Social Media: From Baking to Buckaroo – The Perfect Marketing Recipe
After spending more than three decades of his life in the retail baking industry, Rick Crawford knew the ins-and-outs of the business. However, after co-founding The RPIA Group, a select group of bakery companies who strive to redefine and elevate the retail baking industry, the ambitious and altruistic Crawford was itching to take his industry expertise a step further. As a result, Rick’s most recent brainchild brought him to Buckaroo Marketing | New Media.
The Challenge: Rick’s idea involved doing something unheard of in the close-knit, highly-competitive baking business, creating a first-of-its-kind event that would bring together the baking industry elite with up-and-coming bakers. The event would be called “The Business of Baking for Beginners” and it's goal was to provide novice bakers with key resources to help them avoid costly mistakes often made during the first few years of bakery ownership.
The Business of Baking Seminar (October 1 - 2, 2011) was strategically scheduled the weekend preceding the popular "All Things Baking Convention" (October 2 - 4, 2011) in Schaumburg, IL, a suburb of Chicago.
Buckaroo’s blend of partnership-driven, modern and measureable marketing style would serve to substantially propel the organization and continue its growth while simultaneously promoting the seminar.
Buckaroo Approach: Utilizing both traditional and new media tools, the Buckaroo team brought fresh new life to the RPIA Group’s visual appeal. Putting on their creative hats, Buckaroo refreshed the group’s logo with an updated look and used custom imagery to create an iconic illustration, aptly named “Baker Bob” (Shown in the graphic at right).
Crawford was wildly impressed by Buckaroo’s creative: “Wow, you knocked my socks off,” Crawford said.
But Buckaroo wasn’t done yet.
Buckaroo used a combination of online & offline communications, lead generation and partnership-driven services to create a fully-integrated and strategic approach from idea development and creation to event scheduling, execution and sales strategy.
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All of those tactics worked together to increase brand awareness, visibility and profitability. The social media campaign built excitement and engagement for 15 weeks before, during and 30 days after the seminar for both The RPIA Group and Business of Baking event.
“’Kicking it up a notch’ is more than just a slogan when working with Buckaroo. Their team knows how to effectively move a project down the road. Our positive experiences cannot be overstated. I am looking for the next opportunity to work with Buckaroo. The RPIA Group has a unique value position for its members and Deb helped us successfully communicate to the world through the tradeshow, print, e-newsletters, PR, logo design, branding, advertising, key messaging, social media and creative thought leadership. We did not get to use Buckaroo’s entire vast list of services, but what we did use was superior in quality, well executed and left an impact in the marketplace. Most importantly, it generated sales. You would be challenged to find a better partner. And yes, I did get my socks knocked off several times!”
Rick Crawford, CMB
President, The RPIA Group |
Partnership-Driven: Buckaroo showed the ultimate show of partnership, with regular client video conferences and business trips preceding the seminar; as well as a physical presence at the event and presentation by Buckaroo CEO, Deborah Daily on “Social Media Marketing: Starting Right.” To boot, Daily used her thought leadership and sales experience to guide the creation of a major, high-level concept, sales presentation that strategically partnered The RPIA Group and The California Raisin Marketing Board in order to facilitate a deeper relationship between the two as well as bring much needed support to Baking Instructors world-wide.
Bottom Line: The seminar welcomed 60 plus attendees from all over the world including; Nigeria, Mexico, Canada, Bermuda and the United States. In regards to overall event sales, The RPIA Group realized a 7,500 percent increase over past efforts.
Project Summary |
Online Services
Included:
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Creation of event specific website featuring consistent and action-driven messaging; |
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Online Facebook and LinkedIn advertising campaigns; |
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A three-part press release plan; |
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Social Media Campaign via Facebook, Twitter, and LinkedIn; and |
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Integrated e-mail marketing campaign to media and industry contacts. |
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| Offline Work Included: |
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Tradeshow banner stand and display signage; |
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Corresponding promotional printed items such as advertising slicks and postcards; |
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Event DVD package design and promotion; |
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Ad placement and design that appeared in the print edition of The Wall Street Journal and Bakers Exchange Magazine. |
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Vital Statistics: June 2011 through September 2011
Business of Baking Website:
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Total Visitors jumped from 273 to 5,566, more than doubling each month |
Twitter Followers:
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Increased from 28 to 1,589 during the four month period |
Facebook & LinkedIn:
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Advertisements generated 2.5 million impressions with more than 1200 clicks in August & September |
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Facebook: Likes more than doubled |
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LinkedIn: Contacts more than tripled |
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LinkedIn: Reach increased to more than 13,000 Individuals in national and global-related organizations |
Publicity Results:
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Buckaroo’s efforts to increase brand awareness also resulted in coverage in the August Edition of Baking Buyer Magazine, a major industry publication. |
Seminar/Event Results:
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Seminar Attendees: 60 plus from all over the world including: Nigeria, Mexico, Canada, Bermuda and the United States. |
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Event Sales: The RPIA Group realized a 7,500 percent increase over previous tradeshow efforts. |
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