Is your promotional prize enough to get the job done?

Weighing the cost of complimentary or discounted items against the value they serve marketing your business is a tricky business. The “2-for-1 Maine Lobster on Days Ending in ‘y’” special isn’t going to help your bottom line, but you won’t get much out of “Free Pint Glass Rental With Every Beer,” either.

In social media the name of the game is making sure the special is appealing enough to drive customers first to your social media platforms, then to your place of business. With sites like Facebook and Foursquare, communicating with customers is the goal. And that obviously can’t happen without anybody to participate.

Buffalo Wild Wings, a client of ours based in the Dayton, Ohio area, offered six free wings for customers after their first Foursquare check-in. For six weeks the response was minimal. Then the restaurant tried giving away 12 wings. The difference was immediate and dramatic. Participation more than doubled and the impact was felt with larger crowds and more customer interaction.

Variety can also be helpful. Uno Chicago Grill offers its 100,000+ Facebook friends a different special each week as part of a month-long promotion. Fans enter their email address to confirm they are a unique user and obtain that week’s offer – $5 off a high-ticket menu item, for example.

Another factor to consider is the directness of your campaign. The web is a fast-moving, quick-clicking place and your customers – particularly web-savvy ones – may not want to follow you over social media if the reward is a drawing.

Schmidt’s Restaurant in Columbus, Ohio, offered a free dessert to new followers on Facebook. Filling out a short form resulted in being instantly emailed a coupon for the cream puff. Right away those folks had an offer in their digital possession and could start thinking about when to stop by for a visit. Gaining entry to a raffle that isn’t decided for days or weeks won’t have the same effect.

What you should take from this is that a willingness to commit to the endeavor is what will determine if you are able to maximize social media. Businesses are vying for the same customers and you’ll need a legitimate carrot to be on their radar.

In retail stores we’re occasionally offered discounts for a piece of clothing in exchange for our email address. We then weigh whether 10 percent off that 3-pack of spanx is worth surrendering our personal information.

Remember that people are offered things all the time.  Make sure to give them a reason for liking your page or checking-in when they arrive. Ask yourself: What’s the value to the customer?



Views: 3


You need to be a member of FohBoh to add comments!

Join FohBoh




Social Wine Club for Craft Wineries


Fast-casual growth comes from new openings as market matures

Sales at fast-casual eateries are growing at a pace similar to that of quickservice and sit-down restaurants as young, high-i -More

Taylor® Grills. Cooking made Easier, Faster, and Smarter.
With efficiency and food safety top of mind, the Taylor® L810 two-sided grill is a foodservice industry favorite. Optimize profits and cooking efficiency with three separately controlled cooking zones, programmable cook times, pre-set temperature and automatic gap settings. To learn more click here.

In the swim: Gulf state seafood catch safe for now

Businesses fighting to preserve commercial access to seafood fished in the Gulf states scored a big win this month when the G -More

Ruby Tuesday revitalization prompts sales growth

Maryville, Tenn.-based Ruby Tuesday posted gains in same-store sales in the fourth quarter, with a 5% rise at franchised rest -More


Posting a job or finding a job starts here at FohBoh. Call us about special $50 posting packages to syndicate across all major jobs boards.

National News

Main Event Entertainment to Open First Center in the Rio Grande Valley

Main Event Entertainment, the fastest-growing family entertainment center in America, is celebrating its new center opening in Pharr, Texas, a suburb near McAllen in the Rio Grande Valley. Doors will open to the public at 9 a.m. on August 6.

Darden Announces Leadership Succession Plan

Darden Restaurants, Inc. (NYSE: DRI) announced that Clarence Otis is stepping down as Chairman and Chief Executive Officer of the Company. Darden's Board of Directors has appointed the Company's current Independent Lead Director, Charles A. Ledsinger, Jr., as Independent Non-Executive Chairman of the Board, effective immediately. The Company also announced that it has amended its corporate governance policies to provide for the separation of the Chairman and Chief Executive Officer roles.

National Restaurant Association Statement on NLRB Joint Employer Decision

Today the National Restaurant Association issued the following statement regarding the National Labor Relations Board’s (NLRB) decision asserting McDonald’s Corporation is a joint employer of its franchisees:

National Restaurant Association Issues Support for Clearer ACA Definition of Seasonal Employment

The bipartisan legislation will align the definitions of seasonal employment in the Affordable Care Act and streamline the applicable large employer determination process.

Rising India, Inc. Announces Acquisition Strategy Toward a Sizable Slice of the QSR Pizza Pie

Rising India, Inc. (OTC: RSII), announces today it will immediately begin work toward the acquisition of up to 5 profitable stores in the popular Quick Serve Pizza Restaurant segment. Current targets are currently earning about $450,000 in revenues per year, per store. Acquisition of targets would provide immediate cash flow identified from profitable longstanding, absentee owner operations with proven model success.


If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.


TED: Ze Frank: Are you human? - Ze Frank (2014)

Have you ever wondered: Am I a human being? Ze Frank suggests a series of simple questions that will determine this. Please relax and follow the prompts. Let's begin …

TED: Heather Barnett: What humans can learn from semi-intelligent slime - Heather Barnett (2014)

Inspired by biological design and self-organizing systems, artist Heather Barnett co-creates with physarum polycephalum, a eukaryotic microorganism that lives in cool, moist areas. What can people learn from the semi-intelligent slime mold? Watch this talk to find out.

TED: Shih Chieh Huang: Sculptures that’d be at home in the deep sea - Shih Chieh Huang (2014)

When he was young, artist Shih Chieh Huang loved taking toys apart and perusing the aisles of night markets in Taiwan for unexpected objects. Today, this TED Fellow creates madcap sculptures that seem to have a life of their own—with eyes that blink, tentacles that unfurl and parts that light up like bioluminescent sea creatures.

TED: Nikolai Begg: A tool to fix one of the most dangerous moments in surgery - Nikolai Begg (2013)

Surgeons are required every day to puncture human skin before procedures — with the risk of damaging what's on the other side. In a fascinating talk, find out how mechanical engineer Nikolai Begg is using physics to update an important medical device, called the trocar, and improve one of the most dangerous moments in many common surgeries.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service