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.
Warren Sukernek is a senior strategist with VML, a top 20 Interactive Marketing Agency, part of the Wunderman Network, in Seattle. He helps guide strategy and planning to product development, marketing communications, relationship management and social networking working with Seattle clients as well as VML’s other national clients. Warren has over 15 years of client and agency dynamic online experience in e-commerce, community, content management solutions, consumer focused webinars, demand generation, blogging, and email based RM campaigns. He often finds himself at the intersection of marketing and technology, because that’s where the fun is.
