Overview
Stubb's Bar-B-Q National Products consists of some of the best damn barbecue sauces, rubs and marinades you will ever taste. This is true. But the company had a real identity crisis. The company consists of the national products division, restaurant and concert amphitheater.
Problem Encountered
1. Create a unique image for Stubb's national barbecue products in the online environment that both separates their grocery store consumers, but brands the products as part of the legend of C.B. Stubblefield and its holdings.
2. Since Stubb's looks at barbecue as an "event" for friends and family to enjoy, create a Web presence that delivers that same feel.
3. Develop a strategy that makes these "grocery store" customers feel like they are part of the Stubb's legend by giving them lines of communication and input.
4. Carry the campaign over to a links and email campaign to reach out and grab new customers, thus introducing them and their weekly grocery money to Stubb's products.
Our Solution
1. Create a unique image for Stubb's national barbecue products in the online environment that both separates their grocery store consumers, but brands the products as part of the legend of C.B. Stubblefield and its holdings.
2. Since Stubb's looks at barbecue as an "event" for friends and family to enjoy, create a Web presence that delivers that same feel.
3. Develop a strategy that makes these "grocery store" customers feel like they are part of the Stubb's legend by giving them lines of communication and input.
4. Carry the campaign over to a links and email campaign to reach out and grab new customers, thus introducing them and their weekly grocery money to Stubb's products.
Results
In it's first 3 days online, www.ilovestubbs.com had more than 250 members join, nearly 10 submitted letters each day and received immediate feedback on their fan base about what was loved and not so loved about their product. (Mainly fans just wanted a free t-shirt if there was a complaint at all.)
Now, three years later, the club has more than 30,000 double opt-in email subscribers! There is no better measure to success!
The campaign has pulled in partner companies Shiner Brewery, Barbeques Galore, Electronic House Magazine and others for free giveaways to fans who join the site, creating an online environment to get great "free stuff" from Stubbs.
Most importantly, the membership has continued to grow and now Stubb's has a full email database to reach out to their consumers to offer great specials, promote their product and ask for feedback on how the company is doing.
Their branding and loyalty program is showing the corporate entity that Stubb's products have very loyal fans from Vancouver, BC to San Antonio, TX, to Stilton, UK. And each customer promises undying loyalty to this company that brought them in to the Stubb's culture by turning the cold environment known as the Web into an interactive place for the company and its customers to have a mutual "lovefest."
P.S. Sales have increased in 17 major markets/grocery store partners since the launch, attributed to members being introduced to products they may have previously been uncertain about, such as Rosemary-Ginger Spice Rub.
Related Links
I Love Stubbs
