Carla Hendra of Ogilvy

Carla Hendra Named Co-Chief Executive Officer of Ogilvy North America in 2005 and appointed Chairman of Ogilvy New York in 2007, Carla has been the driving force of digital at Ogilvy for more than 10 years. OgilvyInteractive was recently named one of the leading digital marketing agencies in North America by Forrester Research, based on its pioneering digital work on behalf of clients such as IBM, American Express, Yahoo!, TD AMERITRADE, Unilever, SAP, Kraft, Allstate, and Cisco.

Carla served as the first-ever female jury chair of the Cannes Advertising Festival when she presided over the 2001 Cyber Lions. She was named Advertising Woman of the Year by AWNY in 2005. Carla is a member of the board of the Direct Marketing Association (DMA) and the 4As Board of Directors. She is also a Board Director of Brown Shoe and Unica, and sits on the nonprofit Dress for Success board.

A frequent speaker on digital and conversational marketing, Carla has been featured at Web 2.0, The Conversational Marketing Summit, NATPE, The Mixx Conference, adTech, and the 4A’s Leadership Conference.

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WOMM-U: Day Two Case Study: Houlihan’s Restaurant

The final session of the conference featured a case study on Houlihan’s Restaurants, presented by Jen Gulvik, VP Marketing, Houlihan’s Restaurants, Inc.

In the past few years Houlihan’s has undergone a tremendous transformation. Spreading the word about this has been an interesting challenge. They’re not a national advertiser. While they are in some major markets, they don’t have the budget that many of their competitors do.

The task was to see if they could turn their customers into a marketing force. In the past many of their restaurants had established e-mail lists, it was one-way only. However they do receive a large amount of customer feedback, and this is increasing. She thinks this matches the trend of customers taking control of their brand experiences.

At a WOMMA event a year ago, Jen realized that they’re in an industry (food & beverage) that is heavily talked about. Why not take advantage of that?

First step was to determine who their brand lovers were. They created and sent out a survey. Some quick metrics: 114,949 sent, 18,695 received. From there they began to build out a program, an advisory group. This group would advise them on menu choices and other brand assets. They also developed a program for the HouliFAN’s.

The primary communication channel with the advisory group is the HQ, a password protected site that allows Houlihan’s to provide information to the fans. It also allows them to participate in coversations and get feedback.

One of the first things they did was ask the advisory group, what would you do? Early on they saw an issue related to the removal of fajitas from the menu, or as Jen said, a fajita-freakout.

Once the site was established with the advisory group, it expanded to the entire fan-base, the HouliFANs.

Soon afterwards they rolled out a new menu and used their fans and the site to spread the word. They found that 35% of the fans had spread WOM about the menu.

The program is still new and growing but they’ve been thrilled with the response and feedback they’ve received.

Carla Hendra of Ogilvy

On the agenda

WOMM-U: Day Two Case Study: Houlihan’s Restaurant

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