The Man Store Case Study

John Willet, owner of The Man Store in downtown Bar Harbor, wanted to get the word out online about his unique (niche) business, located both in downtown Bar Harbor and online at themanstore4me.com.

The physical business is open seasonally, relying primarily on foot traffic in downtown Bar Harbor in the summer, cruise ship travelers into the fall, and purchases from locals and visitors during the winter holiday season.

The web store has been online approximately a year. The website runs off Joomla (an open source CMS software) and John has slowly been adding new products to his online store as they come in.

The Man Store had a Facebook page with about 200 fans that was sporatically updated.

Goals:
1) Increase foot traffic to The Man Store, which is on the end of Main Street further away from the main pier.
2) Increase awareness of the online store (and traffic to the online store).
3) Increase sales overall.

Breaking Even Communications created an organized way to share manly ideas (and links to The Man Store). In addition, a series of weekly videos was co-created with John about the products in The Man Store. (They now have their own Youtube channel: www.youtube.com/manstoreBH) The social media accounts were maintained from May through October.

Results:
1) Facebook fans doubled during this time period (the goal for the summer was 500 and currently at 568).
2) Sales were up 20% compared to many local businesses seeing sales up 5-10%.
3) Increased amount of online orders from all over the United States.
4) People coming in the store because of what they saw on Facebook or Twitter.
5) Web traffic doubling over the 2010 season and web traffic to the shopping cart of the website increasing by 200%.

Traffic to The Man Store website, summer 2010 (sporatic social media) versus summer 2011 (working with Breaking Even Communications).

Traffic to The Man Store website, summer 2010 (sporatic social media) versus summer 2011 (working with Breaking Even Communications).

So could your business benefit from social media? I think so! Contact me and we can talk.