Author: Cherith Andes

Photo of the Week: ‘Dem Big Shovels

Cherith AndesBlog, Photo of the Week, Real Estate PR, , , , , , ,

Briar Chapel, a Clairemont client, shoveled out some big news last week! 

The Triangle’s largest green community officially broke ground on the first of its four commercial segments on Thursday, February 18.

Ten years in the making, this new commercial segment known as Veranda will feature a 42,500 square-foot, four-building project that offers a blend of dining and retail options, healthcare and legal services, and educational institutions.

Four community leaders wielded shovels—both small and big—to celebrate. 

(Left to right): John Fugo (president, Montgomery Carolina, and vice president, Montgomery Development), Brian Mart (owner, Primrose School of Chapel Hill at Briar Chapel, tenant), Dianne Reid (president, Chatham County Economic Development Corporation), Lee Bowman (senior project manager, Briar Chapel).

We loved digging up a fun event with Briar Chapel. Check out the news segment from WRAL-TV!

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Photo of the Week: Weeeeeell?

Cherith AndesBlog, Photo of the Week, The Clairemont Team, , , , ,

It’s our new thing in 2016. Well Wednesdays! (And we encourage you to experiment with fun inflections. “Weeeeeeell? Wednesdays?” … “WELL Wednesdays!”)

Every Wednesday, our team trades its business suits for yoga pants in the office, allowing us to pop out for a quick walk, run or yoga session during the day as our schedules allow. We’re creating an environment that supports our commitment to personal health and wellness.

And just for fun, we’ll share a little insider fact with you. It took us 41 (forty-one!) snapshots to capture this photo. Apparently, coordinated group jumping ain’t as easy as it appears! Weeeeell…

We’re a great team. Check out our other shenanigans!

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Facebook Ads: Targeting Diners

Cherith AndesBlog, Restaurant PR + Hospitality PR, , , , , , , ,

Is organic Facebook content dead for restaurants, dwarfed by promoted posts and paid ads?

The Wall Street Journal reported that Facebook post impressions declined 35 percent in the first quarter of 2015, while a study by Social@Ogilvy found that organic reach has capped out at approximately six percent. In other words, if you don’t pay Facebook to boost your content, you can expect an average of six people to see your content for every 100 fans you have.

Yikes.

Why should restaurants even bother with a Facebook page then?

Because a page provides a platform to encourage both organic and promoted content. In fact, a robust social media strategy will include a well-placed schedule of both types of posts.

3 Ways to Target Your Restaurant’s Audience on Facebook

We understand it can be daunting to let go of your carefully groomed content calendar that once fostered such strong engagement. So when creating your first Facebook ad for your restaurant, go simple. First open ad creation to get started, and then experiment with these tips to create a target audience for your ad.

1. Geo-Targeting

This option allows you to narrow your audience based on zip code, city or even a specified mile radius. If you have access to your current email database or customer list, do a quick query to determine your typical customer location. Some restaurants only draw guests from a five-mile radius, while others can stretch to 50 or more, depending on the type of offering. Use this as a guideline to geo-target potential guests with your ad.Geo-Targeting Facebook Ads

2. Lookalike Audiences

You can create an audience segment known as “lookalike,” those that mirror the interests and behavior patterns of your current fans. Is your typical customer a 28-year-old accountant with a penchant for authentic Italian lasagna? Chances are that other fans with similar profiles are primed to like and engage with your restaurant.

3. Interest-Based Profiles

Utilize life stages or interests to shape your target audience. If your restaurant is more of a special occasion facility, consider targeting the newly engaged crowd that might be seeking a reception hall or bridal shower location. Health food establishments can connect with those committed to diets, yoga, CrossFit or weight loss programs. All of these ideas open options beyond the standard “people who like dinner” groupings.Interest Targeting on Facebook

The best strategy employs a thoughtful combination of all of these factors. Explore! Facebook is your oyster … er … hamburger … er…

Got more questions or want to know specifically what we recommend for your restaurant? Email us!

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Photo of the Week: #WorldNutellaDay

Cherith AndesBlog, Marketing, Photo of the Week, , , ,

You caught us! We’re celebrating World Nutella Day … straight out of the jar!

And here’s our little gift to you today: want your own Nutella treat in just 10 minutes? Check out this easy (kid-friendly!) Nutella cookie recipe that Chef Teddy Diggs, executive chef at Il Palio (client), bakes with his daughters.

How do you eat your Nutella? Tweet us!

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Food Memes: Do or Don’t?

Cherith AndesBlog, Restaurant PR + Hospitality PR, Social Media + Influencer Engagement, , , ,

They’re hot; they’re not. They’re trending; they’re tanking. Social media memes mark one of pop culture’s most fickle phenomenons — right next to middle school cliques.

But memes — whether reposted or original — have proven to be surprisingly effective at boosting social media engagement. Why? One quantitative study suggests that memes not only provide the user with an active role in content creation but also invite him or her to enter into an inner social circle, sharing common emotions and jokes with counterparts worldwide. Hashtags, cartoon renderings, verbiage superimposed over celebrity photos — you name it. Memes somehow offer both individual expression and group acceptance in one fell swoop.

While this psycho-meme-analysis proves interesting, food and hospitality industries need a tactical plan to evaluate and appropriately implement popular content — including memes — into their social media strategies.

1. Is it the right time?

The lifespan for a meme is short, and like most trends, the time to jump on the meme Be Like Bill Candy Crush Memebandwagon is on the front end of the bell curve. Watch content from your followers, and keep your eye on these five web tools to catch wind of what’s next. Be aware that many meme trends garner backlash, like the recent response to the wildly popular “Be Like Bill” trend that even The Washington Post and New York Magazine are snubbing.

2. Does it fit your restaurant or hotel’s personality?

Sounds simple, but the question begs pause. Fine dining establishments, for example, may not want to align their brands with Grumpy Cat graphics that might come across as flippant or rude. Memes rely heavily on humor, which must be thoughtfully crafted and delivered to connect with your audience. Now might be a good time to reference your target demographic and its pyschographic preferences.

3. Can you tie it into real-time developments?

Dunk in the DarkOreo takes the cake—er, cookie—on this one. During Superbowl 2013, the social media team leveraged the game’s power outage instantaneously with its clever ad, “You Can Still Dunk in the Dark”. Two years later we’re still talking about it. While your response doesn’t necessarily need to be that rapid, use the opportunity to tout an upcoming event, special or feature about your hotel or restaurant.

Questions about how graphic messaging fits into your restaurant’s social media strategy? Drop us an email (or a meme)!

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