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Minchin & Grimshaw Help Fifteen Cornwall Double Covers

Marketing consultancy, Minchin & Grimshaw, have helped Fifteen Cornwall deliver one of its busiest Novembers to date following a successful Facebook advertising campaign to promote its Autumn lunch offer.

The additional profits made will go towards its registered charity, Cornwall Food Foundation, to help fund their ongoing Apprenticeship Programme for 16-24 year olds in Cornwall.

Facebook-Advertising-Fifteen-CornwallRestaurant covers were up just over 93% year on year following a successful integrated campaign, which made use of Facebook Targeted Advertising to reach more than 20,000 people within the local area, at an advertising cost of less than £400.

The offer brought around 1,000 new prospective customers to the Fifteen Cornwall website and generated around 50 confirmed table reservations over a 27 day period.

The Autumn Lunch Offer is an annual event that provides restaurant patrons with the opportunity to receive a three course lunch for just £24, Monday to Saturday throughout November.

Now in its 9th year, this year’s offer resulted in nearly 1,895 covers being served during November, leading to the offer being extended into December with a new Winter Lunch Offer.

Fifteen Cornwall’s Head of Marketing, Claire Vickers, said, “We have been really pleased with the results of this Autumn offer. Part of our digital strategy this year was to focus more on social media campaigns and Minchin & Grimshaw brilliantly responded to our brief.”

“The level of support, detailed analysis, research and reporting provided by Aren and his team was fantastic and in the current marketing climate where advertising budgets are scrutinised for their return on investment, we have been fully justified in our decision to test social media as an advertising platform.”

“Looking ahead for 2016, Facebook advertising and receiving expert consultancy from Minchin & Grimshaw will continue to play an integral part in our digital campaign planning and tactical execution.”

The decision to launch a targeted Facebook advertising campaign follows a comprehensive audit of Fifteen Cornwall’s social media activity carried out earlier in the year by Minchin & Grimshaw.

The audit identified there was an opportunity to drive restaurant bookings through paid advertising campaigns across a number of social channels, with Facebook providing the best option for return on investment.

Minchin & Grimshaw, Managing Director, Aren Grimshaw said, “Facebook advertising provides a cost-effective route to reach customers with targeted advertising. Too often marketers rely on soft metrics such as likes and shares to demonstrate success – it is great to be able to show a result in pure financial terms”.

A full case study and more details on the approach can be found here.

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I’m fascinated by how a company or organisation can change its fortunes and even undergo a transformation by looking at a challenge in a different way and by behaving in different ways.

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