Find over 450 other case studies on digital print applications.

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1 1 Find over 450 other case studies on digital print applications at. 2011, Caslon, a PODi Affiliate. Terms of Use: PODi members can distribute the case study in hard copy form or may post up to two case studies on their Web site as long as PODi is attributed as the source and a link to is provided. Mass distribution or other usage is restricted as defined in the Terms of Use on

2 2 DaVinci s Restaurant Serves up Results with Cross-Channel Marketing Project: Vertical Market: Business Application: DaVinci s Restaurant Serves up Results with Cross-Channel Marketing Retail Direct Marketing/Traffic Generation Business Objectives DaVinci s is a newly renovated, gourmet Italian restaurant that re-opened its doors with a fresh look and a new menu. An innovative chef was recruited from a well-known NYC restaurant to create an upscale menu at moderate prices. The restaurant was closed for nearly four months during renovation and the grand opening was critically important to re-launch the business during very difficult economic times. In order to succeed they needed a direct marketing campaign that would: Welcome back the existing customer base Attract new customers who were trendier and more affluent Grow business for the restaurant Results Business has grown more than 45% as compared to the previous year, during the same time frame (not including time spent in renovation mode) 6% visit rate recipients went to their Personalized URL 4.8% response rate recipient completed online survey and received their restaurant coupon via A database developed of nearly 1,000 customers and qualified prospects has been 220 potential customers added to function on campaign site the database via the Refer a friend 600 new addresses have been added to database

3 3 Campaign Architecture DaVinci s Restaurant, through Mann & Co., executed a cross-media program that incorporated print, , Web, and social media. Personalized postcards invited potential customers to see the renovation and transformation of the restaurant. By visiting their Personalized URL and answering a few questions, customers received a coupon via that they could redeem when they dined at the restaurant. A general landing page with a different offer was created for people responding to DaVinci s Facebook page, television, and magazine ads. Each of the channels had a different passcode for entry to the landing page so that response by channel could be tracked. The postcard with the link to a Personalized URL was, by far the most common source of visits to the site. Personalized landing page

4 4 DaVinci s Restaurant Serves up Results with Cross-Channel Marketing With direct access to the marketing console, the management team at DaVinci s was able to monitor the results in real-time and modify the program as needed. From the online survey they learned that 40% of the respondents had either never been to the restaurant or had not been there in over a year. Target Audience and List The target audience for this campaign was affluent individuals within close geographic proximity to the restaurant. The postcard campaign was run twice first in November 2009 and then in March For the November campaign a list of 5,500 names representing a sampling of all the zip codes within five miles of the restaurant was purchased. The reaction to the first campaign was analyzed to determine which communities had the strongest response. For the March 2010 campaign, a list of 8,500 names from the top four performing communities was purchased. Offer To encourage recipients to visit their Personalized URL a coupon was offered for either $10 off dinner or $5 off an order from DaVinci s gourmet pizzeria. Creative and Outbound Pieces Mann & Co. designed the restaurant logo, the postcards, and the personalized microsite. The look of all the elements was clean, simple and elegant. Reasons for Success DaVinci s Restaurant was very pleased with the results of the campaign. The team at Mann & Co. far exceeded our expectations and the program results surpassed industry benchmarks. Their amazing creativity coupled with the powerful technology is what truly differentiates them from other agencies, says Micky Faust, Managing Member, FnG Cuisine & DaVinci s Restaurant and Gourmet Pizzeria. Best practices learned from this campaign are: Good offers drive response. Having a strong offer is critical to the success of any direct marketing campaign. Keep the message simple. DaVinci s postcard and landing pages had a clean and simple look that was not overpowered by too much copy. Recipients could quickly read the offer and call-to-action.

5 5 Client Print Service Provider Hardware Software Target Audience Distribution DaVinci s Restaurant A gourmet Italian restaurant located in Chestnut Ridge, New York. Mann & Co. Inc. Established in 1998, Mann & Co. is a print management and cross-media company that provides a wide range of direct marketing services. Mann s mission is to provide clients with the best solutions to their business challenges while developing strong, long-term relationships. Ricoh C900 XMPie Trendy and affluent individuals First mailing: 5,500 postcards Second mailing: 8,500 postcards Date November 2009 & March 2010