The Tao of DIY Marketing

Stuckey’s CEO Stephanie Stuckey explains the art of understanding your ‘why’

Branding is all about understanding your “why.” What makes your product or service special, different, and unique, and communicating it in an effective way. That was the message Stephanie Stuckey, CEO of Stuckey’s, conveyed to attendees of Commercial Construction & Renovation’s 13th Annual CCR Summit in January at the Rich Hart Global Studio in Atlana in January.

More than anything else, word-of-mouth is the best way to make stories about your brand stick. Stephanie said that people are 90% more likely to try something new if it has been recommended by a trusted source, a friend or colleague. So, the key to driving sales is to connect your brand with these influencers who can spread the word to their network.

“Influencer does not refer to folks who are paid to talk about what you do on TikTok. “Rather, they’re people who are actual customers who will honestly communicate to others about how fabulous your business is. They’re the folks who are always eager to try out new products or services because they’re genuinely geeking out on the latest pair of sneakers or techno gadget. They love to tell folks they know about it on social media, in line at the supermarket, and at the PTA. These folks are worth 10x what a paid social media star with millions of followers could ever do for you.”

In addition to DIY Marketing, Stuckey discussed the value of storytelling to sell your brand. For example, she said a good story should have an “AIR” to it, i.e, it should be Authentic, Interesting and Relevant. The premise is based on a book by Ted Wright called, “Fizz Marketing,” which breaks down how people without marketing degrees can be successful promoting their business using word of mouth techniques he has perfected.

“If your story relates to your brand and is real, entertaining and of value to your audience, it will stick.”

Applying these lessons to the Stuckey brand, Stephanie said the experience has been all about the road trip, and the freedom and independence she received from getting in her car and exploring what America represents.

She shared stories about visiting small towns, pulling over at quirky roadside attractions and exploring Georgia-grown products. They all relate in some way to eating Stuckey’s delicious pecan snacks and treats. This strategy has resulted in features in the Sunday Business Section of the New York Times and an appearance on the “TODAY” show. So it works.

The roadside oasis made famous for its pecan log rolls, Stuckey’s was founded by Stephanie’s grandfather, W.S. Stuckey, Sr., as a pecan stand in Eastman, Georgia in 1937, eventually growing to more than 350 stores across the country. It was sold in 1964.

Taking over the company in 2019, Stephanie’s leadership acumen quickly took over. She purchased a pecan-shelling and candy-manufacturing facility in Wrens, Georgia, revamped its distribution operations based in Eastman, acquired a healthy pecan-snack company, rebranded its products and website and added four new franchised stores. She also expanded its B2B retail customer base, and increased online sales 550%—all while weathering the pandemic.

“For businesses in the construction industry, find what your ‘secret sauce’ is—the thing that sets you apart from others in the field. Share stories about your entrepreneurial journey with those who will relate to—and buy—what you’re selling. Make sure it’s real, interesting, and targeted to the right audience, and you’ll see results as well.

View the keynote presentation: https://youtu.be/wcCI63_xqAY