Tapping into enthusiasm for craft beer
Pat Lafferty’s dream was to open a specialty craft beer store, The Malt Shoppe. Faced with the challenge of organizing a successful business launch, Pat turned to Buzz Monkeys to set the strategy for the grand opening and to execute it.
The team generated awareness through a social media campaign centered around a “Great Growler Giveaway” promotion and created a community on The Malt Shoppe’s Facebook page with compelling content targeted toward beer lovers. Ads promoting the grand opening and Great Growler Giveaway received more than four times the national average for ad clicks, and the Facebook ad alone was viewed more than 65,000 times and shared more than 10,000 times. Awareness created through media relations landed more than 15 articles in local media outlets and a segment on FOX6 TV.
Buzz Monkey’s combined media and advertising push vaulted The Malt Shoppe’s Facebook likes from 200 to more than 1,000 over the course of three weeks. Pat’s grand opening was wildly successful, with more than 1,250 customers coming through the doors, 871 purchase transactions and nearly 1,000 branded giveaways.
“Most people look at PR as an expense. It’s not. It’s an investment in future gains. For three months I worked with Buzz Monkeys on a grand opening promotion that placed giveaways in the hands of qualified customers, many of whom I’m sure will be back again and again. Thank you Buzz Monkeys!”