Working with SiteLab Interactive, Wolfgang Puck Companies launched a new interactive website in April of 2009. Wolfgang Puck has always been a culinary innovator and a leader in the industry as such, he is always looking to staying on top of new and relevant ways to promote the Wolfgang Puck brand and engage with his customers. Chef Puck places a high value on conversation, storytelling, and the exchange of intellectual ideas. Social media, then, was a natural marketing tool for a culinary pioneer like Wolfgang Puck.
Because of the broad range of Wolfgang Puck’s offerings from renowned fine dining restaurants to canned soups and cookware to fast-casual restaurants, it was difficult to know where to start. SiteLab had to provide the expertise to identify the where, when, and how the conversations happened around the “wolfgang puck” brand and made recommendations on how Wolfgang could move from the peripheral and become a part of the conversation. With 3 distinct companies, it was imperative for the brand administrators to communicate consistently from time and tone standpoints. Taking our lead from Chef Puck we put the available ingredients together to create a recipe for success.
When you meet Wolfgang Puck, you instantly love him – his smile and demeanor are warm and inviting. The people he surrounds himself with share the love and passion for cooking, family, and living life to the fullest. This was what had to be communicated through the Social Media channel – hence, Wolfgang Buzz was born.
We know from experience that it is critical from the start to have well defined objectives. With Wolfgang Puck we identified two key objectives Raise Brand Awareness and Generate Demand. Our research and analysis led to the creation of a Social Media Analysis & Recommendations document which in part identified the target audiences and where to engage with them. Using this document as a blueprint we created custom Wolfgang Buzz profiles on Facebook, Twitter, and YouTube.
Through listening, engaging, measuring, and synthesizing data we defined and redefined the Wolfgang Buzz content and communication strategies.
Communication and collaboration have become easier as Wolfgang Puck Companies has integrated more listening and measurement tools into its strategy. Mentions, engagement, and reach have increased exponentially.
Wolfgang Buzz is an extension of his genuine interest in his customers, and has led to a growth in sales, as well as a growth in authentic interactions with his customers. It’s rare for a celebrity to connect with its customers on such a personal level, but it’s something Wolfgang Puck continues to do offline and on through Wolfgang Buzz.
