Using "Why I Grill" to Promote Your Business
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Using "Why I Grill" to Promote
Your Business
Eric Davis
Harvest PR
Join HPBA as we unveil our year-round #WhyIGrill social media communications
campaign and learn how to leverage this promotion to increase your sales and
customer awareness in 2019 and beyond. In this interactive session, we will present
details about the all-new #WhyIGrill industry promotion, featuring everyone from a
former NFL player, to celebrated pitmasters, to everyday grillers sharing
#WhyIGrill on social media, in the press, and online. Tell us why you grill, enter to
win prizes, and get tips and tricks for incorporating it into your marketing plan!
2019 HPBExpo Education
Sponsored by:
3/7/2019
Using “Why I Grill” to Promote Your
Business
March 13, 2019
Our Ongoing Goals
• Engage and educate on value of barbecues, accessories and the
backyard lifestyle.
• Create interest, conversations and relationships with consumers and
influencers. 2
• Inspire purchase, new uses and techniques.
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Our Recent Promotions
• Earned regional and national
coverage
• Enlisted known grilling influencers
and personalities
• Highly interactive with consumers on 3
social media
• Continued to grow the online
barbecue audience
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3/7/2019
BUT ONLINE AND IN MEDIA, THE COMPETITION FOR
ATTENTION IS GETTING STRONGER.
FOR 2019 AND BEYOND, WE SEEK TO MOVE BEYOND
MULTIPLE, TIME-CONSTRAINED PROMOTIONS TO AN
ONGOING, UNIFYING THEME TO WHICH ALL OUR
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CAMPAIGNS POINT.
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3/7/2019
A growing online community for everyone -
from retailers to manufactures and
salespeople to consumers - to share why
they grill. 7
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3/7/2019
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Available today at WhyIGrill.org/MemberKit
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Connecting to #WhyIGrill Throughout the Year
March
• #WhyIGrill confessionals at Expo
• Facebook Live with ambassador
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April
• #WhyIGrill – baseball edition
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3/7/2019
Connecting to #WhyIGrill Throughout the Year
May
• NBM: 31 Reasons to Grill Promotion
• Industry tips for first-time grill purchases
• Ambassador Instagram takeover 19
• Geo-fencing festivals
June
• Top reasons to grill for dad promotion
Connecting to #WhyIGrill Throughout the Year
July
• #WhyIGrill – Regional Edition
#WhyIGrill K.C. style, Detroit style, etc.
• Why We Grill Data Release 20
August/September
• WhyIGrill Breakfast promotion
Connecting to #WhyIGrill Throughout the Year
Fall/Winter
• #WhyIGrill for Thanksgiving
• #WhyIGrill in the Winter
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Ongoing Throughout Year
• Video contests
• Online quizzes
• Media outreach
• Thanksgiving and Winter Grilling
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3/7/2019
GROW YOUR BUSINESS
FIVE WAYS TO GROW YOUR AUDIENCE
WITH #WHYIGRILL
Engage on social: Ask your social followers to
post on their social feeds why they grill with the
#WhyIGrill hashtag.
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Download materials: Visit
WhyIGrill.org/MemberKit to download our retail
toolkit, which includes logos, graphics, signage,
sample posts, and more. 24
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3/7/2019
Promote ambassadors: Follow and share our
monthly celebrity grilling #WhyIGrill
“ambassadors.”
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Participate in happenings: Check out current
happenings on WhyIGrill.org for year-round
grilling fun.
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DIY: Leverage tools in the kit to create your own
campaigns.
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93/7/2019
Best Practices
YES
YES YES
• Capture moments
• Conversation starters • “Easy‐to‐retweet” and inspire
content
• Videos • Crisp, bright images
• Relevant hashtags
• Re-sharing popular and tags • Video (square!)
content from 3rd • Relevant hashtags
party sources • Short, conversational
tone • Paid Strategy
• Incentives
• Live posting NO
• Paid Strategy
NO • Blurry, dark,
NO inconsistent feed
• Too many hashtags
• Text only • No media • Too many “text”
images
• Overly promotional
content
How Can We Help?
• How can you use this information?
• What are we missing?
• What is best way to engage you and your
customers with this campaign?
• Questions?
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