Are your marketing efforts delivering results? Are you strategically targeting your customers and getting a return on your investment?
“We were spending a lot of money on radio and Facebook promotions, but it was hard to judge the results,” says Funky Pumpkin Co-Director Laura Jory. “We were new to the business and we didn’t know our customers, or where they were coming from.”
In addition to marketing and advertising help, the newly rebuilt business needed a facelift.
“People didn’t like the large blank walls. We wanted to create a more friendly, welcoming atmosphere, but again we weren’t sure where to start,” says Laura.
“We heard about Pinnacle&Co. through word of mouth,” says Laura’s husband and Funky Pumpkin Co-Director Ryan Jory. “We met with Phillippa and the Pinnacle&Co. team, and they put together a package for our website, rebrand and design.”
“The difference Pinnacle&Co made is incredible,” says Laura. “Instead of blank walls we have fun, bright images that have really transformed the space. Plus we have a brand new website that’s getting a lot more traffic.”
Having sorted The Funky Pumpkin’s brand essentials, Laura and Ryan’s next conversation with Phillippa was about customer loyalty.
“When Phillippa suggested the idea of a loyalty programme, we weren’t so keen,” says Ryan. “We didn’t want to be just another card in someone’s wallet with offering a discount after your fifth visit. Phillippa explained how we could do something different, and we discussed the idea of a loyalty programme like you would find at the supermarket.”
The Funky Club was born. Pinnacle&Co. created laminated tags with a unique barcode. People sign up to the Funky Club in store and get a tag they can put on their keychain. Scanning your Funky Club tag every time you come in to shop gives you access to instant discounts, exclusive prices and puts you in the draw for spot prizes and giveaways.
“Our Funky Club has been running for 13 weeks and we have around 8,500 members. That’s just shy of 100 new members each day,” says Laura.
“Every two weeks Pinnacle&Co. sends out a PromoMail with the latest Funky Club specials. For the next few days after the mail out there’s a direct increase of people through the door. We know our customers now, so the challenge is back on us to make sure we have enticing specials and enough fresh produce in stock,” says Ryan.
Besides the strategic marketing advantages, knowing who your customers are and having a database has other benefits.
“We had one customer come in with a set of car keys. He hadn’t even found them in our car park, but somewhere else around Christchurch. Anyway, these car keys had our Funky Club key tag on them. That meant we could look through our membership database, call the owner and give him his keys back. He was over the moon,” says Laura.
Laura and Ryan are loving the benefits and business growth from having Pinnacle&Co. as their strategic creative partners. For more information, or a free introductory meeting about how we can work our strategic marketing magic in your business, contact the team at Pinnacle&Co. today.