Chick-fil-AIn one campaign, storeowners went from no customer database to a FULL qualified customer database for future marketing from their direct mail campaign.
Overview
Through the integration of Dukky’s software technology into their traditional direct mail campaign, local Chick-fil-A store owners experienced unprecedented responses and higher redemptions in their direct mail campaign.
The Campaign Objectives
Store owners had two main objectives for their direct mail campaign:
- Establish a customer database
- Increase store traffic
The Campaign Strategy
The proof of Dukky’s success is in the numbers. See how our clients are experiencing unprecedented reach, response and redemption rates. Our clients are growing their databases with qualified users, increasing redemptions 500% to 1000% from previous campaigns, expanding into new markets, promoting new product releases and developments and generating leads.
Upon logging on to their PURL, users were walked through Dukky’s technology, which boasted a customized microsite for the Chick-fil-A campaign. Users validated their information on the first screen, selected the offer they wanted to activate and answered a few questions from Chick-fil-A. Next, users were given the capability to share the offer on up to 265 social networks, email and SMS. All recipients who shared the offer with friends were automatically entered into a sweepstakes to win free Chick-fil-A for a year. After completing the process, users were able to print the offer (if they had not received the offer in the mail) and bring it into the store for redemption.
The Campaign Summary
Chick-fil-A’s direct-mail campaign gained unprecedented exposure and potential due to Dukky’s Viral Peer Sharing™. Five thousand plastic postcards were sent out, and due to the integration of social sharing, the campaign gained a total response of 14,124, a 279.8% response on their direct-mail campaign.
Chick-fil-A’s direct mail piece alone gained a 22% response, with 1,111 users logging on to their PURL to activate their mail piece. The integration of Viral Peer Sharing™ gave this campaign the ability to reach far more than the initial intended list, allowing Chick-fil-A’s reach to increase tremendously.
Back to topWhat the Analytics Told Us
Target Market
The intelligent data collected through this campaign gave store owners tremendous insight into their customers for future marketing strategies. Dukky’s Analytics identified that their primary demographic was women between the ages of 31 and 40. The analytics even identified the geographic location of their market.
Which Social Networks Users Shared and Which Had the Most Response
Chick-fil-A customers’ primary sharing outlet was Facebook, with 1,218 users posting the offer in their newsfeed. This brought an additional 6,499 users into the site, a 1:5 ratio, which accounted for 46% of the total response. Twitter fans proved very responsive as well, with 115 users tweeting the offer and 1,185 users responding and coming into the microsite through a tweet. That’s almost a 1-to-10 response. Users also opted to share the offer through email and SMS.
When They Shared
The Analytics showed customers shared the offer primarily during the early morning and evening times.
Poll Results
Users were asked a few simple questions during the activation process. Their answers will be used for future target marketing to personalize campaigns specific to their interest. They were asked questions regarding location preference to help store owners identify their individual customer database, as well as questions about their desire for future product releases, how often they eat at Chick-fil-A and their awareness of breakfast items.
These answers helped qualify the customers and gave store owners the open door for future target marketing according to the interest, intelligence and location of their customers. These simple questions the customers answered opened the lines of communication for store owners to establish a personalized marketing strategy. Chick-fil-A owners pride themselves on their relationship with their customers, and being able to integrate their marketing approach to be in sync with their in-store strategy was invaluable to furthering their approach.
Dukky’s technology was able to identify the Brand Evangelizers in this campaign and provide Chick-fil-A with a report that would allow Chick-fil-A to target and reward those customers for extending the greatest influence to their network of relationships and bringing in the most users to the site.
Back to topOverall Results
The Dukky software brought a new level of opportunity, potential and ultimately success to this direct mail campaign through the integration of social sharing, bringing offline marketing to the forefront of success stories by adding online capabilities. Chick-fil-A store owners exceeded their goals and expectations for this campaign by:
Establishing a Customer Database
Store owners went from no database to a full database of qualified customers in a matter of one campaign. Within 24 hours, the campaign exceeded a 100% response.
Increasing Store Traffic
Store owners reported 1,300 redemptions from this direct mail campaign.
Redemptions: 26%
