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Store: Maurer's Market IGA
Location: Wisconsin Dells, Wisconsin and Janesville, Wisconsin (now open in Columbus, Wisconsin)
Owners: Jeff and Kristie Maurer
Store Specs: 20,000 sq. ft.
Meat Department Specs: 2,500 sq. ft. (deli is 1,500 sq. ft.)
In an effort to establish positive brand awareness as we moved into a third market, we used a social media campaign to draw the community to our Ribfest events at our first two locations.
Over the course of the summer, we held seven Ribfest events at two store locations to increase store foot traffic and sell ribs. The Ribfest event featured $10 full racks of ribs freshly barbecued, and we offered free delivery on purchases of 10 racks or more.
We saw remarkable results on Facebook by spending a total of $100 to boost our Ribfest Facebook events this summer, including:
800+ likes and shares
In addition to the Facebook posts and ads, we integrated our Ribfest promotional campaign across multiple marketing channels including weekly eblasts, text messages, and our weekly inserts. We held each event in the parking lot under a bright orange canopy with several banners hanging nearby. We also used POP to promote the event inside the store.
We grossed over $22,000 in rib sales this summer. We also reaped the benefit of the residual shopping traffic—especially for deli sides like potato salad, cole slaw, etc.—and we saw an estimated $5,000 in additional inside sales due to the increased traffic.
We believe branded message consistency and uniform graphics were key in positive brand association and customer recall. Our customers are looking forward to next summer’s Ribfest and we are looking forward to introducing the event to our new Columbus store community.
WHY IT WORKS
For Our Shoppers
For Our Store
We spent $100 total in $5 to $30 increments over the course of the summer to boost Facebook events and posts the week before each weekend event. For that investment, we received over 100 responses, over 800 likes and shares, and over 13,000 impressions.
The cost of the branded materials was minimal since we leveraged the services from our suppliers, SuperValu and Lipari. We pay a small fee to use what they have already created.