ShareSquealers Award Winning Barbeque
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Client: Squealers Award Winning Barbeque takes great pride in offering authentic Kansas City-style barbeque, complete with award-winning sauce and complemented by a staggering 14-hour smoking process. After conquering national, world and Ribfest BBQ events across the nation and earning more than 65 awards, Squealers decided to bring its expertise home to Indiana. The first restaurant opened in Mooresville in 2001 and a second in Indianapolis in 2004.
Challenge: With more than a decade of niche success in barbeque competitions, Squealers brought in Bohlsen Group to help generate new angles for marketing to the general public. Ideally, increased exposure outside the competition market would garner interest in the Squealers brand and increase franchising opportunities. Squealers also wanted to position itself as a local brand that cares about customers and is eager to 
provide a lip-smackin’ good time for the entire family.
Solution: The Bohlsen Group team specializes in finding different angles to position a brand outside the obvious niche, while retaining big-picture opportunities. Squealers willingly agreed to work with other clients, allowing the franchise to cross-market and gain exposure to new audiences. Bohlsen Group also used social media to get Squealers involved in local conversation, positioning them as a brand that not only serves, but also engages the community.
Results: Squealers competed in barbeque competitions nationwide in the summer of 2011, winning the Peoples Choice Grand Champion at the Wine, Brew and Bar-B-Que national competition in New Palestine, Ind., among many others. With each win, Bohlsen Group communicated directly with Squealers’ loyal following through social media.
Reinforcing the message, Bohlsen Group secured media coverage in NUVO and the Indianapolis Star and was featured on the cover of Indianapolis Monthly, complete with a full-length article. The story was picked up and featured in New York Magazine, which listed Squealers as one of the top urban BBQ restaurants in the country.