10 steps to launching a social media campaign
1. Write down what it is you want to achieve – i.e. to sell 50 tickets per bank holiday event
2. Set out your timeline by working backwards from the event and plot in key metrics, such as selling 25 tickets before the campaign is halfway through
3. Understand which social media channels will work hardest for you. For example, Facebook might receive more interactions, such as comments and therefore lead to more sales. Also consider which of your platforms has a stronger following
4. Come up with a consistent design that aligns with the event and which all social posts will use e.g. try using free platform Canva to create graphics
5. Ensure the same design and messaging is available offline, such as posters in your venue or flyers in other local businesses (again, you can utilise Canva for this!)
6. Look at other local social media groups to see where you can cross promote your event. Ask local and regular customers to like and share your posts too
7. Launch your campaign with the right messaging and imagery and include key information such as the price, timings and what the event is
8. Post about the event at least once a day, but also post about other things in the venue so followers don’t feel like they’re being spammed
9. Check at least twice per day for messages and comments on posts and reply where necessary
10. Track and measure the success of each element of the campaign to understand and learn what worked and what didn’t work for future social media activities. Look at the timings of successful posts, what wording received more attention, etc…
Location, location, location
When it comes to location, outlets should provide clear directions to their venue online, as well as a map location. Consider providing car parking, train and bus information, as well as details for local taxi firms. Certain outlets could also consider brokering special deals with taxi companies for their customers.
Aside from the weather and booking into a venue, a further 20% of customers claimed they’d prefer to have a takeaway at home or even meet their friends on a Zoom call rather than visit a pub, bar or restaurant. However, on-premise has the upper hand in being able to provide an unbeatable experience that can’t be recreated in a home setting. Tempt customers from their homes through social media with mouth-watering images of drinks and food and people enjoying themselves in sunny pub gardens to show what they’re missing out on by staying indoors. Such a tactic is proven to work, as 15% of consumers asked said they’d visit a venue if they saw other people there through social media.
Alternatively, operators can continue to play into the demand for takeaways by developing special bank holiday spreads for customers who would like to stay at home, but still want to indulge in the convenience of pre-prepared food and drink. Ensure takeaway menus are themed to the specific bank holiday and contain premium soft drinks as well as mocktails that can be made and/or enjoyed at home.