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Garver Quarterly Newsletter

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Garver produces a quarterly newsletter, IQ (Infrastructure Quarterly), for its clients and prospects. In response to increasing production costs and providing customers and prospects with more interactive content, Garver created an online version of their newsletter. A multi-touch campaign incorporating print and email was developed to announce the new IQ digital edition to readers. It drove recipients to a personalized URL where they were asked to complete an online survey determining the delivery preferences (print or digital) of recipients and to find out which topic areas interested readers the most. Garver achieved a 12% response rate. They also discovered 78.3% of the readership was interested in receiving the new digital version.garver_newsletter2

 

Dixie Cafe increases customer database

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Dixie Café is a restaurant chain with 23 locations throughout the mid-south and corporate offices in Little Rock, Arkansas. The chain promotes an image of a “down-home” family style restaurant with a southern theme. Their demographic is family centric with a large percentage of senior citizens.Dixie Cafe was interested in understanding their guests’ habits, including the media and news sources they engaged with. They would use this information to help focus future media campaigns. They also sought to create a customer loyalty campaign by awarding loyal customers with free menu items and coupons.

The solution was to gather valuable “opt-in” data from the customer (name and email address) to create a database for future marketing efforts. Branded cards were distributed by the server with the patrons’ checks.  The card directed the customer to the website with the lure of being eligible for a prize, once there the patron filled out a survey. Upon filling out the information, an email is sent to the customer with a coupon embedded in the email for redemption at the restaurant. Dixie Café also included a coupon on the card itself for patrons who could not access the internet.

“Over the course of this three month program, we added over 2,000 email addresses to our database. Our previous email program only added about 2,500 in two years.” Danny Troillett, Director of Marketing and Guest Relations

 

Arkansas Democrat Gazette uses pURLS to up subscriptions

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The Arkansas Democrat Gazette is a daily newspaper reaching more than 600,000 people throughout the state. It is the oldest newspaper west of the Mississippi River.

The newspaper was losing approximately 3,500 subscriptions per month. They were looking for a strategy to encourage these former subscribers to come back to the paper and renew their subscriptions. Their previous efforts at static direct mail were returning less than a 1% success rate.

Utilizing CustomXM’s integrated cross-media campaign tools, postcards with PURLs (Personalized URLs) were sent to a database of dropped subscribers, encouraging them to go to a microsite where they could register for a grand prize and re-subscribe.

The campaign ran for three months. A response was considered someone who renewed their subscription.

  • July 2010 – 1.5% response rate
  • August 2010 – 2.0% response rate
  • September 2010 – 2.0% response rate

The Arkansas Democrat-Gazette was very happy with results, especially considering the difficult audience that was being targeted – people who had already said “no” to the paper