How social media was turned into a tasty business appetiser by our Scottish PR agency

by Sarah Fairley

Tuesday, December 9th, 2014

Restaurant custom boomed when Tony asked our Edinburgh PR experts to cook up a social media campaign.

Edinburgh PR Agency piecing together the PR in essential business guidePublic relations means different things to different businesses, so here’s our helpful guide which explains the separate parts of the PR services jigsaw – in this case social media. Which element of public relations could you use to energise sales, convince and convert customers or motivate staff?


VITTORIA CASH FOR KIDS HPRWHEN successful restaurateur Tony Crolla realised that social media demanded his attention it was to prove highly profitable, thanks to the team at our Scottish PR agency.

Tony’s lightbulb moment came when he witnessed for himself how social media was changing every day communication. As boss of a chain of household name restaurants in Scotland’s capital city, he keeps on top of everything happening across his eateries.

So he was genuinely stunned when he overheard staff in his flagship Vittoria restaurant discussing the new car his son had just bought – wondering how they could possibly know so much detailed news before he did. No phones had rung, no-one on the busy floor had time to check email and his son hadn’t been in to the restaurant. How had the news spread so fast?

Now, it is unsurprising to hear the answer lay in social media. The young man proudly published photos and specs of his new motor, where the savvy restaurant staff saw them. But when this took place in early 2010 many people still considered Twitter and Facebook as passing fads.

Dont forget to check out our other guides on the different parts of the PR services jigsaw:

LONG TERM PR – Keep your business profile in rude health by looking after it with a sustained PR campaign

PR PROJECTS – Give your business a short, sharp, shock – through the power of a one-off project

LAUNCH EVENT PR –  Got a big launch to deliver? Ensure lift off by adding the rocket fuel of a PR campaign

PR IMAGES – Capture the essence of your business with powerful PR photography

Fortunately that wasn’t the case at Holyrood PR. As early adopters we’d already been successfully using blogging platforms, digital video and the likes of Facebook and Twitter for years. As Tony’s trusted PR agency we’d been advocating these new platforms, but like money business people at the time, he remained to be convinced the fledgling services could benefit his business.

Scottish Public relations agency Holyrood PR in Edinburgh provides PR services to the restaurant sectorWhen his moment of blinding insight came, Tony turned to our Edinburgh PR agency to implement the new communication tools. We set to work proving well-planned and creative social media campaigns are about far more than cat pics or meaningless ‘Likes’ – they are about delivering real business value and adding to the bottom line.

After identifying the quietest day of the week for the Vittoria restaurant, we devised a ‘Tony’s Tuesdays’ campaign with a special 2 for 1 main course offer available only to the restaurant’s social media followers. Trackable links allowed us to see exactly how many customers made booking enquiries.

The results? Across a short campaign more than 700 people clicked the link, yielding 475 additional covers at the restaurant and transforming Tuesday’s from the restaurant’s quietest days into one of its busiest.

Other social media activity included a competition offering £50 pizza voucher prize for the best photo of customers enjoying Tony’s pizza or of his eye catching fleet of mini delivery cars.  Likes and follows on social media increased substantially, creating plenty of online buzz, while a series of short videos we produced during the campaign quickly accumulated 1000 views.

As a direct result of the success he hired a dedicated member of staff to manage the social media presence of both Vittoria and La Favorita restaurants.  Meanwhile the campaign also earned our PR agency in Edinburgh a coveted silver PR Award for Best Use of Social Media in Scotland.

How could social media services from our Scottish PR agency benefit your business?

We can plan and deliver dedicated social media campaigns for any business.

But we recommend the best way to see measurable results from social media is as part of a blended campaign making use of PR services, including media relations, video and a website content strategy.

With that integrated approach, it’s not just restaurants who can benefit – and we’ve delivered success for clients as varied as care providers, energy efficiency experts, legal firms and property specialists.

To find out how we can help you build a strong social media presence contact us on 0131 561 2244 or fill in the contact us form below and we will get back to you

Private: Sarah Fairley

Sarah Fairley delivers an impressively wide suite of digital services to clients of Holyrood PR, the leading public relations agency in Edinburgh. At every stage her focus is on making sure that content shared on blogs, YouTube and social media platforms like Twitter and LinkeIn delivers real business value to clients of the Scottish PR agency.

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