A 56.8% Building up in Product sales After 9/11

When the September 11th attacks hit the twin towers numerous consuming puts had been hurting for product sales, learn how one consuming position owner started increasing product sales.


Promoting Tool, Consuming position Promoting, Staff Promoting

2002 wasn’t a very good 12 months for a lot of consuming puts. The September 11th attack on the Twin Towers actually hurt product sales.

Alternatively reasonably than make excuses, Jeff Mohler of the Marblehead Grille and Chowder Space in Easton, PA decided to take the offensive. He began that specialize in Staff Promoting section means all over the primary quarter of the 12 months. 2nd quarter results showed a 24.4% increase over the previous 12 months (after all discounts), and third Quarter results showed persisted expansion with 36.2%. Alternatively Jeff was once as soon as finding it very difficult to hunt out time to keep an eye on his promoting as his amount upper. Inside the 3rd quarter, Jeff installed and began the usage of an automated promoting tool program.

In Q4 Jeff showed a 59.3% increase over October of the previous 12 months. The overall finish outcome: Business was once as soon as up 32% for the 12 months, because of Staff promoting and tool that allowed Jeff to keep an eye on his new promoting.

RESTAURANT MARKETING RESULTS JOURNAL – Since January 1, 2002

HISTORY 2001:
Prior to the tragedy on 9-11, problems had been coasting along correctly in 2001 on target for a 5%+ increase. Because of the affect of 9/11,the 12 months ended with only a 1.4% product sales increase.

JANUARY 2002:
I decided to take the plunge into Direct Response. I found out a bucket of three 12 months old-fashioned Get right of entry to Blanks from our 3rd Anniversary Contest in March 1999, known as out about 150 January birthdays, designed and sent a card offering a “FREE One-pound Lobster Dinner” to those 150 people. We moreover began handing out customer Knowledge Forms (GIFs) to collect data from our guests. Throughout the best of the month we had redeemed 28 taking part in playing cards bringing in 90 guests, created $ 2,335.25 in product sales, gathered knowledge totaling 1800 new people for our database and posted a product sales decrease of 4.5%, for January.

FEBRUARY & MARCH 2002:
Problems began to toughen slowly and by the use of the highest of the primary Quarter we had worked our way back to a 4.4% product sales increase with the database surpassing 5,000 people’s birthdays and anniversaries.

APRIL – JUNE 2002:
The 2nd Quarter actually became the convincing time for me as we sent out 600, 900 and 1,000 Birthday taking part in playing cards, redeemed with regards to 1,000 (on the subject of 40%) and generated $48,000 in product sales after discounts, a 24.4% increase. We moreover added Anniversary Enjoying playing cards to our mailing beginning in June with about 500 taking part in playing cards being mailed for the month, 182 redeemed and created over $7,500 in added product sales. The guest-per- card amount was once as soon as less than birthdays. I suppose people invite pals to lend a hand have fun birthdays alternatively do the anniversary issue mainly as {{couples}}.

JULY- SEPTEMBER 2002:
Data keep watch over became further subtle as we passed 12,000 entries. Excel and Mail Merge had been coping with the art work and spitting out labels. The taking part in playing cards, now numbering about 300 every week had to be classified, stamped with the expiration date and a stamp – numerous art work, alternatively price it. I had read about various tool strategies and ordered a (tool) package….. It arrived in mid-July as now we have been throughout the throes of Little League Championship baseball, spending just about 3 weeks on the freeway.

The neat problems regarding the consuming position promoting tool are: 1) printing the take care of, get started date and expiration date all on the taking part in playing cards instantly (you are able to in reality do the postage at the equivalent time moreover, alternatively I’ve no longer lengthy long gone that far), plus 2) the power to log redemptions and practice purchaser usage. I felt this to be extremely helpful as we switch forward and wish to do further refined tracking and developing of specific Customer Lists.

The 3rd Quarter boomed and mainly in my absence??which felt very good. A 56.8% product sales increase moved us to 27.3% after 3 quarters. I was ecstatic and slowly being happy this Direct Response was once as soon as very good stuff – controllable, measurable and a success.

OCTOBER – DECEMBER 2002:
The 4th Quarter caused some promoting creativity throughout the sense that we did not want too many people redeeming taking part in playing cards in December, typically our biggest product sales month of the 12 months. We stopped mailing taking part in playing cards from December 8 – 26, alternatively however ended the month up 24.4%, a nice amount alternatively a big drop from October and November. We ended the 12 months up 31%.

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