15 Jun Hugman’s Oasis Annual Case Study
Hugman’s Oasis, situated along the Riverwalk in downtown San Antonio, is a genuine tiki bar offering a menu of cocktails based on rum and delectable bites inspired by the islands. This establishment possesses a distinctive charm that is uncommon in Texas; just stepping through its entrance transports you to the South Pacific, immersing you in a lively realm of tropical drinks and l’aus. The tiki bar itself was crafted by the globally acclaimed tiki bar designer, Bamboo Ben, renowned for transforming numerous bars into tropical paradises. For additional details about Hugman’s, please visit their website and explore the provided social media links.
Hugman’s Oasis
135 E Commerce Street
San Antonio, TX 78205
(210) 441-7225
https://www.hugmansoasissatx.com
Facebook, Instagram, Twitter, TikTok
Project
In the early months of 2022, Hugman’s Oasis enlisted the services of Embark Marketing to enhance overall brand awareness and boost sales through social media channels. Situated in a bustling tourist hub in downtown San Antonio, the majority of the establishment’s patrons were transient visitors. While this demographic contributed to the business, the owner expressed a desire to also attract local residents.
To address this challenge, Embark Marketing formulated a comprehensive social media strategy, encompassing unique content creation utilizing both photography and videography. We took charge of social media management across Facebook, Twitter, Instagram, and TikTok, alongside overseeing social media ad campaigns on Facebook and Instagram. Recognizing the impact of reviews on SEO and customer acquisition, we also assumed responsibility for managing reviews on Google and Yelp.
As the relationship progressed, we identified additional opportunities and, although not initially included in the retainer, we deemed certain elements of public relations crucial for the client’s success. Consequently, we extended our services to include press release distribution as part of their ongoing social media contract. This multifaceted approach has been instrumental in maintaining and enhancing Hugman’s Oasis’ online presence and reputation.
Social Media Management
Strategy
To rejuvenate the brand’s social media presence, Embark Marketing directed its attention to two key platforms: Facebook and Instagram. Recognizing the significance of these platforms in reaching the restaurant industry’s target audience, our aim was to generate compelling content through professional photography and videography that would resonate with our desired demographic. Complementing this approach, we implemented a digital advertising strategy across all social media platforms to draw both local residents and tourists to The Esquire Tavern.
Content Creation
In managing Hugman’s Oasis social media, we recognized the significance of aligning the digital presence with the brand’s visual aesthetics, voice, tone, and ambiance found within the tiki bar. Therefore, we prioritized the creation of fresh, compelling content, utilizing professional photography and videography that remained faithful to the distinctive identity of the brand.
Operating within a monthly content creation budget of $300, we delivered the following outputs: 30 high-quality photos and ten vertical reels lasting 30 seconds or less, each accompanied by music for use across all platforms. Our photography sessions incorporated a balanced mix of food, drinks, and ambiance, aiming to craft a visually dynamic representation of the brand’s essence for social media. When it came to audio in our videos, we drew inspiration from the bar’s tiki Spotify playlist, aiming to replicate the in-house sound. The objective was to establish a cohesive connection between the online experience for guests and the atmosphere they encountered when physically visiting the bar.
Our Instagram posting strategy prioritized quality over quantity, with a targeted frequency of 3-4 posts per week on optimal days and times, determined through our analysis using Sprout Social analytics tools. Each post was meticulously planned to highlight the brand’s unique selling points, including its authentic tiki design, distinctive tropical cocktails, island-inspired bites, and special events.
Social Media
Our social media strategy for Facebook, Instagram, and Twitter prioritized quality by adhering to a posting frequency of 3-4 times per week, strategically scheduled on optimal days and times determined through Sprout Social analytics tools. Each post was meticulously planned to highlight the brand’s unique selling points, including its authentic tiki design, distinctive tropical cocktails, island-inspired bites, and special events.
For Facebook and Instagram, we maintained a daily presence in stories, recognizing the user preference for quick information on daily and weekly updates in that format. Additionally, in response to the rising popularity of TikTok as a visual platform, we embraced this medium by posting 1-2 times per week when featuring video content.
Over the past year, Instagram followers increased by 4,873 users which is an increase of 47.9% from the previous year. In addition, its Instagram engagements increased by 27,263 from the year prior by .08%.
What does this mean? Increasing followers & engagements helps with overall marketing by being able to expose your content to a targeted audience. It validates that the posts are being seen, it shows loyalty to the business, and it can show the improvement of the business.
Over the past year, Hugman’s Facebook pages grew by 1,217 likes.
What does this mean? Boosting followers and engagements contributes significantly to overall marketing efforts by allowing your content to reach a targeted audience. This not only validates that your posts are being viewed but also demonstrates loyalty to the business. Additionally, it serves as an indicator of the business’s improvement over time.
Over the past year, Twitter’s engagements increased by 411 and impressions by 9,658.
TIKTOK
Following the surge of TikTok popularity and consistent posting, Hugman’s Oasis observed a growth in followers, gaining 183 new users and accumulating 1,274 likes. On average, each video garnered over 400-500 views. Below, you can review the posts that exhibited the highest performance.
Reputation Management
Within the food and beverage industry, it is crucial to uphold a brand’s online reputation by actively managing reviews on platforms like Yelp, Google for Business, and Facebook. This is particularly significant as 94% of diners conduct online research on a restaurant’s reviews before deciding to visit. Moreover, it plays a pivotal role in influencing a brand’s SEO score.
As a popular dining destination catering to both tourists and locals, Hugman’s Oasis consistently garners reviews on various platforms almost every day. Embark Marketing proactively engages with both positive and negative reviews promptly, aiming to uphold a positive customer sentiment online. In the year 2023, the establishment concluded with a commendable 4.1-star rating on Facebook, a 4.2-star rating on Yelp, and a 4.2 rating on Google.
Public Relations
Although public relations services were not specifically covered by Hugman’s Oasis’s retainer contract, there were occasions when we recognized the need for a public relations initiative. In such cases, we offered this service as a means to enhance brand awareness and generate additional backlinks to boost SEO.
In December 2023, Hugman’s Oasis marked a milestone by hosting the prestigious Sippin’ Santa Pop Up for the first time in San Antonio. The tiki bar underwent a transformation into a tropical Christmas paradise, complete with distinctive decor and a specialty craft cocktail menu inspired by the holiday season. Embark Marketing took the lead in orchestrating a press release campaign for the event, yielding numerous articles, news segments, and drawing visits from both local and traveling social media influencers.
In total, Hugman’s Oasis achieved 15 press articles across 8 media outlets in 2023.
Conclusion
Our efforts with Hugman’s Oasis resulted in increased revenue & awareness on both the local & regional levels for the Riverwalk Tiki Bar. Want to see what Embark Marketing can do for your restaurant or bar? Contact us today at 210-365-7635 for a free consultation.