St. Patrick's Day may be the pinnacle of Irish parties, but many an Irish establishment uses the entire month of March and beyond to roll out the green carpet.
Bennigan's, the chain of neighborhood pubs serving up Irish hospitality, is running a scratch-to-win promotion for a chance to win a "Pub in a Box," for the winner to create his or her own party.
Through April 28, everyone who visits a Bennigan's will receive one of 100,000 St. Paddy’s Day game cards with more than 1,000 players winning a free dinner for two on their next visit in March. Every other card throughout the eight-week promotion is a winner, too, with free Bennigan’s caps or appetizers, desserts or Pepsi with an entrée purchase on a future visit.
As the game plays on, Bennigan’s is collecting customer information that will help it build lasting relationships with its customers and encourage players who have yet to visit a restaurant, to stop in.
"So March is the perfect time for us to extend beyond our four walls and reach current and new fans with exciting offers," Bennigan's chief executive officer Paul Mangiamele, said in a release.
The card also directs guests to a customized “Bennigan’s Sweepstakes” website where the grand-prize winner will get their choice of a Bennigan’s Pub in a Box, including a full service bar, two bar stools, pub mirror, bar supplies and wall art or a trip to Chicago for two. In addition, everyone entered for the online sweepstakes has the chance to win a weekly drawing for one of two $50 Bennigan’s gift cards.
Players are encouraged to share the offer with their friends through Facebook and Twitter. Their messages will invite others to visit the restaurant during the promotional period to play the scratch-to-win game.
After the promotion, Robust Promotions which is handling the game, will deliver to Bennigan’s a database of all online entries by store location for future marketing campaigns. Robust Promotions will also perform a campaign analysis that reveals each store’s ranking and measures the ROI of the promotion based on the various prize/discount levels.
“On one half of the card, they reach 100% of their customer base, and increase frequency and loyalty, by offering a reward to drive in-store sales," said Leslie Allison-Seei, partner at Robust Promotions. "The card’s other side spurs on peer marketing with likes and shares, plus it captures all the relevant customer data of online participants.”
“Given enough incentive, customers are much more willing to share their contact information, and even other marketing-rich details such as their birthday. Companies might have thousands of fans, even tens of thousands or more, but it’s difficult to know who those people are,” Allison-Seei said. “With a Peer Marketing Promotion, as long as the offer is strong and there is a sense of urgency, people are more willing to surrender that information than if you just say, `Join our e-club.’”
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