Patel Brothers

AUTHENTIC REGIONAL PRODUCTS

Patel Brothers

The Story

For America’s favorite Indian supermarket, it was important to ﬁnd a marketing agency who connected deeply with their target audience. At Patel Brothers, marketing had to focus simultaneously on crafting a national brand while empowering regional store owners to maintain their identity as the ‘neighborhood Indian grocery store.’

Patel Brothers may be a national chain, but their regional stores are catered to the speciﬁc communities they reside in, both in sales and customer base. Therefore, we had to create a strategy which preserved the community feel of each store yet connected them to a scalable marketing strategy from the national brand.

Services

Video Production

Content Marketing

Lead Generation

Facebook Marketing

Social Media Management

The Strategy

We created two separate but overlapping strategies. First, a content marketing strategy was developed for the national brand. Second, we optimized and scaled those efforts to encompass 50 regional stores, creating a system that made it easy for local store owners to opt-in and reap the beneﬁts.

We also listened to the customers and noticed that past strategies failed to adapt to the modern consumer. RS developed content that was valuable to the Patel Brothers’ audience and offered new ways to engage with their products. A Youtube channel full of educational recipe videos, social media posts with kitchen tips, and engaging blogs that celebrated cultural identity are a few examples of content RS created to carry out this strategy.

Video Stats

Over 2 million views on Facebook.
Over 75k views on Youtube.

The Results

To make sure individual stores were able to provide customers with local promotional offers, RS developed a digital sales paper, which made it possible to run local campaigns while still being connected to the national marketing strategy. Parent-child social media accounts were created to facilitate store individuality while maintaining brand cohesiveness.

Another notable success was building a highly engaged community on social media. With over two million views on Facebook videos, and a 300% growth in their social following, our strategy not only grew their audience, but fostered engagement and increased brand loyalty within the customer base. Social media contests are just one example of content that successfully grew their email subscriber list. RSDM connected the in store experience with the online experience through an effective brand and content strategy. We were able to digitize their social presence and connect to their niche audience on the internet without losing the community feeling that customers love at their regional stores.

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