Situated in the small beach town of Stevensville, Maryland is a family-owned catering company called The Smokehouse Grill. This small but mighty catering company serves up savory BBQ dishes, upscale hors d'oeuvres, and fresh seafood platters at weddings, birthdays, and corporate events.
However, The Smokehouse Grill found that its customer base was limited to the small region surrounding it. They needed to get the word out to people across the Maryland, Delaware, and Washington D.C. areas. But following the old method of handing out flyers + putting up ads in the phone book wasn’t going to cut it. That’s where we came in with a full social media plan to help spread brand awareness + increase bookings.
In an effort to direct our efforts toward the correct audience, we began with an in-depth marketing audit. After gaining a better understanding of the Smokehouse Grill’s digital presence, we implemented a strategy designed to reach their largest market: Chesapeake area brides.
To engage this audience, we launched an ecosystem of digital marketing strategies, including organic + paid social media management, email marketing, content marketing, and website management.
Pinterest, which has a user base of 71% women, was a primary target in our marketing strategy. By pinning eye-catching + informative posts on this lucrative platform, we garnered interest from hundreds of potential Smokehouse customers around the area. We also kept Smokehouse’s 2700+ email subscribers updated on the latest news + event planning advice with our monthly email newsletter. Chesapeake area brides and their loved ones—in addition to Smokehouse Grill’s past clients—could look forward to blog posts about wedding and event planning, menu building, and event recaps of some of Smokehouse Grill’s greatest weddings.
The results? Since 2018, Responsival has helped the Smokehouse Grill drive 1.7 million impressions and tripled social media engagement. Additionally, our social media efforts have driven more than 12,000 clicks to the Smokehouse Grill’s website—a 1,184% increase over time. Together, these efforts have garnered 1400+ online contact form submissions requesting Smokehouse’s catering services.
“I can honestly say that I was very hesitant at first, but after seeing the results we haven’t looked back and wish we had [started working with Responsival] sooner. Even when COVID-19 hit and we were completely shut down by government mandate, we knew that this budget had to remain so people knew we were still here since we couldn’t post any live work. Best decision ever!”
Steven Holden, The Smokehouse Grill LLC, Owner + Founder