Rather than budgeting for large TV buys, Redfellas is working almost exclusively on using social media for low cost marketing and advertising. Specifically, the Swedish salad and smoothie chain is looking to expand its footprint on Instagram and Facebook with local store pages.
Online reviews can make or break a business in the tourism industry, which is one of the reasons why Kai Kanani Sailing Charters is pulling out all the stops to drive a higher volume of reviews on third-party websites like Yelp, Facebook, and TripAdvisor..
In addition to increasing sales with added take-out and mobile ordering options, supervisor William Lee is also hoping that on-demand delivery will help to organically bolster Tom N Toms’s presence on social media and mobile channels.
Community support is essential for any local organization, and particularly for non-profits like Keshet Dance Company, which relies on partnerships and sponsorships to fund its socially-driven programming for at-risk youth.
Social media plays an integral role in most local merchants’ marketing strategies, but Oilerie’s Lori Hackman says business owners have to do more than just post occasionally on Facebook or Twitter to get people engaged and motivated to come into their stores.
Kim Glover, A. Dodson’s director of marketing, says that Facebook, Instagram, Twitter, and Pinterest make up the core of the retailer’s online marketing program — however the company is “always ready to evolve” with its customers as new platforms gain in popularity and usage.
Taylor’s Do it Center is never going to be able to compete with corporate heavyweights like Home Depot and Lowe’s. But the company is hoping to turn its locally owned status into an asset, rather than a liability, by partnering with other small businesses and educating consumers on the benefits of buying local.
Never underestimate the power of social media. That’s a lesson that Capital City Cheesecake co-owner Meaghan Murphy learned the hard way while trying to get her Maryland-based bakery/café up and running in 2010. She thought word of mouth alone would be enough to build a sustainable business.
For Philz Coffee, a “third-wave” coffee chain with a focus on drip coffee, customer service has become a differentiating factor. For more than three years, Philz has been working with hyperlocal vendor OwnerListens to collect valuable feedback from customers.
“Our goal is to concentrate on how we can engage better through mobile and video — quality content that people want to engage with is the measuring stick,” says Jordan Roorda. “It’s a complete change with how ‘success’ is measured, it’s like giving a thoughtful present, not a gift card.”
Customer acquisition has never been a problem for the team at fashion consignment retailer 2nd Time Around. But generating the type of data that’s necessary to get a complete picture of customers had been a challenge, according to CEO Kristin Kohler Burrows.
“We know that our local retailers are the best way to engage and influence consumers,” says Frank Hwang, Timberland’s senior manager for digital and paid media. The company works with local retailers to provide product storytelling and brand lifestyle content for their digital and social media channels.
At his family-owned used car dealership, Anthony Curran works as a salesman and also handles marketing. He says a recent campaign with Facebook had a lot of success: “In the first week we had over 80,000 people reached. Since then, everyone has been mentioning seeing us on Facebook.”
In today’s competitive landscape, digital marketing firms are honing their sales pitches and investing in innovative new technologies to stand out from the pack. But when Don Fuller’s Appliance Repair co-owner Lisa Fuller evaluates a vendor, she looks at something that’s harder to quantify — sincerity.
This case study looks at how New York City’s Paola’s Restaurant worked OpenTable, Yext, email and Yelp to boost walk-ins and traffic. Which tools were most effective and which weren’t worth the expense?
As the digital marketing manager for Christine Waller Photography, a small photography business based in Chicago, Illinois, Conor Keenan uses many sources of traffic to generate leads. His monthly search budget runs between $250 and $500, depending on the services he’s focusing on that month.
At Treat Cupcake Bar, Sarah Waters’ responsibilities run the gamut from online and offline marketing and social media management, to event organization and employee development. Of all her responsibilities, it’s online marketing that creates some of her biggest challenges.
Despite recent successes with mobile advertising, Herminio Gomes of Sharp Cleaning estimates he currently spends just 4% of his marketing budget on digital channels. The rest is divided between direct mailers, newspaper ads, flyers, and commissions.
Like many local merchants, Heather Zidell has seen the number of customers finding her business through Yelp climb over the years. She decided to take the leap into paid advertising on the platform as a way to ensure that her bakery was being listed ahead of competitors.