Café ExpressIntegrating Dukky’s Viral Peer Sharing™ into this direct mail campaign increased the total response by 40%.
Overview
Café Express, a Texas-owned restaurant chain with 17 locations, had recently expanded into the Dallas area and wanted to increase awareness of its brand locally and drive customers into its new location, specifically during breakfast hours. With the integration of Dukky’s technology into their direct mail campaign, Café Express was able to not only increase awareness of their breakfast menu, but also build a customer database for their new locations.
The Campaign Objectives
There were two primary goals for this direct mail campaign:
- Raise awareness of new store locations
- Generate traffic during breakfast hours
The Campaign Strategy
With the recent opening of their new locations, Café Express had already established a clientele during their lunchtime hours and needed to expand that success into their breakfast hours. After some local research they discovered residents were unaware of their breakfast menu and hours. To reach their campaign objectives, a direct mail campaign integrating Dukky’s technology was designed to increase their exposure, reach and redemptions.
Dukky managed all aspects of the campaign, developing creative features, target lists and web infrastructure as well as managing printing and mail fulfillment. A special offer card was mailed to 20,000 recipients in the surrounding area, featuring a PURL instructing the recipients to go online to activate the offer and then go into the store to enjoy their free delicious Café Express breakfast.
The Campaign Summary
Café Express’ marketing campaign not only resulted in increasing response to the direct mail campaign, but also increased redemptions in-store. Of the 20,000 pieces sent out, the campaign achieved a total response of 4,728, or a 23.64% response rate.
The responses for the mailers came from two primary outlets: direct mail and social. The direct mail pieces alone garnered 62.20% of the total response, while the social responses acquired 37.80% (1,787) of the total responses. That’s nearly 40% of the response rate due solely to the integration of Dukky’s technology. Most of the shares came from Facebook and Twitter, with Twitter leading the total shares category.
Back to topWhat the Analytics Told Us
Target Market
With the use of a purchased database of households in areas surrounding the Café Express locations in Dallas, Dukky managed to spread the word of the Café Express breakfast offers to nearly 5,000 households.
Which Social Networks Users Shared and Which Had the Most Response
Facebook was the primary sharing outlet that drove the success of Dukky’s Viral Peer Sharing, with 510 users sharing the offer on their newsfeed. Along with the 126 shares on Twitter and the shares accumulated from other social networking sites, the social sharing aspect of the Dukky mailer brought 1,787 customers to the site. Twitter users proved to be the most responsive of all networks, bringing in the most customers to the site.
When They Shared
The sharing time frame was the best possible for Café Express’ mission of spreading breakfast awareness, with most of the shares coming in the morning hours.
Poll Results
Customers were asked simple questions during the activation process that equipped Café Express with qualifying data to get to know their new customers. Users were asked questions regarding how frequently they eat out for breakfast, preferred menu items and expectations during their experience, and how often they eat at Café Express. This data allowed Café Express to profile their users and create follow-up strategies to engage their customers.
Back to topOverall Results
Dukky’s technology expanded the reach of the campaign to previously unknown customers, and brought an entirely new level of opportunity and potential to Café Express’s direct mail campaign. Adding online social sharing capabilities to the offline direct marketing campaign made the offer far more appealing and available to interested customers. Café Express not only met its goal of bringing in new customers for their breakfast menu, but also achieved its goal of spreading the word of their tasty breakfast offers. Nearly 5,000 new customers now know that they can always get a warm breakfast at Café Express.
Establishing A Customer Database
Café Express store owners went from only having access to the same exhausted mailers as their competitors to having their own unique database of not only customers, but customers who enjoy their product enough to spread the word to their friends.
Increasing Store Traffic
Store owners reported 1,500 redemptions from the direct mail campaign in their store, a redemption rate of 7.5%.
