Grassroots Promotional/Marketing Campaign
Piccadilly Cafeterias:
Managing Growing Pains.
With the recent acquisition of another major cafeteria chain, Piccadilly was growing appreciably. Unfortunately, nobody told the marketing budget. Needless to say, it was going to be a challenge to absorb the new units while sustaining existing units through increased visibility, trial and frequency of visits.
ACTION: Together with Piccadilly, GodwinGroup developed a comprehensive marketing program with a grassroots component based on the client’s brand positioning. Grassroots efforts directly targeted select audiences, relying on a planned halo effect to reach broader audiences. An overall brand component was established for identity, and a model segmentation approach (á la carte method) was implemented to appeal to varying local market profiles. Depending on the local market, some Piccadilly locations received high-profile, intense blitzes; others relied on grassroots and promotional marketing; while still others benefited only from system-wide initiatives.
REACTION: Overall, the program was a resounding success. Every new Piccadilly location opened as a result of the acquisition reported a successful re-opening and steady growth. Many experienced sales increases of up to 40%.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK |
