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Novilhos Brazilian Steakhouse cooks up cross promotions for Valentine’s Day marketing

Posted by: Diane Agostinello Diane Agostinello
on February 12, 2013
MARKETING CHOPS: Novilhos’ Valentine’s Day marketing approach has meat

MARKETING CHOPS: Novilhos’ Valentine’s Day marketing approach has meat

The marketing team at Novilhos Brazilian Steakhouse has an appetite for cross promotions this Valentine’s Day, and the approach is serving up short-tail and long-tail business benefits for the Kimco tenant. Not only are diners from around the Bellevue, Wash., area jumping to reserve tables for Feb. 14, but Novilhos is also building relationships with local businesses and customers through its efforts. Here’s some insight into how it’s working.

Everyone who books a reservation for Valentine’s Day is entered into Novilhos’ Getaway for a Day Giveaway. The hallmark of the campaign is the cross promotional piece. Several businesses near Novilhos’ location in our Marketplace at Factoria shopping center are giving their services as prizes.

Novilhos logoWe learned more campaign details when we talked to Elle Barksdale, Marketing Director for Novilhos. She told us how one of the challenges with marketing Novilhos on Valentine’s Day is that the restaurant lacks the typically romantic dining experience. It’s more energetic and exciting, aligning with the Brazilian steakhouse style.

ON THE SIDE: Valentine’s Day diners will have an extensive salad bar to choose from

ON THE SIDE: Valentine’s Day diners will have an extensive salad bar to choose from

Her creative challenge has been to make patrons think of Novilhos and its dining experience for their Valentine’s Day celebrations. The giveaway solution has worked well — as of the end of January, Elle said the restaurant already had 150 Valentine’s Day reservations.

Tune in to our podcast to hear more from Elle. Also keep an ear out for her advice on coordinating with local businesses on cross promotions. She mentions the importance of baking in ample time to source partners, why you should build relationships with them year-round, and more. Elle also sheds light on how she’s promoting the giveaway, including her focus on advertising across a variety of media — radio, Facebook, Google, Novilhos’ website, and Open Table.

FULL HOUSE: Novilhos expects a busy Valentine’s Day

FULL HOUSE: Novilhos expects a busy Valentine’s Day

  • 1:08 About Novilhos
  • 2:28 The importance of Valentine’s Day to Novilhos
  • 3:30 Details on Novilhos’ Valentine’s Day promotions
  • 4:52 How Elle decided to work with local businesses on Valentine’s Day cross promotions
  • 6:00 Elle’s advice for coordinating cross promotions
  • 7:58 Elle’s experience with Valentine’s Day promotions
  • 8:18 What Elle has learned the most about doing promotions around Valentine’s Day
  • 9:06 How customers are entering Novilhos’ giveaways
  • 9:49 How Elle is promoting Novilhos’ Valentine’s Day giveaways
  • 11:02 Update on customer response to Novilhos’ giveaways

You can also read the transcript.

We hope to check in with Elle after Valentine’s Day for an update on how everything went.


This has been an installment of StoreFront, an interview series with leaders of successful retail businesses. For more interviews, visit the StoreFront page. To learn how you can be featured, email us. We’d love to hear from you.

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