case study: the oyster bed

CASE STUDY: THE OYSTER BED
BACKGROUND:
The Oyster Bed is a product created by two Louisiana brothers in an effort to provide
professional chefs, at home grillers, tailgaters and seafood lovers a unique method for
cooking oysters and other dishes. The Oyster Bed also meets a great need for helping
to conserve our quickly disappearing coastlines. The Waller brothers contacted 5 Stones
Media to develop a marketing strategy to launch their product via Kickstarter.
PROBLEM:
The Oyster Bed is a new company without any online presence, customers or history. Our
goal was to successfully launch their business with a comprehensive online marketing
strategy.
see our solu tions nex t
www.5StonesMedia.com | 985.662.8419 | [email protected]
OUR SOLUTION:
Our team of social media managers, graphic designers and email marketers developed
an elaborate online strategy utilizing social media sites Facebook, Pinterest, Instagram &
Twitter as well as press releases and email marketing.
Our first step was a lengthy discovery meeting with the Waller brothers to discuss and
review their research, history and goals. From there our team furthered the research done
by Adam & Tommy Waller, created a list of social media campaigns, designed graphics to
match the campaigns, and implemented these via specifically designed messages crafted to
reach a specific audience.
Our core messages targeted the following audiences:
•
Professional chefs
•
Kickstarter repeat backers
•
Seafood lovers
•
Home chefs/tailgaters/cooking
•
Oyster lovers
•
Oyster fishermen
•
The seafood industry (primarily
enthusiasts
•
Veterans (since Tommy Waller is a
veteran)
Gulf coast but then reaching out to
•
Coastal Conservationists
coastal communities nationwide)
•
Food bloggers
From there we crafted specific messaging that was then shared via social media
sites and email marketing. Email marketing and social media examples are
being provided. Our social media campaigns were focused around the following
categories:
•
•
•
•
Meet the Waller brothers
Tommy, the Veteran
Adam, the Physical Therapist
How they came up with the idea?
• Interesting oyster facts
• Surprising coastal erosion facts
• Recipes for using The Oyster Bed
•
•
•
•
Backer Products
Countdown
Goal updates
Benefits of pre-shucking
• Local events
• Join our mailing list
the results a re in!
www.5StonesMedia.com | 985.662.8419 | [email protected]
THE RESULTS:
The Oyster Bed Kickstarter program reached 158% of
its goal. With a goal of $50,000 the marketing efforts
of 5 Stones Media’s campaigns helped The Oyster Bed
earn $79,118 with 510 backers averaging $155 each.
The Oyster Bed’s social media platforms launched just
two short weeks prior to the Kickstarter program. It
grew over the course of one weekend to nearly 1,000
likes on their Facebook page, which was the primary
focus of all of the social media platforms.
Individual platforms were utilized for specific
audiences. After segmenting email lists, we
discovered the best open and click-through rates
allowing us to better understand our audience
and therefore know when to schedule the email
campaigns.
The Oyster Bed’s average open rate is 35% with an
average click through rate of 25%. With Constant
Contact, we were able to send traffic to their
email list sign up through Facebook and after the
Kickstarter it has been installed on their website to
allow for website visitors to sign up for future email
promotions.
To date, The Oyster Bed business is booming. They have contracted with some
highly reputable vendors to sell and manufacture their product. Sales are good and
the company, while still very new, is growing dramatically.
The Waller brothers have exceeded their goal and are very happy about the future
of their company!
www.5StonesMedia.com | 985.662.8419 | [email protected]