Excerpt from Geo Marketing
'There are people who have millions of followers, and they're not really the people that we're looking for,' says Branded Restaurants' Julie Zucker.
The rise of social media image sharing and the rejection of traditional advertising has helped propel self-styled “Influencers” into a true position of trust by consumers. But for brands, particularly restaurants, a natural caution remains, as the ability to manage and balance the needs of regular customers while attracting people who can help a brand stand out on everything from Instagram to Google Maps is something eateries never had to deal before.
And as Influencers become more professional and powerful, knowing how to work with them is an essential marketing discipline that brands are learning through trial and error, says Julie Zucker, director of marketing and promotions for Branded Restaurants, which represents two multi-location New York City casual dining establishments, the retro diner Big Daddy’s and the southern roadhouse Duke’s.
GeoMarketing: How has Big Daddy’s and Duke’s approach to Influencers evolved over the last few years?
Julie Zucker: We started really working with influencers almost a year ago. It was important for us to get in touch with the right people. And so what we did is Brett [Blee, social media marketing manager], charged with coming up with a list of the top people in New York. It involved just spending a few days on Instagram and looking at other people’s pictures we like.
There are people who have millions of followers, and they’re not really the people that we’re looking for. We want Influencers who have around 10,000 followers or 20,000 followers. The idea is that we’d rather have somebody whose followers and the people they influence are in New York. That’s number one. Secondly, they’re all people that would, in fact, like to come to one of our restaurants.
If somebody’s only posting about going to La Bernardin, or Daniel, or any other high-end restaurants, it’s mostly likely that people who follow them are not going to be super-interested in a hamburger or a milkshake.
Logos, product and company names mentioned are the property of their respective owners.