Filling a taproom on a Tuesday
Weekends sold themselves. We built a campaign for the four nights a week that did not.
- Client
- Stampede City Brewing Co.
- Sector
- Craft brewery and taproom
- Service
- Ads
Stampede City Brewing Co.
01 · Overview
Stampede City had a full taproom every Friday and Saturday and a quiet one from Monday to Thursday. Their existing advertising promoted the brewery in general, all week, at a flat budget, which mostly meant paying to reach people who were already coming on the weekend.
The brief was narrow and useful: fill midweek seats, without discounting the beer.
02 · Goals
- 01Increase midweek taproom traffic without running price promotions
- 02Promote what already happens midweek rather than inventing new events
- 03Reach people within a realistic distance of Ramsay on a weeknight
- 04Measure actual visits, not just clicks on an ad
03 · What we did
- 01
Advertised the reason, not the brewery
Trivia Tuesday, the Wednesday food truck rotation and Thursday new-release pours were already happening. Each became its own campaign with its own creative and its own night.
- 02
Tightened the geography and the timing
A six-kilometre radius around Ramsay, with ad delivery weighted to the two hours before people decide where to go. Budget shifts by day of week rather than sitting flat.
- 03
Shot creative in the actual room
Stock imagery was replaced with photography and short video from the taproom on a genuine Tuesday night, including the regulars, with permission.
- 04
Measured with a redeemable code
Each campaign carried a simple mention code the bar staff logged at point of sale, so attribution came from actual sales rather than platform-reported estimates.
04 · Deliverables
- Three night-specific Meta and Google campaigns with distinct creative
- Photography and short-form video shot on location in the taproom
- Day-parted budget allocation weighted to decision hours
- Point-of-sale attribution using per-campaign mention codes
- Monthly written report and a standing fifteen-minute review call
- Creative refresh cycle every six weeks to avoid fatigue
05 · Results
Nothing about the beer or the pricing changed. The brewery already had three good reasons to come in midweek and had never advertised any of them specifically. Trivia Tuesday now outsells Friday before 8pm.
- Midweek covers
- +63%
- Monday to Thursday, averaged across six months against the prior year.
- Cost per attributed visit
- $4.10
- Measured through point-of-sale mention codes, not platform estimates.
- Trivia Tuesday attendance
- +28%
- Now the second busiest night of the week after Saturday.
- Discounts run
- 0
- Midweek growth achieved without reducing the price of a pint.
“They asked what already happens here before they suggested anything new. Nobody had asked that before.”
Co-founder, Stampede City Brewing Co.
We will walk you through this project in full, including the parts that did not work first time.
Book a session and we will take you through the Stampede City Brewing Co. build properly: the decisions, the trade-offs and what we would do differently. Then we will tell you honestly whether the same approach fits your business.
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Every one of these began with one honest conversation.
Tell us what is happening in your business right now. We will tell you whether we can help, what it would cost and how long it would take, in writing, before you commit to anything.
- Emailhello@harwoodmedia.ca
- Phone(403) 555-0182
- Response timeEvery enquiry answered by the next business day.