The Chesecake Shop website's unique visitors surge 300%
We find out more about their strategy and what a difference it will make to their business in the is Q&A with Peter Dable, National Marketing Manager, The Cheesecake Shop.
QSR Media: You mentioned that with above line advertising you could not track and measure results. How does moving to online marketing solve this dilemma?
Peter: Online advertising is more measurable and transperant. Impressions, engagement and click though rates are clear measures of performance. We can also see a steady impact on website visitation and membership numbers.
QSR Media: What tools are you using to analyze your online campaign results? Did you develop them in-house, or are you using certain data technology partners, agencies and platforms?
Peter: The first port of call is the data provided by our online partners. We also use google analytics to measure website and online membership growth. In the past 3 years our website visitation has increased by almost 300% from 40,000 unique visitors in December 2009 to almost 120,000 visitors in December 2012
QSR Media: What data do you hope to gather and how will these help you fine-tune your campaigns?
Peter: Improving click through rate is the big ticket item for campaign effectiveness. The benefit of online advertising is that we can run multiple campaigns to our target market. The creative with the best click through rate is ultimately the winner. We run the same exercise with all electronic direct mail campaigns. A few additional percentage points in open rate or click through can be all the difference.
QSR Media: With the increased focus on online marketing, will there also be a greater emphasis on online ordering? What are your plans to convert your greater online presence into sales?
Peter: Watch this space!
QSR Media: How are franchisees taking the news of this digital push? What will be their role, if any, in ensuring the success of your online marketing plans?
Peter: Online advertising is an opportunity to drive a brand message rather than in-store or national promotions. Our goal is to engage a relevant online audience to visit our site, join our online database and fall in love with one of the best brands in Australia and New Zealand. It is up to our franchisees to welcome new customers that visit our bakeries whether it has come from a national or local store marketing initiative.
QSR Media: Do you foresee any risks and roadblocks ahead as you lean more towards online marketing than traditional above line advertising? How are you addressing these potential challenges?
Peter: Online and digital marketing is definitely taking up the spotlight in the advertising world. What is the main risk? There are a lot of cowboy developers (especially on mobile platforms) trying to get business. Make sure you do your homework, request case studies, testimonials and references if digital and online is new to your business. What is the main road block? It’s always budget isn’t it.
