Local bakery collects valuable marketing data with 2,200 survey responses

Posted
  • Collected 2,199 opt-ins and 1,284 Facebook Likes.
  • Entry form survey provided valuable marketing insights for advertiser.
  • Advertiser signed on for additional quarterly online promotions.

Matt Coen

The idea
Entercom New Orleans, part of Entercom Radio, is a radio cluster in New Orleans, La. Entercom is a radio group with more than 100 stations in 23 U.S. markets.

Haydel's, a local bakery, came to Entercom wanting to collect data. The bakery had some marketing questions it wanted answered about one of its signature products – King Cakes. The bakery wanted to do something relevant and timely for Mardi Gras.

Additionally, Haydel's wanted to grow its existing email and text database.

The execution
"Win Haydel's King Cakes for a Year," a two-week giveaway, featured a form with three questions, along with an option to opt-in to its databases and like the bakery on Facebook.

One of key aspects of the promotion was to inform customers that Haydel's sells King Cakes year-round. This served as an opportunity to generate data while also informing contest entrants about this product offering.


Traffic for the promotion was driven through a mix of radio, display ads and email. Haydel's also utilized its existing email database and social media platforms to promote the contest.


The results
This giveaway collected almost 2,200 email opt-ins and 1,284 Facebook Likes for the advertiser. Of these, 56 percent entered using a mobile device. This data will help Haydel's form its mobile strategy.

To answer Haydel's burning question, 40 percent of people did not know the bakery sold King Cakes year-round. They do now.

This advertiser learned that, through promotions, it can significantly grow its database in short promotional windows. As a result, Haydel's has signed on to run additional contests each quarter – which increased its spend with the radio station by four times!


By running quarterly promotions, Haydel's was able to further build its database and identify more leads. Using the data from each additional promotion, Haydel's was able to send targeted messaging, depending on how users responded to the survey questions. This includes bounceback coupons, which are designed to drive in-store traffic.

Matt Coen is the president and co-founder of Second Street, a leading provider of private-label online promotions platforms and partner success services for media companies based in St. Louis, Mo. He can be reached at (314) 880-4902 or matt@secondstreet.com.

Coen, mobile, database marketing
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