How does a newer brand engage consumers in an established market?
By using social media to engage their customers and become a part of their daily life.
Who: Phoenix Bat Company
Location: Columbus, Ohio
Industry: Baseball Product Manufacturing
Phoenix Bats makes professional-quality wood baseball and softball bats for players at all levels of play including major league baseball. Over the past few years, they have struggled to find cost-effective marketing strategies they could employ to build brand awareness in a niche market and compete effectively with larger, more established brands.
Adept began with our proprietary social media research and analysis to identify areas of opportunity for effective engagement of consumers through social media. We identified the most appropriate technologies and developed an independent strategy for engaging consumers within each platform.
We identified Facebook, Twitter and YouTube as the best platforms for finding current and potential Phoenix Bats customers.
• Created a branded profile where Phoenix Bats provides interesting commentary on current events in baseball, highlights specific products and pushes out Twitter follower-only promotions on a semi-regular basis.
• To reach new customers who do not currently know about Phoenix Bats, created a strategy that would encourage followers to publicly post messages to Phoenix Bats displaying our profile address in their profiles for all their followers to see.
• Developed a business profile page where we post product videos and engage fans in conversations about current events in baseball.
• To engage new sports enthusiasts, we utilize Facebook ads, encouraging sports enthusiasts to fan Phoenix Bats for a chance to win free baseball gear.
Created a branded Phoenix Bats channel on YouTube where we host all of our videos and embed them throughout all other social media properties.
The results have been truly amazing. The average dollar value of a visitor to the Phoenix Bats site from Facebook and Twitter is 110% greater than a natural search engine visitor. This means that our social media strategy is reaching the ideal target market, driving highly qualified traffic to Phoenix Bats and generating incremental sales for the company.