MARKETING
SOCIAL
Zorbaz frequently runs
Instagram contests to
gather fan photos of
people enjoying their
restaurants. They
say they've found
that creating certain
incentives noticeably
increases the number of
submissions.
Hanson believes in using
one criterion, in particular, for
measuring the effectiveness
of an advertising medium
or a series of marketing
campaigns: is business going
up at the end of the year?
And with digital and social
platforms, the answer to that
question is a little too fuzzy for
him right now.
Zorbaz Detroit Lakez
"We do a lot of work around
the country with credit unions
and stuff," he says, "And a lot
of them have drank the KoolAid that you have to do social
media and stuff. But when you
really look at the statistics of
what percentage they're really
reaching – the stats are very
foggy on it."
He says he thinks the brands
that can benefit the most from
social media are the ones
that are social themselves, by
nature.
"Social media absolutely has a
value, but not for everybody,"
Hanson says. "For Zorbaz,
it's incredible. We see the
numbers rising and we see
the engagement. They're an
extremely social brand. What
we track with social media –
and we track it pretty tightly –
we know when these platforms
are peaking."
The company's social
accounts are as unique
as each of the company's
38
FEBRUARY 2016
11 locations, and Hanson
says that while they do offer
specials and connect Zorbaz
customers through their
various digital platforms, they
mostly use them for brand
affinity purposes – in much the
same way as the billboards.
"W IܙH