Bertucci’s Customer Acquisition: 2010 IMA winner
CATEOGORY: Internet-based Trial Recruitment
SECOND-PLACE (tie) CAMPAIGN: Bertucci’s Customer Acquisition
AGENCY: Prospectiv
CLIENT: Bertucci’s
Customers come to Bertucci’s restaurants for its filet mignon with Chianti sauce, brick oven pizza, calzoni and other sumptuous dishes. The chain of 90 restaurants across 10 states has loyal customers that fit neatly into three buckets: college students and recent graduates; families who like a menu with variety and empty nesters who like to order out.
The challenge for Bertucci’s was to bring in new customers, those who had never been to its restaurants, by using its established e-mail customer relationship management program that delivers special offers and notices of seasonal menu items to its subscribers.
This is where online performance marketing company Prospectiv came in. Prospectiv identified 17,644 marketing leads for Bertucci’s to go after with coupon offers. A confirmation e-mail from Prospectiv sent post registration recorded a 64% open rate and 35% click through rate. The leads hit the mark, matching Bertucci’s core target: 66% had a household income of $60,000; 72% were ages 30 to 59 and 67% were female.
Bertucci’s e-mail campaign, the true test of the strength of the leads, offered $3 off a $15 meal, and was successfully delivered to 99% of the names provided by Prospectiv.
“This talks to the quality of the names that we were able to get for them,” Jennifer Kavanagh, director of sales for Prospectiv, said.
Open rates were 24% compared to industry benchmarks of 10% to 25%, click-through rates matched industry standards of 6%. The click-to-open ratio was 21% compared to Bertucci’s average rate of 15%. A total of 564 coupons, or 3.2%, were redeemed, she said.
“They drove over 500 new diners into the restaurant, that is above average,” Kavanagh said. “What they told us they normally saw is a 1.5 to 2% redemption and that was the standard they were holding us to so they were thrilled to see it came in at 3.2%.” —Patricia Odell
