Slabón Panamá
Slabón is a Panamanian franchise specializing in American cuisine with over 10 years of experience in the local market. The company comprises 8 branches in Panama and one branch in Bogotá, most of which are owned by franchisees. Their main dish is hamburgers created by their executive chef.
SUCCESS STORY SLABÓN
The Problem
Despite being a successful franchise with good profitability, Slabón received constant criticism through social media, with 90% of it associated with poor customer service and the brand’s inability to manage communication failures. Many of these issues were caused by a lack of organization and strategy in external communications.
In addition to communication failures, Slabón had a secondary problem. They only had one Instagram account as their main digital marketing channel because the website had significant flaws in web architecture, UX, and SEO, making it impossible for potential customers to view the menu or make a reservation.
Regarding social media management, Slabón had unattractive designs, copy clutter, and low-quality photographs. They also lacked a content strategy and efficient advertising management to increase reach with minimal investment.
In general, our challenge was to:
Improve the brand’s digital reputation
Restructure their digital marketing system
Diversify their digital communication platforms
Objectives
Our specific objectives were to:
Decrease negative comments on social media by 50% within 3 months.
Generate a positive engagement rate of over 2% on social media within 3 months.
Maintain an average of 1,000 monthly visitors to the website.
Achieve an average reach of 30,000 people per digital advertising piece over 3 months.
Specific objectives are those set jointly with our clients and are characterized by being numerical and time-bound. They are expressed in numbers (percentages, amounts, quantities) and time (2 weeks, 3 months, 1 year), which helps both parties understand exactly what needs to be achieved and in what timeframe.
Cindy López
Cindy López | CEO Mercadearte Global
SUCCESS STORY
What Did We Do to Achieve Our Goals
We developed a friendly editorial and graphic line that allowed potential consumers to understand the information quickly and easily.
Our audiovisual department developed a new photographic proposal to create desire for Slabón’s food.
We created a protocol for responding to and resolving complaints, which allowed us to change negative consumer perceptions to positive ones in 90% of cases.
We developed a customer service system to process and address positive and negative messages privately and publicly, making the audience feel heard and valued.
We established an efficient system for investing in advertising, which generated better results with lower investment.
We structured, designed, and programmed the business website, implementing a personalized reservation system to increase ROI.
We developed a new customer acquisition system to avoid over-reliance on Instagram.
We offered unlimited consultancy to Slabón members related to marketing, business, and PR.
We generated monthly performance reports with KPIs that helped Slabón measure the performance of the management.
SUCCESS STORY
The Results
95%
DECREASE IN NEGATIVE COMMENTS
We reduced negative comments and complaints on social media by 95% in less than 3 months.
+6%
SOCIAL MEDIA
Our actions generated over 6% engagement in less than 3 months.
1.800
VISITORS
We maintained an average of 1,800 monthly visitors to the website for over 6 months.
200.000
REACH
We achieved an average reach of 200,000 people per digital ad.
+15
DAILY WEB RESERVATIONS
We received over 15 daily reservations through the website for over 6 months.
SUCCESS STORY
Slabón's Feedback on Our Work
Andrea Mazzei
Marketing Director | Slabón Franchise
Mercadearte is a top-level agency with excellent customer service skills. It’s the first time we’ve felt so well attended and understood. They have provided us with structure as well as excellent marketing results. Personally, I greatly appreciate how willing they are to support us as a company. Without a doubt, working with them has been a great relief.”
