The challenge
Dinex relied on email to stay top of mind. Hundreds of thousands of guests had dined at its restaurants, but newsletter sign-ups and comment cards brought in a handful of contacts a month per restaurant.
Each brand needed its own messaging, from caviar dinners at DANIEL to whisky tastings at db bistro. Contact information alone could not target them.
The group had also assumed free WiFi was wasted in fine dining.
The solution
1. Guest WiFi: Make WiFi part of the guest experience
Executive Director of Marketing Tami von Isakovics argued that fine-dining guests expect WiFi too. Adentro launched Guest WiFi across locations, and thousands of new emails arrived in the first month.
Each connection built a Customer Data profile with contact and demographic data.
2. Audience Segmentation: Keep one list per brand
Audience Segmentation split contacts by location and profile. Bar Boulud got its own list for wine news and its weekly big-bottle lineup.
3. Email Marketing: Send event emails to the right guests
Email Marketing sent event promotions to the segment that fit each event. Some events sold out two days after the send.
4. Walk-Through Rate™: Match emails to return visits
Walk-Through Rate™ matched email recipients to verified return visits, at a rate of 5.7%.
“When we send out an email for a specific event, we usually see immediate action.”
The results
- 64,000+ contacts collected, in one year
- 5.7% walk-Through Rate™, email recipients matched to verified return visits
- Some events sold out two days after an email
- Several hundred new emails each month, up from a handful a month per restaurant