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Case study:
primo ceramic grills

the only ceramic grill made in the usa

primo ceramic grills

BACKGROUND

When I came on board as marketing director for Primo, they had distributors in the US and Europe with their respective dealer networks. Their marketing elements consisted of an outdated website, forum, and a base set of print materials. The ownership did not want to sell directly online, so the focus was on the dealer network.

After performing an audit, the marketing strategy focused on four segments: distributors, dealers, affinity partners, and consumers. Each required different types of support, with some overlap in the marketing elements. The first step was to change the name from Primo Grills & Smokers to Primo Ceramic Grills because it more accurately described the product.

My support person Alex was responsible for developing our online presence by creating a new website, building content for the social media channels, and an email marketing strategy. I was responsible for developing and implementing the marketing strategy, deepening our business relationships, customer support, and creative direction—the latter involved graphic design, photography, and copywriting.

Our duties overlapped in asset management, social media moderation, and sales support.

I discovered that two of the essential functions of understanding the buyer persona were reading and responding to emails from the website and comments at our experiential events.

I took ownership of the incoming comments on our website by reading and responding to over 5,000 emails from potential and existing customers. Product knowledge, product improvement, and development were the main obstacles to creating conversions. National events at Barrett Jackson Car Auctions, NASCAR, and partnering with Jack Daniel’s were valuable venues to converse with our audience and demonstrate the products.

Grill thermometer

In the end, it was not about the products but the experience, the ritual of cooking over a fire, the satisfaction of making exceptional food, and enjoying it with others.
This realization inspired the tagline, “When it’s all about the food, it has to be Primo.”

RESULT
  • Stemmed -33% sales decline and increased revenue 14% yearly.
  • Increased Facebook following 866% and Twitter following 1300%.
  • Delivered a 3,600% increase of Instagram followers.

Additional brand awareness came from cross-promotions with other national brands and seasonal promotions.

As a two-person team with a set of influencers and vendors, we accomplished an astonishing amount of work. Others have pointed out that two people couldn’t develop, manage, and create the amount of content that came about, but it is true.

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