Managed Marketing Services Impacts Sales for a 14% Increase year-over-year
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Why does this matter?
Sure, we’re talking about chicken wings.
But, if you think making a B2B decision is tough, think about what it's like just trying to figure out what everyone wants for dinner.
Buying decisions are emotional. People want to feel that they're getting something better. And they want it to be simple.
This is how our Managed Marketing Services approach to the chicken wing business is even more effective for impacting today’s B2B consumer.
Why does this matter?
Sure, we’re talking about chicken wings.
But, if you think making a B2B decision is tough, think about what it's like just trying to figure out what everyone wants for dinner.
Buying decisions are emotional. People want to feel that they're getting something better. And they want it to be simple.
This is how our Managed Marketing Services approach to the chicken wing business is even more effective for impacting today’s B2B consumer.
The Challenge
The lack of a centralized, structured marketing approach created a host of challenges at every level. Broca needed to start from the street level and create flexible marketing initiatives to brand nationally but sell locally.
The Solution
Managed Marketing Services including a complete top down overhaul of marketing nationally and locally. We created and executed a strategy to maximize economies of scale to go big, go bold, and level up.
The Results
14% Sales Increase
Following years of negative growth, Broca drove total chain sales to a 14% year over year increase.
Up to 23% Sales Increase
Individual year over year store sales. All stores saw sales improvement.
100% Marketing Attribution
National and individual store gains achieved without price increases or new locations to skew numbers.
2000+ New Contacts
Doubled chainwide customer marketing database through marketing & promotion.
What was the process?
Our leadership was hands on from day one. We immediately got to work meeting and speaking with key owners across the chain, and stakeholders at corporate headquarters. Learned their stories, business models, what worked and hasn’t worked, what their biggest challenges were, and got to know them as people and entrepreneurs. Then we spent time in locations watching the customer experience, seeing the operations, where there were deviations from the franchise playbook that were costing stores business.
What we uncovered wasn’t all that surprising:
Minimal brand awareness for most locations.
2 years of declining sales chainwide and store by store.
Lack of corporate marketing presence gave stores perception of being ‘mom & pop’.
Slow economy and competition from other chains moving into the market.
The owners were in a panic, especially since it was their money on the table, their one shot at success. Every dollar mattered.
Monkey see, monkey do marketing. Owners with limited marketing expertise were losing customer credibility by copying the same low level tactics as the local competition.
Lack of structured coordination between owners and corporate, and friction between older and newer owners.
William "The Fridge" Perry
What did we do?
We started with a complete corporate marketing strategy that extended out to micro strategies for each location. The plan created a ‘bigger’ corporate brand conveying amazing food, consistent amazing customer experience, and the ideal that a franchise has better quality food than one-off mom & pop shops. Then we plugged in the advertising, content, collateral, support, and tools to the local owners for local level implementation.
Major Strategy Components Included:
01Updated branding, corporate identity, and created corporate tagline
02Created branded website & collateral templates for local owners
03Provided local marketing strategies and playbooks for store owners
04Developed corporate supported loyalty program
05Secured NFL legend William ‘The Fridge’ Perry as company spokesperson
06Consistent corporate advertising at local levels including email, digital and traditional tactics
07Local broadcast advertising with NFL and NCAA teams for high value brand placement
08Created key sales period campaigns around major sporting events including NFL and NCAA football, Super Bowl, holidays, etc.
09Implemented national NCAA Tournament contest & campaign to win a trip for 2 to the Final Four. Included sweepstakes execution, prize fulfillment, and marketing support pre, during, and post event.
10Frequent store visits across all WTG markets by leadership to ensure proper execution at the store level and see first hand the improved customer experience
What does it take to be a success story? Get a quote and see for yourself.