Industry News | November 23, 2011
Agency Wins Big for Loyalty Program
Red Door Interactive won a Silver Marketing Sherpa Email Marketing Award for “Best Email Growth List Campaign” for Garden Fresh Restaurant Corporation, parent company to Souplantation and Sweet Tomatoes restaurants.
The agency was recognized for working with Souplantation & Sweet Tomatoes on creating this acquisition campaign that incentivized existing loyal customers to refer their friends through email, social media and in-store outreach, resulting in nearly 78,000 new subscribers.
“The overall goal was to acquire new email contacts for Souplantation & Sweet Tomatoes. While our focus was on the refer-a-friend contest, we also incorporated digital and in-store tactics to help accomplish this,” says Pilar Bower, senior e-mail marketing strategist at Red Door Interactive.
“Some of our digital strategies included optimizing the website, adding a signup field on the mobile site, and promoting the initiative through social media channels. We’re honored to receive this award.”
The campaign showed a true coordination between digital and operational efforts and Red Door was able to double the restaurants average monthly subscribers. The campaign resulted in new sign-ups from the following sources:
· Nearly 45,000 from the website
· More than 12,600 from refer-a-friend emails
· More than 13,550 from in-store promotions
· Nearly 3,800 from Mobile and SMS
“We liked this campaign for its focus on encouraging customers to assist in growing the company’s future. It can be easy for companies to forget their loyal customers when looking to attract new prospects. The fact management had enough confidence in the brand’s value to believe clients would refer friends, and the fact management wanted to reward those clients speaks volumes on how Souplantation & Sweet Tomatoes values its customers,” says Lead Judge, W. Jeffrey Rich, senior research analyst at MECLABS Primary Research.
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