The challenge
Hill Country's events calendar was growing faster than its marketing list. The NYC location relied on comment cards and its website to collect contacts.
Comment cards captured little contact or demographic data to plan around.
Guest pit-masters, chili cook-offs and concerts needed an audience to sell to.
The solution
1. Guest WiFi: Replace the comment card
Hill Country turned on Adentro (then Zenreach) Guest WiFi. Guests traded an email for access, without staff collecting entries manually.
2. Customer Data: Build a record for every guest
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.
3. Audience Segmentation: Group guests by visit history
Audience Segmentation sorted guests into new, repeat, lapsed and loyal groups.
4. Email Marketing: Send each group its own message
Email Marketing automations sent each group its own message. Campaigns promoted holiday pies, Thanksgiving pre-orders and concert tickets.
The measured result is list growth. Sales increases were reported by the client without a quantified attribution model.
“Zenreach has allowed us to more than triple our database while at the same time improving our overall communication with our guests.”
The results
- 3x+ contact list growth, at the NYC location
- 1,000+ new emails per month, and growing
- Tens of thousands of guests in the database
- Food and special event sales increased after targeted campaigns, per the client