Deli-Sandwich Chain Takes A Bite Into New Profits

Client’s Marketing Challenges

This franchised quick-service restaurant chain specializing in sub-sandwiches, tasked Money Mailer with three primary goals:

• Gain awareness and trial of new sandwiches
• Increase visit frequency with current customers
• Increase average guest check size

34% of total redemption’s came from the integrated campaign (direct mail, mobile & in store POP) – 2.5 times more than mobile/in-store only marketing.

The Bottom Line

The integrated direct marketing campaign included shared mail, one-to-one, mobile and in-store point-of-purchase (POP) displays. Our approach clearly outperformed the mobile with in-store POP only campaign.

Money Mailer’s Approach

• We designed a 2-way test: One integrated shared mail, one-to-one, mobile, and in-store POP for one set of locations. The other set of locations tested purely mobile with in-store POP.
• We designed a program with multiple sets of offers that enabled tracking of results for integrated, direct mail only and mobile only opt-in promotions.
• We collaborated with the point-of-sale (POS) system,personnel and individual store managers and trained them on how the promotion workedin conjunction with the in-store materials.

53% of total redemptions came from the mail – twice as many as any other method.

Our Advertising Solution

Analytics/Analysis – Information was gathered from various offers from the POS and mobile opt-in. Redemptions were matched to locations to determine the best mix for driving results for future promotions.

Integrated Marketing Campaign – Shared mail was married with one-to-one demographically mailed pieces to create targeted coverage around the mailed locations.

Mobile SMS and opt-in’s were promoted both in the stores where mail was targeted and for those locations with mobile/in-store marketing.

The Real Bottom Line

• Offers made through shared mail and one-to-one alone drove 53% of total redemptions –twice as many as any other method.
• Offers made through integrated mail/mobile opt-in and in-store offers were 34% of total redemptions -2.5 times more than mobile/in-store only marketing.
• Mobile SMS messaging showed a 15% redemption rate with the integrated program.

15% redemption rate for mobile SMS messaging with the integrated campaign.