Maxwell’s has the kind of reputation and following most restaurants envy, but few achieve. Accomplishing that feat in less than 7 years was no accident. Working closely with Maxwell’s management team and investors, EMG targeted Fargo’s influencers to establish a loyal base of diners. From there, word traveled fast thanks to a mix of old and new media, including print, email marketing, social media channels and press release distribution. A monthly e-newsletter announces special events and menu changes. Hotel concierges, a vitally important group of influencers, are courted with personal visits and food. And every Black Friday, customers flock to the restaurant to buy discounted gift certificates for friends, family and clients, helping to spread even more Maxwell’s holiday cheer.