As was the food. Wow. It took me forever to decide what I wanted – so many yummy choices. Service was excellent too.
But what REALLY impressed me was what they gave me with my check:
- Brilliant use of tangible media to 1) reinforce brand…
...and 2) bring 'em back.
There are many ways to measure the success of a campaign such as this:
1. Do not “recycle” the corks for a period of time, say…3 months. This allows you to count how many come back to you.
2. If you REALLY want to get detailed about this, you could code the tickets that come back with a wine cork for the exact amount of business you’ve brought in, or…
3. simply factor in the cost of your average ticket, multiply that by the corks returned, and you’d have an approximation of new business that came back with the cork.
Measuring your Return on Objective (ROO, in this case to “bring ‘em back”) is important for many reasons. At the very least, you have a benchmark for measuring continued success of the cork campaign. There may be a “saturation point”, depending on their market, audience, seasons, etc. Good to know so you can switch gears.
You may also want a benchmark for comparing sales WITHOUT an added incentive to see if it’s actually making a difference, factoring in for other influences such as different time of year, of course.
Measuring also allows you to “tweak” along the way to see what gets the best results. For example, you could hand these out to different audiences, such as a lunch crowd vs a dinner crowd, see which ones come back more. Or which crowd spends more money when they come back, or brings new guests with them.
It’s always good to know what works – or doesn’t. If it’s a dud, figure out why and move on to something else. This will help you make more educated choices for future marketing campaigns.
A special word to 4 Sisters: congratulations on a fantastic marketing idea, and be on the lookout for this cork to come back to you:
