01.28.2016

Increase Your Reservations on Valentine’s Day—And Everyday—With Facebook Advertising

Morgan Jorde, Senior Social Media and Email Specialist

Valentine’s Day is one of the busiest days of the year for restaurants, which means you want to maximize the opportunity. While some customers begin planning their Valentine’s Day a month out, one-third of restaurant goers don’t think about it until just before the holiday.1That’s why your digital marketing plan is so important even during the last couple of weeks. At Fishbowl, our restaurant marketing specialists recommend a strategic Facebook advertising plan to help you reach your target audience during the first two weeks of February. They know from experience how to ensure a bustling night in your restaurant on Valentine’s Day—and everyday—with the steps below.

1) Define a goal for your Facebook advertising. For Valentine’s Day, these goals will likely focus on reservations and gift card sales. Fishbowl will help you build a campaign using our best practices to achieve your desired outcome.

2) Determine who your ideal customer is for Valentine’s Day. It’s best to target a couple thousand, very specific guests, rather than tens of thousands of disinterested Facebook users. For Valentine’s Day, our marketing specialists recommend targeting Facebook users who are in a relationship, engaged, or married for any of your Valentine’s Day Facebook advertising efforts. In addition, you can target guests’ age and/or income level to fit your target audience. For example, if you only offer a $100 Prix Fixe menu on Valentine’s Day, it would be best to target folks who reflect that type of income level and spending habits.

3) Make it easy for your guests to make a reservation. Online reservations make it simple for guests to reserve their table for Valentine’s Day. For our clients who offer online reservations, we focus our efforts on ‘Clicks to Website’ Facebook Ads so your target audience can make a reservation efficiently. Using a ‘Clicks to Website’ ad for online reservations is the best way to gauge your ROI for this advertising campaign because you can compare your Facebook ad results with the number of online reservations you received. If you don’t offer online reservations, don’t worry! We still have many other Facebook advertising options to boost your business on Valentine’s Day.  For example, we can run a similar ‘Clicks to Website’ ad that directs your customers to your Valentine’s Day menu online while encouraging them to call the restaurant to make their reservation.

4) Promote any specials you have with a boosted post. Our team of marketing specialists can craft a post about your Valentine’s Day offerings or specials and boost that post. This type of Facebook ad is beneficial when you have a large amount of information to share with your potential guests as there isn’t a limit in characters.

Overall, we recommend a Facebook advertising strategy to all of our clients as a way to target your exact audience.  Don’t miss the opportunity that Valentine’s Day offers to build your business on an ongoing basis.

1. Facebook’s Internal Data from February 2013 https://www.facebook.com/business/news/Valentines-Day

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