Attract the right customers, and make it easy for people to find your business online. Join me for this relaxed and jargon-free introduction to digital marketing. Be surprised how the 'secrets of success' in digital marketing are similar to the secrets in F&B and hospitality. Understand the two critical online behaviours and learn how to use them to attract the right customers and make it easy for people to find your business online. I will share with you practical advice, free industry tools and real best-practice examples across mobile, video, search and content marketing to help you grow your business. Build your own digital marketing plan in 10 minutes. As presented at DINE 2017 Exhibition & Conference, The Address, Dubai Marina, 4 & 5 March 2017.

1. © 2017 DINE 2017© 2017 DINE 2017
Attract the right customers,
and make it easy for people to
find your business online.
BUILD YOUR OWN DIGITAL MARKETING PLAN
DINE 2017

2. © 2017 DINE 2017© 2017 DINE 2017
1.
Attract the
right customers.
WHAT ARE PEOPLE LOOKING FOR?
HOW DO THEY LOOK FOR WHAT THEY WANT?

3. © 2017 DINE 2017
Be yourself
- attract likeminded people.
• Tell your story, let people know who you are, why you
are in business, tell people what you care about & let
them find you.
• Treat your digital marketing like a dish on your menu
– give it care and attention.
• Select your words and images as carefully as you
select your ingredients.

4. © 2017 DINE 2017
Create for people
- search or browse?
"There are two
kinds of people
in this world,
those who know
what they want,
and those who don’t.”
SEARCH BROWSEOR
• Know what they want
• Decisive
• Rational
• Focussed
• Detailed
TEXT-LED
Menu, opening times,
location/parking, allergies
• Don’t know what
they want
• Open to suggestion
• Emotional
• Ready to be distracted
• Generalisation
IMAGE-LED
Dishes, ingredients, people
enjoying the location/food
INFORM INSPIRE

5. © 2017 DINE 2017© 2017 DINE 2017
2.
Make it easy for people to
find your business online.
WHERE ARE PEOPLE LOOKING FOR YOU ONLINE?

6. © 2017 DINE 2017
Hangout in all the right places
- where are people looking for you online?
APPS & REVIEWS SOCIAL
• Deliveroo
• Talabat
• Zomato
• Blogs & magazines
• Instagram
• Facebook
GOOGLE
• Search
• Images
• Maps/My Business

7. © 2017 DINE 2017
Apps & reviews
- people want ‘on-demand’.
• People are in the mood to eat - increased exposure at
the point of purchase.
• ‘Most popular’ what do your customers order most
often? Make it easy to ‘buy’.
• Include ‘personable’ descriptions – what does it
taste/feel like?
• Use images of food instead of your logo or internal
scenes – this is a delivery.
• Accept fees as the cost of doing business – cheaper
than paid advertising.
73% of people

8. © 2017 DINE 2017
Social
- people share ‘moments’.
• Add your location on Instagram and Facebook to
allow people to ‘check-in’.
• Give people something to talk about
– again, and again, and again.
• Display your hashtag internally, to take advantage of
photo opportunities.

9. © 2017 DINE 2017
Google search
- people enjoy being Sherlock.
• Search Engine Optimisation (SEO) follows the same
principles of menu psychology.
• Create unique and accurate page titles.
• Make use of the ‘description’ meta tag.
• Improve the structure of your URLs.
• Make the site easier to navigate/breadcrumbs.
• Write better anchor text.
• Use heading tags appropriately.
• Add an xml site map, links to important pages.

10. © 2017 DINE 2017
Google images
- people love to dream.
• Store images in a central ‘image’ file.
• Use brief but descriptive file names.
• Supply ‘alt’ text for images.
• Improves accessibility and increases exposure during
image searches.

11. © 2017 DINE 2017
Google maps/my business
- people are out and about.
• Add a pin to Google maps so people can find you
easily and check-in their photos on Google maps.
• Include images inside and real food dishes.
• Add opening times.
• Internal incentives to leave a review
i.e. 10% off your food order if you review.
• Keep an eye on reviews and respond immediately to
customer feedback.

12. © 2017 DINE 2017© 2017 DINE 2017
3.
Build your own digital
marketing plan.

13. © 2017 DINE 2017

TODAY GOAL
1,000 CUSTOMER
GOOD FOOD AWARD
FRANCHISE
NEW LOCATION

14. © 2017 DINE 2017

ALEXIS IS AM. PHOTOG.
MJ LOVE TO SNAPCHAT
LINKEDIN BIZ BLOG
BEHIND THE SCENES
DO WHAT
YOU CAN.
USE WHAT
YOU HAVE.
START WHERE
YOU ARE.
WEBSITE
SOCIAL CHANNELS
T-SHIRTS
NAPKINS
ORGANIC LOCAL FOOD
FAIR TRADE
FRESH IN 3 MINUTES
TASTE OF HOME

15. © 2017 DINE 2017
 START WHERE
YOU ARE.
1. Once upon a time there was…
2. Every day…
3. One day…
4. Because of that…
5. Because of that…
6. Until finally…
The Pixar Pitch
(taken from ‘To Sell is Human’, Daniel Pink)

16. © 2017 DINE 2017
 START WHERE
YOU ARE.
JAMIE OLIVER FOOD REVOLUTION
1. Once upon a time there was… a health crisis haunting our schools and communities.
2. Every day… 41 million children under the age of 5 are overweight or obese.
3. One day… we decided to shout about important food issues and help people understand that
access to good, fresh, nutritious food is every child’s human right.
4. Because of that… we have provoked debate and inspired real, meaningful and positive change in
the way our children access, consume and understand food.
5. Because of that… people are understanding what they are putting into their bodies and learning to
nourish themselves and their families with fresh, nutritious food.
6. Until finally… a growing number of individuals, parents, policymakers, communities and
businesses are making responsible, healthy and sustainable food choices for themselves and
future generations, for life.
The Pixar Pitch
(taken from ‘To Sell is Human’, Daniel Pink)

17. © 2017 DINE 2017

ALEXIS IS AM. PHOTOG.
MJ LOVE TO SNAPCHAT
LINKEDIN BIZ BLOG
BEHIND THE SCENES
DO WHAT
YOU CAN.
USE WHAT
YOU HAVE.
START WHERE
YOU ARE.
WEBSITE
SOCIAL CHANNELS
T-SHIRTS
NAPKINS
ORGANIC LOCAL FOOD
FAIR TRADE
FRESH IN 3 MINUTES
TASTE OF HOME

18. © 2017 DINE 2017© 2017 DINE 2017
4.
Use the free tools
& online resources.

19. © 2017 DINE 2017

20. © 2017 DINE 2017
Top 8 tips…
1. Be yourself & tell your story with the same care you choose your ingredients.
2. Searchers – rational, inform, details.
3. Browsers – emotional, inspire, images.
4. Be where your customers are looking i.e. Deliveroo, Zomato (Beam).
5. Apply menu psychology to your website.
6. Keep your marketing plan short & simple.
7. Ask for help, use the free tools.
8. Be consistent – do a little every day.

21. © 2017 DINE 2017
helen@baan.ae
The Brand and Agency Network (BAAN), is a closed network of uncompromising
creatives and jargon-free digital/IT stalwarts.
We represent the future of on-demand advertising and digital transformation
– a global network of creative and digital nomads, diverse in expertise, gender
and international locale, and united by shared values and professional integrity.
At our core is a simple philosophy: #bekind #staycurious #playmore.
Through our social change initiative #istaycurious, we inspire young girls and
women to challenge the status quo and celebrate their efforts with each other.
• advertising
• digital transformation
• leadership coaching
• business coaching
helen@baan.ae｜@ilovebaan