Branding, General Marketing, Interactive Development, iPad App Development, Promotions
Web Re-build-Overhaul / SEO Program
RE Dining is a cornerstone client for whom we have handled ALL marketing since 2010. Our relationship started with a complete overhaul of their Interactive strategy, which included the redevelopment of both websites: West End Grille & Nantucket Seafood. The previous sites lacked a "wow” factor, and even more importantly, they were not built to SEO/SEM standards—to drive content and user experience, and to target both consumers AND search engine spiders. The Showcase solution was a content and key-word rich, fully optimized site for both flagship brands and an overall content repurposing strategy coordinating social media, daily offers targeting consumers, and industry awards integration.
Prior to the relationship, the company’s lack of money spent on Search Engine Marketing kept them buried on pages10+ on all 3 major search engines. Within 90 days of our launch of the new sites, we moved the brands to page 1 on all 3 search engines for 35 of the top 45 key word searches critical to their success, with several moving them into top 3 in their category. That was just the beginning. Our redesigned/repurposed sites delivered a HUGE increase over the next 12 months at reservations booked online from visitors coming directly from search engines. What’s more, we were able to drastically reduce bounce rates for them, as visitors to the site tripled their time spent on site.
Rick Erwin’s Dining: Native Wine App
More recently, Showcase Marketing delivered an innovative and native application Wine App which launched January 1, 2012. Unlike the common, cookie-cutter wine apps in use at high-end restaurants around the country, Rick Erwin’s Wine App is a custom-designed, iPad application built specifically for the Rick Erwin's family of restaurants and its dining guests. Servers at West End Grille and Nantucket Seafood have multiple iPads available for guests to access the Wine App from their table. The App offers numerous attractive features and options for guests: search options through nearly 500 bottles of wine in an easy-to-use way; ability to view wine specials, top sellers, wines by the glass, bar features, beers and more; sorting by a host of categories including price, varietal, year, etc. Each wine or drink selection offers a detail page that displays the full drink name, pictures of the label and bottle, tasting and pairing notes, plus top national wine rankings, including Wine Spectator, Wine Enthusiast, Robert Parker, and more.
The Rick Erwin's Wine App even goes further to connect its brand with restaurant guests by integrating Facebook Connect into the application. This allows guests to post wine selections to their social media wall via Facebook. If that weren’t enough, the App also takes advantage of the iPad's built-in camera to allow guests to take pictures of their party (friends, family, co-workers) and post it securely to Facebook with a custom message. This feature alone is a first for South Carolina restaurants, and one of the first for national wine apps in general.
The Result: As of now, year-to-date, wine sales are 22% over sales from last year over the same time period. This exceeded their expectations.
To learn more about Rick Erwin's, visit www.rickerwins.com