Article: How a sandwich shop engages Facebook fans without giveaways, coupons, or freebies

Bryce Peck
How a sandwich shop engages Facebook fans without giveaways, coupons, or freebies
By Matt Wilson || Posted: December 6, 2012
PRDaily.com || http://www.prdaily.com/Main/Articles/13320.aspx

Jersey Mike’s, a sandwich chain, is attracting Facebook attention without giving out the usual coupons or freebees like the majority of other pages. Most pages offer these incentives if you “like” their page, but Rich Hope, the chain’s chief marketing officer, say’s that those are just “empty likes.”

The page has accumulated over 76,000 “likes” by running two big campaigns over the summer.

The first, called Christmas in July, was a campaign to raise funds for wreath-laying ceremonies at Arlington National Cemetery.

The second, Throwback Summer, where each week they revisited a decade of the company’s past(starting in the 1950’s) by posting past classic ads and early storefronts. Each getting it’s fair share of “likes”, comments and shares.

By giving out content rather than incentives, the company has amassed strong supportive followers, rather than followers that don’t read their posts or block them all together. For anybody going into the marketing field it’s important to remember when quality over quantity is necessary.

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