When La Jolla, Calif., Cottage restaurant wanted to promote a contest that included two free meals and an overnight hotel stay, they turned to a viral-marketing campaign that included their customer e-mail list.
Out of 3,000 e-mails sent, 350 contest entries were received.
Cottage co-owner John Wolfe said the use of e-mail blasts to spread the word has saved the restaurant time and money, and has created an avenue for effective restaurant advertising.
Wolfe, along with restaurants across every segment, has started to rely on the tool to increase profits, generate excitement and boost restaurant visibility, all made possible by the proliferation of the Internet and other advancements in technology.
"Things have changed over the last 10 years," said Randy Lopez, vice president of National Accounts for Alexandria, Va.-based Fishbowl Marketing. "There has been a decline of traditional advertising and advertising expenses have increased."
Fishbowl works with restaurants from across the industry to implement their marketing agenda via Internet and e-mail avenues.
"We've managed to create the technology and tools where restaurateurs can get up and running with a simple, turnkey program," Lopez said. "E-mail is just a platform, but we have come up with a strategic plan for how to use it."
The guest experience
Restaurant e-mail marketing campaigns are no longer a novelty; they provide instead an easy way for restaurateurs to communicate with their patrons but guests also want to get something out of it.
"They want to have value, but they also want to be entertained and they want something fun and interactive," Lopez said.
Wolfe has started to use e-mail blasts to inform customers about other Cottage events, but he also wants to stick to targeted messages.
"We use (e-mail blasts) for newsletters, but we like to use it where there's value; where they're looking forward to it instead of 'Oh my God, another e-mail from the Cottage,'" he said.
Whether used as primary or secondary marketing techniques, e-mail blasts to established lists can relay a restaurant's message.
"For us, the idea is to build a guest relationship," Lopez said. "To build frequency, drive sales and tell people about your brand. It's a way to build excitement."
Jennifer Russell, owner of the Stardust Restaurant in Alexandria, Va., sends e-mail notifications for restaurant and holiday special events. Russell sends a Mother's Day e-mail reminder and also promotes the restaurant's monthly Martinis and Manicures event and a featured beer dinner via e-mail alerts.
She said the ability to compose the restaurant's e-mail messages has given her a creative outlet.
"Sometimes you get so bogged down in the day-to-day stuff (e-mail) allows you to be creative and to show the personality of the place," she said. "It's amazing how user-friendly computers have become; it's such an important part of communication now."
