Toasted sourdough bread, melted Swiss cheese, warm turkey topped with sliced avocado and crispy bacon, all served up with a side of sweet potato fries. When I think of my favorite things to eat in Athens, this meal tops the list. I frequently find myself on the corner of downtown at Trappeze Pub ordering this sandwich, which is always made to perfection. As a small business and local restaurant, I was interested to see how or even if Trappeze conducted any digital marketing. And so my research began.
Before I arrived at the restaurant, I scoped out its presence on social media. Its Facebook and Instagram accounts both had a good number of followers, and the pictures posted of the restaurant’s meals were very enticing. However, the social media posts didn’t engage customers like they could. Each picture had a subpar amount of likes and hardly any comments. When I think about my experience at Trappeze, I realize that I didn’t see anything urging me to check out its social media accounts. I actually didn’t know that the restaurant had an Instagram account until I started writing this blog, and I’ve eaten there numerous times. In a college town, an engaged consumer commenting on social media posts and tagging friends to check things out can be incredibly beneficial to a local business.
Although I might be criticizing Trappeze’s social media presence, I will say that they excel in one specific form of digital marketing: email. Now, I personally do not enjoy email advertisements. I find them to be annoying and more trouble than they’re worth, so I rarely give out my email address. That being said, last semester I went to Trappeze with a few friends. When we were given our checks, our waitress told us that we would be entered for a chance to win a free meal if we wrote down our email addresses. Obviously, we all immediately scribbled down our emails because winning a free meal as a college student is like waking up on Christmas morning as a six year old.
A few days passed and I forgot all about the free meal until I checked my email to see that I had an unread message from Trappeze. No, I did not win the free meal, but I did start reading all about the restaurant’s specials that week. A pint of beer for $5? Trappeze serves brunch? Great deals for the restaurant’s anniversary all month?! All of a sudden, I found myself screenshotting these emails and sending them to my friends, which usually resulted in us deciding we’d be eating at Trappeze that weekend.
While I was not a fan of email advertisements before, I now see how effective they can be if crafted properly. Well done Trappeze, well done.