At a glance.

Challenge

Loretta’s Last Call hosts dozens of events per month in Boston’s Fenway neighborhood, an extremely competitive market for bars, restaurants, and event venues. Loretta’s needed a new way to reach potential customers with advertising that fit their community-oriented roots.

Solution

By leveraging their neighborhood Soofa Signs, Loretta’s now reaches people while they are out and about in the neighborhood and informs them about events at Loretta’s that are happening that week, day, or moment. Soofa worked closely with Erica Dorsey, Director of Operations, and Emanuelle Cardoso, Marketing and Events Coordinator, from Loretta’s on a neighborhood campaign unlike any other in the Fenway.

Outcome

Loretta’s frequent use of the Soofa Signs led to the development of a brand new feature for similar venues: an events calendar that updates in real-time. This drives more people—both locals and visitors—to Loretta’s for events they had never known about before, like line dancing and Christmas in July.

The Goal.

Loretta’s Last Call is Boston’s only Country bar and restaurant and is located across from Fenway Park. They leverage their neighborhood Soofa Signs to extend their brand reach and publicize upcoming events. Since opening in 2014, Loretta’s has been committed to creating a space for Country music lovers in Boston, offering everything from line dancing and live music to a weekend Bluegrass Brunch (often featuring a build-your-own Bloody Mary Bar!). With so much going on, Loretta’s needed a way to market their ever-changing event calendar across the Fenway neighborhood and attract residents and visitors alike. By leveraging their neighborhood Soofa Signs, Loretta’s ensures the community knows about all of the upcoming specials and events happening and, in turn, Loretta’s stands out in an extremely competitive market.

The Challenge.

In a competitive market, and on one of Boston’s busiest streets for bars and restaurants, Loretta’s has stayed true to their roots as a pure Country bar the entire time they have been open—four years and counting! With so many options for visitors to the Fenway neighborhood, Loretta’s needed a way to dynamically market and reach both locals and visitors in real-time about upcoming events. While nearby Fenway Park has heavily influenced the types of events put on by bars and restaurants in the neighborhood, Loretta’s has built a loyal following focused on live music, fried chicken, cold beer, and Southern Hospitality. Loretta’s still hosts singer-songwriter nights, line dancing events, and bluegrass brunches no matter what might be happening just across the street, and by using their neighborhood Soofa Signs, everyone in the community now knows what is going on.

The Strategy.

Loretta’s made it onto the network after walking by their neighborhood Soofa Sign. As told by Emanuelle Cardoso, marketing and events manager at Loretta’s, “we’re always in our neighborhood and we notice every little change in the neighborhood, and we stopped because the Soofa sign looked so amazing.” They immediately thought to themselves “we have to get Loretta’s on this Sign.” That afternoon, Loretta’s uploaded their first piece of content with Soofa!

After posting an advertisement highlighting the Loretta’s new lunch offerings, Loretta’s worked with the Soofa team to develop a strategy for advertising upcoming events. With this need in mind, the Soofa events calendar was born, automatically updating so no one ever has to create new content and Loretta’s can always advertise relevant and engaging information.

The Results.

When the Loretta’s team finally saw their content on a Soofa Sign, they “were excited! It [was] actually real. We saw people stop and look at it. Taking their phone out and taking a picture. Loretta’s LOVES Soofa!” Moving forward, Loretta’s can’t wait to take full advantage of Soofa’s updating calendar functionality, to continually inform their community about the exciting events happening just around the corner.

Ready to get your message seen? Contact our team to learn more.