Dixie Cafe
Dixie Café is a restaurant chain with 23 locations throughout the mid-south and corporate offi ces in Little Rock, AR. 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.
Challenge:
The challenge was to create a marketing promotion for the restaurant that would focus on accomplishing multiple goals. The first goal was to create a successful survey program that would provide valuable data about the news sources their guests subscribed to and how they got their news and information. This would help Dixie Café with developing a strategy for future media purchases. The second goal was to create customer loyalty by awarding loyal customers with free menu items and coupons. The last goal was to gather valuable “opt-in” data from the customer (name and email address) to create a database for future marketing efforts.
Solution:
GetNtheGame.com® is a cross media marketing tool that provided all the necessary tools for accomplishing the goals of the program. Branded game cards included a unique URL and login password. The server or manager handed out the game cards with the check to the patrons. The card directed the customer to the website where they were directed to fill out the questionnaire in order to be eligible for their “prize”. 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 game card itself for patrons who did not access the internet.
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