Case Studies.
Charley's Grilled Subs
Annual Convention
Situation
Charley’s Grilled Subs, a quick-service restaurant specializing in Philly cheese steak sandwiches, holds an annual convention for its franchisees. Charley’s engaged Marketing Works to increase attendance at its 2007 annual convention in Orlando, Florida. The goal was to drive 80 percent of Charley’s franchisees to attend.
Strategy
Marketing Works created a multi-dimensional direct mail campaign targeting franchise owners. To reduce costs, we solicited help from the Orlando Visitors Bureau and local hotel concierge services. The campaign included a series of timed direct mail pieces with incentives for registering early, special luggage tags that contained event details and visitor information.
Results
Within one week after the first mailer was sent, 50 percent of Charley’s franchisees had registered to attend the convention. One week after the second mailer was sent, Charley’s had reached its goal and decided not to send the third and fourth mailers. The annual convention was a success, with 80 percent of Charley’s franchisees in attendance.