Potbelly Sandwiches came to SoMe Connect hoping to tap into these emerging mobile preferences to highlight its ‘Skinny’ sandwiches and mac and cheese products. In the first year, SoMe increased awareness of these products by more than 100 percent on three social platforms.

  • content marketing
  • list targeting
  • microsite build
  • social media advertising
  • social media marketing
  • Foodservice
  • Restaurants
  • Retail

Potbelly Highlights Specific Products with Social Outreach and Targeted Ads

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We know, because of a recent National Restaurant Association Study that 83 percent of adults use mobile devices to look up restaurant locations, directions, and hours. 75 percent look up menus, 55 percent read reviews, 51 percent order takeout or delivery, and 50 percent use rewards or coupons. The same study says that four of five restaurant owners agree that technology gives them a sales and efficiency edge.

That’s why adoption of online technology has increased in the last year by more than 12 percent. Potbelly Sandwiches came to SoMe Connect hoping to tap into these emerging mobile preferences to highlight its ‘Skinny’ sandwiches and mac and cheese products. In the first year, SoMe increased awareness of these products by more than 100 percent on three social platforms.

MADHAVI RAO
MADHAVI RAO

“We knew they needed to develop stronger community management on its social media pages, increase the overall activity on these platforms, and achieve high-volume email acquisition. This was going to lead us to dramatically increased product awareness,” explains Madhavi Rao, SoMe Connect Co-Founder.

Dan Yates , former Senior Director of Integrated Marketing at at Highland Ventures says the kick off process was great. “Working with SoMe was very easy – we talked to a number of companies and SoMe is one of the few that took the time to really understand both our corporate culture and the mindset of our customers. They came to the table with new ideas and, importantly, great execution. SoMe took the time to understand our brand voice and came up with creative ways to engage with our customers.”

SoMe created a microsite to capture email subscribers and pumped-up Potbelly’s Facebook, Instagram, and Twitter presence. Over the life of the program, SoMe’s efforts captured more than 20,000 valid marketing emails and each social page increased engagement by at least two-fold.

Yates says this work was key to the success of the awareness program, “SoMe allowed us to unlock the passion of our customers and let them express their love of the brand top their friends.”

“The subscribers allowed us to get very specific not just in our organic targeting and engagement, but in buying social ads,” adds Rao. “When you target your ad to a group of people who have engaged or purchased before, you’re 30 to 50 percent more likely to convert. List-targeting can also reduce the overall cost of ad buys and the specials and coupons that we know so well for restaurants are better performing when they are heading right to a captive audience. Social allows us to harness these strengths and incent users to engage friends.”

Brand

From its humble beginnings as a small antique store on Chicago’s North Side, Potbelly Sandwich Shop is now in neighborhoods across 18 different states. Each shop offers toasty warm sandwiches, salads and hand-dipped milkshakes made fresh to order. The company owns and operates over 300 shops in the United States, with franchisees operating over twenty shops domestically and in the Middle East.