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Customers received this in the mail:
This is a single page, folded in thirds, wafer-sealed to meet Postal Service requirements. The reverse side of this folded mailer looked like this:
Opening this mailer revealed images of two playing cards. Each of these cards was randomly "dealt" by  from a full deck. This means that each card provides the customer with a legitimate one in fifty-two chance of winning the prize.
It is important to note that this promotion is successful because it’s FUN! It gives your guests a reason other then food to visit your establishment. Camden’s decided to give each guest two chances to win a $50 gift card.
Here’s how it worked:
Camdent's selected the group of guests to whom they wanted to send this offer, and generated a personalized promotion page for each of those guests. Each person was "dealt" two cards, as seen below. When a customer redeemed the promotion, the waitstaff quickly cut a deck of cards, and allowed the customer to draw one card. If that card matched the first card in the guest's letter exactly, the guest won the prize. They then repeated this process, matching the second card in the guest's letter, giving the customer a "second cut" at winning.
The incentive for guests was that they had a chance to win the grand prize, but even if they didn’t win, EVERYONE received a $5 bounce back card offering an incentive to revisit the restaurant. This provided Camden's with two visits within two months as a result of a single promotion.
(click on the image to display an enlarged view.)
Here are the results of this promotion:
(click on the image to display an enlarged view.)
Camden's had one $50 winner, out of the twenty-five guests who redeemed the promotion. (Stastically, they could have expected one out of twenty-six, since they were giving each customer two chances to win.) Bear in mind, that this $50 prize actually cost them significantly less ($50 multiplied by their food cost percentage—use your own numbers here for comparison).
Overall, here were Camden's results:
 Nearly a 23% response rate
Sales: $793.11
Promotion Cost: $159.89 (including the cost of one $50 winner)
Returned almost $5 for every dollar spent on the promotion (including the cost of one $50 winner)
Each of the twenty-five guest who redeemened the promotion was handed the following "bounce-back" card by the waitstaff, simply for playing the game:
Thirteen of the twenty-five guests (fifty-two percent!) returned to redeem this promotion.
(click on the image to display an enlarged view.)
This "second round" brought twenty-seven guests, who generated an additional $320 in income and provided $167.68 in incremental profit. Note that since the only cost of this promotion, other than the food cost, was the cost of printing the bounce-back cards (there is no postage), this provides a spectacular return on investment.
Just as importantly, the customers responding really enjoyed redeeming both of these promotions.
You may implement this promotion in any way that you would like. You determine how many chances to provide each customer. You determine how many customers receive the promtion. You determine what prize to award. Note that customers take part because of the chance to win something. You are not out anything on the initial visit, unless the customer wins, but you've "programmed" these guests to return within one month to spend more money in your establishment, and you determine what incentive to offer them to do so.
Note, that provides the opportunity for you to customize the face cards that are "dealt" to your guests. You may choose to include your own picture or that of your chef, maitre'd, or waitstaff as your Jacks, Queens, or Kings. |
