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CASE STUDIES

SendsterSocial login screen

Brains

"All of our staff are very busy and SendsterSocial is simple enough for pub staff to use regularly during busy shifts, and flexible enough for area managers to use via their smartphones whilst on the move. Add to this that Sendster takes input from customers when designing and prioritising new features, and it became clear that their solution was the best choice for Brains."

Dan Johnson
Digital Marketing Executive
Brains

How we helped Brains achieve a huge increase
in engagement

Introduction

Brewed at The Cardiff Brewery, Brains' award-winning beers are now widely available throughout Britain. You can find the Brains name above the door of over 200 pubs, bars and hotels across Wales and the West of England, offering fantastic cask ales and quality food. And if you are looking for somewhere to stay, entertain or celebrate, many Brains pubs now offer bedrooms and function rooms.

The challenge

When Brains brought all of their digital activity in-house, they decided that a priority was to take advantage of the growth of social media to give their venues an edge over local competitors. With over 115 venues to manage, venue Facebook Twitter and Tripadvisor profiles were being established and managed on an ad hoc basis by venue staff. A tool was needed to manage this complex situation and to help realise the potential of social media for every venue.

The solution

Following a thorough evaluation of the social media management systems available, Brains selected the SendsterSocial product from Feed It Back.

With SendsterSocial, Brains' marketing team benefits from full visibility of the social marketing schedule across individual retail outlets or by various business segments, and is able to measure the success of their social campaigns. HQ marketing staff, area managers and nominated social media champions are able to monitor all social activities and suggest content for outlets to post to help them optimise interaction with their locals, whilst ensuring messaging is on brand.

SendsterSocial helps Brains' venue staff to manage social network communications with customers, thereby building relationships and extending awareness of their venues locally. SendsterSocial enables Brains to keep abreast of customer activity, measure the success of their posts and calculate the likely success of scheduled posts.

The results

At the start of our project, Brains had 16 venues on Facebook and 5 on Twitter. As a result, their reach on those social networks was low and there was a huge opportunity to increase awareness. Posting frequency and response to third party posts on Facebook, Twitter and Tripadvisor was erratic in some cases and non existent in others.

Brains now have 119 venues on Facebook and 99 on Twitter.

Facebook fans have increased by more than 1,200% from 6,377 to 77,978

Twitter followers have increased by more than 3,400% from 2,263 to 79,058

Social media activity is now built into the HQ Marketing plan. Posting frequency now averages 31 per venue across both Facebook and Twitter.

Most importantly, there has been a huge increase in engagement between venues and their fans, leading to far more awareness amongst their fans' and followers' connections. Their reach on Facebook has grown from almost nothing to an average of 721 per venue per month.

Hall & Woodhouse

Hall & Woodhouse

"We wanted a digital presence on the web, we wanted it integrated with the social networks and we wanted to publish materials very easily. We didn’t want to run Facebook pages for every single house. Our trial with Sendster showed that it worked in practice."

Adam Thomas
Head of Commercials
Hall & Woodhouse

How we added 2% to annual like-for-like turnover for the Hall & Woodhouse group

Introduction

Hall and Woodhouse has been producing Real Ale since 1777. The brewery has a growing pub estate with over 250 tenanted and managed public houses across the South of England. Each Hall & Woodhouse house offers a unique, welcoming and friendly experience and the brewer wanted to extend this local ethos to its web presence, while also tapping into the growing importance of social media as a marketing tool.

The challenge

The challenge was two-fold: how to manage the cost and resources required to create dedicated websites for every outlet; and how to maintain a consistent brand experience and tone of voice while maintaining a local flavour across its digital presence.

The solution

The brewer found the solution to its challenge in the form of Sendster, the only purpose-built platform for pub groups that gives every outlet an individual website linked to Facebook, while offering centralised control of content. Following a successful trial, Hall and Woodhouse is rolling out the platform to all 57 of its managed pubs.

"Sendster allows us to give individual pubs their own website, helping to grow their local fan base and reach thousands of new customers online through Facebook Search and Like recommendations. Customers can discover and recommend venues to their friends via Facebook, while we retain control over each of the sites, ensuring brand guidelines are maintained. It is a win win solution that is helping to tap into social media to increase the value of our local marketing activity." said Adam Thomas, Head of Commercials.

The results

One year on from the successful roll out of Sendster LocalSites across their entire managed estate, Hall & Woodhouse are delighted with the results.

"The Sendster team provide a first class service which has resulted in astonishing growth of our estate online" says Marketing Manager, James Kirkham.

"Within one year of deployment, our analysis shows that 2% of sales growth is directly attributable to the online marketing activity that we carried out with Sendster" adds Hall & Woodhouse’s Retail Director, David Hoare.