Mushroom And Beer Pairing Guide –
A Small Bite To Go With Your Favorite Pint!
The objective of Monterey Mushrooms’ Beer Pairing Guide promotion was to engage with foodservice and retail trade customers via a new tool, Hubspot, as well as educate shoppers in a manner that prompted fresh mushroom purchase.
For the PMA Convention in October 2016, the company sent emails via Hubspot to its key target list inviting them to visit the company’s booth for an exclusive tasting of Portabella Porter, with a further call to action asking customers to download sales collateral electronically. Visitors to the sales collateral page became part of the Hubspot retail database and were sent bottle openers to complement the beer pairing guide. Branded coasters were used as a customer giveaway in the booth during the show and a tool to drive contacts to the website and be captured in the database.
For shoppers, the guide was promoted through traditional media relations. In addition, the same information was sent to influential bloggers who had an interest in food and beer pairings. In addition, the guide was promoted through the company’s website and social media channels, including Facebook, Twitter, Instagram and Pinterest. Responses from consumers were also added to the database.
During the promotion period, Monterey Mushrooms had nearly 1,000 visitors to the promotion’s page, resulting in 110 new contacts. The combination of media outreach, online and social media outreach delivered more than 2 million consumer impressions. With Hubspot as a communication tool, Monterey Mushrooms continues to expand the size of its database, trade and consumer, so that it can further communicate mushroom marketing messages directly and efficiently.