All things branding & marketing. Whether you're early in your career, a solomarketer, or a small business owner, my goal is to support you on your path to brand & marketing success.
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In the heart of Uniontown, Ohio, tucked away in the corner of a plaza lined with stores, lies a quaint family restaurant that has been the lifeblood of my mother’s dreams for as long as I can remember.

This place, more than just walls and waiters, embodies my family’s commitment to tradition and innovation, serving the original hamburger recipe, first served by my great-grandfather and great-uncle, Charles and Frank Menches.

Yet despite its charm and deep history, it’s remained one of the region’s best-kept secrets - until last week.

Last week marked a turning point for my mom’s restaurant.

It was the moment when the digital and tangible worlds collided in the most unexpected and magnificent way, reshaping her perspective on branding and the power of social media.

Enter the digital wings of TikTok, @SnipingForDom.

A social influencer with a heart for mom-and pop-restaurants and an army of 756k+ food-enthusiast followers on TikTok.

More than a customer, he became a catalyst for the restaurant’s first creator-led movement.

The outcome?

A glowing review that not only put this little restaurant on the map, but also opened my family’s eyes to the untapped potential lying in creator/brand partnerships.

Here's the YouTube version:

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Within 48 hours, the TikTok video garnered:

• 85k+ video views
• 550+ comments
• 300+ shares
• 260+ saves

And suddenly, this little spot became the talk of the town.

Carryout orders poured in and a slew of first-time customers dropped by, eager to see if the hype held up.

I share this story today, not for sharing-sake, but to illuminate what could also be within reach for your brand, should you dare to act.

In the midst of a digital world where authenticity, community, and connection are more valued than ever, this recent play has opened my eyes to the power and impact of creator-brand partnerships, even for the smallest of brands.

Consider this:

• 82% of consumers trust recommendations from creators they admire
• Consumers are 5x more likely to purchase a product recommended by an influencer
• 63% of users trust brands that partner with creators
• 80% believe these partnerships allow brands to express themselves authentically

Encouraged by this experience and the insights above, we’ve officially entered the “experimentation phase.”

Here are the next steps the restaurant is taking (feel free to join in!):

1. Find the Right Creators: We’re looking for social creators whose interests and follower demographics align closely with our target market. For us, that means connecting with food enthusiasts and restaurant goers in Northeast Ohio.
2. Engage Directly: After studying potential partners, we’ll reach out to discuss collaboration opportunities through DMs or email.
3. Collaborate: We’re exploring various ways to collaborate that benefit both parties, from sponsored content and affiliate marketing to user-generated content and more.
4. Start Small, Then Scale: Our approach is to pilot small partnerships, assess the impact, and adjust our strategy accordingly.

Now, you might be thinking: “This is old news. Shouldn’t all brands be doing this.”

And you’re right.

This strategy isn’t novel, and yet, many small brands, including ours, have not fully embraced it.

The misconception that influencer marketing is only for the big players with the deep pockets is just that - a misconception.

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From someone who obsessively studies brand daily, I continue to find new layers to uncover.

That new layer this week is in the realm of creator partnerships for smaller brands.

So, today’s newsletter is just a little reminder:

• To reimagine what’s possible for small brands willing to dip their toes into new strategies.
• To look beyond the conventional.
• To always be experimenting and testing.
• And to discover new avenues for growth and connection.

May this serve as a spark for you to consider, evaluate, and perhaps take on your own experiments.

In a world where change is inevitable, the willingness to try new things could very well be the key to unlocking untapped growth potential for your brand.
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...now, the real question is this: Who here is ready to try America's first hamburger recipe? :)

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