Industry News | August 27, 2009

Papa Murphy's Uses E-Mail System as Promotion, Expansion Support

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Papa Murphy’s announced a new sweepstakes that allows customers to register to win a grill when logging on to learn how to grill the company’s Take 'N' Bake pizza.

Developed by Periscope and powered by one-to-one marketing provider ExactTarget, Papa Murphy’s “Introduce your Grill to Greatness” campaign has already boosted membership in the company’s online e-mail loyalty eClub by more than 10 percent since launching in-store and online in June.

“This campaign allows us to showcase grilling as a great way to bake Papa Murphy’s pizza and provides customers a chance to win a world-class grill,” says Mark Stickler, Papa Murphy’s vice president of brand marketing. “By inviting customers who register for the sweepstakes to join our e-mail eClub, we’ve been able to welcome thousands of new subscribers.”

Built on ExactTarget’s triggered messaging and dynamic content features, Papa Murphy’s e-mail program automates the sending of specialized emails that include coupons and product information based on the subscriber’s location.

“One of the greatest challenges national franchise brands face is creating campaigns that account for the regional product and pricing variances in each market,” says Jenifer Anhorn, vice president at Periscope. “Using our custom e-mail utility site coupled with ExactTarget’s advanced e-mail features, Papa Murphy’s is able to overcome this challenge and allow regional marketing managers to feature their own unique offers in corporate-built e-mails—without having to actually create a new email.”

Papa Murphy’s plans to continue boosting its e-mail investment, as it’s on track to add nearly 100 new stores in the U.S. before year’s end and will enter new markets next year including Alabama, Florida, Louisiana, North Carolina, Tennessee, and Texas, as well as Las Vegas and Los Angeles.