaxed customers are the equivalent to more money! Ambiance is key and a proven factor in why customers spend more money with you!
6. Wishing Them A Happy Holiday
   Not going to be open? Or don't have anything to say? Then wish them a happy holiday! They love getting emails as simple as we hope you enjoy your Labor Day Weekend.  You can even slip something in there about back to school or any other holidays you are looking to capitalize on as a two prong marketing approach!

Written By:
Colleen Leonardo