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CUSTOMER SEGMENTATION

 
 

SITUATION

Carbone’s Pizzeria is a well-established restaurant chain in the Twin Cities area, but had very little information about their core customer base. In order to refresh their marketing collateral, we wanted to start with the basics – who are we talking to. We wanted to learn more about the target market that would drive their business.

OBJECTIVES

  • Understand customer base profile and various segmentations that may exist
  • Learn about customer behavior, preferences, and buying patterns
  • Garner data on competitive set, advertising effectiveness, and customer service
  • Use all this data to create a targeted marketing strategy and plan, as well as update creative concepts to appeal to target market

KEY CHALLENGE

We needed information very quickly, so the survey had to be deployed immediately, with broad distribution. The client also needed to secure maximum information on a very small budget.

CAMPAIGN

We conducted a two month survey via Survey Monkey to collect information about those who were currently visiting Carbone’s restaurants. We featured the survey online, and in stores, via social media, and on box toppers – giving gift card incentives for consumers to complete the five minute survey. We learned about their preferences, frequency, price tolerance, use of promotions & coupons, and wish list for future Carbone’s upgrades.

RESULTS

Piles of useful data on current customers was accrued. The survey results contained many elements that supported our preliminary strategy and intuition about the target customer. A few surprises revealed themselves, which was tremendously valuable in making changes to menu items, promotions, audience segmentation, and advertising media plans.