Many restaurants are using social media to enhance an age-old marketing technique: Making customers and their experiences the face of their brand.
Let’s YO Yogurt, which launched its first franchise location in Marlboro, N.J., and has about 30 more units sold and preparing to open in New Jersey, New York and Florida, is using social media as a main driver to grow the business. Owner Eric Casaburi, who also founded the RetroFitness franchise, said social media is the best way for a brand to truly connect with customers. The Let’s YO logo is in the form of a text message, while a 48-foot billboard in Monmouth County, N.J., reads, “Like Us on Facebook,” and “Make ur own ;-)”
“You know that smiley face, you’ve typed it a thousand times. I’ve now connected with you on a social level,” Casaburi said. “I feel I have to make sure people have the most creative way to hear about our brand. In today’s world, the most creative way to talk about branding and getting your customers engaged … is social media.”
Let’s Yo holds “Let’s YO Fan of the Week” contests on Facebook that involves customers taking pictures of themselves with their favorite yogurt flavor, posting it, and having people vote on their favorite picture. The winner gets a free week’s worth of yogurt, or a similar prize, if they get the most votes.
Customers also get hit with social once as they walk through the doors—stores have 70-inch TV screens that show live Facebook and Twitter feeds of what people are saying about the company. Customers can immediately post their own reviews or show off their new flavor concoction with the iPads installed in each table or their own mobile devices. Afterwards, dad can read the Wall Street Journal on the iPad, while his kids play Angry Birds. Kids beg parents to bring them into the store, said Casaburi, and parents willingly oblige, since there’s entertainment for the whole family.
“You talk about the social media promoting your brick and mortar–we promote social media with our brick-and-mortar,” Casaburi said.
Let’s YO also features the “Let’s YO! Name Fame” game on Facebook, that picks out a name every day and customers with the same name get 50% off a cup of yogurt that day. When people with the name of the day come in to redeem their discount, they often bring non-qualifying customers with them—increasing foot traffic. Casaburi said this promotion is very popular with the younger crowd.
“This customer for Let’s YO yogurt is just a huge demographic and the way we communicate with them … we’re just going to market so many different ways, talking to people who we know are customers because we’ve identified them,” he said. “We know how to speak to them – that’s key. We have the message in the right place.”