In the bustling and competitive world of restaurant marketing, standing out from the crowd can feel like a never-ending challenge. But what if you could turn the buzz of social media into a steady stream of customers walking through your doors? Social media contests and promotions have the power to do just that.
In fact, studies show that more than half of consumers have visited a restaurant because of an online contest, and 63% of consumers are more likely to visit a restaurant if they receive exclusive offers on social media. But here’s the catch: while these contests can be incredibly affordable and effective for driving foot traffic, it’s important to think strategically to ensure they foster long-term loyalty, not just short-term spikes.
You don’t want to rely on constant promotions to keep your tables filled—that’s a quick way to exhaust your resources and potentially devalue your brand. Instead, by running contests that align with your brand and engage your audience meaningfully, you can build lasting relationships that keep customers coming back, even when there’s no prize on the line.
A Guide to Running Restaurant Contests on Social Media
At Olive + Leo, we’ve seen firsthand how a well-executed social media contest can transform a restaurant’s visibility and enhance customer loyalty. Here’s our guide to running contests that turn social media “likes” into lines out the door.
1. Define Clear Objectives and Align with Your Brand
Before launching any contest, start by asking yourself: What do I want to achieve? Whether it’s increasing foot traffic on slow nights, boosting your social media following, or promoting a new menu item, having clear objectives will shape your entire contest strategy. Make sure the contest aligns with your brand’s personality and values.
For instance, if you’re known for your farm-to-table dishes, consider a contest that highlights your fresh ingredients or asks customers to share their family’s tried and true recipes. This not only attracts participants but also reinforces your brand identity.
2. Create a Contest that Engages and Excites
To drive social media engagement, your contest should be simple, fun, and rewarding. Think about what your audience loves—maybe it’s a chance to name a new dish, share their favorite dining memory at your restaurant, or post a creative photo featuring your food.
User-generated content (UGC) is a fantastic way to get your customers involved while spreading the word about your brand. For example, ask participants to post a photo on Instagram with a unique hashtag you’ve created for the contest. The more participants share, the more buzz you create, turning their excitement into real-world visits.
3. Leverage Cross-Promotional Channels
While social media is the star of the show, don’t forget about the supporting cast. To maximize the reach and impact of your contest, promote it across all your channels—text messages, email newsletters, in-store signage, and even on your website.
Cross-promotion increases participation while reinforcing your message across multiple touchpoints, making it hard for your audience to miss. For example, send a text blast to your loyal customers with a link to your contest post or include a call-to-action in an email newsletter encouraging subscribers to participate.
4. Keep It Fresh: Adapt and Innovate
The digital landscape is constantly evolving, and what worked for your last contest might not hit the mark today. Stay ahead of the curve by regularly reviewing and updating your contest strategies. Look at what’s trending in the industry, experiment with different contest formats, and listen to your audience’s feedback.
Maybe your audience is more active on Instagram than on Facebook now, or perhaps video content is driving more engagement than static images. By staying flexible and creative, you’ll keep your contests exciting and relevant, ensuring they continue to drive results.
5. Measure Success and Build on It
Once your contest has wrapped up, the work isn’t over. Take the time to analyze the results—did you meet your objectives? Which aspects of the contest performed best? Use metrics like engagement rates, new followers, and in-store visits and sales to gauge the success of your contest.
Measuring the effectiveness of your mobile marketing efforts is essential for planning future promotions and understanding what resonates with your audience. Don’t just look at the numbers; consider the long-term impact on customer loyalty. If a contest participant becomes a regular customer, that’s a win worth celebrating!
From Contests to Customer Loyalty: We’re Here to Help
Running a successful social media contest is more than just a quick way to boost your likes—it’s an opportunity to build meaningful connections with your patrons that translate into long-term customer loyalty and sustained business growth. By following these best practices, you can create contests that excite your audience, reinforce your brand, and keep your restaurant top of mind.
If you’re ready to take your digital marketing efforts to the next level or need help crafting the perfect social media strategy, Olive + Leo is here to support you every step of the way. Let’s turn those likes into lines at your door.
