The best $9 ever spent; a Facebook case study
City Java & News is a small, Beaufort-area coffee shop that I am lucky enough to work with.
Recently my friend Ken Hawkins suggested that the shop commemorate the umpteenth day of 90+ degree temperatures in the Lowcountry by offering a $9 gift certificate to someone who posts why they love City Java on the biz's Facebook page.
I would hazard a guess that those $9 might be the best and most efficient advertising money the coffee shop has spent.
In the 24 hours that followed the call for entries the Facebook page received 40+ interactions and picked up some 15 fans. Startiing with a fan base of 530 the new fans gained through the promotion resulted in an increase of almost 3%.
Additionally, the promotion simply created a great energy on the page with a lot of back and forth, and City Java also was able to turn around and use the testimonials as part of a blog post.
While we can't track the exact ROI of that $9 gift certificate, I think it's clear that it was money well spent.