Email open rates in your marketing strategy: Unreliable for automation
Discover why email open rates are unreliable for automation and learn how to effectively leverage other metrics to enhance your email marketing strategy.
How public relations and social media fueled
How public relations
and social media fueled
the launch of a new hard cider brand.
the launch of a new
hard cider brand.
When you’ve got big dreams for your brand without the big budget to get your plans off the ground, an audience engagement strategy can provide the spark you need for liftoff.
Clarksburg Cider, FARM’s sibling company, was entering the Western New York hard cider market. But without the budget for paid media communications at the initial launch, we had to find a low-cost, high-impact way to engage customers, generate excitement, and drive sales. Otherwise, Clarksburg would never find its footing within an already crowded hard cider market.
Agency services:
We began our earned media approach by developing a public relations plan designed to be executed in two parts. The first was to attract attention to the opening of Clarksburg’s production facility. Then, to continue our momentum, the second was to generate media coverage when Clarksburg’s on-site Tap Room opened.
Segmenting the story into key milestones allowed us to reach out to media at various times over a six-month period. This kept Clarksburg’s growing customer base excited and eager to sample the cider.
Our ongoing efforts included developing press materials, pitching media, and organizing facility tours for the press, key stakeholders, and public officials.
We began our organic social strategy by gaining an understanding of key audience preferences, so we could tailor content to various social platforms. Then, with a platform-specific hashtag strategy, coupled with targeted engagement tactics, we kept our content at the top of news feeds.
To compel our audience to stop their scroll, we developed creative themes and campaigns to highlight Clarksburg Cider’s key differentiators in a market where there are more beer drinkers than hard cider enthusiasts. And of those who know hard cider, many have only experienced the sweeter mainstream varieties—the opposite of Clarksburg’s more sophisticated line-up.
Our content highlighted Clarksburg’s inventive approach to hard-cider making, using cider as a canvas to experiment with various flavor profiles and techniques, including barrel aging and herb infusion. It featured engaging visuals, video, and trending reels. Just as important, we showcased the people behind the brand to help Clarksburg forge a more genuine connection with their customers.
Our PR efforts achieved:
That’s an earned media value exceeding $2,600,000.
That’s an earned media
value exceeding $2,600,000.
For social, we evaluated engagement based on followers during the launch and compared our results to both industry standards (according to Rival IQ) and engagement rates for three of our competitors. Here, we dwarfed the comparative stats on both Facebook and Instagram.
Do you have a great story to tell,
Do you have a great
story to tell, but
but your audience isn’t exactly
your audience isn’t
exactly perched on the
perched on the edge of their seats?
edge of their seats?
Stick with us and you
Stick with us and you may end up
may end up needing
extra chairs.
needing extra chairs.
Discover why email open rates are unreliable for automation and learn how to effectively leverage other metrics to enhance your email marketing strategy.
What’s in? Everything. What’s out? Nothing. From understanding the latest trends to staying updated on algorithms, we cover it all. Keep reading to find out how you can make your social media strategy ready and hot to go.
The 2024 eclipse sparked people all over the US to travel to the path of totality and then google why their eyes hurt. What else did we search? From eclipse glasses to Twilight Eclipse, the internet had a field day.
Discover why email open rates are unreliable for automation and learn how to effectively leverage other metrics to enhance your email marketing strategy.
What’s in? Everything. What’s out? Nothing. From understanding the latest trends to staying updated on algorithms, we cover it all. Keep reading to find out how you can make your social media strategy ready and hot to go.
The 2024 eclipse sparked people all over the US to travel to the path of totality and then google why their eyes hurt. What else did we search? From eclipse glasses to Twilight Eclipse, the internet had a field day.
Quality web form design is crucial for efficient data management in marketing. Clean data leads to accurate targeting, increased engagement, and customer trust. It also provides insights into consumer behavior, enabling real-time strategy adjustments. Creating web forms compatible with CRM systems is essential for transforming disorganized data into valuable information for decision-making and fostering long-term customer relationships.
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