Brande Stitt, KCSourceLink's network builder, interviews Matt Shatto of Shatto Milk, the winner of this year's Battle of the Brands.
How did you promote your involvement in the Battle of the Brands?
As a small dairy farm we don’t have a lot of money to spend on marketing so we initially used word of mouth to promote Shatto Milk. Social media has really become the new source for spreading the word. We’re lucky in that our customers are so supportive that they make everything easy. We have over 21,000 fans on Facebook and a lot of Twitter followers. They were ravenous about letting us know that they were voting (and when they couldn’t).
What impact were you able to see or measure as a result of the Battle of the Brands?
We weren’t able to identify any increase in sales but we did see an increase in the number of fans on Facebook and followers on Twitter. We also saw a lot more conversation from our fans on Facebook. It’s likely that our brand awareness was strengthened but what we did find was that we became more aware of some brands we didn’t know about. So we decided to check them out because we like to know about local brands and local partners.
When we were in D.C. for the Small Business Administration’s Small Business Awards we told folks there that Kansas City is a wonderful place to start a business because: 1) the people and customers; and 2) the other local companies and entrepreneurs are so supportive of each other. We try to partner with as many local brands as possible including The Roasterie, Boulevard Beer and Dolce Baking Company.
Why do you think that milk beat out beer in the final round?
I don’t know. All I can say is that we have some wonderful fans that are really committed to our brand. In the end, it comes down to our customers and friends. We hoped that we could target parents with kids that might vote for milk instead of beer!