YOY increase in sales
Purchases made Grand Opening Weekend
Leads collected from landing page
Overview
Winter Timber Outdoors has been Athens, Alabama’s premiere outdoor, hunting, and lifestyle store since 2020. But since the pandemic prevented them from having a grand opening in 2020, we threw one big Grand Opening Celebration in 2022 to commemorate both the store opening and their recently completed expansion.
There were just a couple obstacles: Winter Timber lacked an online presence, and they couldn’t advertise on social media due to their sale of firearms.
In this ever-evolving digital landscape, we knew we needed to get creative to spread the word about this big celebration.
Winter Timber Outdoors store exterior.
Our Approach
The four-day celebration included food trucks, live music, raffle prizes, and a ribbon cutting with the Athens-Limestone Chamber of Commerce.
We ran local radio ad spots to generate buzz, and Winter Timber owner Kenny Winter appeared on The Dale Jackson Show three times leading up to the event. Hosts of the show held a live broadcast on the first day of the celebration, interviewing Kenny and announcing the first raffle winners.
We designed print and digital ads for The News Courier, Athens’ local newspaper. The digital ads drove traffic to a landing page we set up for the event. The page featured a countdown to the celebration, all the brands included in the raffle, and an option to RSVP. Social media posts also directed people to the landing page.
We drove traffic to Winter Timber’s Facebook and Instagram with a gift card giveaway that required account follows. Additionally, real-time updates were posted on Facebook and Instagram Stories, and three live raffle drawings happened on Facebook over the weekend.
A short commercial we produced for Winter Timber Outdoors.
The Results
We collected 112 leads from the landing page, and 71 people RSVP’d via the Facebook event. Winners of the gift card giveaway came to the store to pick up their prize, which contributed to event foot traffic.
Almost 800 purchases were made that weekend (222 on the kickoff day alone) from 650 different customers. The four-day celebration marked Winter Timber’s best sales period to date and set them up for their best sales quarter in their three-and-a-half-year history. It made up 10% of their Q4 sales and more than 4% of their total sales in 2022. Year over year (YOY), Q4 sales increased 34%.
Winter Timber’s social media presence grew significantly thanks to the gift card giveaway and real-time Grand Opening updates, as well as more regular distribution and the introduction of more lifestyle-focused content.
Ribbon Cutting Ceremony. October 27, 2022.
