Marketing
The First Rule Of Running Campaign!
ALWAYS Test before launching your campaign
Marketing is Fun!
But also, something you should think through carefully. Running marketing meaning running promotions in large scale. Take your day to day operations, and scale it up into a short timeframe with high performance! "20% discount on your menu for one a few hours", "free pizza for everyone thats sign ups today" and more! All of those examples of promotions that will drive high volume traffic to you store. And you should be ready for it. Marketing can be a disaster if you are not prepared and checked everything in advance. In this section we will cover everything you need to check before going live with a campaign. This why marketing specialist are there for. Appfront platform will ease the process for you, but you still need to test is it for yourself.
Customer Experience
Check the customer experience exactly the way you imagined it.
Does the right promotion was set up
Did I upload the right picture
Full flow order
Operations
Make sure the promotion appears correctly in the POS, and simulate full end to end.
Activate / De-Activate Campaign
On the top of the campaign page, you can see the current campaign status. In order to activate or deactivate, you need to toggle the button on the right.
Inactive campaign:
Just click on the toggle to change the mode.
Active Campaign:
Test Campaign
Appfront has a simple way to test your campaign BEFORE you launch it. Use the "Send test" feature".
Click and enter you mobile number.
Sign Ups
Appfront has a few tool kits to increase the customers sign ups both online, mobile and app.
Push Mobile app downloads
The most loyal and engaged customers are those who download your mobile apps. Therefore, we suggest to push the app for all web users, and convert your online traffic into loyal app customers.
The only thing you need to do is to have both Appfront's online and mobile app products, and the platform will do that automatically for you.
Convert Online traffic to Loyal customers:
When advertising online you can share a link that shows a pop up sign-up form as shown in the following example:
How? Just add the /?openSignup=true suffix to your online ordering website URL:
<appfront-ordering-url>/?openSignup=true
Email List Conversion Campaign
So you decide to switch to Appfront as your digital platform - Congratulations! And now you are ready, to convert your existing customer email data base into Appfront (and collect some additional information like phone numbers, birthday, etc)
Give away promotion
In order to incentivize your customers, we recommend to offer them a promotions. A few good case studies would be:
$5 off your next order
20% off your next order
Free entree when you buy $20 order
Set up the email campaign
It could really be a simple email template. Make sure it's informative and give your customers all the information they should know about the new program.
Please follow up the technicality below: "Email Blast"
In App Splash Screen
Overview
Pop up promotion. Will be popped up once the customer opens the App.
Set Up
Landing Page
Overview
Landing page is a great tool to drive traffic from Social, by posting together with a link or from Google ads. There are a few different use cases, via different channels, and it really depends on what you like to achieve that will define how you'll use the tool.
Use Social to Drive Sign Ups
Pushing customers to register and download the app example. We do recommend to use bit.ly in order to better understand ROI, by tracking number of clicks. Your mission is to drive as much traffic as possible to landing page.
Registration promotion - to Drive Registration
The bigger the promotion - the better the conversion will be.
Sign Up Page:
To create the link, go to ordering link and add /?openSignup=true, for example:
mypizza.appfront.ai/?openSignup=true
Post Link on Social:
Driving traffic to Landing page
Customer will be landing here:
Connect Promotion - create group!
You can connect any promotion / rewards you'd like. Great case study would be to push customers to download app, but basically, signing up to a landing page, create a new group / segment, that will allow you to target in the future as a stand alone group.
Drive App Registration
Landing Page - Sign Up For Grand Opening
Everyone that will sign up to this landing page, BEFORE opening, a coupon will be triggered automatically to him.
We do recommend to trigger an email as well -
Holiday / Events / New product promotion
Everybody that sign up by Friday, will get Sunday morning a promotion for 1 week.
DeepLink
The fastest conversion from the end user to a promotion redemption. DeepLinking allow you to use the link and direct the customers into a specific path.
Deep linking to a deal
Overview
The promotion:
Clicking on the Deeplink will take the customer directly to the promotion page, to "add to bag" stage, ready to use the deal:
Clicking on Add to order will take the customer directly to checkout.
Set Up
Create the Deal
You need to create a deal in the platform. See here how to define a deal:
Deals / Promo Codes / UpsalesCopy the deal link and past it at the right place.
Locate the Deal link
And click on the deal image
Copy Deal ID
Copy Deal ID from URL - everything from "deals&" until "fromItemId" (save it on a notepad for further use)
Create DeepLink:
Go Back to Serving Option page: (Home page -> Start New Order-> Choose Serving option)
Paste the "DealId" from before, as follow:
?checkdeal=DealId
DeepLink Created:
This is the link you can embed in your website / social network etc.
Use of deal:
Not just continue the order flow: "PICKUP" => "Choose Location" => The deal should be displayed!
Analyze the Results
GO TO:
> Configure
> > Menu
> > Deals
> > > StatsDeeplinking to a serving option
Overview
You may want to deeplink into a specific serving option from your website. This is highly effective when you want to link to a catering menu or something similar.
How-to:
In order to create a deep link to a specific serving option, you simply need to copy the below link, and adjust to your restaurant:
https://[YOURDOMAIN.COM]/find-location/?servingOptionType=[serving option]/The [serving option] that is written above, is the type and not the serving option name.
To get the type you want, go into Menu > Setup > scroll down to "Serving Options", and under the type you can see the relevant type.
Example
For this example we'll want to create a deeplink to a serving option called "Dine In", the type of it is "sitdown" (see image above) and my restaurant's ordering link is "smilingpizza.appfront.ai".
The link will be https://smilingpizza.appfront.ai/find-location/?servingOptionType=sitdown/
Deeplinking to a specific location
Overview
Sometimes, we want to quicken the process for users who are already committed to a certain branch by sending them an email or a notification with a short link sending them straight to order from their usual branch at their favorite restaurant.
In order to create a link, we first need the branch ID:
First step is to open the application and choose the specified branch in the find location page.
Next, you will be in the menu page of the app, notice the link at the top of the page should be in the following form: http://myWebsite.com/order/?branchId={branchId}&branchName={branchName}... Copy the branch ID number, we will need it to create the link.
Next we will create the link, it should be of the following form:
http://myWebsite.com/serving-options/?branchId=your_branch_id
This link will send the user to the "choose your serving option" page. After they have chosen a serving option, they will be directed to the menu page skipping the find location page.
Example
For example, if I want to create a deeplink to Little Tokyo (like in the image above), the link will be:
https://spitz.appfront.ai/serving-options/?branchId=5cf66f2c8c24d60e1b792d68Deep Linking to an item
Overview
If we only want to link to a specific item (from an advertisement / email) we can create a link which will open the item as a pop up (similar to the deep link in the deal)
In order to create a link, we first need the item ID:
Go into the menu, find the item you want to display, in the URL of this item, you can .find the item identifier: https://yourdomain.com/order/items/[item identifier]/...
Now you can create your deep link:
If you would like the customers to land on choosing a location in the Locations page (optional to already choose a serving option): https://yourdomain.com/find-location/?checkitem=[item identifier]&servingOptionType=pickup/
The menu page after already choosing the location & the serving option and placing them in the link: https://yourdomain.com/order/?checkitem=[item identifier]&servingOptionType=pickup&branchId=[the location identifier to point to]
Group Landing Page
When creating a group landing page, there are two options, and in order to decide which is most fitting for the scenario you are trying to acheive, please answer the following question:
Should this campaign go out to ALL who clicks on the link (new customers and old customers)? or should this campaign ONLY go out to NEW customers?
ALL users (new or old) - use the Deep Link Click campaign
ONLY New users - use the Registration Group campaign
Overview for Deep Link Click Campaigns
In this type of campaign, anyone who clicks on the link will trigger the campaign - if they are logged in, the second the go into the link, their rewards page will include the new reward in the campaign (or they will be added to the group in the campaign, whatever the campaign is set to do). If they are not logged in, it will wait until they signup/login and then the campaign will be triggered.
In order to set this up, you will need to creat a group that you want the customers who click on the link to be added to (this can be done from within the campaign page)
The settings will be as follows:
You can select the group you created in the "Group for deep link" and you will see the link under "Deep Link" show the link which you can use once you enable this campaign.
The "Hash for deep link" is a random number that is generated for the campaign, if you would like to change it, you can - but notice- it may break existing links if this link has already been published out to the public, and when setting this hash, you want to make sure it is unique for this campaign, so it will not trigger a diffferent Deep Link Click campaign.
Overview for Registration Grouping Campaigns
The best and easiest way to drive and segment traffic into a group. All customers that will sign up in this landing page, can be tracked and segmented for future campaigns.
Create a dedicated sign up flow, using a dedicated landing page, to drive traffic into group. For example: "Instagram Super Bowl Campaign" - sign up here and receive free Special Pizza [https://skinnypizza.appfront.ai] /openSignup=true&signupGroupAlias=SocialSuperBowl
Every customer that will sign up will be triggered with the promotion:
Set Up - Create the Group
Create a new Group (for example: "SocialCampaign")
Create the Group Landing Page Link
Add the following link too your ordering link:
/?openSignup=true&signupGroupAlias=[GroupName]
Connect the Group to campaign
Reach Out - Group Marketing Campaign
Text Messaging / Push Notifications / Email Blast
Note you have to be registered with A2P 10DLC to send marketing text! See more info in the dedicated section here.
Please watch this video, showing how to create and launch a group marketing campaign:
https://www.loom.com/share/bab6c4c58402481bb56178f2048ef047
Instructions:
In the portal, click on Campaigns and Create New Campaign
Click on campaign from scratch, or on any of the ready made templates
Enter the internal campaign name, and in the Campaign Trigger, make sure it is set to Group Marketing. You can then decide if the campaign should be with a coupon, or content only.
Select the media channels you wish to have for this campaign
Once completed, save the campaign, go back the to Main Portal and click on Groups
Click on "Launch a campaign" next to the group you want to send the campaign to, follow the instructions - and launch the campaign!
Create Group Segment
Switch to the new beta portal.
Under customers, create the segment, using the filter button. And then, create a group (which is a result of your query).
Launch the campaign for the group:
Go to groups:
Launch the campaign:
Groups
Employees - 20% off all menu [Permanently]
We are all in when it comes to employees. Happy employees drive successful company. In this section we'll show you how to create a permanent discount for your employees.
Create the group
You need to create group with at least one user.
Search for the employee name and mark the right persons.
After marking all of the employees, now we will create the group:
Click on the groups icon:
And now, its the final moment:
And just go for it - "create group"
Add them to group manually or with link:
The link can be found within a group registration campaign -
Create the 20% Discount:
We would like to create a 20% discount. (still in the old platform)
Choose the group name you have just created ("employees")
Choose the deal type: 20% discount
Customer facing:
The "user" (the employee in this case), will be able to see thee 20% reflected in his check.
Journeys
Appfront Journeys gives you the options to create different journeys for different customers!, from first Sign up to Visit X, and allow you to compare different journeys with different ROI and LTV (Life time value). For example:
Journey 1: Sign up (free Juice), Visit 2 (50% bowl), Visit 3 (BOGO) --> ROI1, LTV1
Journey 2: Sign up (free bowl), Visit 2 (free side), Visit 3 (free drink) --> ROI2, LTV2
Create Journey
Journey is assigned for a group. A group is going through a journey. You will be able to track, segment and follow all customers that were part of this journey group.
Step 1: create group for this journey:
For example: "Social-Campaign" group.
Step 2: Group Sign Up Link
Create the link that attached to this group.
Add the following suffix to the ordering link:
/?openSignup=true&signupGroupAlias=[GroupName]In the example: /?openSignup=true&signupGroupAlias=Social-Campaign
Step 3: Create the campaigns for the Journey.
You do everything the same as life cycle campaigns. The only difference is that you define a group for each campaign, meaning, those campaign are Not open for all customers as before, ONLY for this group.
Registration / Sign Up Campaign
Create the first trigger/campaign that will add the customer to the journey.
Creating just a "regular" registration/sign up campaign. The difference here that all customers that will register to this group ONLY, will receive the coupon that attached to this campaign.
Visits Campaign
Chose user group to be - "Social-Campaign"
Not In in Group
Sometimes, you would like to create segments, and you would like to avoid the possibility there is a customer that might appear twice in both groups. For example: You have a few stores in the same area, and there is a chance, a customer visit in both locations. Now you want to run a campaign segmented for each location but you want to avoid the option, that this customer will get the message twice.
You would like to use the "customers not in group" feature.
Group 1 - Location 1
Group 2 - All customers in Location 2 (and NOT in location 1)
In order to do that, we will have to use the multiple filters functionality.
This query results will assure that the new group won't contain the same customers. Choose all query results:
And create a new group:
Mission Completed
Promotions
Promo Codes
Deals / Promo Codes / Upsales
Single Use Promo Codes
Overview
Promo codes that can only be used one time by customers. Unlike a deal type promo code, a campaign promo will grant a coupon, which can be restricted for one-time use.
A guest user will receive the following message upon usage:
Set Up
Select "Lifecycle Rewards" trigger -> "Enter Promo Code"
Promo Codes: insert the promo code(s) here. For multiple codes, please use a comma between each code.
Configure the rest of the campaign by following the coupon tutorial:
Setting Up a Campaign & Coupon20% off Menu (all day)
Promotion Set Up
Prepare the coupon, in this example, we will set up 20% coupon. Every customer that will receive the coupon, will get 20% of the total check. The coupon available for one time use.
Expiration Date
Very important. Choose between specific day, duration or coupon availability.
Coupon Terms
Define the trigger and mechanism.
Media Distribution Channels
How would you like your customers to be notified for the campaign.
Check the right channels.
Build Your Segment
Build the right customers' segments using the filters.
Launch campaign
$5 Dollar Coupon
Set up the promotion type and campaign trigger:
Set up coupon title and description:
Set up the coupon terms - now its the place you actually define the $5 dollar coupon
Define the media channels - meaning, how to send the promotion - via email, text and/or push - or all together.
Store Credit
In order to provide store credit to your customers, please proceed as follows:
Select your campaign trigger
Select "Cashback / Store credit" as your promotion type
3. Set your store credit condition:
4. Add the media channels of your preferences (Email, Push Notification, or SMS)
5. Click "Create Campaign" or "Save Campaign"
% discount codes to promote specific products
Let's set up the following:
Campaign Set Up
Campaign definition:
Choose coupon terms:
Click on select items from menus, and choose the relevant products:
Choose the discount on products:
Customer Facing
Choose the menu item:
Apply 10% Automatically on the product:
Send to Segment
Just create the right segments under customers and choose the campaign name.
Conditional Gift
A BOGO condition, must always be related to a purchase, either product or amount of money.
Buy X, and get one of 3 options:
BOGO - Buy One Get One
In order to create a classic "buy one get one" reward, where the customer purchase an item and gets the exact one (another one) for free, you'll need to create it as follows:
Select all the items that participate in this campaign, and make sure to change their quantity to 2, as seen in the image above. This means that in order for the reward to apply, one of the selected items would have to be purchased twice. Then, 50% discount would be provided.
Deals / Promotions
Buy 1 Pizza Get 2nd Pizza for 50%
In order to achieve 50% off the second pizza - you'll need to create the deal the following way:
Create a "Fixed Price" discount type, and set the fixed price to the price of the first pizza + half the price of the second pizza (for example - Pizza 1 is $10, Pizza 2 is $10 - fixed price is $15). You'll need to configure this with an item combination of 2 pizzas.
You can duplicate that deal and configure it for different pizza prices, and tie it all together under a Deal Group.
Subscription Program
To set up the subscription you will need the following details:
Subscription price
What is the customer subscribing for? (a coupon/cashback/store credit)
If the subscription is for a coupon, for which item/items should it apply? Should the item be free or discounted?
How often should the customers receive the subscription product? (daily/weekly/monthly/yearly)
How many products should the customer receive each time?
Should the coupon expire? If yes, in how much time?
Which location should be billed for the subscriptions? (This location will also have the subscription item added to his menu)
First Step - Enable the subscription product:
Second Step - Create the subscription item on Toast, in the relevant location that will get the money from the program:
Third Step - Connect the location and the subscription item to the portal:
Forth Step - create the 2 campaigns (for 1 subscription program):
A content-only campaign or the signup (with a new group that you will create in the campaign)-
The subscription coupon:
Final Step - activate the campaigns!
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