This is one of our favorite campaigns because it works so well. It is designed for businesses in the Hospitality Industry – but can be customized to fit other industries as well. Restaurants, Bars, Brewhouses, Coffee Houses all can greatly benefit from a campaign like this.
The Big Idea: Use Facebook’s Smart Advertising Platform to target people who have upcoming birthday’s, anniversaries or any other upcoming special event (i.e. recently moved to the area, recently purchased a house or recently changed jobs – there are more but these are the top ones). You are going to give them an offer to get them to come into your establishment to celebrate (i.e. think BOGO!).
Targeting: The key is to focus on ONE audience at a time (you want the advertisement to speak DIRECTLY to them!). In this example, we will focus on WOMEN between the ages of 20 and 40, who have a an upcoming birthday in the next 30 days.
The Offer: We recommend a buy one, get one free birthday dinner.
The Sales Funnel: You will need to setup a multi-step sales funnel to make sure you capture and convert the people who want to take you up on your offer. A standard 4-5 step sales funnel works best… it looks something like this:
1. A targeted Facebook Advertisement
2. A landing page to send traffic to (i.e. opt in page)
3. A thank you page
4. A super simple email follow up sequence with text message notification built in.
It’s important that all four of these steps are followed – lets go through each part in detail.
1. The Facebook Ad.
This is where your offer will be shown to your target audience. It’s important that you use a good image that will attract people visually + have solid ad copy that will entice the viewer to click through (keep it simple and to the point).
Two Important parts when setting this ad up: “Consideration” and “Targeting”
Consideration is what you want Facebook to optimize their algorithm for… In this case, you want TRAFFIC!
Targeting is: Who you want the ad to be shown to. In this case, we want women between the ages of 20-40 who have a birthday in the next 30 days. You will also want to target people that are within 10 miles of your location (for best conversions.
Additional targeting options;
-Close friends of people with a birthday in:
The image and ad copy are simple, to the point and VERY effective.
2. The Landing Page
This is very important: DO NOT SEND THIS TRAFFIC TO YOUR WEBSITE. This will create user-confusion.
We strongly advise setting up a dedicated landing page that is exclusive to the deal you are promoting. This will keep the user focused on what YOU want them to do = take your offer!
Here is why a landing page like this converts SO much better than sending traffic to your website:
A) The background and image are consistent with the Facebook Advertisement. The page is in align with the offer.
B) You are not overwhelming the visitor with too much information- you are asking them to do something that is clear and concise without all the “noise” – you’re asking them to simply fill in their name, email and phone number.
Additionally, you are indirectly creating scarcity by making the offer only good during the month of their birthday. This helps conversions TREMENDOUSLY.
3. The Thank You Page
Once the user fills in their information, they are added to your email list (and their phone number is collected) – now they hit your “thank you” page.
This page should have a clear explanation of what will happen next AND how to redeem the offer. In this case, they will receive an email AND text message to show to the waitress/hostess when they arrive at your establishment.
*KEY POINT – There is also an additional offer on the landing page! It is an added offer that is only given to the visitor if they visit your establishment within the next 72 Hours. In this case, a free dessert offer converts VERY well.
4. The Follow-up
Proper follow up will make or break your campaign. To get start, you will want to send a series of at least two emails as well as a text message (the open rates on text messages are insanely high). Adding text messages will help with the ease of conversion for the customer (your ultimate goal).
The first email they receive should arrive instantly – and restate the information that is that is on the thank you page.
The second email should come a few days later and tell them WHY they should claim their offer (as well as remind them the offer does, in fact, have an expiration date).
3 SIDE BENEFIT’s of setting up a funnel like this:
- You will be creating a marketing email list that you can follow up. Creating additional offers and promotions will become easier as this list grows.
- You will be creating a marketing list of phone numbers – with the same benefits as #1.
- You will be creating a “Retargting List” where you can also advertise additional offers (assuming you setup retargeting, of course!).
So thats it – a simple four step funnel designed to get butts into the seats of your establishment… and a damn effective one too!
Think this may be a fit for your business? Lets schedule a call to see how we can help! Click Below to select a time: