THE BACONER
Sharing Hand-Crafted Goods with a
Sold-Out Product Launch.
Overview
San Francisco's The Baconer had a sizzling product, but needed a marketing partner to guide them through a successful new product launch.
This product launch strategy resulted in:
Their social media activity brought traffic to their website:
Background
The Baconer, or the "original bacon slingers", was started by Camilo and Elisa, a husband and wife duo based in Oakland, California. They've refined their recipes to create the best bacon available, and were successfully selling their products at a number of Bay Area farmers markets and online. (We've tried it and can attest to its level of perfection.)
Working with Forward Push is the Best!
"Working with Forward Push is the best! Marc is a goldmine of knowledge
and expertise when it comes to marketing a growing business. His fantastic
team is fast and responsive to my specific needs, and Marc has incredibly
creative ideas that help us leverage our existing audience as well as build
new ones in ways we had never thought of before."
Camilo Velasquez
Founder, The Baconer
Our Solution
Make Followers Feel Like They're in the Kitchen
Content Strategy
We held content strategy meetings with Camilo and Elisa to prioritize channels and content in preparation for a product launch. While the ideal solution would be a comprehensive strategy, we helped find the best channels based on their customer personas as well as the right types of content that could be created before the launch.
This gave Camilo and Elisa the foundation they needed to propel The Baconer’s marketing strategy forward.
Email Marketing
Our email marketing efforts supported the launch by reaching their current email list. These newsletters teased the same details as on social, customized for the necessities of email marketing. As a part of a product-focused marketing strategy, we saw positive growth throughout the launch period.
Paid Media
We used a specific type of Facebook Ads for The Baconer’s launch. These lead generating ads re-optimized every three days for best results. We also began driving traffic to their website for retargeting. This strategy supported both the launch and ensuing company growth.
Results
Selling Out Product Through Social Media
Camilo and Elisa were expecting single-digit viewers in the single digits during their Instagram Live. Instead, they engaged with over 100 viewers. Their product sold out, they thrived through their new marketing strategy, and the business grew. It’s a bacon-filled happily ever after.
Social Media
By helping The Baconer team determine which outlets were best for their brand, they could focus on doing a few well instead of trying to do it all with limited resources. This included working with them to create a week-long teaser campaign that culminated in an Instagram Live on launch day. This Instagram Live included sharing product demos and recipes while engaging with viewers.