Category Archives: Business

A Smashing Success: PR Case Study

For the past year and a half, several of us at Riggs Partners have immersed ourselves in the “better burger” fast casual segment of the restaurant industry. Through our work with two separate franchise owners, we’ve helped to open the first three South Carolina locations of Smashburger, one of the fastest growing restaurant chains in the nation. Smashburger’s corporate office in Denver places a strong emphasis on public relations with limited paid advertising supplementing the marketing effort.

Smashburger grand openings follow a formula established by their corporate marketing team. This tried and true plan has guided the company through more than 240 store openings in the US and several international markets. Our grand openings include four private events before the public opening: a “Friends and Family” preview event for the franchisees’ closest friends, associates and vendors; a media event for the “ceremonial first smash” with a local celebrity; a VIP event for local dignitaries; and an “Eat and Tweet” for local food bloggers and online influencers.

For each store opening, Smashburger’s franchise owners have partnered with a local charitable organization in their respective markets. In Columbia, the partner is Big Brothers Big Sisters of Greater Columbia. In Charleston, the partner is the Medical University of South Carolina (MUSC) Children’s Hospital Fund. Our clients don’t just want to write a check; they want to have a long-term, ongoing relationship with these organizations that make a meaningful impact on the lives of children. For each of the first store openings in the Columbia and Charleston markets, the respective franchise owners agreed to donate $1 per Smashburger or Smashchicken sandwich sold during their grand opening month to their charitable partner, with a minimum commitment of $5,000.

One traditional component of a Smashburger grand opening is the “celebrity smasher.” For both Columbia and Charleston, the charitable angle opened the door to a wonderful tie-in for the celebrity smashers. In Columbia, we invited two pairs of “Bigs” and “Littles” with Big Brothers Big Sisters to be our smashers. A Big Brother/Little Brother pair and a Big Sister/Little Sister pair served as our smashers, which was the first time that children had served as celebrity smashers at any Smashburger. In Charleston, we invited a 13 year-old girl with a very rare disease who has been treated at MUSC throughout her life. She smashed burgers alongside the Mayor of Summerville, who just so happened to have worked as a short order cook one summer as a teenager. It was fun to see them in the kitchen smashing the store’s first official burgers together.

Hayden, age 13, smashes the Summerville store's first burger.

Hayden, age 13, smashes the Summerville store’s first burger as her mother Cindy looks on.

Each of the grand openings has been a “smashing” success with terrific media coverage and a smoothly executed series of events that brought hundreds of guests through each store during their preview events. The two Columbia stores combined have raised more than $10,000 for Big Brothers Big Sisters, while the Summerville store raised $8,147 for MUSC Children’s Hospital as a result of the overwhelming sales in its first month.

"Bigs" and "Littles" from Big Brothers Big Sisters of Greater Columbia teamed up to smash the Irmo store's first official burgers.

“Bigs” and “Littles” from Big Brothers Big Sisters of Greater Columbia teamed up to smash the Irmo store’s first official burgers.

Some of the lessons we’ve learned during these retail grand openings include:

  • Practice makes perfect. Have a “dress rehearsal” to iron out the kinks beforehand.
  • Get local. Find a charitable partner or some other community tie-in.
  • Focus on quality over quantity. Packing hundreds of guests into the restaurant may build curiosity from the outside, but we’d prefer that guests enjoy a leisurely paced meal and an overall great experience.
  • Make it fun. Be sure that guests aren’t just treated to free food, but also enjoy a festive atmosphere. We’ve hired balloon artists, ordered fun promotional items and given out coupons for repeat visits.
  • Build ambassadors. By pulling back the curtain into the store’s menu and operations, we’ve secured a great deal of goodwill for the restaurant and its owners.
  • Evaluate. Always take time to do a “post mortem” meeting during which you discuss what worked, what didn’t and how you can improve next time.

While Riggs Partners has developed a strong reputation through the years for our work in the nonprofit sector, we find just as much reward when we work with business owners who have a deeper sense of purpose – something that motivates them to develop and deliver upon a mission that may or may not be obvious to their customers. The next time you bite into that burger or slurp that shake, keep in mind that you just might be helping someone in need.

A Little Reassurance

The fear of regret is a powerful driver of indecision.

As such, marketing ends up spending a large portion of its time at the entryways to brand funnels, asking would-be passers-through to keep focused on potential up-sides instead of potential down-sides.

But the fear of regret continues well past the end of the funnel. “Did I really make the right choice?” With all the noise, opinions, opportunities, and options, it’s easy for consumers to doubt, and easier still for them to switch.

So, smart brands are finding ways to keep in touch. It can be anything. Most often, the more personal and permanent, the better.

The Bathroom Minutes - A Dollar Shave Club Production

 

 

 

 

 

 

 

Simply Brilliant: theSkimm

With so much information flying around, it pays to communicate clearly and simply—whatever your forum. For my money, nobody does it better than theSkimm.

Founded by NBC staffers Carly Zakin and Danielle Weisberg, theSkimm is a daily e-digest of the world’s most important news stories, offered in bite-size, easy-to-digest chunks. The subscription base is largely “busy women who want to keep up on current events and cocktail party conversation but who are short on time,” although I suspect a broad male readership exists.

Here is how theSkimm covered the situation in Ukraine today:

Sign up for theSkimm here. Or at a minimum, let theSkimm’s straightforward writing style inspire your next piece of communication.

Your customers will thank you.

Why Marketing? In one sentence.

Friends ask me. Businesses ask me. Pastors ask me. Aspiring undergrads ask me. And certainly, I’ve asked myself — why marketing?

In response, I used to spill out an unconvincing variety of half-baked sentiments which regularly required too many compound sentences, too much industry speak, and far too many occurrences of the word “brand.” Looking back now, I assume this was mostly just missing forest for trees.

Luckily, earlier this year, The Personal MBA by Josh Kaufman afforded me a new, holistic framework for my thoughts in the form of a keep-it-simple definition for business. According to Josh, a business is a repeatable process that:

1) Creates something of value

2) That other people want or need

3) At a price they’re willing to pay

4) And delivers it in a way that satisfies expectations

5) While generating enough profit to make repeating the process worthwhile

Upon reading this, I recognized that all my scattered ideas of marketing, which had previously floated about unintelligibly, were settling quickly and comfortably into the space between elements 1 and 2.

What’s more, as my newfound marketing clarity emerged, I noticed it held together nicely when applied to the context of non-profit, personal, or any other type of marketing.

So, why marketing? (Here it comes…)

Marketing creates a connection between things of great value and the entities that will value them greatly. 

Riggs Partners’ work published in Print magazine

We’re pleased to have work selected for Print magazine’s 2013 Regional Design Annual. The annual is the only comprehensive survey of outstanding design throughout the United States. Now in its 32nd year, Print’s Regional Design Annual is seen by tens of thousands of creative professionals, among the largest such audience in the country.

The work featured is the 2011 Annual Report for Palmetto GBA, a subsidiary of BlueCross BlueShield of South Carolina. Palmetto GBA provides technical, administrative and contact center services to the federal government (Centers of Medicare and Medicaid Services). The book has a blind embossed short cover, colorful infographics and custom die cuts and illustrations for the fold-out case studies.