Enticing Emails: Trappeze Edition

Enticing Emails: Trappeze Edition

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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.


Michael Black

Michael Black

January 22, 2018at 11:38 am

Wow, really cool and informative post. That food looks so delicious. I might need to check out Trappeze myself!

Joey Weiss

Joey Weiss

January 22, 2018at 3:53 pm

This is an awesome insight, and definitely something I need to do next time I go to Trappeze! You brought up a great point about how in a college town it’s important to utilize social and digital media to your advantage and find the best ways to engage with customers. As we can see with companies like Wendy’s and even MoonPie (seriously, check them out on Twitter if you haven’t yet, they’re killing it!), a strong social media presence can engage customers in an effective way completely independent of the food itself. Also thank you for this post, because now I’m craving a turkey-swiss sandwich!

Dominique Kennerly

Dominique Kennerly

January 23, 2018at 9:47 am

Wow, I LOVE Trappeze but had no idea they emails or even prevalent social media. I checked their social media after reading this and agree with your conclusion. After, I went to their website and tried to sign up for their emails (I LOVE free food) but was unfortunately unable to. Their lack of social media basics makes we curious who their main target market is.

P.S Try the raspberry ketchup with the pub burger and the aioli fries

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