Case Studies

Coffeehouse

The owners wanted to grow their early morning breakfast traffic. They were seeing good business mid-morning on, but knew they could increase sales of higher margin items by increasing their early morning, on-the-way-to-work traffic. BVM’s Strategy: A recent study showed restaurant customers who had “fanned” the restaurant’s Facebook page frequented the restaurant 20% more than the non-fan customer. We focused on strategically growing their existing Facebook fan base and scheduling status updates with a focus on morning specials and getting to know the staff. We also adjusted the copy and call-to-action on other coffee house advertising already contracted (local print advertising, online e-Coupons, coupon-kiosk) to coordinate with the focus on morning specials. Next Steps: The coffee house has ‘claimed’ their location on Foursquare and Facebook Places and will be initiating check-in specials and deals, rewarding early morning customers. QR Codes have been created and are being printed on “morning special” coupons to be given out, guerrilla marketing style, on a local college campus. QR Codes will also be included on new print ads.

Salon & Day Spa

The owners wanted to increase their skin care business by adding a new ‘skin care for men’ line of services. They needed to create awareness of their new line of skin care services while also building a new male client-base. BVM’s Strategy: With a limited budget, we proposed an integrated guerrilla marketing and social media marketing approach, with a splash of “male skin care expert” branding thrown in. The adage that it’s much more costly to win new clients than to sell more to existing clients is true so our first step was to develop exclusive offers for existing clients to share with the men in their lives. A similar, ‘exclusive’ offer was created only for male Facebook fans (or female fans to share with their favorite male). Facebook ads were run, well targeted, focusing on the exclusive special and encouraging “Liking” the fan page. Facebook status updates, including photos and blog-like Facebook “notes”, were consistently posted and focused around male skin care. A key spa esthetician was promoted as an expert on ‘male skin care’ via Facebook posts and a separate blog / article campaign targeting related blogs, Tweets and online publications. Next Steps: Foursquare and Facebook Places ‘deals’are being developed to reward check-ins at the spa. Additional geo-social network ‘partner’ deals are in development to offer male skin care specials for certain check-ins at a local athletic store.

Marina

A local marina had seen a decline in business across all revenue lines in recent years. The economic downturn was considered to be the biggest contributor and the owners wanted to review their marketing and sales efforts and make incremental improvements where possible. BVM’s Strategy: The marina’s key profit centers are repairs and sales. Winter storage and summer slip / mooring rentals are feeder services for the repairs and brokerage business. We advised a two-prong review: First, review how existing clients and new clients find and access information about the marina’s ‘feeder’ services. This included what information, inquiries, forms are available online; website usability; search engine rankings; etc. Second, review the internal referral process and external sales processes for winning higher-margin repair contracts and boat listings. This included looking at how marina personnel serving ‘storage and slip’ clients are able to promote the marina’s repair services, how they communicate these referral opportunities to the marina repair manager and how the repair manager follows up (or not) on these opportunities. Next Steps: Optimize the marina’s website for mobile and smart phone searches; SEO for ‘seasonal’ search results; automate online access to storage, commissioning, decommissioning, slip and/or mooring rental forms and begin content marketing effort (articles, speaking, PR) to build marina brand as Northern New England expert in large yacht electronics repair and refit.

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