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INTEGRATE CASE STUDIES

Goode Company BBQ

Goal: Integrate Public Relations was brought in to help Goode Company BBQ, an established restaurant that has been serving the greater Houston area for more than 34 years and sending their BBQ and pies around the globe for the past 25 years, better establish a Texas lifestyle brand and be seen as an overall “BBQ authority” throughout the nation.

Strategy: In order to establish the brand with a small marketing budget, we decided to utilize online communications; we tasked ourselves with strengthening audience engagement through social media channels to position the new owner, Levi Goode, and Goode Company as a knowledgeable expert in the industry, enhancing national brand awareness through blogs and blogger engagement, increasing traffic to the online store, and establishing their Brazos Bottom Pecan Pie as a top 2011 holiday gift item.

We created an extensive social media plan that included monitoring of the top restaurant review websites, daily postings on seven Facebook accounts, and engagement via Twitter. Our plan was to increase overall engagement with their current audience, as well as gain the attention of those unfamiliar with Goode Company.

In addition to increasing audience engagement via online mediums, Integrate Public Relations also created an extensive blogger outreach program. This program was put in place to increase brand awareness of one of Goode Company’s signature items, the Brazos Bottom Pecan Pie. Both local and national bloggers were targeted, and were encouraged to review the pie with an unbiased opinion.

To increase holiday traffic and take advantage of holiday shipping, we launched a 12-hour Cyber Monday promotion. The integratePR team and Goode Company sales team worked together all day to provide unique discount codes each hour on the hour – ranging from free items with purchase, to 30% off pies, to discounted BBQ tools – only available to exclusive Goode Company Insiders and Facebook fans.

Results: IntegratePR grew Goode Company’s Facebook fan base by 147% in Q4 2011, increasing the client’s loyal fan base, as well as providing them with a means to better communicate with their audience.

As of January 1, 2012, more than 80% of dissatisfied customers who wrote reviews on various sites returned to the restaurant as a result of our online engagement and customer relations.

Integrate Public Relations secured 18 write-ups between September and November of 2011 – from local and national bloggers with impressive monthly reach at 130 million unique visitors. We have also seen an influx in bloggers wanting to taste the pecan pie for themselves, and in turn, visit the website and order one for themselves.

Leading up to the 12-hour Cyber Monday promotion, The Wall Street Journal recognized Goode Company’s Brazos Bottom Pecan Pie as a foodie’s “Ultimate mail-order edible.” In just two hours, 146 pecan pies were sold and enough buzz was garnered from the Cyber Monday promotion that online traffic skyrocketed and sales nearly doubled from the year prior.