Direct Mail - AMP'd - Exceptionally Well Executed

In a single direct mail campaign, store owners allowed 401 respondents to influence action from an additional 4841 people using a rented list. By blending social media sharing with their traditional direct mail campaign, store traffic increased significantly.

The Campaign Objectives

Store owners had two main objectives for their direct mail campaign:
1. Establish a customer database
2. Increase store traffic

The Campaign Results

By mailing a compelling offer to 5,048 reneted names, they:
1. Established a store-owned customer database of 6,089 (120% net new opt-in)
2. Increased store traffic by activating 5,242 offers (104% activation)

The proof of social media sharing success is in the numbers. Chick Fill A is:
growing their databases with qualified opt-ins,
dramatically increasing redemptions 500% to 1000% from previous campaigns,
expanding into new markets,
promoting new product releases and developments and
generating qualified leads and new customer aquisition.

The Campaign Strategy

We bought a list of young people in the town. We developed a relevant and compelling offer. We produced engaging creative. We offered a strong incentive to share this offer with their friends. And we made it extremely easy for them to do so. We then tracked each and every detail of the campaign, establishing a clear R.O.I.

Upon logging on to their PURL, users were walked through a simple activation process through a customized microsite. Users validated their information on the first screen, selected the offer they wanted to activate and answered a few questions regarding Chick-fil-A. Next, users were given the capability to share the offer on Facebook, Twitter, email and SMS (they could have selected from 287 social media sites). All recipients who shared the offer with friends were automatically entered into a sweepstakes to win free Chick-fil-A for a year. After completing the process, users were able to print the offer and bring it into the store for redemption.

The Campaign Summary

Chick-fil-A’s direct-mail campaign gained unprecedented exposure and potential due to our Viral Peer Sharing™. Five thousand plastic postcards were sent out, and due to the integration of social sharing and AMP’s ability to track the details, the campaign gained a total response of 14,124, a 279.8% response on a direct-mail campaign to 5,048 rented names.

Chick-fil-A’s initial direct mail piece gained a 22% response, with 1,111 users logging on to their Personal URL to activate their mail piece. With a strong base to start with and a compelling offer to share, the new customers reached out to their friends and families extending the reach far beyond the initial paid campaign, allowing Chick-fil-A to reach 14,124 people and activate 5,242 offers. A significant increase over their initial 1,111 responses who activated 411 offers.

What the Analytics Told Us

Who is The Target Market
The intelligent data collected through this campaign gave store owners tremendous insight into their customers for future marketing strategies. AMP™ Analytics identified that their primary demographic was women between the ages of 31 and 40. The analytics even identified the geographic location of their market.

Which Social Networks Users Shared and Which Had the Most Response
Chick-fil-A customers’ primary sharing outlet was Facebook, with 1,218 users posting the offer in their newsfeed. This brought an additional 6,499 users into the site, a 1:5 ratio, which accounted for 46% of the total response. Twitter fans proved very responsive as well, with 115 users tweeting the offer and 1,185 users responding and coming into the microsite through a tweet. That’s almost a 1-to-10 response. Users also opted to share the offer through email and SMS.

When They Shared
The Analytics showed customers shared the offer primarily during the early morning and evening times.

What Is On Their Mind
Users were asked a few simple questions during the activation process. Their answers will be used for future target marketing to personalize campaigns specific to their interest. They were asked questions regarding location preference to help store owners identify their individual customer database, as well as questions about their desire for future product releases, how often they eat at Chick-fil-A and their awareness of breakfast items.

These answers helped qualify the customers and gave store owners the open door for future target marketing according to the interest, intelligence and location of their customers. These simple questions the customers answered opened the lines of communication for store owners to establish a personalized marketing strategy. Chick-fil-A owners pride themselves on their relationship with their customers, and being able to integrate their marketing approach to be in sync with their in-store strategy was invaluable to furthering their approach.
The technology was able to identify the Brand Evangelizers in this campaign and provide Chick-fil-A with a report that would allow Chick-fil-A to target and reward those customers for extending the greatest influence to their network of relationships and bringing in the most users to the site.

Summary

Consumers have changed the way they buy. Marketers must change the way we sell. AMP™ is an exceptional transition technology that offers the best of both worlds. By combining direct mail and social media sharing with a strategic, well executed process and rock solid technology, we can ease your transition from the Mass Media Market into The Google Age.