With Labor Day weekend approaching, it’s time to think about firing up the BBQ grill again. Summertime means barbecue – a seasonal tradition for friends and family to relish cooking and eating outdoors.
At ShoppersChoice.com, an online outdoor kitchen superstore, summertime is crunch time, marketing grills, patio furniture, and equipment both online in retail outlets. But the season has been good for ShoppersChoice, as is evident in by the popularity of their BBQGuys.com channel on YouTube.
Grillmasters and novices alike can pick up a slew of helpful cooking suggestions on the channel. For example, viewers can find the company’s Resident Chef Tony Matassa’s “Mozzarella Basil Stuffed Hamburger Recipe – BBQGuys.com,” and then click to view a demonstration of the equipment and accessories needed to cook it.
This recipe is great for cookout holidays such as Memorial Day, the 4th of July, and Labor Day.
Every few days, ShoppersChoice adds new content to its channel, which results in visible spikes in traffic to the company’s website.
By creating excitement around outdoor cooking, YouTube has turned the video chefs into celebrities, best known as the “BBQGuys.” Viewers flock to local events to meet them in person, and they are easily recognized at industry conferences.
When ShoppersChoice started out in 1998, it was one mom-and-pop store in Baton Rouge selling barbecues locally. Today, the company is one of the leading online resources for all things barbecue, having more than doubled its employee ranks.
With embedded YouTube tutorials on its website and a dedicated video channel, ShoppersChoice customers get an in-depth education about products that prepares them to make purchases.
“YouTube has given us the perfect tools to grow our business by showing people how to make great food on our equipment, and why outdoor cooking is so much a part of today’s casual lifestyle,” Matassa said. “When it comes to marketing our products, there’s nothing like the sight, sound, and entertainment factor of video.”
ShoppersChoice YouTube videos organically receive approximately 800 to 900 views a day.
“Thanks to TrueView in-search and in-display video ads, we are now seeing about 5,300 views a day,” said marketing manager Wayne Dryden.
TrueView in-search and in-display ads are bid-based video ads that allow ShoppersChoice videos to appear at the top of video search results depending on implemented keywords.
ShoppersChoice was ripe for embracing YouTube at its earliest stages. Six years ago, they would set up a camera and record a demo and recipe all in one video, which ran between 8 and 10 minutes. But after posting it on YouTube, they soon discovered that viewers were clicking away after 1.5 to 2 minutes. Matassa, Dryden, and the group chose to break up the content into 7 to 8 shorter, fully searchable segments with video annotations that linked to other steps of the recipe.
Now, visitors can easily find the content they’re looking for, gaining practical tips and ideas from a trusted name in outdoor kitchen expertise. With reviews and product ideas delivered in easily digestible bits, ShoppersChoice has seen a steady lift in conversions, and an increase in quality sales leads.
At a budget-friendly cost of 2 to 3 cents per click on a predetermined $3 to $5 a day budget, the company is benefiting from a highly affordable, flexible advertising solution. By keeping costs low, the team has been able to purchase relevant, generic video keywords, which has raised brand awareness and increased click-throughs in ads that appear alongside Google search results.
“We have a lot of success with TrueView campaigns. They are so easy to implement. The YouTube channel delivers quality leads and drives tremendous traffic to our site. People are definitely watching us,” Matassa said.
Looking ahead to next summer, ShoppersChoice will continue to rely on YouTube’s TrueView in-search and in-display ads to optimize performance of its summer promotional campaigns. And as outdoor grilling whets our appetites once again, Chef Tony and his colleagues will be continually uploading new mouth-watering techniques and recipes to make backyard summer barbecues more fun – and more filling.
Have a happy Labor Day weekend.