Buffalo’s craft beverage scene is growing. It doesn’t take an expert to see that people in this area love supporting their local breweries, distilleries, cideries, and wineries. Buffalonians rally together to support the newest editions to the area’s craft beverage scene, whether it’s a new company opening up or a second location of a tried-and-true favorite.
As more and more craft beverage establishments open their doors at a second location, there is more to think about. You have to figure out the logistics of running this new site, in terms of production and distribution. Plus, you need to a strategy to keep customers coming to both locations after the hype of the grand opening has settled down.
So while you’re laying out your plans and preparing for your opening, you need to pay just as much attention to your marketing as to your drinks. But since marketing can be such a broad category, we narrowed it down for you. So here are 3 things that you need to think about to effectively market two locations on Facebook.
If you haven’t already had an internal debate with your marketing team about how you’re going to set up your social, then you need to. If we’re being honest, we thought this decision was straightforward before we actually started talking about. Then, we realized that there is a lot to decide.
Like are you going to have one Facebook page or two? If you have one page, will you be able to make a distinction about specials or events that are happening at one location and not the other? Or will everything be the exact same at both locations?
If you have two pages, how will you set them up? When you search for your company on Facebook, will the locations be linked to each other like Thin Man Brewing, or Black Button Distilling or will they be separate from each other like Blackbird Cider Works (in Barker) and its Buffalo Cider Hall?
The same thing goes for Instagram. If you have one Instagram account and share an awesome story about your new patio space, how are you going to make sure that your followers know which location to go to? If you have two Insta accounts, how do you plan on naming them so people know that they are two locations of the same company?
Remember, you can have two Facebook pages and two Instagram accounts, but you can also have a combo of two Facebook pages and one Instagram account, or two Instagram accounts, and one Facebook page. It really depends on how you’re planning on posting.
#2: HOW WILL YOU DIFFERENTIATE YOUR TWO LOCATIONS?
How are you going to shape your content plan to make sure that people know what location they’re looking at when they open that location’s page? Is there going to be a slightly different name? Is the look and feel a little different to go with the look and feel of the second location?
If you do have two different social media pages for your two different locations, it wouldn’t make sense to post the same content on both pages. We know it’s more work, but each page needs to be kept up individually, and you do need to post consistently on each. (In case you forgot, here’s why you should be posting every day.) You can share certain things on both pages, like when Black Button Distilling posted about National Whiskey Day on both of their pages, but overall keeping the pages distinct, will give people a better idea of what both locations are like.
So when you take a killer pic and want to share it to your followers on both of your Instagram accounts, that is totally ok, as long as most of your content reflects the look, feel, and offerings of each location.
Black Button Distilling Commemorated National Whiskey Day with the same, stunning picture on all of its Facebook accounts.
#3: HOW WILL CUSTOMERS KNOW WHERE TO GO FOR EVENTS?
This might not seem like a big deal now, but it can get very confusing in the future if you don’t take time to set it up. If you have one Facebook page or one newsletter for a company that has multiple locations, how do you plan on making sure that people show up to the right place when you have an event?
If you have a seperate page for each event, are you making sure that you’re sharing the event through the correct page? This might seem like a silly question, but we’ve seen it happen where an event was at one location, but the other location’s page was hosting it. Not only does this make it confusing for your customers, but it could mean that less people show up (or people show up to the wrong place) making this oversight bad for your bottom line.
FOMO is a thing. So when people are tapping through Instagram stories, and they see amazing pictures that show how fun your event was, make sure that you’re posting them to the right location’s Instagram account. That way, people can know where to go to get the drinks they saw in the story.
THINK, RESEARCH, PLAN
There isn’t necessarily a “right” answer for any of these questions, but there is a “better” answer for your company. If you take the time to research what some other companies are doing, you’ll be able to come to a conclusion that will work for your business. Consider the advantages and disadvantages before you decide.
If you’re not sure where to start, or if you need to spend more time on other parts of the business, let us know. We are really good at making pro and con lists, and can bring up all of the questions you hadn’t thought to ask before you get started.