At Sterling Cross Communications, we’re very proud to have been a recent case study focus by Meetings: Minnesota’s Hospitality Journal Magazine’s Winter 2010 Issue. The Case Study covers the work we have been doing for our client moto-i, the first sake microbrewery outside of Kyoto, Japan, located in Uptown Minneapolis. It goes into detail about the behind-the-scenes efforts that were put into place to promote this restaurant via social media channels as well as integrating media and blogger relations. Here is the article:
Sake & Social Media
Placing his trust in Sterling Cross Communications, restaurateur Blake Richardson turned to social media to market his latest venture, Moto-i sake microbrewery and restaurant.
By Ellie M. Bayrd
Nearly seven years ago, Blake Richardson, owner of the Herkimer Pub & Brewery in Minneapolis and the mind behind Triple Caff draft energy drink, fell in love with sake. Inspired by what he calls an “amazing beverage,” the beer brewer embraced the possibility of creating a sake microbrewery restaurant in Minneapolis. The labor of love took him to Japan several times, where he studied the art of sake. At the same time that Richardson was becoming enamored with the drink, he was also in a love affair with Asian cuisine like many other Americans. “The synergy between the two just came together at the right time,” he says.
The idea percolated and his studies progressed, and about two years before his restaurant idea would become a reality Richardson had a chance meeting with Chris Lower, director of marketing, public relations and social media at Sterling Cross Communications. A company touting its traditional storytelling in a modern world,Maple Grove-based Sterling Cross has embraced online marketing tools. While Richardson wasn’t really thinking about how he would market his new restaurant concept at the time, his conversation with Lower spurred him to action. “I don’t want to allude to that I wouldn’t have had a plan,” Richardson says. “But I came in contact with Sterling Cross long before that segment of my responsibilities to the marketing would have come along.”