locr CASE STUDY:
McNellie’s Restaurants
Personalized Maps Drive Traffic to New Location
Objectives
McNellie’s, a restaurant chain based in Tulsa, Oklahoma, opened a second location. They wanted to generate awareness of the new restaurant and encourage people to visit it. Ads in local papers were not as effective for the new location and it wasn’t receiving enough business.
Strategy
They turned to TPSi, a local marketing service agency, for a direct mail campaign to create awareness of the new location and offer an incentive to visit. TPSi bought a mailing list of 2,500 prospects in the area of the restaurant, and using addresses from the list, created personalized maps showing the route from the recipient’s home to the restaurant. The mailer included a $10 coupon which could be redeemed within two months.
Results
600 of the 2,500 coupons were redeemed – a 24% response rate.
Roundup
For restaurants like McNellie’s, local marketing with direct mail and personalized maps is an effective way to increase awareness, drive traffic and build repeat business. If the restaurant is new, people may not be aware of it, even if it is in their neighborhood. But a personalized map is instantly recognizable and shows how close and convenient it is.
TPSi turned this into geomarketing solution for the hospitality sector. Cofounder, Fadel Iskander, said:
- “Once we had success with McNellie’s, we knew other restaurants would also benefit from our services. We are confident of the value we bring … and this gives us an advantage when selling our services.”
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