Guest WiFi more than tripled the NYC location's contact list, adding 1,000+ emails a month into the tens of thousands.
The challenge
Hill Country's events calendar was growing faster than its marketing list.
The first gap was comment cards couldn't keep up. The NYC location relied on comment cards and its website to collect contacts.
A second challenge was no detail on who guests were. Cards captured little contact or demographic data to plan around.
The remaining issue was events needed an audience. Guest pit-masters, chili cook-offs and concerts needed a list to sell to.
The solution
Create the data foundation: free WiFi replaced the comment card. Hill Country turned on Adentro (formerly Zenreach) Guest WiFi. Guests traded an email for access, without staff having to collect entries manually.
Profile: every connection became a guest record. Customer Data built a profile for each guest with visit history and demographics. Hill Country used that data to shape its marketing and events strategy.
Segment and activate: messages by visit history. Audience Segmentation sorted guests into new, repeat, lapsed and loyal groups. Email Marketing automations sent each group its own message. Campaigns promoted holiday pies, Thanksgiving pre-orders and concert tickets.
Why the combination mattered
Guest WiFi expanded the contact channel inside the restaurant; Customer Data kept visit context; Audience Segmentation separated new and returning guests; and Email Marketing supported events and food campaigns. The story's measured result is list growth, with sales growth reported by the client without a quantified attribution model.
The results
- 3x+ growth in the contact list
- 1,000+ new emails collected per month, and growing
- Tens of thousands of guests in the database
- Food and special event sales increased after targeted campaigns, per the client
Customer perspective
“Zenreach has allowed us to more than triple our database while at the same time improving our overall communication with our guests.”