Johnny Rockets uses print materials to drive customers
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The coupon for hamburgers was the most popular.
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8/31/2010
National restaurant chain Johnny Rockets recent mailed coupon booklets to local consumers. The print marketing effort encouraged many consumers to visit their local restaurant.
The campaign was initially launched in 11 test markets throughout the nation, though 52 locations now use the discounts. Nearly one-quarter of recipients (24.5 percent) responded to the coupons, significantly more than the 3 percent redemption rate the chain's coupons normally receive.
Print materials were sent to consumers within walking distance of Johnny Rocket locations. The most popular promotion was the "buy one, get one free" coupon for the restaurant's signature hamburgers. Nearly half of respondents (44 percent) redeemed this coupon.
According to Johnny Rockets' director of field marketing, Lisa Bass, the coupon booklet campaign enabled participating restaurants to generate more exposure. "[With the initiative,] we are able to effectively target a key group of people at the right time and place, while growing our presence in the community," she said.
Meanwhile, several other businesses are turning to coupons to bolster customer activity, reports Businessweek. Marketing analyst Gordon Borrell attributes this "growing phenomenon" to the fact that coupon programs are easily tracked.
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