Spicing up a new menu launch.
Challenge: To successfully roll out the Palomino new menu launch via a multi-channel campaign.
Solution: Summit Marketing developed a program to reach new and current Palomino guests using six touch points: direct mail, email, Facebook, web-banner postings, website postings and finally thank you cards. Initially, guests received targeted messages and were directed to a microsite. The microsite welcomed the guest and explained the new menu launch. Guests were asked to come to the restaurant for a tasting and were offered a free appetizer. The microsite gathered each guest’s email address, first and last name and assigned “nearest location” for that guest. Upon completing the short survey guests were allowed to print a personalized redemption certificate. Guests redeeming the certificates were sent a Thank You card. The card also encouraged guests to share their dining experience through a PURL/microsite. Responding guests were rewarded with a free dessert certificate. The program walked each participating guest through the entire new menu, from appetizer, to entrées and finally to desserts. This comprehensive campaign received high marks across the board and provided guests an interactive new menu experience!