Australian Social Media Marketing Network

Operation: Be what the market wants

Coffee and cakeA new social media strategy for a commercial bakery that supports three coffee shop outlets has uncovered a host of quirky unique selling points (USPs).

For example, its products are beer-friendly, vegan-friendly and even lycra-friendly, which in rural Western Australia, is apparently a big deal.

Prior to Social Media Business Boosters (SMBB) launching the bakery’s social media strategy just two months ago, the company had little idea about just how much these quirky issues would drive its social media momentum.

Back then the bakery’s objectives was to increase brand loyalty and “put bums on seats” in each shop.

It had a limited social media presence, with just the one Facebook page which had attracted a respectable 2,000 likes.

SMBB set up Twitter and Instagram accounts, and a separate Facebook page for each coffee shop, then began populating those channels with target-audience specific content.

Much of this content was based around images of tasty and edible menu items, recipes and new products. SMBB overlaid each image with the bakery’s logo and included a relevant comment about the food or a current affair.

For example, after a restaurant in Western Australia made the news for banning lycra-clad bicycle customers, SMBB quickly connected to a local reporter via Twitter and established the bakery’s lycra-friendly status.

Cyclists welcomeIn another instance the popularity of its beef and Guinness pies earned the bakery a reputation for being beer friendly. And later it got the tag for being vegan-friendly after a public Facebook discussion with a vegan about which menu items were safe for her to eat.

These less strategic conversations are ghost-written by SMBB but any negative social media comments are passed directly to the client to manage. This includes monitoring review sites and comments from organisations such as Urban Spoon and Trip Advisor.

All engagement, good or bad, is encouraged. If someone raves about the bakery, they are contacted and sent a free product, usually a coffee voucher and and thanked for their products.
They can also register for a loyalty card entitling them to free coffees and slices, by leaving their email address on the website. This strategy has a two prong objective. Firstly, people often buy something to go with their free coffee. Secondly, their email address contributes to future Facebook marketing campaigns.

Advertising in Facebook is based on targeting a specific audience. “I want this ad to reach anyone between the ages of 20 and 30, who like food and live in this area.” By providing an email address of someone who fits that profile, companies can create even more targeted look-alike audiences.

Properly run, using productivity tools and a mature business process, this particular digital marketing campaign is managed in just two or three hours a week, not including the initial proposal, strategy development and channel establishment activities, plus one client meeting a month.

The next major initiative will involve sending out a regular newsletter to a mailing list of 7,000 fans, which no doubt will include some sort of incentive to visit one, if not all of the coffee shops.

Can’t help but think that’s an awful lot of free coffees for three beer-friendly, vegan-friendly, lycra-friendly coffee shops in rural Western Australia to handle, but good luck anyway.

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