Using Events To Increase Foot Traffic and Sales
Feb 16, 2024
How To Use Events To Increase Foot Traffic and Sales
One of our first clients, a medium sized dispensary in Cambridge, MA wanted to improve their digital engagement and introduce there new event venue to the public. They needed a way to raise awareness of the event venue's existence, while increasing foot traffic and sales in the store.
The Challenge: Increasing Foot Traffic and Sales
When approaching a problem the first thing we do is target the channels we'll be focusing on. When it comes to increasing foot traffic, we understood that Google My Business plays a major role in how a business ranks on Google. When we first started working with this client they had an average rating of 4.1.
With Google being the world's most used search engine, our most focused channel would be Google. Next, we looked to target social channels more commonly used to target and engage with new potential customers introducing them to the brand.
Why Improve Google My Business Rating (GMB)?
Improving your Google My Business rating is an important component to any brick-and-motor marketing strategy. It is the first thing people see when they Google your brand, or when they want to find the nearest store near them. Google My Business is designed to weigh different metrics, like hours of operations, and rating in how they rank your business among search results. Typically, the higher your rating, the higher your brand appears in the search.
Our solution: Using Events to Drive Ratings & Awareness
Our solution for this client was to use events as a mechanism to increase GMB ratings and engagement stats while introducing the new space to the public. Alongside using events as a catalyst for increasing Google Reviews, we also equipped the staff and store with various programs to run that will increase Google Reviews from in-store interactions.
We started by developing a diverse and comprehensive event schedule and a target number of desired Google reviews per event. We wanted the events to be diverse in type to draw from different customer demographics.
To maximize the impact of these events and activations, we:
Created an event calendar: We developed a consistent schedule of events to keep customers engaged and returning regularly.
Leveraged social media: We used Instagram and Facebook to promote events and share highlights, encouraging attendees to do the same.
Implemented a review request system: We politely asked satisfied customers to share their experiences on Google, especially after events.
Responded to all reviews: We ensured that every Google review, positive or negative, received a personalized response from the restaurant.
Utilized email marketing: We sent targeted emails to the restaurant's database, promoting upcoming events and encouraging past attendees to leave reviews.
Alongside throwing events of our own, we also looked to partner with other event organizers to further diversify the event calendar. We offered them the space for free, in exchange they would help promote deals at the store and aid in asking customers if they'd like to leave a review. Here is what we accomplished in 6 months:
Increased rating from 4.1 to 4.6
150% increase in the number of Google reviews
200% boost in engagement on social media platforms
75% rise in event attendance and bookings month-over-month
Key Takeaways for Local Businesses
Create shareable experiences: Events and activations give customers a reason to talk about your business online.
Engage with your community: Partnering with local producers and hosting community-focused events can significantly boost your reputation.
Personalize customer interactions: Cooking classes and meet-the-chef events create personal connections that translate into positive reviews.
Consistently request reviews: Train your staff to ask for reviews, especially after positive experiences or events.
Respond to all feedback: Engaging with reviews, both positive and negative, shows that you value customer input.