Similarly to Quizno’s and Corner Bakery, Maggiano’s Little Italy contacted their online database with a Facebook-driven message.
Their ad is really awesome for numerous reasons:
- They use a cute play on words to Facebook’s “like” feature in their subjectline, which was “‘Like is the New Love!” They then also incorporate the identifiable Facebook “like” button at the bottom.
- Their line about “sharing the love back” signifies reciprocity. It’s not just a one-way transaction. They’ve humanized themselves. They’ve put themselves on an even level with their customers.
- They have their social media links top-right, making it easy for anyone that wants to share this offer via any of those social channels to do so.
- They feature a giant dessert, which at least will be a major selling point for the female audience, if not everyone! (Drool!)
- And, lastly, they bypass a huge “mistake” that most businesses make, which is just asking people to “like” a page without giving reasons why to like it. They outline exactly what you’ll get when you like this page. Deals; chances to win prizes; behind-the-scenes look at new dishes, etc. The “behind-the-scenes” verbiage is also effective in that it suggests a level of exclusivity to the “members” of the restaurant’s fanpage. If you want to be privy to this “behind-the-scenes” information, you have to be apart of the club that gets to see it.
What other techniques could restaurants employ to stand out in marketing their social media channels?