I met a good friend of mine yesterday for a breakfast meeting at a local First Watch restaurant.  I have to say, I do love this place.  Great menu, fast, attentive and efficient service.  Perfect for a business meeting.  Well, almost perfect.

We were discussing a variety of approaches to marketing strategy and small business marketing in general, and different methods used by advertising agencies and marketing firms in Cincinnati, Ohio.  Our conversation soon turned to blogging for business.  His client is interested in developing a blogging strategy and internet marketing effort to gain market awareness, position the company as an expert, and to attract search traffic.  Blogs can be a great tool for B2B companies to dominate market niches.

As we were talking I wanted to show my friend some example blogs, including this one and proceeded to try to connect to the free WiFi service at First Watch.  The problem?  We were short on time and when attempting to connect I was asked to register first.

Now, I'm a marketer, so I fully appreciate the desire to collect a small amount of information from customers wishing to connect to the service, but it struck me that this initiative went against some of the things that I like about First Watch.  To me, First Watch is fast, easy, comfortable, and accessible.  Yet accessing the WiFi service was slow and painful.  We asked our waitress if there was a quick way to connect without registering since we were short on time and she politely said she'd be happy to get me a pamphlet.  Huh?  I didn't want a pamphlet, I wanted to know how I could get online quickly.  It might have been better if she would have showed me just how fast I could be online by registering, and if she helped me understand that if I registered, maybe the next time I tried to access the service it would recognize me and log me in right away.

But wait.  I was already registered.  After filling out the registration form I learned that First Watch already had my email address in their system.  Then why was I asked to fill out the form again?  Why didn't it recognize me as a frequent user?

A Missed Marketing Opportunity
Long story short, we did get online and were able to conclude our meeting.  And the friendly staff efficiently cleared our table so we could meet without the mess, but I can't help think that First Watch may be missing some great internet marketing or email marketing opportunities here. 

First, get rid of that registration form.  Everyone gives away WiFi access and most don't make you jump through hoops to get it.  In my view, First Watch should take the opportunity to make everything they do as fast, friendly, efficient and comfortable as their restaurants.  If you can't take away the form entirely, consider asking for less information.  What information do you need from me right now to a) let me do what I need to do, and b) start to market to me with email marketing or offers or some type of interactive marketing that strengthen our relationship?  That will work to further develop the brand, it will make a mark that customers won't forget, and it will have them (and me) coming back for more.  Can we say ROI?

Second, you've got my email address.  Why haven't I received any communications from you?  Invite me back.  Make sure I know how many locations you have that are close to my business.  Remind me of how easy it is to conduct a business meeting at First Watch.  Throw me a coupon from time to time.  Ask me some questions about how you could serve me better.  Deliver some value in return for me giving you my contact information. 

I must say, First Watch gets it right on so many things.  I really do love the place and I bring many clients and friends there for a meeting.  But could they take another step or two and making sure I leave with a 'wow'?  You bet.

First Watch:  You know who I am.  Now, get to know me.