Looking to capitalize on localized marketing, The Old Spaghetti Factory conducted a campaign with MomentFeed, a digital marketing platform designed to connect brands and consumers at a local level. The campaign targeted Facebook fans and friends of fans at 19 restaurant locations and used MomentFeed’s newly launched Campaigns solution.
“It’s easy to assume that localized marketing would be impactful, but until now it’s been hard to execute at scale, let alone prove,” said Ryan Durrett, Director of Marketing at Old Spaghetti Factory. “The campaign provided us with a clear picture of the return on our Facebook ad spend — including a significant increase in real customer transactions in our restaurants. It demonstrated the impact a Facebook ad campaign can have when you provide a relevant, local call to action to the communities you serve.”
With an initial investment of $2,000 for Facebook advertising, The Old Spaghetti Factory reached more than 650,000 unique users and increased customer transactions by more than 7,100 year-over-year, according to an announcement from MomentFeed.
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The MomentFeed platform allows national brands to engage local communities by ensuring their business locations can be found online regardless of where consumers look. It also drives customers into these locations through a mix of targeted messaging and localized posts.
“Everyone is trying to close the loop between social engagement and sales,” said Robert Blatt, CEO of MomentFeed. “MomentFeed does this while providing a scalable way for national brands to have local relevance. Our local analytics tie into the social and advertising portions of our platform providing retailers with the ability to truly match their online customer engagement to real in-store transactions.”
