Case Study: Keeping in Touch with Customers
Fast Facts
Industry: Rural Pub / Restaurant
The Challenge: Update their marketing tools, increase efficiencies and implement timely customer communications.
Result: The Chequers have enjoyed steady growth throughout the recession and now have an effective, managed marketing plan in place.
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About The Chequers…
The Chequers is a rural pub / restaurant, established in 2001 by owner / manager Roberto Zeolla. It is located in the picturesque village of Matching Green.
The Challenge:
Roberto knew the existing marketing tools did not adequately reflect their positioning as a stylish gastro pub. As a busy Publican he needed a trusted marketing partner who understood his business to come in and act as their marketing department. The challenge was to refresh their branding without alienating their existing clientele and to set up and run a regular customer communication programme on a limited budget.
The Solution:
Evolve Marketing analysed The Chequers existing marketing activity and collateral as well as investigating their future marketing requirements. This analysis showed that their approach was scattergun with no overall objectives or monitoring and there were untapped opportunities to increase patronage by their existing customer base. In addition the website was not updated regularly and did not reflect their positioning as a stylish eatery focussed on fine food. Evolve Marketing suggested a phased approach starting with the website refresh, then using the new brand imaginery created move onto printed material and then setting up an email marketing programme.
These recommendations were implemented over a 12 month period. During this time Evolve Marketing managed the brand refresh, website migration and email marketing programme – also providing training and an on-going content maintenance service.
Elements of the marketing support include:
- Developed a new content managed website
- Refreshed the advertising templates and the table talkers
- Set up and manage a regular Email marketing programme
- Created and manage The Chequers Facebook page
- Created an online customer survey to monitor performance
- Manage the website content to ensure it is up-to-date and relevant
The Results:
The Chequers have continued strong trading throughout the recession and have a fresh, appropriate brand that is consistent across all customer touchpoints. In addition, they now enjoy a stronger relationship with their existing customers through their regular communication programme and benefit from having an objective Marketing expert who understands their businesss at the end of phone to bounce ideas off.
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