Marketing Plan for Eatout Franchisees
· Includes web site optimisation to deliver the same results as Eatout.co.nz
· Eatout.co.nz is New Zealand's No. 1 Restaurant Dining Guide online and is ranked on page 1, number 1 position on http://www.google.co.nz/ for the search term "restaurants" - this is what's called an "organic" listing, the hardest ranking of all to achieve.
· Eatout.co.nz is also ranked on page 1, number 1 position on http://www.google.com/ for searches from diners outside New Zealand using the search term "restaurants in New Zealand"
· Over 70,000 visitors a month to Eatout.co.nz
· From July - September, 2008, www.eatout.co.nz was ranked #6 in the Hitwise New Zealand 'Food and Beverage - Restaurants and Catering' industry based on monthly average market share. This ranking relates to New Zealand based users visiting New Zealand websites.
· A new direct link will be added to the bottom of every page on all sites to the new Franchisee website, these include New Zealand, all Australia websites and any new ones we do.
· The new Franchise area will be added to the Search Box (Find a restaurant) on the "Location" list on all sites
· A new Google Adwords campaign will be set up to start straight away ensuring the new web site will be on Page 1 of Google when a search for restaurants is done in the new Franchise area
· A direct link will be added in each of the current franchises monthly email mail out to databases of over 10,000 subscribers, ensuring great exposure straight away.
· New restaurants will be given free counter cards for them to give away to their diners, not only to advertise the web site but encourage customer comments
· We run a monthly competition for everyone on your own database drawn once a month where a lucky winner will receive a $100 restaurant gift card to spend only at a restaurant on the Franchisee web site.
Future planned projects from the Franchisor
· Continue to sell Franchises to build the Eatout global network into the worlds #1 Restaurant Dining Guide online.
· Continue to enhance the back end Admin area to make processes more automated and quicker for the Franchisee
· Build a facility for restaurants to have their own database with templates to allow them to market directly to their own customers.
· Print a Restaurant Dining Guide book when an area has enough restaurants - this will be free for restaurants to go in and given away free to accommodation outlets and information centres
· Offer a "live" table booking facility to make it easier for restaurants to take booking online.
Offer real time takeaway orders.
· Enhance Eatout to work on a mobile phone
· Create an Audio introduction for each restaurant
· Sell customized Restaurant Gift Cards
· Build a templated Menu Maker web site for restaurants to produce their own stunning menus. This will automatically update the web site each time they are changed. Plans are also to sell actual menu covers and print menus as well.
· Bar, club and events guide. This wil offer franchisees the opportunity to go into a whole new market to increase their income.
· Have the occasional week off!
