If anyone (particularly small business owners) ever had any doubts about the success of utilising social media to advertise their business, then I think Albert Road Store has cornered the market, and got it 100% right. This relatively small unassuming corner store (cnr Albert Rd and Gormanston Rd) is a heaving mass of hungry humanity constantly throughout the day - mostly due to extremely clever and specific marketing on Facebook. They are basically a fish and chip/burger/souvlaki/pie joint. No seating. Fridge containing your usual fizzy drinks plus milk, newspapers and a few other random goods. They have an extremely appetising-looking bain marie containing both chicken and beef/lamb burgers, dim sims, sausages, potato cakes, chiko rolls, chips, crumbed lamb cutlets, fish fillets and many other deep fried delights, as well as wraps and salad rolls. What amazes me though, is the fact that throughout their whole online media presence, which is at a minimum daily, and more often twice or thrice daily, I have never seen one single negative comment about their food or service. In fact the opposite is true. Everyone, and I mean everyone, who goes there for food, absolutely raves about the food they bought. Its the absolute polar opposite of Garagistes, but I suspect its the northern suburbs equivalent! Ive lost count of the number of photos posted on Facebook of whole, uneaten, steaming fresh burgers or half eaten, unappetising-looking burgers which someone has seen fit to photograph and post on Facebook halfway through their meal! Albert Road Store has specifically targeted normal everyday people who want a fast food meal, but still demand good tasting food combined with outstanding and personable service. Theyre mostly people out and about doing business in that area, but the shop is becoming so well known for its great burgers, that it now entices customers from their lounge rooms as far out as Sorell to suburban Moonah. No mean feat. Small businesses should check out their Facebook page and observe the frequency with which Albert Road Store continually and subtly keep reminding you that they are there, burgers on the grill plates, at the ready and waiting happily for you to enter their shop. They post photos of customers, of customers cars parked outside, and of their burgers. They post a daily snapshot of an item hidden behind the straw container. The person who guesses what todays hidden item is, gets a freebie burger, or similar prize. They are constantly generating interest and offering tangible results to people for patronising their shop. Extremely clever marketing, and all free! These people are friendly, savvy business people who believe in their ability to come up with the goods. They are true to their beliefs of offering simple, plain but good food, in a welcoming fashion - and they make sure they tell everyone daily about it. As a direct result of their popularity, and listening to their customers, they have this week extended their closing time (which previously was late afternoon) to 7.00 pm so the dinner trade can be catered for. This too is going off, and they are constantly on the go, with no seeming respite from the hordes beating down their door! I have found it intriguing to watch this local phenomenon, and observe the effectiveness of well targeted media usage for optimum results.
Posted on: Thu, 31 Jul 2014 00:39:07 +0000
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