The Challenge
Promote VIVO Cafe services and products as well as the Little VIVO Lady blog using on-line social networks and the internet. The Little VIVO Lady is an interesting and scandalous fictitious waitress created by the owner of VIVO Cafes.
Previous On-line Marketing Strategies
VIVO Cafes owned an excellent website, a Facebook Group Page and a Twitter account for the Little VIVO Lady. The website contained a ‘news’ section which was updated infrequently. The website also contained a WordPress blog for the Little VIVO Lady which was also not regularly updated.
What we did
The Facebook page and Twitter accounts were not being updated and VIVO Cafes were spending thousands on Google Adwords. It was decided to cut advertising costs by cancelling the Adwords campaign and to start utilising the social networks and website news section. We felt using the social networks would improve customer relations and build the VIVO brand inexpensively and efficiently.
We implemented the following:
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uploaded a news article each week on events, specials, articles on VIVO in the news, Charity involvement, interviews, speaking engagements and articles on Angela Vithoulkas – owner of VIVO Cafes- and optimised them for VIVO Cafe’s keywords.
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We conducted research on what keywords prospective customers would use to find VIVO Cafe’s website and endeavoured to include them in the news article or in its SEO metatags.
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uploaded a blog post every Monday by the Little VIVO Lady and endeavoured to incorporate relevant keywords.
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tweeted the blog posts on the Little VIVO lady twitter account regularly for the week after posting. We tweeted at various times throughout the day and always in the late afternoon of a Thursday and Friday. We usually tweet at least three times per day.
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tweeted daily specials, events, menu items, function capability, charity involvement, comments to other twitter users.
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created a Facebook Fan Page for VIVO Cafes which included photo albums,blog posts, events, charity involvement, information on the owner’s public speaking activities and her own blog posts, promotion of the cafe services, daily specials and favourites, extracts and photos from the news articles which were uploaded to the website. We endeavoured to update the Facebook once per day and always late on a Monday and Tuesday night.
The results
This internet marketing program has increased the visibility of the VIVO Cafe brand and its owners remarkably. The cafe receives more enquiries on functions and promotional/media opportunities as a result. The blog now has a regular following and receives hits from over 200 readers per day.
The best example of the success of this online marketing program was a promotion for Lawsons Breads. VIVO Cafes offered free VIVOlicious sandwiches to the first 2,000 people to register online with Lawsons Breads. This promotion was advertised on Twitter, Facebook and via the VIVO Cafe news articles. Within 2 weeks, 2,000 people had registered with the Lawson’s website and the offer was officially closed – the whole promotion was conducted with minimal advertising costs and labour involved.
If you would like help harnessing the power of the internet for your small business marketing please contact us on 1300 998 558 to discuss developing an online marketing strategy that drives business to you.
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