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McLoone’s Riverside Dining: An Integrated Marketing Plan Revised. Presented by: Jennifer L. Pricci April 20, 2007. Campaign Objectives. Increase walk-in traffic among adult diners age 25-54 seeking an upscale but relaxed quality dining experience
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Jennifer L. PricciApril 20, 2007
Currently, McLoone’s Riverside Dining attracts upscale clientele who…
McLoone’s Riverside Dining is an everyday destination for year-round dining which offers a comfortable and laid back atmosphere for those who appreciate an upscale dining experience boasting Zagat-rated cuisine, impeccable views and world-class entertainment.
“… at its basic level, customer loyalty is a balance between the individual’s
willingness to give customer loyalty and a company’s ability to earn loyalty.”
- Anonymous, Direct Marketing
This statement describes the key aspects of what needs to happen on the part of the customer and the company for a loyalty program to be successful. When executed properly, a customer loyalty program can be the single most successful way to differentiate your business from your competition, optimize customer loyalty programs by increasing their return on investment, and improve customer communications, brand loyalty and overall customer satisfaction.
Member Analysis and Reporting Aloha POS eFrequency Operations
Repeat business is the lifeblood of the restaurant industry. Without loyal customers, a restaurant simply cannot be successful. That's why customer relationship management (CRM) tools are vital to maintaining a competitive edge in today's crowded restaurant marketplace – and that's why you’ve chosen a customer loyalty program.
A loyalty program’s scope is broad – traversing in-store operations, corporate systems, existing customer purchasing habits and trends, as well as a new, previously untapped consumer base. Aloha eFrequency provides a restaurant-focused powerhouse of tools that reach all facets of your organization, all of which are designed for ease of use, yet rich in features to ensure that your loyalty program reaches its full potential of increased sales and profitability.
Your eFrequency Loyalty Program
Examples: Jersey Shore Rock-N-Soul Revue program inserts and Count Basie opportunities, on-site opportunities at PNC, Red Bank Jazz & Blue Festival, seasonal Pier Village events, KABOOM! Fourth of July Fireworks on the Navesink
* See Media Component
Consumers will be motivated to sign up for the McLoone’s Friends & Family program with the promise of…
It all starts with the member card. Members use their cards in your stores to get credit in your customer loyalty program.
Some Goal Oriented Options:
Now that you have configured your McLoone’s Friends & Family Loyalty Program using eFrequency, your customers are signing up, and they are starting to earn rewards. You will need to add new members into the system once they sign up for your frequency program, view the history for a member, and generate reports.
eFrequency offers you several web-based tools to manage your eFrequency program:
Database tracking is a powerful tool that can carry brands a long way if it is used properly. While recognizing and welcoming the profitable outcomes, companies should not overlook other tools and efforts such as personal contact and customer service. Ideally, brands should strive to optimize all components by using them to complement each other.
The need for brands to find a way to differentiate themselves beyond price and product lies in the competitive edge inherent in the ability to build relationships with their best customers and reward them for their loyalty.
Source: Carlson Marketing Group (CMG) research study, Loyalty Monitor with Total Research Corporation
One of the great challenges to a loyalty program occurs between the sixth and 24th months of operation. It's in this period that the excitement and anticipation created by the launch wanes and customers and the company's CFO start to measure the program and its results.
Consider these five critical factors during after the initial push of your program launch promotion:
The factors above are critical considerations when operating a new loyalty program. Keeping them in mind as you work with your loyal customers will help maximize the value of the program to your business. During the first months and year of a loyalty program, a profile of your company's best customers will emerge. That profile and those individual customers will help the business build retention and grow more profitable and ensure active, positive participation.
It takes a lot of planning to create a loyalty program, including thinking of ways to educate staff about it and ways to garner customer participation. Once the planning is over, the key messages of keeping staff informed and customer participation top of mind need to be reinforced constantly.
There's a reason the first two years are critical. When a loyalty program launches, better customer retention usually tops the list of objectives. Better retention has a direct tie to profits. Bain and Co. reports that with respect to increasing retention "...the impact of retaining 5 percent of your customers can result in 25 percent to 85 percent increase in profit over time ...“
It is critical to build a strong database management team.
Measurement is about control. When planning promotions for the most loyal customers, there is a tendency to want to include everyone. However, without a control group, the results will not necessarily drive good business decisions.
In creating a loyalty program and asking customers for personal data (name, address, phone number, e-mail address, etc.) the company likely has made privacy promises to the customers. Even if no promises were made, there likely is an implicit trust.
The features that make a loyalty program successful are its ability to develop relationships between the brand and the customer, along with the data gathering features that help it know, understand and reward customers.
To develop a successful loyalty program, the following criteria has been tested:
Big Prize Giveaways, Small Budget Requirements
Think your budget is limiting your brainstorming capabilities? With insured contesting, you are able to offer big money prizes for just a fraction of the cost.
All insured contests offer a chance to win – such as attempting a half-court shot at a basketball game. You pay a fee based upon the size of the prize, the probability of a winner, and the number of contestants attempting the contest. You are provided all the materials and merchandise you need to execute the promotion and your insuring third party agency can also be available during your contest execution.
Unleash your creative brainstorming capabilities – or let me help you brainstorm. The following custom promotional ideas are some thought starters on how you can use an insured contest to generate buzz around your new proposed loyalty program, cut through the advertising clutter, increase sales, gain press coverage and ultimately exceed your expectations!
McLoone’s is giving you the chance to take a year off from cooking with the Never Cook Again! Sweepstakes. Ten (10) lucky McLoone’s Friends & Family program participants will be invited to a VIP Dinner Party. At the event, each of the (10) finalists will have the chance have $36,500 added to their loyalty program card... $100/night x 365 days!
Contest Option #1 – eFrequency Number Guess
Contest Option #2 – “Meal or No Meal”
* Denotes insured value
McLoone’s Riverside is giving consumers the chance to win a Trip for two (2) to Italy with $100,000 spending cash. Twenty-five (25) selected finalists and their guest will be invited to a VIP catered event where they will create their list of (7) favorite Wines. If any finalist creates a “Winning List” – they win the trip to Italy with $100,000 spending cash!
How It Works:
* $2,000 event bill maximum
Z100 will commission Million Dollar Media to execute the Insured contests. McLoone’s will provide Z100 an insurance premium against total prize value. Prize coverage is not valid until a contract has been issued by Million Dollar Media, and the contract has been signed and returned by Z100 and McLoone’s prior to the contest. Z100 and McLoone’s are bound by Million Dollar Media to comply with all contract terms & conditions. Prize insurance premiums do not include any potential costs associated with bonding or registering the contest.
Million Dollar Media will provide:
Client is responsible to provide:
1. Prize Coverage Contract
Maximum of 1 grand prize award
2. Official Rules
3. Event Execution Checklist
4. POS Signage for Contest Event
a. (1) Custom 2’ x 6’ Banner
b. (1) Custom 11” x 17” RTW Sign
5. Contest Materials as needed i.e. prize envelopes
6. Shipping (Ground Service)
2. Contest Administrator
3. Restaurant – to host VIP Dinner Party
4. Bonus Prizes
a. eCard values
5. Website Set-up for Online registration
6. $3,000 Insurance Premium
In the four (4) weeks preceding the McLoone’s VIP event your brand will receive major presence on Clear Channel New York online properties and promotional spot copy will be produced and aired on the most listened to station in the country, Z100! The media campaign (2 weeks on-air, 4 weeks online recommended) will call your target consumers to action… driving them to your location to sign up for the McLoone’s Friends & Family program or online to Z100.com (Keyword: McLoone’s) for more information. Spot copy will be produced by the world-famous Clear Channel creative team and will be designed to build awareness around the benefits program participation, such as $20 off coupons for themselves and a friend or family member as well as the upcoming VIP Event offering the chance to compete for a unique and exclusive prize!
Weekly Reach: 1,094,000+
Weekly Frequency: 2.3
Weekly Reach: ~65,000
Weekly Reach: ~1.1 Million @ 100%
Weekly Reach: ~3 Million @ 100%
Weekly Reach: ~750,000 @ 100%Proposed Weekly Schedule
Day Daypart # of Comm/Length
Mon-Fri 6am-8pm 10 x (5x:30sec/5x:15sec)
Mon-Fri 8pm-12mid 10 x (5x:30sec/5x:15sec)
Sat-Sun 10am-8pm 10 x (5x:30sec/5x:15sec)
Sat-Sun 8pm-12mid 10 x (5x:30sec/5x:15sec)
WEEKLY NET INVESTMENT: $17,000
Mon-Sun Streaming Spots
Z100.com 6am-8pm 20 x :30 Sec
1067LiteFM.com 6am-8pm 20 x :30 Sec
Q1043.com 6am-8pm 20 x :30 Sec
WEEKLY NET INVESTMENT: $1,500
Z100.com Banner Ad
120x90 at 25% rotation
1067LiteFM.com Banner Ad
120x90 at 25% rotation
Q1043.com Banner Ad
120x90 at 25% rotation
1 MONTH INTERVALS @ $5,000
1 MONTH INTERVALS @ $600
BONUS! FREE inclusion on the Z100.com Contest & Event Listing Page
Weekly Net Investment: ~ $24,100Pricing Expires 4.27.07
4 of the top 6 NY Market stations reaching Persons 25-54 are Clear Channel!
Encouraging your customers to repeatedly choose you over the competition is a marketing challenge that many organizations face. Differentiating yourself with a loyalty program can go a long way toward winning long-term consumer loyalty.
I can help you develop relationships with your target consumers. The loyalty program I have built for you will boost new trial, customer regeneration, customer loyalty, top-of-mind awareness, brand recognition and spending by personalizing messaging, rewards and promotional drivers. Add the power of the media and the sky’s the limit for your marketing campaign!
Here’s what I can do for you: