101 Concepts is an Atlanta-based entrepreneurial restaurant group whose culinary ambitions are summarized in their slogan, “Creating good food one restaurant at a time.” The group’s marketing team uses the Meltwater platform for print and social media monitoring, media outreach, brand awareness, and events.
When Claire Pace took over the Marketing for 101 Concepts she was tasked to increase overall brand recognition for all 9 of the company’s Atlanta based restaurants. After just 2 weeks on the job, she realized their media outreach platform would not produce the results she needed.
Identifying viable contacts for outreach was time-consuming and unproductive, resulting in few media pitches or new relationships with local media contacts. The team was also in the dark on whom was picking up their releases and how long journalists were engaging with their pitches, if at all.
Pace recalls, “The challenge was navigating the Cision application. It's not easy on the eyes or intuitive. Finding new and relevant journalists for our brands was a difficult process.”
“The first thing I noticed about Meltwater was how user-friendly and easy to navigate it is. I could see journalists by beat, but also by articles they’ve written that were specific to what I wanted to pitch. That’s what encouraged me to switch. Now we have over 40% pickup compared to this time last year.”Claire Pace Director of Marketing, 101 Concepts
With Meltwater, 101 Concepts easily identifies local and national media outlets for amplifying their marketing messages. By sending personalized pitches directly from the platform, Pace and her team are able to gauge the interest level of recipients and follow up immediately. Their approach has resulted in multiple placements, including two high profile publications, one in Atlanta Journal Constitution’s influential Dining Section and the other in Creative Loafing Atlanta, which featured Steak 101 in their top 5 things to do in Atlanta.
“Getting placements in blogs and outlets that our younger demographic reads and trusts for guidance is huge,” Pace says. “Meltwater has helped us get feature stories in exactly the right publications.”
Beyond outreach, the team can now monitor news and social media in real time, as well as build competitor comparisons per restaurant and demographic. The easy-to-use dashboards automatically provide ROI per campaign or pitch. Now, even the company’s owners occasionally log in, eager to personally share news updates with individual restaurants.
“Before Meltwater, we didn’t have a good sense of our brand’s performance. Now, I have owners wanting to see what’s happening, asking how much we grew this month versus last, and seeking my advice on how to grow our brand even more—that’s when I can say I’m proud that I made the choice to switch services.”
Identify and engage with relevant, influential media
Monitor social and news mentions in real time
Use in-depth reporting to analyze and increase brand awareness
“I love being able to search for journalists, personalize my pitch, and then see how long they read the content we’re sending them. I have journalists who read it every single time, who I think of as loyal readers. Meltwater has made it very easy to form relationships because I can tell who's actually interested.” – Claire Pace, Director of Marketing
“I always monitor who talks about us, whether positive or negative, so I can better understand and communicate with our target demographic. A lot of content I post on Instagram and Facebook comes from what I monitor in Meltwater. I’ll share a customer’s tweet and give them a shout-out. Engaging through user-generated content helps us show we care about our customers’ opinions.” – Claire Pace, Director of Marketing
“Meltwater lets me create dashboards that show a competing restaurant’s media success or mishap over a given period of time. By reviewing the results of our direct competitors, I see how they approached a big event or campaign, and I strive to equal or surpass that success with my next launch. Having everything in one place is great for benchmarking and goal setting.” – Claire Pace, Director of Marketing
Meltwater’s monitoring and outreach tools allow you to see your brand’s “big picture”, personalize engagement with journalists and customers, and set goals for surpassing the competition.