For a recent client, The Landing West Coast Grill in Parksville on Vancouver Island, we were asked to help the client build traffic to the restaurant from Monday through Thursday.
After listening to the concerns and expectations of the client, I developed a broadsheet promotional piece which we dropped to all local residents within the Qualicum, Parksville and Nanaimo areas and supported the same broadsheet by placing it as a full page ad in the Nanaimo Daily News.
We then implemented analytic e-metric codes on two of their web sites for tracking purposes. This was particularly necessary because we were developing direct mail and e-mail communication pieces which we needed to be able to provide statistical information to our client on.
The first month we dropped the broadsheet, new visitors to the web site were up 78% and returning visitors were up 192%. Proof that our services generated interest and increase visitors to a web site.
More importantly, sales were up in the restaurant consistently over the period I was developing the creative and marketing for it.
In three short months, we had Monday through Wednesday night traffic up substantially and the client actually requested we stop one of the promotions after five months.
It’s not often I get told we are being too successful, but this was the case here.