from the Facebook group to the store

Born on Facebook in a student delirium, the French Federation of the aperitif is now a flourishing small business. Because she has been able to create a real community by communicating on social networks.

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It all started on Facebook. In 2006, three students created there “for fun” a group named French aperitif federation. The famous social network is still in its infancy, and they acquire 250,000 followers in a few months. “It was very easy, at the time, to have large groups, remembers one of the three founders, Quentin Chapuis. Today, it’s more complicated … but still possible. “

Proof of this is that almost ten years later, the three friends decide to resuscitate this community. In august 2015, they revive the Facebook group – which had been deleted in the meantime – with the plan to use it to federate a community upstream of the opening of a store. And in April 2016, when they inaugurated the first local of the FFA (the small name of the French aperitif federation), they have 7,000 followers – some of whom will quickly push the doors.

And, above all, they benefit from a large press coverage, which they did not however seek. “It was spontaneous, because people were following us on the networks.”, confirms Quentin Chapuis. In a week, the page changes to 15,000 subscribers. Which are now more than 127,000. At the same time, turnover is growing by 30% per year. While 75% of turnover comes from sales in stores (two in Paris, and a very recent opening in Lille), online sales contribute 15%.

A e-commerce that responds to a different demand: while in-store customers are looking for something to compose their aperitif evening, Internet users prefer gift boxes, delivered throughout France. As for the remaining 10% of turnover, they result from deliveries to individuals and businesses, launched upon opening. “It worked very well from the start, testifies Quentin Chapuis. Just by word of mouth, because at each event, we reach 30 to 40 people. “

Private (and free) media

On Facebook, the FFA publishes content that goes beyond store news or product news. “You have to use networks like real media, because by being really creative, and spending a little time there, it allows you to develop your notoriety at a lower cost, advocates Quentin Chapuis. And it is a real axis of differentiation. “

The three partners thus seize all the subjects to turn them under the angle “aperitif”. For example, they conducted an interview with the chef at the Élysée Palace in order to question him about aperitifs of presidents ! “You have to try to find your editorial line, the story you want to tell, deduce the content to publish, and adapt the content according to the platforms, because each has a different audience.”, advises Quentin Chapuis.

Because, if Facebook remains the main axis of communication of the FFA, it does not abandon other social networks. The company is notably present on Instagram, where it has 17,400 subscribers. “It’s a much more visual medium, with a more urban audience, and therefore a good complement to Facebook.”, underlines Quentin Chapuis. Finally, according to him, a key factor of success also lies in the regularity of publications: “Once a day, or every two to three days. Underneath that, it’s no use.” Your keyboards !