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BEER N' ALL
DRIVE-THRU
MARGARITAS
Strategy, Paid Ad Management, Design, Consulting, Website Management, Content Marketing
Overview
Beer N’ All Drive-Thru Margaritas is a drive-through margarita and daiquiri spot with 3 locations across San Antonio.
Since 2018, I've served as their jack-of-all-trades marketing strategist, graphic designer, and paid ad manager, all wrapped into one.
Helping to establish the brand and transform it into the juggernaught and money-making machine it is today has been an amazing ride.
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Here's a quick overview of what I do for the client.
PAID AD MANAGEMENT
The core of our marketing strategy centers around social media ads displayed across Facebook and Instagram, used to fuel in-store traffic.
Below you'll find a snapshot of a typical month's ad structure and allocation within Facebook Ads Manager (a tool that allows ads to be managed on a granular level):
Paid ads focus on multiple objectives working in concert with each other, including generating awareness for the latest month's drink specials and menu, driving online orders, nurturing social page growth, and bolstering visibility for special promotions and events.
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Below is a deeper under-the-hood peek at the different metrics I look at daily - including ads' Shares, Comments, Reach, and Frequency. Displayed below are actual results from May 2023:
MONTHLY CAMPAIGNS - NEW MONTH, NEW DRINKS, EVERY MONTH
A big factor of what makes Beer N' All special is our monthly campaign efforts focused on Beer N' All's brand new margaritas for the month, paired with a themed menu. An array of promotions and events provides additional support for the month.
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In collaboration with the head of Beer N' All's operations, I spearhead the monthly campaigns, deliberating on the margaritas to be featured for the month, their names, what the menu should look like and include, as well as what exciting events and promotions we should run.
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Menus are designed to match a theme and be true attention grabbers and cherished take-home mementos for customers:
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Every square-inch of the menu is strategically designed to not only boost sales but also to ensure readability and enhance overall brand perception in the eyes of customers.
In addition to its physical distribution to each and every customer who stops by Beer N' All over the course of a month, menus are heavily promoted online on social media and our website.
From an individual drink standpoint, each featured margarita for the month is pushed on social media and strategically boosted to generate shares, engagement, and hype:
Through use of strategic targeting, posts consistently garner significant engagement. For example, the posts above received 78 comments and 267 shares and 751 comments and 1,100 shares, respectively. This level of performance is the norm and not the exception.
I also push out the month's Events and Promos, with the goal of creating scroll-stopping, impactful visuals. Each of these posts are strategically boosted to gain maximum visibility and in-store traffic:
In addition, each of the designs I make for the featured margaritas, events, and promos are printed on 16x22 coroplast signs and displayed strategically inside stores to attract eyeballs and upsells.
All monthly graphics are also posted on Beer N All's main website, along with a custom-built landing page.
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In order to capture Beer N All's overall atmosphere and in-store vibe, I conduct yearly photoshoots of the famous "Beer N' All Girls." These photoshoots provide a wealth of content that I can then package into content across social media and online.
I take great pride in ensuring photos are professional, vibrant, and attention-grabbing.
OFFLINE MARKETING AND DESIGN
I'm also responsible for all offline marketing activities, including the brainstorming and execution of any and all campaign ideas, and the creation of all collateral, including handouts, point-of-sales signs, merch, and outdoor signage.
Jeep Wrap:
Outdoor marketing signage:
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Merchandise:
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Miscellaenous collateral:
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DELIVERY MANAGEMENT
In 2022 I launched Beer N' All on all delivery apps. In just a short period, delivery has grown into a tour de force for the business, accounting for 10 percent of sales.
I'm responsible for owning all things delivery, including ensuring all menu items are uploaded, drink photos are high-quality, and prices are up-to-date. I also manage Beer N' All's marketing and promotions within each delivery services' platforms.
Beer N' All is truly an amazing client and constantly pushes me to learn and grow.
What's makes it really special is that we're always trying new tactics. For example, we're now experimenting with event marketing and getting our name out locally on a grassroots level.
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Interested in receiving this caliber of marketing support? Schedule a Free Consultation with me where I'll do a deep dive into your business and craft a marketing plan forward for you.