How do we create word of mouth and buzz when the restaurant is still weeks away from opening? Our challenge was to educate a new geographic region, unfamiliar with the Dog Haus brand regarding the opening of the first franchised restaurant in Canoga Park. We needed to develop relationships, build buzz and excitement leading to a huge grand opening event. Having a successful grand opening can serve the purpose of introducing Dog Haus to the community, build an initial base of brand advocates, and generate awareness in Canoga Park and surrounding towns.
We sought to develop an innovative strategy utilizing Facebook to quickly develop an online community centered around the new Canoga Park location. It was important to target the local demographic efficiently and effectively. We planned to segment our messaging into two age groups; adults and students. By segmenting our targeted audience it would ensure greater conversion and engagement.
After acquiring new Facebook followers, we planned to continue to keep our community engaged by developing creative social media posts that are both attention-grabbing and prompt engagement.
Leading up to the grand opening we were determined to ensure all customer questions and concerns were addressed timely, professionally and in accordance with corporate guidelines. By addressing customer inquiries we planned to develop relationships with consumers prior to their first in-store experience.
