Product Launch: Website, Video, PR, and Social Media
Situation
SpotMenus by BrandMuscle was created at the peak of the COVID-19 pandemic in early 2020, when restaurants needed a QR code and digital menu management platform to comply with capacity restrictions and reduce high-touch surfaces. The brand required a product launch strategy that would drive sign-ups and increase market share quickly.
Challenge
The launch necessitated reaching out to various demographics amidst an unprecedented period fraught with business challenges. Spotmenus catered to a diverse audience encompassing suppliers, distributors, franchises, independent restaurants, groceries, liquor stores, and end consumers, necessitating a multifaceted messaging approach. Engaging people's interest proved challenging amidst the backdrop of polarized attitudes towards dining out, compounded by intense competition in the market.
Result
The launch involved creating a website optimized for non-branded search terms like “QR code menu,” producing a sizzle reel for supplier sales reps to use to pitch restaurants, and generating brand awareness through social media and strategic media placements. At its peak, SpotMenus generated 500 new location sign-ups per week.
PR
500+
new locations signed up
per week in 2020
SEO
USAGE
10M+
digital menus served every
30 days in 2020
5M+
earned media impressions
SIGN-UPS
6
participating beverage
alcohol distributors
WEBSITE
1,700+
keywords acquired
SIGN-UPS
150+
pages of content created
Sizzle reel
A punchy overview video was made to support the product launch. It was repurposed for social media, paid advertisements, sales pitches, and emails. Avanti provided project management, storyboarding, video footage, script, voiceover, animation, and video editing.
Featured Placements & Website
Click below to read an article.
