This publish is a part of our Instagram Advertising and marketing Technique sequence. The sequence gives you with actionable insights and classes on how companies are utilizing Instagram. Subsequent up, Tarah Boyleston exhibits us how Callie’s Sizzling Little Biscuit makes use of Instagram to drive in-store gross sales.
Snap, filter, publish, then eat. In the event you’re a millennial, Instagramming your meals might be a responsible pleasure, and an occasional a part of your mealtime routine.
An unbelievable 69 % of millennials take a photograph (or a video) of their meals earlier than consuming. However social media isn’t only a place for us to share our posts about favourite meals, and scroll by means of countless photographs of lovely, mouth-watering meals, snacks and treats. It’s fully modified the way in which we determine what and the place we eat too. It’s even begun to regulate the way in which eating places are designed, and meals are ready.
Because of platforms like Instagram, we’re capable of browse and uncover cool eating places, bars, and meals through social media.
And in response to analysis by Zizzi, 18-35-year-olds spend 5 complete days a 12 months looking meals photographs on Instagram, and 30 % would keep away from a restaurant if their Instagram presence was weak.
Many companies within the catering and restaurant industries have began to catch on to the ability of social media to not solely construct a following on-line, however to drive folks in-store to purchase, eat, and share experiences.
Callie’s Sizzling Little Biscuit is a kind of companies.
Callie’s now serves greater than a quarter-of-a-million folks at its occasions and eateries every year, and social media performs an enormous half in its progress.
Right here’s how…
Embracing social media
“We had a enterprise, so we would have liked an Instagram web page,” Tarah Boyleston, Callie’s advertising and marketing and design lead defined to us.
And although Callie’s Sizzling Little Biscuit began out on social media by means of necessity, it’s now seeing the rewards of its social media technique play out, with clients steadily heading to its occasions and eateries after seeing its biscuits on social media.
“Locals have come into the eatery simply to get the particular biscuit they noticed on Instagram and vacationers inform us they’ve been ready months to attempt our biscuits after seeing a video on Fb,” defined Tarah.
“It’s a terrific feeling understanding you may hook up with so many individuals with one thing so simple as biscuits.”
Specializing in high-quality content material
Callie’s actually began to go all-in on social media advertising and marketing at first of 2018 because the workforce began to focus extra on the standard of its content material. Tarah particularly centered on:
Sharing high-quality photographs
Writing enjoyable, detailed captions
Utilizing related hashtags on each publish
“After making these modifications, we watched our @callieshotlittlebiscuit account organically develop by the 1000’s monthly,” Tarah informed us.
And you may’t argue with the information over the course of 2018, Callie’s Sizzling Little Biscuit’s primary Instagram account has grown to greater than 31,000 followers, and is including round 2,700 new followers monthly.
“On the finish of the day, it doesn’t matter what number of followers you could have in the event you can’t get folks in your doorways. We encourage our millennial following to hitch the new little social gathering with mouth-watering photographs, simply accessible Fb occasions, and most of all, preserving issues enjoyable!”
Advertising and marketing & Design, Callie’s Sizzling Little Biscuit
Spreading its message regionally, and nationally
Callie’s Sizzling Little Biscuit has three eateries: two in Charleston, South Carolina, and one in Atlanta, Georgia. However that doesn’t cease Tarah from utilizing social media to share the model’s message and voice far and huge.
“Our social channels are really the voice of our model,” Tarah defined.
“We’re fortunate to have our first location in a trip vacation spot like Charleston, and despite the fact that our followers are largely native, we’re capable of get our voice out to the whole nation. Non-local progress is simply as essential [as local].”
By pondering outdoors of the native areas during which it operates, Callie’s has been capable of develop a model that’s acknowledged by biscuit-lovers throughout the U.S. (and even additional afield).
This method has result in new alternatives for Callie’s to run occasions, and generate gross sales, outdoors of Charleston and Atlanta. For instance, Callie’s not too long ago teamed up with Packed Celebration, a Texas-based on-line boutique, to advertise Nationwide Biscuit Month, and this partnership was so profitable on social media that it led to Callie’s operating an occasion in Texas. As Tarah informed us:
“Regardless that we have been states aside, we used each voices to drive site visitors to our shops and enhance model consciousness in Texas. Our Texas following elevated a lot that we ended the month with a pop up in Austin.”
Working with companions and influencers
The occasion in Texas isn’t the one time Callie’s has labored with companions and influencers. Actually, it’s a staple a part of their social media technique.
“We love partnering with manufacturers that share our values as a result of it permits our followers to find out about wonderful artisans and it brings new followers to us,” Tarah defined.
“Our largest occasions have been in partnership with wonderful teams akin to Create and Domesticate (500+ individual occasion) and a seated dinner for 100 throughout Charleston Wine + Meals week.”
These sorts of occasions are marketed closely by means of social media, e mail advertising and marketing, and native press shops. Callie’s likes to offer away tickets on its social channels to extend consciousness and construct its viewers. Throughout these occasions, Callie’s additionally takes followers who’re unable to attend behind-the-scenes utilizing Instagram Tales.
And in the case of launching new eateries, partnerships and influencer campaigns play an enormous position in establishing a brand new, native viewers:
“This summer time, we made a big effort to associate with extra manufacturers and influencers to develop our Atlanta account. That is an account that was on a slow-and-steady progress tempo and partnering with large voices on the town immediately made a distinction,” Tarah shared.
Professional tip: Run small, unique occasions for followers
“Our places are pretty small, so we hold occasions to a restricted quantity of individuals. Promoting a certain quantity of tickets offers the attract of exclusivity, and Instagrammers love being ‘within the know’. Our e mail and social channels are our largest platforms for our voice, so posting occasion particulars to extend ticket gross sales is simply logical for us.”
Advertising and marketing & Design, Callie’s Sizzling Little Biscuit
How your corporation can use social media to drive offline gross sales
Tarah additionally shared 4 pro-tips for companies that need to use social media to drive footfall and gross sales offline:
1. Be constant
“Have a constant on-line presence. The extra followers see you, the extra you’ll be on their minds after they’re searching for one thing to do on the weekend.”
2. Share data usually.
“In a world of fixed scrolling and swiping, you need to make issues easy to your followers,” Tarah shared.
“Give them any and all data essential to get to your occasion. Instagram tales are a terrific instrument for occasion data as a result of you need to use a number of slides to get the purpose throughout. I all the time embody swipe up characteristic with a hyperlink to the Fb occasion.”
three. Enhance with advertisements
“For non-local occasions, we regularly use Fb and Instagram advertisements to succeed in a focused location. We boosted our ticket gross sales in Texas by focusing on the neighborhood the place the occasion was situated and utilizing key phrases to draw our viewers.”
four. Go behind-the-scenes
“Lastly, give your clients and followers a chunk of your private life,” Tarah really useful.
“Nobody desires to observe a model that’s solely making an attempt to promote them one thing. We share private tales, household recipes, and behind the scenes imagery of our lives on the bakery. These glimpses into the ‘lifetime of a biscuiteer’ are free!”
The Instagram Advertising and marketing Technique Collection
A nine-part sequence on how you can use Instagram for enterprise. ➡️
Initially written Feb four, 2019. Final up to date Feb 5, 2019