Biro & Sons
Biro & Sons is a legacy family-owned San Francisco business with a history that dates back to 1945 when founder Alex Biro first put hammer to silver. The company opened in the San Francisco SOMA neighborhood in 1977. Alex’s two sons, Martin and Rick, learned the art of old-world craftsmanship from their father and currently run the business.
the call
We’re silversmiths, not marketers. Help! (It wasn’t exactly that, but pretty close.)
the solve
Our relationship with the Biros dates back to the early 2010s when they engaged our team to create and launch a new website. Since then, we’ve worked with Martin and Rick on various marketing, communications, social media, digital, digital marketing, advertising, and collateral assignments.
Working with the Biros is an honor, given their character and dedication to old-world craftsmanship. Plus, it’s fantastic to watch them turn busted-up pieces of silver into cherished heirlooms.
Digital
Our approach to Biro’s website projects — we’ve done three over the years — is to find the best way to communicate that they are one of the last true silversmiths in the United States dedicated to old-world craftsmanship.
We’ve built each website on the WordPress content management system. The most recent version is custom-built for speed, security, and reliability.
Advertising
Over the years, we’ve sought opportunities to launch digital and print advertising campaigns to support the Biros.
We’ve used targeted Facebook and Instagram ads to show off the company’s expertise, usually around major holidays. The Biros regularly run print ads in antique and home show programs, so we’ve produced print ads detailing their story and showcasing their work.
communications
The Biro’s shop has a fantastic assortment of projects, including family heirlooms, silver flatware, serving platters, candelabras, and the occasional religious piece. We knew there were tons of stories to tell, and we’ve been telling them monthly on their blog, The Shop.
Our blogs have covered topics such as “How to Set Your Holiday Table,” “How to Store Your Silver,” “Restoring and Creating Legendary Sailing Trophies,” and dozens more. The Biros have a great affinity for artisanal companies, so we’ve featured Mumford Restorations on the East Coast and Cow Hollow Woodworks in San Francisco.
Social Media
Hand in hand with the monthly blog content, we’ve produced social media content on Facebook and Instagram since 2016. We’ve had a chance to show off amazing family heirlooms, offer tips on silver polishing, and get behind the scenes at the Biros’ shop.
Our driving inspiration is to bring people together over their love of silver and their interest in silversmithing. We’ve also tried to answer frequently asked questions and offered tips to our readers.
We’ve leveraged original photography and videography throughout our organic campaigns.
Visual assets
We’ve shot hundreds of photos and hours of video to use on the company’s website, social media channels, and advertising campaigns. Our professional partner, Life in Digital Films, and social media team are responsible for most of these assets.
Digital Marketing
We’ve created and managed a low-budget but highly effective PPC campaign for the Biros, driving traffic to landing and services pages on the website.
Creative
Over the years, Martin and Rick have visited various local home and heirloom shows. Occasionally, the two host a table showing off some of their recent restoration projects. We’ve built display banners and created brochure collateral materials for these dates.
Beyond creative and content executions, we continue to serve as marketing partners to the Biros, offering guidance and recommendations to help build their business and profile in the artisanal marketplace.
