Pryer’s Afternoon Tea
Huge increase in brand awareness via organic Facebook marketing
As a supplier of mouth-watering afternoon tea – delivered complete with silverware, sandwiches with the crusts cut off and a basket full of traditional English treats – Pryer’s Afternoon Tea delivers an indulgent experience to homes, businesses and even boats in the Portsmouth area. Pryer’s Afternoon Tea already had a good following on its Facebook page, but wanted to engage this audience to encourage discussion.
Outline Strategy
Having developed an excellent reputation, much of Pryer’s Afternoon Tea’s business was mainly through word of mouth – we wanted to use this to increase the company’s brand awareness through social media and, more importantly, increase its bookings for Mother’s Day.
Facebook seemed like a natural platform to reach and educate the local audience for whom this wonderful product and service was available, so in the four weeks running up to Mother’s Day, we ran a short Facebook promotion using Pay with a Post, our own Facebook promotional application, giving away afternoon tea for four people with winners randomly drawn from entries.
No budget was spent on ads, with our Social Media Specialists only using an existing email database and free Facebook posts advertising the competition to existing fans.
Results
With no advertising budget, our four-week Facebook promotion gained 800 entries, sharing Pryer’s Afternoon Tea’s brand among a targeted local audience for free, adding more than 100 fans to the Facebook page following and increasing engagement. Best of all, Mother’s Day was a huge success for Pryer’s Afternoon Tea, booked up two weeks ahead of the day.
Because of how my business works, it’s hard to directly link orders to Facebook activity, but it’s no coincidence that Mother’s Day was an enormous success – I gained more than 100 new Facebook fans so I’m really happy with that, and I stopped taking orders two weeks before!
The team at Tillison Consulting were great, I would recommend their services as I think it’s really good value for money, even for a small business like mine.
Kelly Pryer – Director, Pryer’s Afternoon Tea
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