How Jersey Mike’s engages Facebook fans without giveaways, coupons or freebies

Rather than obtaining Facebook “empty likes” with coupons, the sandwich chain opted this summer for a charity campaign and a look at its own history.

“Since we aren’t doing a lot of discounting or freebies, and we still see a high level of interaction on the page, we feel like we have a strong following from true fans,” he says.

What Jersey Mike’s, which has amassed more than 76,000 “likes,” did instead was run two big campaigns on its Facebook page this summer. One campaign, Christmas in July, aimed to raise money for wreath-laying ceremonies at Arlington National Cemetery. The other, Throwback Summer, took fans through a history of the company.

Both spurred a lot of engagement, Hope says.

Christmas in July

Peter Cancro, Jersey Mike’s CEO and founder, is a big fan of the charity Wreaths Across America, and had the original idea for the Christmas in July campaign, Hope says. This year was the company’s third.

“The timing is largely due to necessity,” he says. “Summer is a key fundraising time, as the money raised will help WAA lay more than 225,000 wreaths, one for every fallen hero’s headstone, at Arlington National Cemetery on National Wreaths Across America Day, Saturday, Dec. 15, 2012.”

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