DURAFLAME – COWBOY CHARCOAL & WESTERN BBQ, JACK DANIEL’S BBQ EVENTS
After establishing a solid partnership with our agency through its previous product-launch program, consisting of grilling demos at hardware and grocery stores across the west coast, Duraflame enlisted Mirus Promotions, Inc. to promote its family brands and subsidiaries. Cowboy Charcoal and Western BBQ, featuring Jack Daniel’s BBQ, were represented at various barbecuing events attended by thousands of their target customers.
Mirus Promotions, Inc. reached out to their experienced field market managers to direct the programs for each event. A virtual training was coordinated with the field managers and field teams to instill consistent brand messaging and safe grilling demonstrations. The market managers coordinated pick up and drop off of the tents, supplies and other marketing assets, in addition to shopping for grilling demos, and set up and tear down of the events.
Demos occurred at a total of five large events from August 2017 through October 2018: The Great American BBQ Festival and the Jack Daniel’s World Championship Invitational BBQ in Tennessee (both 2017 and 2018), the World Food BBQ Championships in Alabama, and the Turn-N-Burn BBQ Cook-off and Festival in Texas.
The field teams worked alongside the field managers to engage and educate customers at each of these events, providing giveaways and samples. The field managers maintained communication and collected timely metrics for Duraflame throughout the progress of the program.
Mirus Promotions, Inc.’s field teams successfully represented Duraflame’s portfolio brands, without any hitches or issues. Brand ambassadors engaged over 300 consumers at every event, with some events lasting up to three days. In total, about 2,100 consumer interactions were reported from these five events.
Post-event recap reports provided detailed summaries of each execution, sharing the highly favorable reviews and enthusiastic consumer reception to the featured products:
“The consumers were thrilled with the product we were sampling and displaying, and countless people asked us if they could buy the product on the spot.”
“I am confident that, had we been given actual product to sell, we would have been overwhelmingly successful with a large number of sales. The vast majority of people who stopped by the tent and sampled products loved them, and a large percentage of people asked if they could purchase onsite immediately.”
The incredible amount of awareness and excitement generated for Duraflame’s brand portfolio through consumer engagement contributed to an expanding loyal consumer base and increased follow-up sales.
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