Using the blog and email list as survey tools to drive engagement
When Garden Fresh was planning a site redesign they decided to use their Fresh Ideas blog and opt-in email list as a survey tool to make sure they were including content of interest to their customers. On the blog they did this by asking questions via a "shout out". A shout out is basically a small box with a question at the top and free form text answer box below. By asking questions they learned more about their customers, like what their favorite menu item or type of soup was. A similar tactic was deployed via their email list. In addition to confirming things they already knew, like many of their customers like coupons, they also uncovered new information. For example Garden Fresh learned that their customers are also interested in healthy eating and recipes, and validated their thoughts on how their consumers use mobile devices. As a result, the blog is featured prominently on the new website and they are including more blog posts including recipes and how to eat healthfully. They also have a much better direction on how to build out their mobile presence. In addition Garden Fresh experienced higher open & click thru rates for survey emails.
Using the blog and email list for promotion to drive engagement
The majority of Garden Fresh's email subscribers are interested in receiving promotions. By using not only the email list and restaurant presence but also the blog, Facebook and Twitter they are able to stretch the impact of these promotions. The benefit also works in reverse - by running promotions they increase the number of people who read their blog and interact with them via social media. One recent contest asked customers to find "three things that are green" in the restaurant and take a photo of them. Customers then uploaded the photos to Garden Fresh's Facebook page to be entered in the contest. Results from promotions are carefully tracked so the learning can be used to create follow up campaigns.
Results from these efforts have paid off - Garden Fresh currently has engaged over 1 million customers including over 58,000 Facebook fans, 14,000 Twitter followers and 13,000 blog readers each month.
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