REstaurants & Small Businesses
More Customers, Better Retenion
25%
increase in foot traffic
30%
increase in web traffic
30%
more sales compared to results from print advertising
Goal
The shop wanted to promote its physical store and catering business to consumers and businesses in the area so it could reach as many potential customers as possible, while keeping its costs reasonable.
Solution
Cupcakin’ Bake Shop wanted to grow its business and bring in more local customers. To reach the right people, it set up a local business promotion through its Facebook Page. Local business promotions reach a larger audience much faster and with a smaller budget than traditional print and radio ads.
The brand targeted its local business promotions to people aged 18–55, living within 5 miles of the shop who were interested in weddings, flowers and, of course, cupcakes.
The ad creative used tightly cropped, bright product shots showcasing fresh-made cupcakes. The message “Come try Berkeley’s Best Cupcakes!” was paired with a “Get Directions” call to action, encouraging people to visit the store. The shop learned that ads that ran in the late afternoon worked best, catching potential customers as they left work and inspiring them to bring a special treat home.
Results
Cupcakin’ Bake Shop reached a larger audience with local business promotions, thereby boosting in-store sales. Its ongoing campaign began in November 2015, and over one year, has resulted in:
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25% increase in foot traffic since the campaign launch
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30% increase in website traffic since the campaign launch
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4.5X more sales compared to results from print advertising
number one
source of customer aqusition
70%
of the company's revenue is generated by Facebook
3,000
“panino gourmets” sold in just 30 days
Goal
“Our fish dishes are photographed and shared as viral content. We decided to use Facebook as the main means to introduce the new restaurant to customers a few months before the opening,” said Domingo Iudice, founder and head of marketing for Pescaria's communication and PR department.
Solution
Pescaria focused its communication strategy exclusively on Facebook from the beginning, beginning with a contest to decide the name of the new restaurant, which sparked hundreds of interactions.
The new Facebook Page attracted a large and enthusiastic audience and the restaurant ran ads to reach more potential customers. The target audience was defined by geographic location—within a 6-mile radius of the restaurant. The target and geographical area have been expanded over time to test the potential for new restaurants in more distant locations.
Two months before opening day, Pescaria began posting pictures of its innovative dishes on Facebook. The posts aroused enormous interest and people began to press for more precise information on the location of the restaurant and the opening.
The restaurant’s opening day attracted over 500 people. The first panini posted on Facebook (“Burrata e tartare di tonno”, or Burrata and tuna tartare) quickly became a bestseller, with 3,000 sold in one month.
Thanks to its clever Facebook marketing and communication strategy, Pescaria created great expectations among future customers even before the opening of the restaurant, and achieved outstanding results in just a few months:
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Facebook is its number one source of new customers
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70% of the company’s revenue is generated by Facebook
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3,000 “panino gourmet” sold in just 30 days
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80% of customers who eat at Pescaria discovered it thanks to Facebook
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500 people attended opening day, promoted exclusively through Facebook
Results
number one
source of customer aqusition
70%
of the company's revenue is generated by Facebook
3,000
“panino gourmets” sold in just 30 days
-
Increase online and in-store sales
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Improve return-on-investment (ROI) from online ads by measuring online and offline conversions
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Understand the impact of Search ads to the bottom line
Goal
Solution
Implemented AdWords store visits to see how Search ads influenced in-store
Results
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93% increase in conversions
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6% decrease in cost-per-acquisition (CPA)
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4-6% of clicks on search ads lead to an in-store visit within 30 days
2600
contacts collected
4100
return customers
15%
walk through
Goal
Prior to finding Zenreach, LP Leon Springs had
struggled to collect customer contact information.
Gene reminisces, “There was no database, no
outreach, and no time to think about marketing.” He
lacked an efficient way to connect with his customers,
run promotions, and spread the word about new
menu items and happenings at the restaurant.
Solution
Gene plugged in his new Zenreach Access Point and
instantly started collecting customer email addresses
through a custom-branded WiFi portal. Las Palapas
Leon Springs started building what Gene likes to
call “his master file”– complete with visit history
and demographic profiles including name, age,
gender, and location. Using this data, Gene created
customized smart messages that automatically
reached out to his first time, lost, and loyal customers
to bring customers back to the restaurant.
Results
Within the first 30 days, Gene collected 250 new
customer email addresses and has now grown that list
to over 2,600 customers over the course of the year!
Through automated smart messaging and targeted
message blasts, LP Leon Springs boasts a 15% Walk-
Through RateTM equating to 4,100 customers returning
as a result, with one campaign in particular driving
record sales to their new Sunday brunch menu!
Zenreach has changed the game for LP Leon Springs.