SSP launches major social media initiative

SSP News Release 25-April-2012

SSP is launching a pioneering multi-channel social media programme. The programme, which will go live on 3rd May, will focus initially on the company’s Caffè Ritazza brand, and will use Facebook, Twitter, and Foursquare to communicate with customers.

‘This initiative has been designed to give people a forum to talk about their passion for coffee and generate excitement around the Caffè Ritazza brand', says SSP CMO Rick Stavast. While raising the profile of the brand is a key aim, by providing a platform for dialogue and feedback from customers, the campaign will also be the foundation for a number of improvements. ‘We want to empower our customers to co-create the future for our brand. We will be inviting comment, asking questions, and conducting surveys so that we can understand even more about what our customers want and how we should react to these demands. The programme will therefore be a real driver of improving the customer experience.’

In an ever more automated world, customers are using increasingly sophisticated ways to develop meaningful relationships with the brands that are a part of their lives. ‘Via social media, we are extending that relationship beyond our customer’s visit to the restaurant, bar and cafe, and facilitating interaction with them both before, during and after the time they spend with us.’

 

Customers will also be able to engage with an app, called Coffee Love, as well as a blog artofgreatcoffee.com.

The drive will be supported by an extensive in-store promotional campaign, encouraging customers to join Caffè Ritazza on Facebook. Interest will be spiked by games such as picture sliders, and competitions. These include a contest to photograph the customer’s favourite take-away coffee in the most exotic or quirky destination, as well as a number of competitions themed around the 2012 Olympic Games.

Stavast says that the programme will be the first of a number of similar initiatives across SSP. ‘We see this very much as a first step into the social media environment. We will be taking the learnings from this launch, and using it to develop closer relationships with our customers for all our brands.’

The programme is being launched in partnership with leading social media consultancy, Mighty Media Group.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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