 Insights
Case Studies: Rita's Water Ice Franchise Company LLC
Client: Rita's Water Ice Franchise Company, the nation's largest Italian Ice chain with more than 400 locations operating throughout the east coast was recently named one of the Top 25 Franchise High Performers by the Wall Street Journal's "Startup Journal" and was also included in Entrepreneur Magazine's "Top 100 Franchises" for 2006.
The client's challenges to NetPlus:
Rita's created a distinctive new product that features a mix of Italian ice, frozen custard, and cookie bits. The product, named "TBD" for this test, was placed in Rita's stores limited to the Lehigh Valley, PA area. A test was supported only by point-of-purchase marketing in Rita's stores in the limited geographic area. Rita's challenged NetPlus to create an online promotion for the test that served three functions:
- Promote the new test product in this limited geographic area.
- Encourage customer interaction with the product and brand.
- Capture customer feedback about the new product.
Key results from NetPlus engagement:
- Significant brand and product interaction driven by the microsite within a limited test region.
+The naming contest received over 1,200 entries, an average of 23 entries per day during the 55 day trial.
- Established brand participation with consumers.
+Name of the new product was selected by a contest entrant.
- Rita's received invaluable feedback from its customers that they can apply directly to their businesses.
+New product online survey showed that 88% of respondents liked the new product, 91% of respondents would try it again, and 92% of respondents would recommend the new product.
- Due to the success of the pilot program, Rita's plans to roll out similar campaigns across the country through 400+ franchises.
Strategy and tactics:
NetPlus was given a "blank slate" to create marketing and graphics concepts that were consistent with the Rita's brand, and capable of accomplishing the project's goals. In response, NetPlus developed a promotion that featured:
- A highly interactive promotional microsite that engaged core customers with the product and brand within the localized region
- Product naming contest (supported by prizes of cash and free product)
- Questionnaire about the product, purchase intent, etc.
- Questions to identify the most popular product flavors and combinations
The site captured permission-based email addresses which were added to the Rita's database.
Promotion for this test was restricted to small on-store signs, and cards that store personnel presented to customers who tried the new product. The cards directed recipients to visit the TBD microsite to fill out a survey about the new product. Also, the website was included on the cups along with POP and handouts.
Notable:
- The success of this limited test suggests that broader product distribution could be expected to drive a substantial number of customer interactions with the Rita's website, especially if the promotion were promoted more aggressively. In addition, the collection of significant numbers of permission-based email addresses would add value to the promotion program throughout the business cycle.
Impressive results like this can be yours. Let's talk!
Call Dave Larkins at 610-897-2380 X101
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