Hospitality
CASE STUDY 1️⃣

I’ve been meaning to post an update in the group for a few weeks for one of my client's Mobile Wallet offers that we ran in January, but I’ve just been so busy on the back-end, plus I’ve been on holiday. 

Anyway, I’ve finally managed to sit down and put the info together for you guys. As this is the update from the one I shared at the beginning of Jan after this was life for only 2-days….so we now have the full total of the campaign! 😍 

Case Study 2️⃣ below too (very different, but very interesting too). 



Oh yeah, and you’ll notice I do like emoji’s too 🤪

📱 We are bringing our clients (prospects) NEW exciting innovative technology that blows the ass of their competitors. We are soooo ahead of the digital curve and therefore it’s only right that we share the successes that we’re having with Mobile Wallet with each other in the group… as it gives each and every one of us the confidence to keep pushing forward when we get knock backs from prospects or when you hit the TEST button in Zapier and sit holding your breath in the hope to see a green light...BUT instead, you get the “RED ALERTS” so you want to punch the screen as you think you’ll never get this thing built and you're pulling your hair out!! 🚫😂 (how nice is it when you get a straight set of greens from start to finish in Zapier #bliss) 😆

So, this is a testimonial for David & Philippe to let them know that “YES….Mobile Wallet DOES work”!! 🔥 (as they know anyway, but I'm sure it's good for them to hear it from us too).  

Below I have given you a breakdown of the Campaign. This is a restaurant client in a small town, so not in a big city…..

😊 PRE-LAUNCH CAMPAIGN (Dec 18)

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🎟 Offer: 50% off Main Meals in January (Mon to Fri only)

◉ In December I did a pre-launch campaign using the Comment Growth Tool, whereby people commented on the post to pre-register for the 50% offer that was going live on 2nd January. An image was created in Canva that basically said “SUCCESSFULLY REGISTERED” (branded with a logo) which they received upon entering the bot.

We wanted to let people know it was coming and this built up excitement and to get people pre-registered.

✋ Disclaimer: We have done this campaign for our client in January for the past 3yrs and we know it’s usually a great success. However, our challenge (and slight worry) this year was… “will it STILL be as successful using Mobile Wallet”  😬 

◉ After 48-hrs of the post going on their FB page, we pushed this out as an Ad Campaign. We did a PPE campaign (post engagement) and used the existing post from the FB Page. 

◉ 2 x Targeting Ad Sets Top of Funnel
1) Page Fans 
2) Blanket Targeting

◉  Best Performing Ad Set: 
Blanket Audience (10km radius of the restaurant, ages 18-65+) Cost per result: £0.23 with 656 engagement results. (Page Fans £0.35 with  368 engagement results)

◉  Retargeting Ad: Those that engaged in the post, excluding those that messaged the page.  We picked up another 168 subscribers by retargeting the Top of Funnel Ad @ £0.60 per result.

◉  The Total Spend for this Ad was only £453.67

◉ We got over 1.5k comments on the post and 1,260 people pre-registered inside the Bot. 

🌟 LAUNCH CAMPAIGN

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◉  On the 2nd January, we sent a messenger broadcast using the +1 follow on the 2nd January to those tagged as pre-registered so that they could then download the Mobile Wallet to their phone.

◉ Our client already had 1,256 people subscribed to Mobile Wallet (from previous campaigns), so in order to make sure our message was relevant to exist MW users too we segmented them in the bot when sending out the broadcast and they were sent a flow that told them that their offer was waiting for them to redeem in Mobile Wallet. (simple)

◉  All those that weren’t MW subscribers were sent the flow to get started and download the Loyalty Card to their Mobile Wallet. 

◉ Cyfe Reporting was added to the Zaps in order to capture redemptions and total spending. (which you will see below). REALLY IMPORTANT to add to your Zaps, as it’s much better data.

◉ We launched a new FB Post to their page, again using the Comment Growth tool, and this time when they commented they were sent the flow to get started with download the Mobile Wallet.

◉ We got 663 comments on the post and out of those 488 became bot subscribers.

◉  £0.00 AD SPEND IN JANUARY! 😍 That’s right, we didn’t need to spend any more on Ads for the whole of the month.

💷 REDEMPTION & SPEND

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📆 2nd JAN to 8th FEB (29 days)

ManyChat Pre-Launch List: 1,748 (tagged)

New MW Customers: 1,199

(Total MW Customers: 2455)

Total Redemptions: 1,698 

YES….that’s one thousand, six hundred and ninety eight people that actually went in and redeemed the offer!

Total Spend: Approx. £77,244 🔥🔥

Ave Spend: £45.49 per table booking

🔥 BEST SALES DAY: 30th Jan

Total Redemptions: 75

Daily Spend: £5,043

Ave Spend: £67.24 per table booking

⬆️ SUMMARY

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What can I say, our client is VERY happy to see the success of Mobile Wallet.

The campaign was such a massive success that I got a message a few days before the end of January to ask me to extend it until 8th February as they couldn’t fit everyone in the restaurant.🔥

I also went to the restaurant on the day of the launch to make sure staff were ok with redeeming the offer. They used the QR scanner on an iPhone behind the bar to scan the mobile wallet and then enter the PIN and then added the points (amount spent)…..AND, believe it or not, they only had ONE and it still worked for them!!

For my own sanity, I also asked a customer that was paying his bill “how easy was it for him to download the loyalty card to mobile wallet” which he replied “I just tapped the buttons and did what it said, so yeah it was easy” - what more can we say!! 😍

CASE STUDY 2️⃣

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I didn’t really want to make this post any longer, as it’s already like a novel! 😬😂

However, I just wanted to highlight something really important, which is…….

🌟 “WHAT DOES SUCCESS LOOK LIKE TO YOUR CUSTOMERS”?

I have a brand new client that we launched the Mobile Wallet Loyalty campaign for at the same time as the client above (3rd Jan) and their figures are NOTHING like theirs and some would deem it as a flop….but, read on! 👀

This client is a trendy wine/cocktail bar that started doing street food in mid-2018 and their goal was to push their food and create a loyal customer base where people would come back for food time and time again, not just-drinks. 

They decided to go with a 50% off burgers & pizzas offer for January to launch their MW Loyalty Program and to get bookings during a typically quiet month.

They’re renowned for drinks and their afternoon teas, but not evening dining, so we knew we had a challenge on our hands. 

The offer was only available Tues, Weds, Thurs and Fri up to 7 pm too! So the figures below don’t include what they do on Saturday & Sundays, as they are actually busy on these days anyway. 

📱 MOBILE WALLET

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I took our loyalty mobile method but didn’t use the Review section. This is getting added in at the mo. 

I did also set up nifty images so that people can see their loyalty points in a nice branded image. Does looks much better. 

📈 AD CAMPAIGN

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Offer: 50% off burgers & pizzas

📆 3rd Jan to 31st Jan

We used the comment growth tool and asked people to let us know if they liked pizza or burgers by adding the relevant emoji in the comments. Something fun.

👇 RESULTS

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Bot Subscribers: 301

Refer a Friend: 48 of the 301 came from people sharing

MW Customers: 227

Redemptions: 37

Total Spend: £1,186 (customers)

Ave Spend: £32.05 per table booking

Ad Spend: £510.16 (Dec & Jan)

🗣 CLIENT COMMENTS:

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“We’ve had bookings for food most days in January, and we love the fact that people are now recognizing that we do food and it’s certainly bringing people in during the week in a very quiet month. We’ve had one couple come in twice a week and use the offer for the whole of January. So we know that this is what ‘loyalty’ is all about. We’re really pleased with these results”

They also said that they took £3k in food the week before the end of Jan, a typically quiet week, and even though some of those food sales were taken on Fri evening, Sat & Sun (so not valid to use the MW offer) they knew that some of those people were repeating customers and loyalty card users who loved the food and was happy to come back and pay at a time when they wanted to come and pay full price! 

😊 SUMMARY

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KNOW WHAT SUCCESS IS FOR YOUR CUSTOMER!!

It would be easy to look at this campaign and view it as being a FLOP, especially when I had another client that was doing more in a day than these guys did in a month.

BUT…..I knew what their goal was and I also managed their expectations right from the get-go (for my own sanity too). 

For them, it’s about the LONG-TERM benefits of building a LOYAL customer base for food sales.... and they hope to open a 2nd establishment that may be more food-focused. 

🎬 NEARLY AT THE END 😁 (phew I hear you say, haha)

Not only did I want to let Philippe & David know about what their product/service has done for my clients, and my biz…….I also wanted to inspire you by: 

a) Sharing two sides of the story and that we always need to ask our new clients (or old) “what does success look like to them”. 

Because, let’s be honest, we marketers really only want to shout out about the BIG numbers when preparing our testimonials for our own biz, but this testimonial is JUST as powerful. 

b) The general public DO KNOW HOW TO DOWNLOAD & USE MOBILE WALLET 📱💥

THE END!!! 📕😂

If you got to the bottom of this, well done (haha) 👏

Wishing you all tons of success 🔥

p.s. Please could I ask that you don’t PM for more info, as it can get a little overwhelming when I’m busy in my biz. 😰

  • Business
  • loyalty programs
  • Restaurants
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