Since using Google Ads, we’ve seen more sales in the first month of this year than all of last year.”Mitch Hoyt
Mitch Hoyt, a U.S. Army veteran, was working as a corporate sales specialist when he stumbled across a unique opportunity. In 2011, Mitch attended a trade show where he sampled wine made from maple syrup. “That’s when my marketing wheels started spinning,” he said. Mitch thought of the more than 40 young maple trees he had on his property back home, and in that moment, he decided he was going to use them to start a business. After learning more about the syrup-making process, Mitch tapped his trees and soon produced his first 25 gallons of syrup. A business was born. Mitch and his wife Chris launched Skinny Sticks’ Maple Syrup and was soon making and selling syrup locally and beyond. To keep the company growing at a rapid rate, Mitch looked to digital marketing, but he needed help.
Working with his wife, Chris, Mitch launched a Google Ads campaign to reach people who were searching for pure maple syrup or similar products. According to Chris, the ads have boosted traffic to the company’s website and have had a big impact on digital sales. “Since using Google Ads, we’ve seen more sales in the first month of this year than all of last year,” said Mitch. Skinny Sticks’ Maple Syrup also uses Gmail to communicate more effectively and YouTube to host videos showcasing its sugaring operation. “And I’m always using Google Maps to find businesses to sell syrup to,” Mitch added.
Bolstered by its digital sales, Skinny Sticks’ Maple Syrup moves 2,925 gallons of maple syrup each month. In 2018, the company purchased, bottled, and sold about 25% of Wisconsin’s total syrup crop. Skinny Sticks’ Maple Syrup ships internationally and has sold syrup to customers in Brazil, England, Italy, France, China, and Japan who found the business through Google. Last year, Mitch and Chris were able to hire their son-in-law as their first full-time employee to help them meet demand. The Hoyts hope to add seven to 10 additional full-time employees over the next five years. “We’d love to grow the business so we can offer educational scholarships to local students who wish to pursue degrees in entrepreneurship or agriculture,” said Chris. “We really want to help the local schools and programs that inspired us by donating equipment and educational materials to them.”