After the over indulgence of the festive season, January is notoriously quiet for the pub and restaurant trade as customers strive to cut down on the calories and spends. According to Footfall123, the innovators in social media marketing technology, brands should however concentrate their New Year efforts on developing compelling deal-led marketing campaigns to entice customers through their doors and secure brand loyalty for the remainder of 2013.
Footfall123 has a customer base of more than 3,000 UK and international brands. In the hospitality sector these included the Greene King pub chain, Mexican Wahaca eateries and Byron Hamburgers restaurants.
The Blue Lion, a Greene King pub in Cambridgeshire, asked Footfall123 to develop a loyalty card programme, whereby the pub could push out a number of promotions at chosen times during the week. Customers who spent £20 six times received a free bottle of wine. With an average spend in the pub of £45, customers who visited once or twice a fortnight were rewarded for their loyalty relatively often. The loyalty campaign resulted in £19,680 of additional revenue for the pub.
Wahaca restaurant wanted to increase the buzz around the launch of its new branch in Charlotte Street, London. Using Footfall123’s Social Rocket technology, the first 45 people to become fans on the brand’s Facebook page were given a free breakfast. This resulted in nearly 1,000 new sign-ups to its database, a 50% voucher redemption and numerous ‘likes’ and comments on the social media page.
Ben Chesser, founder of Footfall123 comments: “The New Year can be an extremely difficult time for managers of restaurants and pubs, as customers stay in to recover from the excesses of the festive period. However, with the explosion of online and smartphone marketing communications, it is easy to entice visitors to your premises. By developing simple yet innovative customer loyalty programmes, a small investment can significantly increase engagement, and more importantly improve the bottom line.. With real time tracking brands can also ensure they are monitoring the effectiveness, and can develop future programmes accordingly.”
Stuart Tuck, landlord, The Blue Lion adds: “Footfall123 has given us an amazing way to reward our customers for their loyalty and in return we get information on when they like to visit. Our new loyalty cards have been extremely popular and we have seen a really great uptake.”