Junk Mail Direct Marketing Merges with Social Media to Create Goldmine? Cool Case Study
Some one has figured it out, and they are called DUKKY?
how Dukky turned a chicken biscuit into a marketing bonanza
1. Chik-fil-A of Covington, La., sends 5,000 pieces of direct mail offering a free chicken sandwich or chicken biscuit with online registration. Each piece features a PURL, a personal URL, unique to each recipient.
2. To get their free chicken biscuit, customers must click onto their PURL and supply their name, e-mail address, birthday and gender.
3. Customers then are offered the opportunity to share the biscuit giveaway via social media, text message or e-mail. Added incentive: They and the people they share the offer with can win free Chik-fil-A sandwiches for a year.
4. Using the Dukky dashboard, marketers track respondents through every step of the process, measuring how many people activated the free sandwich card, how many shared the offer, etc. Through sharing, the Chik-fil-A offer is extended to 14,000 people.
5. More than 1,300 customers redeem the original offer–a 26 percent conversion rate–and the Chik-fil-A store captures 3,400 names and e-mail addresses for future marketing efforts.
For the entire article click here : The Future Has Been Delivered to Your Mailbox
By Jason Meyers | Entrepreneur Magazine – July 2010