Having a Facebook page is one thing; keeping fans engaged and successfully leveraging it in strategic ways to build new and repeat business is, as marketers well know, no small feat.

Burgerville, which in recent times has been focusing on attracting more customers in the 20-to-30 age range, views Facebook, Twitter and other social media first and foremost as critical enablers of “direct, one-to-one conversations” with guests, stresses Director of Marketing Cathy Miller.

At the same time, the QSR chain has employed Facebook, in particular, for a variety of promotions/contests that encourage existing fans to try new items, bring new faces into its restaurants, and provide valuable feedback on the preferences of young adults.

Currently, the main Facebook effort is “March Menu Madness,” described by Miller as Burgerville’s “own version of the NCAA Tournament.” Fans are encouraged to vote for their favorite menu item, from a list of 16, by clicking into an app on the Facebook fan page. Voting will take place in four rounds over four weeks (more chances to engage), with the winner to be announced on April 9.

For voters, there’s no prize, just the fun of helping influence the “favorites” outcomes. For Burgerville, the promotion is not just fun and games, but another way to yield nuggets of insight into that target demographic, as well as build and engage its fan base.

Continue reading . . .

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