It all started with a simple conversation between the leadership of Fraco Concrete Inc. and the Bennett Media Group marketing team regarding marketing the new showroom location for Fraco on US 41 in Marquette. Ten days before the scheduled grand opening event, a partnership began with one goal: to drive traffic to the event and let the community know about this beautiful new showroom.
As any marketer knows, 10 days to develop an effective campaign is a mountain sized challenge. Creative brainstorming to establish a “stand out” concept can take a tremendous amount of time. The beautiful thing though about living in today’s social and digital world, is that we can launch, adjust, change directions and place ourselves right in the middle of an entire network of people in a fraction of the time it would take to create a buzz in traditional marketing.
Fraco Concrete had started by creating a giveaway. On June 5th, the staff posted photos of two different style outdoor firepits. By June 12th, the post had received a handful of likes, comments and shares. The Fraco Concrete Facebook page at this point had around 250 likes and followers.
The challenge? To create a buzz around the giveaway, help them reach 1,000 likes in approximately 10 days and drive foot traffic to the grand opening event. That was the short-term goal. We can talk about the long term goals in a later post, but today’s topic is about the speed of execution and the results of living in a “now” society.
The solution? We created a duel social media campaign that ran simultaneously. Our brilliant Social Media Manager, Shanna, developed two campaigns to promote the giveaway and to promote the grand opening event. Knowing where, when and who to promote to is a skill that can only be developed through time and experience.
The results? Well, the great news for everyone who participated in the giveaway is that Fraco Concrete was so thankful for the support, they decided to give away BOTH fire pits! Yes, we reached over 1,067 likes, over 1,000 shares on their post, resulting in an increase in potential customers seeing their brand by 420%! That doesn’t include the people who saw the post, but didn’t take action.
The grand opening event which was held over two days was a huge success. ccording to Missy Bengry, Office Manager for Fraco, their expectations were exceeded and they were extremely happy with their results.
“We didn’t really know where to start or how to get the word out. Our Facebook campaigns were amazing! Early estimations show we served between 300 and 500 people at our grand opening, and were able to speak to numerous home owners about their upcoming projects. We couldn’t have done it without you!” ~ Missy
What does this mean long term? By continuing to combine traditional media with social media campaigns Fraco Concrete can count on a continued increase in brand familiarity, and continued success in top of mind awareness keeping them a part of the conversation for future customers.-Jodi