15 Mar Smashin Crab’s 2023 Annual Case Study

About Smashin Crab in San Antonio, TX

Smashin Crab, an authentic Cajun Creole seafood eatery, debuted in August 2017 in Leon Valley. Swiftly expanding to two additional locales in burgeoning neighborhoods, Stone Oak and Alamo Ranch, Smashin Crab aimed to make a splash in San Antonio, TX. Renowned for its seafood boils, crispy fried baskets, and flavorful “dig in” dishes, Smashin Crab is celebrated for its use of fresh seafood seasoned with their signature Creole blend. For further details on Smashin Crab, please refer to their website and social media channels listed below.

Project

In January 2023, Smashin Crab enlisted the services of Embark Marketing to enhance its brand visibility and boost sales figures. After conducting a thorough analysis, we recommended a comprehensive marketing approach encompassing social media management, reputation management, meta advertising oversight, email marketing, public relations, and website upkeep. This case study will delve into the yearly achievements of Smashin Crab’s marketing strategy, spanning from January 2023 to December 2023.

Strategy

In revitalizing the brand’s social media presence, we acknowledged the importance of clearly defining its visual identity, voice, tone, and overall atmosphere. Accordingly, we prioritized the development of compelling and original content, utilizing professional photography and videography that aligns seamlessly with the brand’s established image. Moreover, we implemented a digital advertising strategy on Facebook and Instagram to enhance brand visibility and showcase special events.

Social Media Management

Strategy

To reshape the restaurant’s social media presence, Embark Marketing focused its efforts on two key platforms: Facebook and Instagram. This selection was deliberate, aiming to effectively engage the local audience in the Alamo City while simultaneously raising awareness among both regular patrons and tourists. A critical aspect of this effort involved defining the brand’s visual identity and distinctive voice. Central to this initiative was the creation of fresh and captivating content, achieved through organic/phone photography and videography. Additionally, a digital advertising strategy was deployed across all social media platforms. This strategic approach was crafted not only to enhance brand recognition but also to actively promote various events hosted by the restaurant.

Content Creation

In response to the evolving social media landscape and insights from internal research, Embark Marketing opted to utilize a blend of photo and video content that best showcases the ambiance and cuisine. Furthermore, the growth of the accounts was notably boosted by events organized and promos offered by Smashin Crab, such as their inaugural Twist & Pinch Festival, Mardi Gras Celebration, seasonal menu highlight Crawfish, and more.

Social Media

The San Antonio restaurant attracts a diverse clientele, encompassing both younger and older patrons. Embark Marketing’s primary goal was to elevate engagement and broaden the follower base across all social media platforms, catering to the varied audience of Smashin Crab.

INSTAGRAM

From January 2023 to December 2023, there was a remarkable surge in the number of Instagram followers, with an increase of 1,692 users, representing a staggering 3,928.6% growth compared to the previous year. The level of engagement witnessed a substantial rise as well, reaching 10,369, reflecting a notable 58.3% increase from the preceding year. Impressions also experienced significant growth, reaching 913,576, marking a substantial 101.2% increase from the previous year.

What does this mean? With the increase in followers on Instagram, evidence shows that the business continued to gain support from tourists & local patrons as we continued to provide engaging content with the increase in posting frequency. 

​​FACEBOOK

Over the past year, Smashin Crab’s Facebook page grew by 883 likes.What does this mean? The growth of followers on Instagram has played a pivotal role in Smashin Crab’s expansion, indicating loyalty from both existing and new patrons. Users actively engage with the regularly posted content, contributing to an overall enhancement in the business’s performance.

X (Formerly known as, Twitter) 

While we did not put a focus on X, we did organically post to the platform when posting to other platforms for SEO purposes. In the last year, Smashin Crab’s Twitter followers increased by 6 followers.  

TIKTOK

With the rise of TikTok’s popularity, it encouraged us to create an account for the brand. Embark Marketing posted frequently 1-2 times per week based on video content developed. Smashin Crab has increased in followers by 198 users with 2,983 likes. On average each video receives over 500 views. Below you can see which posts performed the best.

Reputation Management

In the food and beverage sector, it’s crucial for brands to uphold their digital visibility across review platforms like Yelp, Google for Business, and Facebook. Over 94% of diners engage in online research, consulting restaurant reviews before making their final dining choices, greatly impacting a brand’s SEO standing.

Spread across the Alamo City, Smashin Crab garners reviews on a daily basis. Embark Marketing actively engages with both positive and negative feedback in a timely manner, striving to maintain a positive online sentiment among customers. As of January 2024, the establishments hold a favorable reputation, boasting an average rating of 4.3 stars on Google, 4.1 stars on Yelp, and a 4.3 rating on Facebook.

Public Relations

Considering Smashin Crab’s objectives, we recognized that a localized public relations strategy presented an avenue to boost foot traffic to the New Orleans based hotspot, spotlight the restaurant’s events and promotions, and raise awareness of all their locations.

Smashin Crab aimed to draw patrons to their special events and promotions throughout the year. Together, we developed and implemented a variety of event campaigns, such as National Margarita Day, Mardi Gras Celebration, Lent Specials, All You Can Eat Crawfish Special, and more. For each event, we sent out press releases to local news media outlets across the San Antonio region, resulting in coverage in over 10+ articles and news segments featured in 4 publications.

 Email Marketing

In an effort to maintain strong connections with Smashin Crab’s current patrons and drive increased online ordering as well as in-store sales, Embark Marketing proposed the implementation of an email marketing strategy. Upon assessment, we discovered that the restaurant was utilizing the third-party email marketing platform MailChimp to gather emails through their website. Additionally, we noted that Smashin Crab was utilizing Toast POS, which has the capability to track the customer journey during their visits, capturing data such as email addresses, visit frequency, spending patterns, and more. With permission to access the client’s MailChimp and Toast POS system, we gained a deeper insight into their existing email database. Upon further investigation of each system, we found that the restaurant had amassed nearly 40,000 emails over the past seven years across all three locations.

Once the data was collected, we developed and executed an email marketing strategy, sending out monthly emails highlighting upcoming promotions, specials, and events. This approach enabled Smashin Crab to maintain lively engagement with interested customers, encouraging them to participate in restaurant activities and savor delicious cuisine.

Furthermore, we actively encouraged additional customers to join the email list through targeted social media campaigns and on-site initiatives. Throughout the implementation of this strategy, we observed significant growth in Smashin Crab’s email database. As a result, there was a noticeable increase in both subscriber count and in-store sales, generating over $37,094 solely from the email campaigns.

Website Maintenance

To support marketing efforts, each campaign was also included on the restaurant’s website with an emphasis on special events and promotions. A new page was built specifically to highlight menu items, specials, & LTOs with a call-to-action button on the homepage to view these points of interest. In addition, each of the campaigns was also featured on the restaurant’s scrolling banner on the homepage for further promotion. 

Additionally, press achievements were also posted on the website with backlinks to support SEO efforts & to provide additional clout to customers when choosing where to dine.

Conclusion

Embark Marketing produced great results for Smashin Crab during 2023, with a significant increase in the restaurant’s visibility in the public eye. Revenue for the brand has also increased significantly from the previous year & is projected to continue to grow.

Are you a restaurant owner looking to increase your brand awareness? Embark Marketing can help you achieve your marketing goals with our proven marketing strategies. Contact us today to see how we can help you grow your food & beverage business.